Attracting Top Talent: Showcasing Culture and Values Beyond Remote Work

Meet Justine Camacho, CMO at WeWorkRemotely:

Justine Camacho, the Chief Marketing Officer (CMO) at WeWorkRemotely, is an accomplished professional with a background in Communication Sciences. Originally from Mexico, Justine’s journey into marketing began serendipitously as he embraced opportunities that life presented. Collaborating with friends in the marketing field, he honed his skills and eventually ventured into freelancing. Alongside his freelancing endeavors, Justine also established a successful co-working space in Mexico. During this period, he discovered the allure of remote work and found his calling while writing for a travel blog. This revelation sparked a passion for working remotely, which has fueled his career for the past six to seven years.

After closing the co-working space, Justine embarked on a period of travel between Europe and Mexico, further enriching his experiences. Subsequently, he joined a legal startup, where he continued to apply his marketing expertise. Currently, as the CMO of WeWorkRemotely, Justine’s responsibilities span across various domains, including marketing, community engagement, and partnerships. With a dynamic background and a deep understanding of remote work, Justine brings valuable insights and perspectives to the ever-evolving landscape of remote work culture and practices.

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Quick Read: Justine Camacho, CMO at WeWorkRemotely, Interview Highlights

What challenges do companies face when hiring talent from abroad?

Firstly, companies struggle with understanding the legal aspects of hiring abroad and ensuring compliance. Secondly, the logistical complexities of sourcing, interviewing, onboarding, and integrating remote talent present significant obstacles, especially for smaller organizations.

Hiring someone in the same country as the company differs significantly from hiring internationally, considering the legal implications and complexities involved. Justine states, “Some companies just don’t know how to do it… how do I even know where can I hire? And if I want to hire someone there, what steps must I follow?” The legal aspects of global hiring often pose the initial hurdles for companies aiming to employ individuals correctly and ensure compliance.

While resources are available to help address the legal aspects of international hiring, Justine highlights that the logistical aspects of the process can be equally challenging. From sourcing and interviewing remote talent to onboarding and integrating them into the company’s culture, these tasks can overwhelm organizations, particularly those transitioning to remote work. This challenge becomes more pronounced for smaller companies, which may lack the experience and infrastructure to collaborate across different time zones effectively. As Justine points out, “Many companies that start going remote, sometimes are very small… they didn’t have these challenges where they had to think, ‘How will I work with someone that is nine hours ahead of me or five hours before me?'”

Addressing these challenges requires a holistic approach that focuses on creating a conducive work environment for remote employees while aligning their goals with the company’s objectives. Justine emphasizes the importance of ensuring both parties are satisfied and able to achieve their goals. Achieving this delicate balance, however, can be a complex undertaking.

Can you suggest the best approach for new companies venturing into global hiring? What steps should they take?

In response to a question about the best approach for companies new to global hiring, Justine Camacho emphasizes the importance of seeking information and leveraging available resources: “The key is to inform yourself and leverage available resources.” WeWorkRemotely offers comprehensive guides, and partnerships with companies like Oyster and Safety Wing provide additional support. Justine encourages companies to tap into the abundance of information now available and collaborate with reputable organizations that genuinely prioritize helping businesses navigate the complexities of global hiring.

How can companies effectively attract top talent worldwide and stand out in a competitive market?

To attract top talent and differentiate themselves in a competitive market, companies need to go beyond the traditional approach of job descriptions. They must actively sell themselves as an employer of choice and provide compelling reasons for job seekers to choose their organization.

One key aspect is to address the values and priorities of job seekers. Today, many candidates prioritize companies that align with their values and positively impact society. Companies should clearly communicate their mission, vision, and core values to demonstrate their commitment to making a difference. Additionally, highlighting any unique benefits or perks, such as flexible working hours, remote work options, professional development opportunities, or wellness programs, can be highly appealing to candidates.

Moreover, cultural fit has become increasingly important for both employers and employees. Companies should showcase their company culture and create an authentic employer brand that resonates with their target talent pool. By sharing stories, testimonials, and examples of their team dynamics, collaborative work environment, and employee success stories, companies can give candidates a glimpse into what it would be like to work for them.

Another effective strategy is to provide comprehensive information about the hiring process. Candidates appreciate transparency and want to understand what to expect throughout the recruitment journey. By outlining the steps, timelines, and criteria for selection, companies can build trust and confidence in their hiring process.

Utilizing multimedia content can also make a significant impact. Companies can create videos that showcase their workplace, introduce team members, and provide insights into their company culture. Additionally, sharing links to team pages or employee testimonials can provide further validation and help candidates visualize themselves as part of the organization.

In the current market, where remote work has become more common, companies must go beyond promoting it as their main selling point. Job seekers seek additional benefits and factors that set a company apart. They want to know about career development opportunities, mentorship programs, inclusive work environments, and other elements contributing to a fulfilling work experience.

Therefore, it is crucial for companies to think deeply about their culture and what they can offer job seekers beyond remote work. They should highlight the unique aspects of their company, the values they uphold, and the benefits they provide. This way, they can attract candidates who align with their culture and are genuinely excited about joining the organization.

What do you think about such big companies as Twitter reversing their remote work policies?

Justine expressed her belief that it won’t lead to a complete return to traditional office-based work. While she acknowledged that the decisions made by influential companies like Meta and Twitter do influence public opinion, she emphasized that it’s essential to consider the broader question of what work will look like in the future.

Justine stressed the importance of embracing flexibility, not solely focusing on remote work as a singular concept. She pointed out that remote work can take various forms and means different things to different individuals and companies. Rather than prescribing a one-size-fits-all approach, the emphasis should be on offering flexibility and choices to employees.

In Justine’s words, “I think what’s more important is to think about how companies can offer flexibility to their employees. And it doesn’t mean that it has to be 100% remote. It doesn’t mean that it has to be 100% in the office. There should be a choice.”

The discussion highlighted the significance of prioritizing work-life balance, individual preferences, and accommodating various work styles. Justine expressed her hope that companies will empower their employees to seek out the job arrangements that align with their needs, whether it’s remote, in-office, or hybrid. The ultimate goal is to provide opportunities that foster a sense of empowerment and enable individuals to thrive in their chosen work environment.

As the future of work continues to evolve, it’s evident that the conversation surrounding remote work extends beyond the simple dichotomy of remote versus office-based work. It calls for a nuanced approach that prioritizes flexibility, choice, and individual well-being. By embracing these principles, companies can create environments that attract and retain top talent while empowering individuals to shape their own work experiences.

In the current market, there has been a decrease in job postings and an increase in layoff news. Have WeWorkRemotely experienced a similar trend or observed any changes?

Justine acknowledged that they have indeed observed fluctuations in job postings. While some of their larger clients have been posting fewer job listings, there are also companies that previously posted fewer jobs but are now increasing their hiring efforts. Justine provided some insights into the historical data of job listings, stating that during the pandemic, the number of job listings grew exponentially, reaching unprecedented levels. Although the number of job listings has decreased compared to that peak, there are still more openings now than before the pandemic. The remote work market continues to grow, with companies showing a demand for remote workers and transitioning to remote work environments. Justine emphasized that while there have been changes in the past two years, with some individuals returning to the office, remote work is here to stay.

In her own words, Justine expressed, “That’s why I think remote work will stay here. Like, I don’t see it going anywhere, even if big companies are like, ‘Oh, come back to the office.'”

The observations made by Justine suggest that despite the fluctuations in the job market, remote work remains a prevalent and growing trend. Companies are still actively seeking remote workers, and the number of job openings has increased compared to pre-pandemic levels. This data highlights the enduring demand for remote work opportunities and indicates a continued shift toward flexible work arrangements in the future.

From a marketing and sales perspective, have you noticed any differences in the target audience or client base that posts job listings on WeWorkRemotely? Are there any notable changes compared to a year ago?

Justine shared that she doesn’t perceive a significant difference in the clients and target audience of WeWorkRemotely. When she first joined the company, she was amazed by the scale of remote companies and the range of organizations posting job listings. They have clients ranging from large global companies with thousands of employees to smaller companies with around 20 employees. Despite WeWorkRemotely being a small company, Justine emphasized that the commitment to remote work is consistent among the employers who hire through their platform. While the sizes of the companies may vary, the industry primarily remains within the tech space. The common thread among all clients is their dedication to remote work and providing flexibility to their employees. Justine noted that she hasn’t observed substantial differences in terms of the types of companies posting job listings. Even though some larger companies may pause their hiring, there are still significant organizations posting listings, along with smaller companies. She encouraged job seekers not to be discouraged and emphasized that ample opportunities are still available, provided one looks in the right places.

According to Justine, “For people that are looking for a job, and I know it’s sometimes discouraging, but there’s still a lot out there. You need to look in the right places.”

Based on Justine’s insights, it can be inferred that the commitment to remote work and the demand for remote employees remain consistent, regardless of the size of the company. WeWorkRemotely continues to serve as a platform connecting job seekers with remote job opportunities, with a focus on supporting companies that prioritize remote work and flexibility.

What are your top three recommendations for companies that are just beginning to explore this global hiring?

Justine provided several recommendations for companies that are starting to explore global hiring:

Look beyond cost-saving: Justine emphasized that remote hiring is not just about saving costs by hiring in regions where labor may be cheaper. She highlighted the importance of diversity and bringing different skills and perspectives to the company. Companies should consider the value remote work can bring beyond financial savings, as it provides an opportunity to tap into a global talent pool.

Establish a well-defined hiring process: Justine advised companies to have a structured and well-defined hiring process in place. She mentioned that some companies she encountered seemed to be improvising their hiring process, which led to a poor experience for job seekers. It is crucial to have an overview of the hiring process, from defining the role and its requirements to designing the interview process. Thoughtful planning and intentionality are especially important in remote work.

Utilize remote-focused job boards: Justine recommended using job boards that specifically focus on remote work when looking to hire remote employees. While larger platforms may attract a high volume of candidates, they may not align well with the company’s remote work culture and requirements. Remote-focused job boards, like WeWorkRemotely, can help connect companies with candidates who are genuinely passionate about remote work and have relevant experience.

Additionally, Justine mentioned that companies should be open to experimentation and understand that there is no one-size-fits-all approach to remote hiring. Each company’s journey will be unique, and it may require trial and error to find the best strategies and processes that work for them. Starting the remote hiring process, continuously refining it, and learning from the experience will ultimately lead to success.