The world has changed. “Water cooler moments” are now Slack threads and “sweatpant Fridays” are every day.

Remote and hybrid work models are no longer a perk; they’re the norm. 

But we know it’s a huge assumption that your talent has successfully transitioned into this new norm and maintained or exceeded their previous performance. What was organic in a physical office has to be intentional. We need to nurture culture and collaboration in this new landscape actively. 

Let’s face it: a team of individuals working in isolation, even if they’re brilliant, won’t achieve the exact synergy as a cohesive, connected unit.

Think back to the early days of your agency. Remember that close-knit feel? The spontaneous brainstorming sessions, the inside jokes, the sense of camaraderie? That’s the magic we must recreate, even when our team is spread across time zones and living rooms. It’s not about replicating the office experience; it’s about capturing the essence of connection.

So, how do we do it? Let’s dive into some practical, actionable strategies.

1. Culture is King (and Queen)

Culture isn’t just drinks after work and free lunch Fridays. The shared values, beliefs, and behaviors define your agency. In a remote/hybrid setting, it’s even more important to be intentional about building a strong team culture. It’s not something that happens organically when you’re not physically together; it needs to be actively cultivated.

• Define your values: What are the non-negotiables? What principles guide your agency’s decisions and interactions? Make these values clear, visible, and integrated into everything you do, from hiring to performance reviews.
• Communicate, communicate, communicate: Transparency is paramount. Keep your team informed about agency updates, client wins (and losses), and strategic decisions. Regular all-hands meetings, even if they’re virtual, are crucial for maintaining alignment and a sense of shared purpose.
• Create opportunities for connection: Think beyond work. Virtual coffee breaks, online team-building activities, or even just a dedicated “fun” Slack channel can help team members connect on a personal level. Encourage social interaction, even if it’s digital.

2. Collaboration Without Borders

Collaboration is the lifeblood of any agency. But in a remote/hybrid environment, it can be easy for communication to break down and for silos to form. It’s natural for you to focus on what’s right in front of you, not what your colleagues are doing. We need to be proactive in fostering collaboration across geographical boundaries.

• Embrace the right tools: Invest in collaboration platforms that facilitate seamless communication, project management, and file sharing. Think beyond email – explore tools like Asana, Trello, or Monday.com to keep projects on track and everyone on the same page.
• Establish clear communication protocols: Define how and when team members should communicate. When is a quick Slack message appropriate? When is a formal email necessary? Setting clear expectations can prevent misunderstandings and improve efficiency.
• Encourage cross-functional collaboration: Break down departmental barriers and create opportunities for team members from different disciplines to work together. This can lead to innovative solutions and a broader perspective.

3. Leadership in a Distributed World

Leading a remote/hybrid team requires a different set of skills than managing a traditional office-based team. You need skills and to take action on things like trust, flexibility, and empathy.

• Trust is paramount: You need to trust your team to do their work, even when you can’t see them. Micromanagement is a morale killer, especially in a remote setting. Focus on results, not on constant surveillance.
• Embrace flexibility: Recognize that everyone’s circumstances are different. Some team members may have caregiving responsibilities, others may have different work styles. Be flexible and accommodating where possible.
• Lead with empathy: The pandemic has reminded us all of the importance of empathy. Check in with your team members regularly, not just about work, but about their well-being. Show that you care.

4. The Power of Purpose

In a remote/hybrid world, it’s easy for team members to feel disconnected from the agency’s mission and purpose. As leaders, we need to reinforce the “why” behind our work.

• Connect work to the bigger picture: Help team members understand how their individual contributions contribute to the agency’s overall goals. Show them the impact they’re making.
• Celebrate successes: Recognize and reward achievements, both big and small. Publicly acknowledge team members’ contributions and celebrate their successes.
• Foster a sense of community: Create opportunities for team members to connect with each other and share their experiences like organizing an offsite. This can help build a sense of belonging and shared identity.

5. Iterate and Adapt

The remote/hybrid work landscape is constantly evolving. What works today might not work tomorrow. It’s important to be flexible, adaptable, and willing to experiment.

• Solicit feedback: Systematically ask your team for feedback on what’s working and what’s not. Be open to suggestions and willing to make changes.
• Stay informed: Keep up-to-date on the latest research and best practices for managing remote/hybrid teams. Attend webinars, read articles, and connect with other agency leaders.
• Embrace the journey: Building a strong culture and fostering collaboration in a remote/hybrid environment is an ongoing process. There will be challenges along the way, but by being intentional and proactive, you can create a thriving agency where everyone feels connected, engaged, and empowered.

Building Bridges, Not Walls

The shift to remote and hybrid work has presented us with both challenges and incredible opportunities. It’s pushed us to rethink how we build culture, foster collaboration, and lead our teams. It’s forced us to become more intentional, more empathetic, and more adaptable. And while the journey may not always be smooth, the destination is worth it. By prioritizing connection, communication, and trust, we can build bridges instead of walls, creating a vibrant and successful agency where everyone feels valued, supported, and inspired to do their best work – no matter where they’re logging in from.