Like digital markets and distributed business models, the global workplace is increasingly decentralized. This evolving work environment brings the need for managers to embrace new techniques to support individual growth and collective commercial effectiveness. Additionally, modern supervisors with mobile teams face their predecessors' challenges without the advantages of proximity.
The World Economic Forum has referred to flexible work -- including virtual teams -- as “one of the biggest drivers of transformation” in the workplace. More U.S. employers are offering flexible workplace options compared to five years ago. The telecommuter workforce grew 115% since 2005, nearly 10 times faster than the traditional workforce, according to FlexJobs’ 2017 State of Telecommuting in the U.S. Employee Workforce report.
As a marketing professional directly managing remote teams, I constantly explore ways to maintain collective effectiveness while addressing individual needs and roles. Many of the same principles of successful in-person management apply when leading a distributed staff. While these traditional methods remain valuable, it’s necessary to incorporate new strategies, digital tools and online apps to engage, strengthen and unite the organization. The challenge is in understanding and inspiring each person's career path and distinct capabilities. Here are five ways to keep your remote teams thriving.
1. Make consistent communication a top priority.
A key to creating success within a distributed workforce is making sure that individuals feel 100% included even if they aren’t seen in person every day. Regular communication with all team members can help each individual to feel every bit a part of the local, regional or even global workforce.
As Stefania Pomponi, founder, president and chief evangelist at CLEVER, told me in an interview, “We are a virtual company and have been since we started eight years ago. In order to make our virtual workplace a success, we start by vetting carefully for independent self-starters who can be successful and productive working from home. We then put our staff through a battery of assessments -- we call it Office Astrology and it includes everything from Myers-Briggs to StrengthsFinders to determine everyone's preferred work and communication style.”
Weekly status calls and check-ins keep workers connected but keep in mind that these don’t have to be formal meetings. A willingness to pick up the phone or proactively keep people in the loop is usually enough.
2. Implement the right internal communication tools.
Whether you are a large company or a startup, using updated technology solutions is key. An effective stack should have the following attributes to get the job done: scheduling, archiving, collaborative management, external tool integration, comprehensive editing, sharing or distribution and analytics.
A solid internal communications stack can facilitate productivity and effectiveness. Some of my favorite tools include:
- Slack and HipChat, which allow you to organize your conversations in open channels and create private channels or integrate other app solutions
- Workplace by Facebook for global visibility and internal thought leadership (as well as a replacement to all those random reply-alls).
- Google Business -- especially Drive, Hangouts and Google Meet -- for document creation, organization and video calls
- Join.me, a collaborative tool that allows local and global groups to instantly share an idea, collaborate on a project or close a big deal
- Trello, a free, flexible and visual way to direct your projects and organize anything
Pomponi adds, “Slack is the productivity tool that keeps everyone connected, but because we know so much about each other, we don't assume anything. If someone doesn't respond right away it's because they need long periods of uninterrupted work time. Some people read Slack then prefer to respond by email or phone. And, knowing our staff does like being with each other, we encourage ad hoc, as well as mandatory workgroups, and we provide Breather co-working spaces where available to facilitate that. We believe that because we are so in touch with each other, we communicate better than if we were a company with a brick-and-mortar office.”
3. Invest in face-to-face time.
Make time for in-person activities or meetings. Flying your staff members into your workplace location can help them stay engaged and is more cost-effective than turnover, which costs employers 33% of a worker's annual salary per turnover, according to the Work Institute’s 2017 Retention Report as reported by HR Dive. A flight and hotel stay tend to cost significantly less than one-third of an annual salary, so consider making the investment.
4. Clearly define roles, responsibilities and deliverables.
Workplace anxiety is counterproductive and results from a lack of commercial and social cohesion. Clarifying roles and defining milestones avoids redundant or otherwise misaligned efforts. A remote worker requires self-confidence and the ability to function independently, but even the most confident person can feel anxious when roles and responsibilities are unclear. Digital communication tools give people an excuse for brevity and social niceties sometimes fall by the wayside. Clarity at the onset and a commitment to contextual communication can help make sure that everyone is aligned.
5. Give workers a stake in their success.
Provide the full picture and explain how they impact it. People don’t stay in jobs forever anymore. The Bureau of Labor Statistics reports that the median tenure in 2016 was only 4.2 years. When workers experience being instrumental to the success of the whole, even if they don’t stay long, the impact of their work will be felt for years to come. Training and guiding others toward success helps everyone.
The real key to a guiding team is remembering each individual who takes part in it -- no team is composed of people who are exactly alike. As your tools and processes take shape, so will your understanding of how each team member will contribute to and benefit from what you’ve put into place. Coaching and leading both require flexibility and intuition: you’re guiding individuals through their career paths, and when you support their success, you’re building them as professionals and yourself as a leader.
