By Katie Chambers
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November 26, 2024
Evolving a Strong Set of Cultural Values for a Remote Workforce
Pop quiz: What U.S. city currently has the most remote workers? That would be Austin, Texas, with a whopping 24.9% of its workers operating outside of a traditional office environment. Carmen Amara, chief people officer at Yelp, is one of them.While many companies have ordered their employees back to the workplace, others have remained committed to flexibility. During a fireside chat at From Day One’s Austin conference, Amara showed how Yelp develops its remote culture with three elements in mind: What are employees saying about it? What are the business results? And what is the pace of innovation? Plus: How to keep career development at the forefront in a distributed workplace.Responding to the Desire for Remote WorkEven among growing public discourse about the need to return to the office, many workplaces are still noticing a strong desire among employees to stay home post-pandemic. “We are a remote work culture now,” said moderator Ross McCammon, deputy editor at Texas Monthly. “17.9% of workers are remote, a full three times as much remote work as there was before the pandemic.” And Yelp is no exception.“In 2021 we said we were going to be ‘remote first.’ We opened up our office doors and employees voted with their feet. On any given day, we had less than 1% of our employees showing up in an office,” Amara said. Recognizing that remote work was, in fact, working, Yelp went fully remote in 2022.The job market today is different than it was in 2022, when there was heavy competition to attract the top talent and the Great Resignation was in full swing. Now, Amara says, “companies are hiring more selectively” and tenure is lengthening, which means productivity is up, but organizations must work harder to keep longer term employees engaged. We’ve gone from the Great Resignation to what McCammon calls “The Big Stay.”An Intentional Approach to Culture-buildingOne of the biggest concerns facing employers today: Can you create culture in a remote environment? “Yes, you can, but you have to do so with intention,” Amara said. “And it’s not the same playbook, you can’t translate what you were doing in an office environment and just do that at home.” Yelp does it by relying on its longstanding core set of values. “Culture is about the stories that we tell and the values we hold high. That has to be foundational. You have to live by your values. You have to show your values in action. You have to address breaches in your values. And leaders have to walk the talk,” she said.Yelp creates experiences for employees that allow them to feel the organization’s values in their daily work. It’s taken its formerly San Francisco-based employee resource groups global, so all employees can join in the conversations from wherever they are. It also holds awards opportunities tied to the values and select in-person and virtual community service events in cities where there happen to be a lot of what Amara affectionately calls “Yelpers.”Carmen Amara, chief people officer of Yelp, was interviewed during the fireside chatYelp has developed both structured and unstructured storytelling sessions tied to its corporate values and professional development initiatives. Amara herself recently recorded one about authenticity. Leaders and employees at all levels are invited to take part. Sessions are presented live, recorded, and then sent out for later viewing.Re-envisioning the Employee ExperienceAmara says Yelp has relied on employee listening to inform a lot of its actions during and after the pandemic. “We did more specific and targeted surveys and interactions with employees to learn from them, so that we could quickly create the new playbook,” she said, noting that the organization was even more willing to move quickly and learn on the fly while refining the employee experience, rather than waiting for it to be “fully baked” before launch.What came out of the listening sessions was a strong desire for flexibility and the benefits that can help support it–caregiver benefits, mental health benefits, and flexible health and wellness benefits, including a stipend that can be put toward gym memberships, acupuncture, fitness gear, or the like. “It’s about creating a person-first experience,” Amara said.Amara acknowledges that as an HR professional, it can be hard to capture employees’ attention when rolling out cultural changes and benefits opportunities. She suggests “trying to meet people where they are.” Yelp introduced a new framework called Connected by Conversation, which offers six templates of the most impactful conversations leaders can have with employees, such as goal-setting discussions and one-on-ones. “It’s not a script,” Amara said. “We want people to be authentic, but it gives them a menu of options in a two-page outline to enable them to amp up their coaching capabilities.”Addressing “The Big Stay” in a Virtual WorldKnowing that employees are now staying longer in their roles, organizations need to prepare to play the long game. When Yelp went fully remote, it revamped its employee value proposition. “The former proposition talked about what it felt like to walk into a Yelp office,” Amara said. Now, it focuses on “work-life fit,” and hires with an eye toward what sorts of people thrive in a remote working environment. “We look for people who are going to be self-sufficient, who are self-starters, but can also collaborate across geographies,” Amara said. “We tend to include other folks from the team in that interview panel, so that our candidates get a full understanding of what it’s going to feel like to work here.”Without the natural visual and emotional cues of in-office interaction, it can be harder to see if employees are fulfilled and thriving. Yelp uses tools to assist, sending automated reminders to managers to complete regular check-in protocols with employees. “And we're very intentional about creating robust onboarding experiences,” Amara said.Katie Chambers is a freelance writer and award-winning communications executive with a lifelong commitment to supporting artists and advocating for inclusion. Her work has been seen in HuffPost and several printed essay collections, among others, and she has appeared on Cheddar News, iWomanTV, On New Jersey, and CBS New York.