Growth
How to Build a Strong Culture with a Remote Team
Written by
Lineke Kruisinga
Published on
May 27, 2025
Written by
Published on
Building a strong team culture is never easy and working remotely makes it even more important to get right. Without an office, there are no quick chats by the coffee machine or spontaneous team lunches. In this article, we’ll look at how startups can build a culture that works, even without a shared physical space. From setting values and hiring the right people to communication and team bonding, we’ll break down what it takes to create a strong and lasting culture with a remote team.
What Does It Mean to Build a Strong Remote Culture?
Creating a strong culture in a remote team means making remote work part of how your company runs—not just a side option. It should show up in how you hire, how you communicate, how you celebrate wins, and how you support each other.
Whether you’re fully remote, hybrid, or remote-friendly, your culture should work for everyone—not just for the people who happen to be in the office.
Why Culture Matters in a Remote Team
When your team is spread out, culture is what holds everything together. It keeps people motivated, helps them feel part of something bigger, and makes sure everyone is working toward the same goals. It also reduces misunderstandings and feelings of disconnection, which are common when working remotely.
Common Challenges
Remote teams often deal with time zone differences, fewer casual conversations, and a higher risk of working in silos. If you don’t actively build culture, people may start to feel isolated or unsure of what’s expected.
Start with Clear Values
Your values shape how your team works together, so it’s important to define them early. These aren’t just nice words on a wall—they should guide how you hire, give feedback, make decisions, and solve problems. Keep them simple, honest, and something your team can actually use every day.
Look for Culture Add, Not Just Culture Fit
Instead of hiring people who think and work exactly like you, focus on people who bring something new to the table. Remote teams benefit from different perspectives, especially when working across countries and time zones. A strong culture is built when people share the same values but bring fresh ideas.
Build a Digital Home Base
In remote teams, your digital tools are like your office. Tools like Slack and Notion should be easy to use and help your team stay connected. This is where people check in, share updates, ask questions, and even have casual chats. Make it a place that reflects your team’s vibe—open, clear, and human.
Creating a good remote work culture takes more than just sending people home with a laptop. Here are four ways to make remote work better for everyone:
1. Support async work when it makes sense
Of course, it’s not for every role. A customer service agent, for example, needs to respond quickly. But when possible, async work and remote work go hand in hand. You can make this easier by cutting down on unnecessary meetings and letting people block time for focused work without Slack or email distractions.
2. Make your remote work policy clear
In some countries, people have the right to ask for remote work. Even if it's not required, many companies choose to offer it. But if managers say yes to one person and no to another without explaining why, it can lead to frustration and even people quitting.
It’s better to have a simple, fair policy so everyone knows what to expect, who can work remotely, when, and under what conditions.
3. Encourage people to really disconnect
The “right to disconnect” means employees aren’t expected to reply to work messages outside of their normal hours. But in reality, lots of people still feel pressure to be online all the time, especially when they work from home.
Managers should lead the way here. Make it okay to unplug. At Horizons, for example, the whole company took a break over the holidays even though not everyone celebrates Christmas. Why? Because when everyone’s off, people feel less pressure to check in.
4. Set the tone from the top
If the whole team is remote but managers are always in the office, it can send the wrong message like remote work isn’t as important or taken seriously.
When leaders also work remotely sometimes, it shows that remote is a valid and trusted way of working. It helps everyone feel included, no matter where they are.
1. Keep Communication Flowing
Regular check-ins matter. Make time for one-on-ones, weekly team calls, and monthly all-hands. It helps keep everyone aligned and shows your team that you’re present—even from a distance.
2. Get Personal (In a Good Way)
Culture isn’t just about work—it’s about people. Ask how someone’s really doing, not just what they’re working on. A simple message or quick chat can go a long way in building trust.
3. Make People Feel Valued
Your team wants to know their work has a purpose. Recognize their impact, involve them in decisions, and show that you see more than just their KPIs.
4. Set Clear Expectations
Be crystal clear about what success looks like. Share goals, how progress is tracked, and what’s expected from each person. It gives people focus and confidence.
5. Don’t Forget to Have Fun
Work shouldn’t always feel like… work. Plan moments of fun—host a virtual game, a cooking session, or just a relaxed hangout. Even remote teams need time to laugh together.
6. Add Team-Building to Your Routine
You don’t need a big budget to create connection. Start meetings with icebreakers, celebrate birthdays, or send snacks before a Zoom call. Small moments build real team spirit.
7. Celebrate Wins—Big and Small
Close a deal? Launch a feature? Land a great hire? Share it. Wins remind everyone why they’re doing what they do—and help keep energy high.
8. Encourage Cross-Team Conversations
Culture doesn’t stop at one department. Mix teams up during meetings, use prompts to spark conversation, and make space for both business and personal updates.
9. Make Daily Stand-Ups Count
Kick off the day with a quick team sync. It keeps momentum going and gives everyone a chance to speak up, share progress, or ask for help.
10. Spotlight Individual Contributions
People love being seen. Highlight someone’s good work in Slack, during a meeting, or through a quick personal message. It boosts morale and motivates others.
11. Create Space for Casual Chat
Remote work can feel lonely. Use tools like Slack to create casual channels for wins, weekend plans, or random memes. It helps keep the team human.
12. Be Available and Supportive
Be the kind of founder or team lead who’s easy to reach. Whether it’s a challenge or an idea, let your team know you’re there to support them—and celebrate progress along the way.
Listen to Your Team
Culture isn’t something you set and forget. Use simple check-ins or anonymous surveys every few months to understand how your team is feeling. Look for signs of low energy, confusion, or disconnection—then do something about it.
Make Feedback a Two-Way Street
Your team should feel safe sharing ideas or concerns, whether it’s about work processes or how the company feels to work in. But it doesn’t stop there—show them their feedback actually leads to changes. That’s how you build trust.
Update Your Culture as You Grow
The way you work as a small team won’t always work as you grow. Keep checking in on your values, habits, and tools. Make sure they still fit your team size and goals. Growing is good—but don’t let your culture get left behind.
Culture doesn’t need an office to exist but it does need care. With clear values, open communication, and regular team moments, your remote team can feel just as connected as one in the same room. Keep listening, adjusting, and showing up for your team. As your startup grows, your culture should grow with it!
Also good to read:
⏩️ How to Successfully Manage and Collaborate with a Remote Team
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