Building Global Relationships in a Hybrid Work Era: Strategies for Multinational Teams

In today’s rapidly evolving business landscape, the rise of hybrid and remote work has fundamentally transformed how global organizations operate. For multinational teams, the ability to build and sustain strong professional relationships across borders is more critical—and more complex—than ever before. As organizations navigate this new era, leaders must adopt intentional strategies to foster trust, collaboration, and visibility, ensuring that teams remain connected and effective regardless of geography or time zone.

The New Reality: Hybrid and Remote Work Across Borders

The shift to hybrid and remote work has accelerated digital transformation, making technology not just a business enabler but an existential necessity. As Nigel Vaz, CEO of Publicis Sapient, notes, the last few years have seen digital move from being important to being essential for survival. This shift has forced organizations to rethink every aspect of their operations, from customer engagement to internal collaboration. For global teams, the challenge is not just about maintaining productivity, but about preserving the human connections that drive innovation and long-term success.

The Importance of Intentional Relationship-Building

In a global organization, relationships are one of the few things individuals can control—and they are vital. Building strong connections across the firm and around the world requires deliberate effort. In the absence of spontaneous office interactions, leaders and team members must create opportunities for meaningful engagement. This could be as simple as scheduling regular virtual coffee chats, picking up the phone for a check-in, or organizing cross-regional team meetings. These touchpoints ensure that when opportunities arise, colleagues are top of mind, not forgotten in the digital shuffle.

Fostering Trust and Collaboration in Distributed Teams

Trust is the foundation of any successful partnership, but in a hybrid environment, it must be actively cultivated. Transparency, inclusivity, and open communication are essential. Teams should be encouraged to share their goals, challenges, and successes openly, creating a culture where feedback is welcomed and acted upon. Leaders can set the tone by being accessible, listening actively, and demonstrating integrity in every interaction. As one senior leader at Publicis Sapient put it, “Sales is not just about transactions—it’s a people business. People like to do business with people they like and trust.”

Collaboration, too, requires new approaches. The traditional model of siloed teams is giving way to more agile, cross-functional pods, where individuals from different disciplines and geographies come together to solve problems. This model not only drives innovation but also helps break down cultural and organizational barriers, fostering a sense of shared purpose.

Embracing Cultural Awareness and Inclusion

Global teams are inherently diverse, bringing together a wealth of perspectives, experiences, and working styles. To harness this diversity, organizations must prioritize cultural awareness and inclusion. This means creating an environment where every voice is heard and valued, and where individuals feel empowered to bring their whole selves to work. Programs such as mentoring, coaching, and targeted support for underrepresented groups can help level the playing field and ensure that everyone has the opportunity to thrive.

Leaders should also be mindful of the nuances of cross-cultural communication. What works in one region may not resonate in another. Taking the time to understand local customs, holidays, and business etiquette can go a long way in building rapport and avoiding misunderstandings.

Leveraging Digital Tools for Connection and Visibility

Technology is the backbone of hybrid work, enabling teams to collaborate across continents in real time. But digital tools are only as effective as the intent behind their use. Organizations should invest in platforms that facilitate not just task management, but also informal interactions and knowledge sharing. Video calls, instant messaging, and collaborative workspaces can help recreate the sense of connection that comes from working side by side.

Visibility is another key challenge in remote environments. Without the natural visibility that comes from being in the same physical space, leaders must find new ways to recognize and celebrate contributions. Regular check-ins, virtual town halls, and digital recognition programs can help ensure that achievements are acknowledged and that team members feel seen and appreciated.

Practical Strategies for Leaders and Teams

  1. Be Intentional About Engagement: Schedule regular one-on-ones, team meetings, and informal catch-ups. Make time for relationship-building, not just task completion.
  2. Promote Inclusivity: Encourage participation from all team members, regardless of location or seniority. Create safe spaces for sharing ideas and feedback.
  3. Invest in Cultural Competence: Provide training and resources to help teams navigate cross-cultural differences and communicate effectively.
  4. Leverage Technology Thoughtfully: Use digital tools to facilitate both formal and informal interactions. Ensure that platforms are accessible and user-friendly for all.
  5. Recognize and Celebrate Success: Make recognition a regular part of your team culture, using digital channels to highlight achievements and milestones.
  6. Foster a Growth Mindset: Encourage continuous learning, unlearning, and relearning. Support team members in adapting to new ways of working and thinking.

The Path Forward

Building and sustaining global relationships in a hybrid work era is both a challenge and an opportunity. By being intentional, inclusive, and adaptive, leaders can create environments where trust, collaboration, and innovation flourish—no matter where their teams are located. As organizations continue to navigate the complexities of distributed work, those that prioritize human connection alongside digital transformation will be best positioned to succeed in the new world of work.