The United Arab Emirates is firmly embracing hybrid work, with YouGov estimating 46% of workers are engaged in some form of remote work. This shift has notably boosted productivity by 4.6%. Meanwhile, Saudi Arabia’s remote workforce has been steadily growing with the Ministry of Human Resources and Social Development (HRSD) reporting 190,000 remote workers by the end of the second quarter of 2025.

The Philippines, which has been home for millions of expatriates in the UAE and KSA, has been emerging as one of the digital work capitals in the world with estimates of 1.5 million Filipinos working remotely for global companies.

As remote work has become a norm globally, work presents unique challenges, especially concerning communication and adapting from traditional face-to-face setups.

Drawing from my own experience navigating cultures from the UAE to the Philippines, here are four tips for effective global remote teamwork:

1. Keep an Open Mind, Develop Curiosity: Cultural backgrounds significantly influence communication and work styles. Working with teams from East Asia and Southeast Asia taught me to appreciate the impact of data and science on communications, which was initially surprising but highly educational. Embrace these differences as learning opportunities.
2. Ask Them about Their Culture: Recognizing and discussing cultural events like Diwali, Eid, or the Lunar New Year is vital. These celebrations are more than just OOO reminders; they are excellent starting points for familiarization and building rapport. I’ve personally learned much about Jewish and Hindu celebrations through shared conversations about their festive traditions with my colleagues Japs and Aishwarya.
3. Small Talk is Your Best Friend: In remote and hybrid environments, the need for personal connection is amplified. While it might feel awkward, small talk bridges gaps and fosters camaraderie. Casual conversations about travel or shared interests can strengthen professional relationships across continents. A client based on Europe was willing to share travel tips to Japan because of our small talk!
4. Use the Right Channels: The digital workspace offers a spectrum of communication tools. Effective intercultural communication means selecting the appropriate channel. For example, our corporate teams often prefer formal Teams calls and personal messages, while entertainment, art and culture teams heavily rely on hypermobile applications like WhatsApp for speed.

These small adaptations enable agencies like Ruder Finn Atteline to collaborate seamlessly across borders, making our global team closer than ever. As the Middle East continues its growth, intercultural skills will be the bedrock of future remote communication and agile teams. Mastering the “culture game” will differentiate professionals in the public relations industry and beyond.

Words By: John Albert Pagunsan, Senior PR Account Support Executive at Ruder Finn Atteline