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Good day, everyone. My name is Dr. Tinkuma Edafioghor, and I'm a senior lecturer in human resource management. I'm from the University of the West of England in Bristol, in the United Kingdom. This case today is on remote work and cultural expectations, particularly a case on Automattic's global workforce.
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The case today explores how one pioneering company, Automattic, best known for powering WordPress, manages the complexities of international performance management in a fully remote environment. This case aligns directly with what you've been taught on cultural and global challenges in international performance management. We're going to explore how cultural expectations shaped their approach, what strategies they used, and how the results can inform your own practices or practices in organizations that you work in.
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Automattic is a fascinating organization from an HRM perspective. It's fully remote with over 2000 employees spread across more than 90 countries, so it's massive. There's no central office, no strict working hours, and no traditional hierarchy in many areas. The entire performance management system needs to work across different time zones, languages, and very different cultural expectations. Naturally, this raises a critical question: How do you manage performance fairly and effectively when employees may have radically different assumptions about what performance even looks like? Here's where things get really interesting.

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Remote work and cultural expectations: Automattic’s global workforce

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