When We Work Remotely (WWR) first launched in 2011, remote work still occupied a niche in the workplace. Quietly, the platform connected employers and professionals across continents. This was long before hybrid teams and video calls became the norm.
More than a decade later, and now led by chief executive Bryndis Henrikson, WWR has grown into one of the world’s largest remote-work communities, drawing over seven million monthly visitors. Its next frontier? Asia.
Henrikson has spent more than a decade in the remote-talent space. “My experience made joining WWR a natural fit,” she says. “I already understood both the challenges and the potential of building careers without geographic limits.”
As work models evolve, Henrikson believes artificial intelligence (AI) will drive shifts in a new era. And this will be defined by skills, outcomes, and flexibility, rather than geography. Her leadership tenure has seen WWR expand beyond a job board. Now? AI powers much of the platform’s matching and engagement process.
She explains: “We’ve built several AI tools that make the hiring process smoother for both candidates and companies. Job seekers can use our AI resume review tool, which gives a free critique and then connects them to a human if they want professional help refining their résumé.”
“We also have Job Copilot, which uses AI to match candidates with the most suitable roles and even runs on autopilot to apply on their behalf,” she adds, noting how it accelerates matters. Now? Jobseekers can secure instant résumé feedback from the company’s AI review tool. Meanwhile, employers use AI to write stronger job descriptions.
Henrikson notes: “We’re about to launch an AI matching tool that pairs job descriptions with the best candidates based on their resumes. All of this is designed to save time, improve accuracy, and make the process feel more personal.”
Shift to skills-based hiring
Henrikson sees AI as a catalyst for skills-based hiring. From her standpoint, it’s a decisive break from traditional credentialism.
“AI will accelerate the move toward skills-based hiring. I honestly can’t remember the last time I noticed whether someone had a degree when we were hiring. What matters is what they can do and how they can contribute. Employers will care less about location and more about proven ability, which ties directly into the growth of remote work,” she says.
That shift aligns with Singapore’s strengths of a highly skilled workforce and strong digital infrastructure. She argues: “Employers will care less about location and more about proven ability, which ties directly into the growth of remote work. For regions like Singapore, where there’s already a strong pool of tech and knowledge workers, AI opens up more pathways to global opportunities while helping local companies stay competitive.”
How Singaporean professionals can compete globally
For Singaporean professionals seeking global remote roles? Henrikson’s advice is clear: demonstrate capability and initiative that show how they’ve applied their skills and excelled in distributed environments.
She shares: “Employers often look for strong communication, self-direction, and proof of remote collaboration. Tailoring your application to each role and being clear about your timezone availability also helps you stand out to North American and international employers.”
She adds, “I also encourage candidates to reach out directly to the hiring manager and share how they can make an impact or offer suggestions. I tend to hire people who go above and beyond and can show the value they’ll add right from the start.”
Tailoring applications to each role, stating time zone availability clearly, and taking the initiative to reach out are what she sees as part of success in securing remote work. That mindset mirrors Singapore’s emphasis on professional agility and lifelong learning. In a skills-driven market, adaptability matters more than pedigree.
Helping Asian businesses hire the world
WWR’s platform serves both employers and employees. For companies in Singapore and across Southeast Asia? It offers access to a global pool of remote-ready professionals ready to work full-time.
“For businesses in Singapore and across Southeast Asia, that means being able to find specialised talent that may be hard to source locally,” she explains. noting how it gives businesses the ability to find specialised talent that may be scarce locally. This enables scaling without the overhead of traditional hiring markets.
She adds, “The real advantage is that you’re not limited by geography. NASA knows the best employees aren’t all sitting in Houston; they can be anywhere. Having the ability to hire globally opens up your options and gives you access to the very best talent in the world.”
Regional talent shortages & APAC expansion
Across Southeast Asia, rapid growth has created a shortage of niche skills. This ranges from software engineering to product design. Henrikson believes WWR’s decade-long credibility helps bridge that gap.
“Because WWR has been at the centre of remote work in North America for over a decade, we bring both scale and trust. We’re also a very recognisable brand in the remote work community, which draws serious candidates who are committed to this way of working. That helps Southeast Asian businesses cut through the noise and hire from a proven pool of talent, which can be especially valuable when facing local shortages,” she explains.
Remote recruitment, she adds, is not just about cost efficiency. Companies can also leverage it to diversify teams across time zones, reduce hiring bottlenecks, and maintain business continuity.
As for WWR’s further growth in Singapore and the wider region? Henrikson observes: “We’re already seeing growing demand in Asia Pacific and are exploring localised features and partnerships to support the market
The company recently launched a platform, Walter, that helps North American firms hire offshore talent in Asia and Latin America. The data it gains from this grants it deeper insight into connecting employers with skilled professionals worldwide.
One such benefit? Allowing it to understand regional hiring patterns and tailor listings, pricing models, and compliance tools to local labour regulations. All of this as part of an attempt to smooth cross-border hiring.
WWR’s future?
WWR’s next chapter, Henrikson says, is transforming from an employer-first marketplace into a career-first ecosystem. She notes: “Our focus has shifted from being an employer-first platform to being jobseeker-first. We’re working toward a platform that feels like a career partner, not just a job board.”
Plans include for AI to curate the most suitable jobs for individual users, as well as encourage users to upskill via making course recommendations that match skillsets. This is meant to enhance match ratios for roles users apply for.
Going further, Henrikson shares: “On top of that, AI will help with personalising recommendations, improving applications, preparing for interviews, and even supporting salary negotiations. For Singaporean job seekers, that means clearer signals about where opportunities exist and how to position themselves globally.”
“We’re building a platform that feels like a career partner, not just a listings site,” she explains. “AI will curate personalised job recommendations, suggest relevant courses to improve your match rate, and guide you through interviews and salary negotiations.”
The goal? Provide jobseekers with an adaptive, data-driven career experience. What this means for Singaporean professionals who use the platform is access to global roles that align with emerging skills trends. This is coupled with clearer signals about where to focus professional development efforts.
As Singapore continues promoting upskilling through initiatives like SkillsFuture, such AI-driven tools could complement national strategies — bridging individuals directly to global demand.
Tariffs and the future of work
Despite uncertainty in global trade and geopolitics, Henrikson remains confident that remote work will continue to grow.
“Tariffs affect physical goods far more than knowledge work. In many ways, remote work is insulated from those pressures because it’s about skills and services. If anything, trade tensions can push companies to diversify how and where they hire.”
Such diversification benefits regions with strong connectivity and English-speaking talent. This applies to jurisdictions like Singapore, Malaysia, and the Philippines. Bryndis’ view? “For Southeast Asia, that could mean more international firms looking to the region as a reliable hub for remote talent.”
As WWR deepens its footprint in Asia, Henrikson’s message is simple: the future of work is borderless, skills-first, and increasingly powered by AI. Where remote work removes barriers, AI accelerates and adds efficiency and transparency to the process.
For Singapore’s professionals? The implication is clear. The ability to compete globally no longer depends on relocation but on readiness. For local businesses? It’s about access to worldwide talent that can level the playing field against larger competitors.
With a digitally literate workforce and strong connectivity, Singapore is well-positioned to navigate the shifting terrain. Whether as a hub for global remote professionals or as an anchor for AI-enabled hiring platforms, the city-state is already living the future of work.
