Global HR strategies

Laura Maffucci at G-P shares some lessons from ‘Emily in Paris’ on hiring and managing an international workforce

As businesses increasingly expand beyond their national borders in search of talent and growth, building and managing global teams has become a critical focus. According to G-P’s 2024 ‘World at Work’ report, 98% of executives acknowledge that establishing a presence in multiple countries is vital for remaining competitive in today’s business world.

However, many face challenges in effectively implementing global expansion strategies.

The 4th season of the Netflix TV drama Emily in Paris captivated audiences with its entertaining portrayal of Parisian work culture. While the series exaggerates certain elements, it underscores important lessons about adapting to new environments – lessons that are particularly relevant for companies looking to scale internationally.

The show highlights the importance of understanding cultural differences, fostering collaboration across borders and employing strategic planning when hiring globally.

Though expanding into new markets offers the benefit of accessing diverse talent and broader market opportunities, it requires careful planning and execution. Models like employer of record (EOR) enable companies to build and manage teams in new regions without needing to establish a physical office or legal entity. EORs help reduce the risks associated with global expansion, from navigating cultural nuances to managing compliance.

Cultural nuances across regions

Cultural differences are often underestimated when businesses enter new markets. A strategy that works well in one region may not be as effective elsewhere. Communication styles and work approaches vary between countries, and these subtle differences can sometimes lead to misunderstandings, strained relationships or, at worst, failed ventures.

With 49% of employees stating that cultural diversity makes global companies more attractive, it is essential for businesses to adopt strategies that enable employees to perform at their best.

Effective cultural training and sensitivity programmes can help prepare employees to navigate these differences and ensure they can operate effectively in diverse cultural contexts.

Businesses that invest in cultural competence, resourcing, and expertise are better positioned to prepare their teams and avoid culture clashes related to local customs, business etiquette, and communication styles. This can help foster stronger relationships with regional teams, enhance collaboration and productivity and build trust and loyalty, essential for long-term success in any business or market.

Overlooking the importance of cultural awareness can create significant barriers to entry or expansion, limiting a company’s ability to capitalise on global opportunities. In today’s business environment, cultural diversity and effective cross-cultural communication are not just “nice-to-haves” but strategic advantages that can enhance productivity and contribute to a healthier workplace.

Company culture with a global workforce

According to G-P’s ‘World at Work’ report, 84% of UK executives report difficulty in finding skilled talent within their existing markets. While expanding recruitment efforts into new markets opens access to new talent pools, managing teams across different regions presents challenges in preserving a unified company culture. Local practices and expectations can vary significantly from those in the company’s home market, making it crucial to find ways to maintain consistency in core values and culture across locations.

It’s not enough to simply recruit skilled workers; these individuals must also align with the company’s values and culture, regardless of their location. Achieving this requires a thoughtful approach to hiring, onboarding, and managing talent. Companies need to strike a balance between integrating new hires into the existing company culture while respecting local customs.

A standardised yet adaptable onboarding process tailored to specific regions can help maintain this balance while preserving the company’s overall values. By doing so, companies ensure their global teams remain cohesive and invested in the organisation’s culture.

Talent management is another key aspect of maintaining a strong company culture across borders. Employees are a company’s most valuable asset, and understanding their skills, strengths, and aspirations is crucial for effective workforce management and development. Regular communication, performance management, and training programmes available to employees in all regions are essential for fostering a unified culture.

Additionally, training that enhances collaboration and cultural understanding boosts productivity, drives innovation, and supports talent retention, while minimising conflicts.

Maintaining – and even strengthening – company culture requires a deliberate effort. Organisations that invest in their global workforce are better positioned to build engaged teams that are committed to the company’s success worldwide.

Legal complexities across borders

One of the most complex challenges in building and managing global teams in multiple locations is navigating the various legal, regulatory, and compliance requirements across different markets. Labour laws, tax codes, and employment practices vary by country, and businesses must prioritise compliance to avoid disruptions and costly fines. For instance, the EU and UK GDPR regulations impose strict requirements on how companies handle personal data, with significant penalties for non-compliance.

Navigating the complexities of international and local regulations is essential for smooth operations in foreign markets. Compliance involves staying informed about the regulatory environment in each market, including any changes that could impact their operations.

The introduction of emerging tech, like AI, is poised to help. In fact, 49% of executives globally believe AI can help predict business challenges in prospective new markets, underscoring the role of technology in navigating international expansion. 

EORs can help business leaders more efficiently manage hiring talent across borders. At G-P, we recently introduced AI-powered global hiring and onboarding to help businesses manage the offer process, execute employment agreements, and facilitate onboarding and benefits setup up all while ensuring hiring teams receive real-time guidance through onboarding workflows in accordance with country-specific regulations. 

By leveraging technology and taking a proactive approach, businesses can minimise risks and capitalise on global opportunities, ensuring long-term success in their international expansion efforts.

The groundwork for international success

Global expansion requires more than just ambition – it demands a strategic plan that addresses cultural, operational and regulatory challenges across markets.

By investing in understanding regional nuances, maintaining a strong company culture and leveraging cutting-edge technology to ensure compliance, businesses can navigate the complexities of managing a global workforce and position themselves for sustainable growth.

Laura Maffucci is Head of HR at G-P

Main image courtesy of iStockPhoto.com and vladans