Employer Branding

Talent acquisition trends from across the globe

July 2021 Written by Papirfly

In this article, you'll learn...

  • The importance of employer brand localisation 
  • Insights, trends and challenges of employer branding in The U.S., Australia and Europe
  • How to make your global employer brand feel local
  • Innovative localisation features from BAM by Papirfly™

When you’re scouring the globe for the world’s best talent, you may be looking for similar combinations of skill sets and attributes that make up the perfect candidates for your company. However, it’s important to remember that every one of them is an individual and will very likely respond differently to your employer branding depending on where they are in the world.

In this article, we’ll be exploring the trends, challenges and opportunities for employer branding in three of the most prominent talent hotspots across the globe: The U.S., Australia and Europe.

Why global brands need to be local

To reach the best candidates in your chosen pocket of the world, your employer brand marketing needs to adapt and change in accordance with the recruitment processes, cultures and priorities that are unique to specific locations. 

At the same time, your employer brand value proposition must shine through consistently. No matter where your employees are based, it’s crucial that they feel aligned with the core values and goals of your business as a whole.

An increasing number of companies are seeing the benefits of looking for the skills their businesses need in different countries. With the recent and widespread uptake in remote or hybrid working, candidates are able to expand their search for opportunities, with location less of a constraint.

Every culture has its own way of doing things and that extends into their recruitment and hiring practices. Without being tactful in your hiring approach, you run the risk of missing out on so much of the amazing talent the world has to offer. This may mean a complete change in approach, or simply dialing certain aspects of your company culture up or down to suit expectations in different countries. In all cases, thorough research into the local employer brand landscape is key.

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Local employer brand insights

Below, we’ve compiled some of the location-specific trends, insights, cultural nuances and potential challenges that will come into play when localising your employer brand in The U.S., Australia and Europe:

The U.S.

Top insights and trends

A millennial workforce
Across America, millennials make up 35% of the workforce at 56 million, with that number projected to grow rapidly over the next few years.

Candidates live online
Hiring is more online-dependent in The U.S. than in Europe. Candidates are social media savvy and are used to communicating with potential employers via LinkedIn which now has 194 million users in the country.

Cultural nuances
With individual ability and leadership skills playing a bigger factor for candidates, managing styles in America are one of its most notable differences from Europe, where emphasis is based on the performance of teams as a whole.


Potential challenges

Companies in the U.S. are under less pressure from governing bodies to provide benefits like fully paid parental leave (something that many employees in Europe have long been used to). In fact, The U.S. is the only advanced economy that does not have mandated paid leave for employees. This makes perks and benefits of greater value to potential candidates who will be looking more closely at what your company can offer aside from a salary.

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Top insights and trends

A shortage of recruitment consultants
According to the Recruitment and Consulting Services Association of Australia and New Zealand (RCSA), recruitment consultants have become one of the country’s most difficult positions to fill.

Remote staffing was already well underway pre-pandemic
The recruitment industry has become used to using remote consultants from abroad to fill Australian positions and train Australian consultants.

It’s a candidate’s market
45% of Australian business leaders are looking to hire more people, with job advertisements increasing by 9% since 2020.

Cultural nuances
Word of mouth can play a big role in recruitment in Australia with employee referrals one of the top sources of finding great talent.


Potential challenges

Work-life balance has long been one of the top priorities for employees across Australia. According to research by Randstad, the COVID-19 pandemic has reinforced this position with more focus on working for an employer that makes them feel valued. In their survey of more than 10,000 Australians, 76% said they want an employer who puts their health and safety first.

Making employees feel valued should be one of the key elements of any employer brand proposition, but in a post-pandemic world, candidates will expect to see tangible evidence of this from potential employers.

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Top insights and trends

LinkedIn usage is widespread across The U.S. and Australia. While it continues to pick up momentum in Europe, many countries still favour platforms such as Xing (in Germany and Austria) and Viadeo (in France).

CV or résumé?
Made a little confusing by its French pronunciation, a ‘résumé‘ is something that candidates and recruiters will be more familiar with in America or Australia. The CV, meaning ‘curriculum vitae’, is the European equivalent. The documents are both very similar in style and purpose, with the key difference being that many countries in Europe expect an accompanying photo.

Perks and benefits
In most of Europe, candidates have come to expect a longer list of benefits such as; better-paid maternity/paternity leave, more paid time off, and better unemployment perks compared to the average American job seeker.

Cultural nuances 
Europe has a plethora of different cultures, languages and dialects to be found — especially when compared to Australia and the U.S. The starkest differences tend to be in the attitudes to work between North, South, East and West.

For example, almost 50% of people in southern European countries, such as Italy and Portugal, consider the loyalty of their colleagues more important than their personal goals. Whereas in Northern Europe, only 22% of people in Norway and just 16% in Lithuania feel this to be the case, stating personal goals to be of greater importance.

Attitudes to work differ between Western European countries including Austria and Germany where work-life balance is far more important compared to employees in eastern European countries such as Greece, Romania and Croatia.

Even so, European countries tend to work less hours than the U.S. on average. Although French employees generally end up going over their traditional 35 hour week, they are still well under the American average where, in many industries and regions, a 60 hour week has become the norm.

Further evidence of this can be found in the length of lunch breaks, the number of national holidays and working overtime. European countries including parts of Spain, France and Greece have become famous for their traditional extended lunches, which can be between 2 - 3 hours long. In comparison, the average worker in the U.S. takes just 36 minutes

Similarly, workers celebrate 13 public holidays in Austria, whereas Australians have only 7. As well as affecting the expectations of employers and employees, this makes keeping track of contactable times a challenge, even without the timezone.

article-three-2Potential challenges

While states in the U.S. and Australia have their differences, potential candidates in these locations tend to be more closely linked. Covering more than 40 countries with different cultures, customs, laws and working practices, Europe is an incredibly diverse place to look for talent. This is undoubtedly a good thing for business, but it means that your employer brand needs to have the flexibility to change as it crosses from country to country.

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Adapt your employer brand to local trends

With the subtle, and not so subtle, differences listed above, how do you keep your employer brand marketing in line with your value proposition, while making sure that it ticks all the right boxes to roll out in a particular country?

Know your candidates 
Before you expand your recruitment efforts into a new location, it’s vital that you find out what potential candidates value most and refresh your employer brand accordingly. Use your knowledge of the local market to tailor your strategy, approach and messaging.

Work with local teams
Nobody will have a better understanding of a local recruitment landscape than people who already work there. Making sure that you have clear and regular communication between offices around the world will help your teams align to the same business goals.

Localise your marketing materials
Even the smallest things, like switching UK spellings for American, can make a big difference in showing candidates that your brand understands the needs and requirements of their local market. The key to getting this right is to create country or region-specific marketing materials that feel like they have come from a local team.

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Use BAM by Papirfly™ to take your global brand local

With its seamless language and localisation features, BAM by Papirfly™ can make global employer brand governance a reality for your company. Your teams will have everything they need to create on-brand, market-ready assets with no outside help needed.

You predefine the templates to ensure consistency with your brand guidelines, and our software instantly tailors your campaigns to countries across the world.

Capture local nuance
Ensure that your assets only contain culturally relevant imagery, colours and logos.

Speak any language
Translate your marketing materials into multiple languages and dialects.

React to recruitment demands
Bring fast asset creation in-house and be ready to snap up top talent before the competition.

Learn more about these localisation features and the benefits of BAM for employer branding by booking your live demo today

by Papirfly

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