Expanding your global hiring efforts comes with incredible opportunities—and unique challenges. As you grow, how do you attract top talent in unfamiliar locations while staying true to your company’s employer brand? 

Whether you’re opening a new office, revitalizing recruitment in an underserved market, or hiring for specialized roles in emerging regions, success lies in balancing global consistency with local authenticity.

In this post, we’ll explore three key scenarios for global hiring and share actionable strategies to help you connect with local talent in meaningful ways:

• Launching in a brand-new market
• Resonating with local cultures
• Building excitement for niche opportunities in emerging regions

Attracting Talent for a New Office

A new office opening is an exciting milestone, but it also requires deliberate planning to ensure you establish a presence that resonates with local talent. In markets where candidates may have no prior knowledge of your company, how you introduce yourself can make or break your efforts.

Start by Listening

Your existing team members in that region are a goldmine of insights. Talk to them about their experiences, what drew them to your company, and what they see as your strengths in the local market. Ask questions like:

• What aspects of our employer brand stand out here?
• Are there gaps in our messaging that might make us more appealing to local candidates?
• How do people typically search for jobs or learn about employers in this area?

Their answers can guide your approach, helping you identify what to emphasize, what to adjust, and how to craft messaging that feels relevant.

Build Awareness and Connection

From there, it’s about building awareness and forging a connection with potential candidates. Repurpose existing content to highlight universal themes—such as innovation, growth, or collaboration—that resonate globally, while also tailoring stories that reflect the local culture. Featuring employees from that region in videos, blogs, or testimonials adds authenticity and relatability.

Here’s your content checklist to attract talent to a new office: 

• Office-specific landing page: Provide candidates with a dedicated, tailored destination to learn about local opportunities and what makes this new office unique.
  
• Universal Culture: Repurpose existing employer brand content to emphasize your EVP, DEI initiatives, and broader cultural themes that resonate across all locations.
  
• Team Storytelling: Highlight the teams you’ll be hiring for most in this office. If it’s a new call center, for example, use videos, blog posts, and testimonials to showcase the impact and experience of your customer service roles. Let candidates envision their day-to-day contributions.
  
• Office Photo Library: Share high-quality photos of the new office space. Help candidates visualize themselves working there and make the opportunity feel tangible and inviting. 
  
• Leader Spotlight: Feature an existing team leader who will play a pivotal role in the new office. Through an employee spotlight, they can share their vision for this location and inspire candidates to join on the ground floor of something exciting.
  
• Social Media Ads: Break down your content into short, engaging video ads tailored for social media platforms. Get your message in front of your target audience and build awareness about the opportunities in your new office.

And don’t forget distribution—research where candidates in the market spend their time, whether that’s job boards, professional networks, or social media platforms, and meet them where they are. Add video to job descriptions to give candidates authentic insight into your culture right as they consider applying. 

Resonating with Local Cultures Through Global Hiring

When entering an established market or refreshing efforts in an underserved one, understanding cultural nuances is critical. A one-size-fits-all approach simply won’t work, especially in regions where cultural values and priorities differ significantly from your headquarters or other major hubs.

Take India, for example. The competition for talent in India is fierce, with both global and local companies vying for top candidates. For many Indian professionals, personal and cultural alignment with a company’s values is a top priority. Family, stability, and community play an outsized role in job satisfaction, and companies that fail to reflect these priorities risk being overlooked.

Cultural Context Matters

Unlike Western markets that often emphasize flexibility, individual growth, and innovation, employer branding in India tends to focus on communal values, job security, and societal impact. Indian job seekers want to know how your company contributes to the community, how their role will make a difference, and how your organization supports long-term stability for employees.

Bringing Local Stories to Life

Employee storytelling is a powerful way to address these priorities. Interview employees in India to uncover how your company aligns with the cultural values that matter most. These stories can then be showcased in videos, blogs, and social media posts, giving candidates a glimpse into your company culture through an authentic, localized lens.

For inspiration, take a look at this video from Dell Technologies in Bangalore, which highlights what makes their culture resonate in that market. 

While this example focuses on India, the principles apply universally: research what matters to candidates, understand the cultural values that influence their decisions, and share stories that highlight your alignment with those values.

Marketing Niche Opportunities in Emerging Locations

As global tech hubs emerge and talent becomes increasingly specialized, recruiting in these growing markets requires an even more tailored approach. It’s not just about selling your company—it’s about selling specific opportunities to highly sought-after talent.

Spotlight on Mexico’s Tech Scene

Consider the rapid growth of tech hubs across Mexico. Cities like Guadalajara, Mexico City, and Monterrey are attracting global companies eager to hire engineers, developers, and other tech professionals. With a reported 300,000 tech specialists already in the workforce—and a growing pipeline of graduates—Mexico represents a booming opportunity for tech hiring.

But competition is steep. To stand out, you need to combine a deep understanding of what motivates this talent pool with localized content that speaks directly to their aspirations.

Creating a Targeted Strategy

Start by defining your unique value proposition for tech talent in Mexico. What sets your company apart? Is it the innovative projects they’ll work on? The opportunity to make an impact locally and globally? Highlight these factors and weave them into your recruitment marketing efforts.

Next, leverage the voices of employees already in Mexico. Let them share their experiences through videos, blogs, and social media posts, providing authenticity and insight into your company culture. Pair these stories with professional photography of your teams in action—featuring real employees in real office environments—to bring your brand to life visually.

Finally, invest in local channels to amplify your message. This might include partnerships with local universities, hosting tech meetups, or running targeted ads on platforms like LinkedIn.

Build Trust Globally

Hiring in global markets is no longer just about scaling your workforce—it’s about building trust, connection, and resonance with local talent. Whether you’re entering a brand-new region, refreshing efforts in an existing one, or targeting niche roles in emerging hubs, your ability to adapt your employer brand to meet local needs will set you apart.