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When searching for new remote talent, it’s likely that you’ll hire outside of your own country to find top tier engineers. Whether they’re from Asia or Europe, your recruiters and company need to provide a tailored candidate experience that’s consistent within each region.

For large enterprises with global reach, you’ll often come across many pitfalls when scaling across the world. Guiding a candidate smoothly through each stage of the recruitment process can be even more difficult than hiring for on-site positions. 

While employees may be part of the same global organization, it’s important to note that core values and company culture can differ. According to Harvard Business Review, companies in Asia and Australia have company cultures that have “caring” as their top core value. In North America, companies have a culture style that is built around results and achievement.

Taking company culture into account and how it differs around the world will affect your recruitment strategy and campaigns. It’s important to localize processes in different countries to help you create personalized campaigns to recruit engineers for company cultures they’re most suited to. 

To help you get the most out of your recruitment efforts, we’ve put together a few ways you can localize processes.

Use the Right Language

If your recruiters are located in North America, they will be using terminology and language that caters to the American market. Sourcing your engineers from the talent pool in Asia can be a whole different ball game, so it’s essential to use the right language prior to screening and during the screening process that’s personal on a local level. 

When seeking out the perfect engineer for the role, your language needs to align with the company culture. As Nelson Mandela said “If you talk to a man in a language he understands, that goes to his head. If you talk to him in his own language, that goes to his heart.” When translated into recruitment terms and company culture, the language used for the Asian market should have a bigger emphasis on caring and empathy to gain more traction from your candidates. 

Your candidates are more likely to be engaged by your recruitment efforts if it’s in a language they’re familiar with and understand. Research by Common Sense Advisory shows that 85 percent of customers won’t buy unless information is available in their own language. Even for remote teams, multi-language is imperative to compliance and abiding by local regulations. 

Delivering Localized Candidate Experiences

Even though your hiring is done remotely, you’re still going to need to effectively implement processes on a local level. Being a multicultural company with diversity and inclusion built into its culture is a necessity to not only help problem-solving and your bottom line but also to resonate with audiences worldwide. 

It’s important your global recruiters implement regional hiring practices as a key factor. In short, you need bilingual recruiters with cross-cultural competencies so that they can create long-lasting relationships and connections. 

Localized candidate experience factors to consider: 

  • Content assets, designs and workflows that take into account preferences and expectations for the local region. That includes job postings, emails and all correspondence from recruiter to engineer. 
  • Visuals including graphics and videos need to be created and adapted to adhere to local cultural norms.
  • Website designs need flexible layouts to compromise when text is being translated. 
  • Correctly using local formats for units of measurement, currencies, phone numbers, time and dates. 

Timing Is Key

When you have recruiters in the United States but remote employees in another continent, another factor to consider is the time zone. We all know what it’s like to get an email at 4 am and by the time you’re up and caffeinated, you’ve forgotten the email ever existed. 

When all of your outreach and nurture campaigns are automated and the timing is based in a North American time zone, you’ll need to localize each time zone to ensure the candidate experience remains optimal. 

The Best Channels for the Region

We all know the big players and channels for reaching candidates. However, what about channels that hold more market share in other regions of the world? LinkedIn is great for recruitment, no matter which part of the world you’re in but nurturing those candidates and creating two-way communication feedback loops can be done with local tools for a tailored experience. 

Caitlyn Perez, HR Programs Manager at Synopsys used a design thinking workshop that led to adding local elements to the tech stack. Caitlyn says “WeChat is huge in Asia. Our recruiters have built into the process; using that tool to communicate with candidates and it’s been very successful for them. It’s the platform that they seem to prefer. We use it to track feedback and know what’s going on in the recruiting space”. 

Use tools and channels that are the most popular in the region because that’s where your candidate’s attention is. Furthermore, your engineers are familiar with those platforms and that helps you to build stronger connections. 


Localizing your organization’s processes isn’t as simple as translating everything from English into the local language. There are so many things to consider such as small nuances and not offending your candidates in any way. 

It’s always best to start from the ground up when creating a strategy to localize your recruitment process. Always take into account how you can make the candidate experience as personal as possible for every stage of the experience. 

Find more insights on global recruitment at this webinar “Confessions of a Talent Acquisition Director: How to Create Efficiency in Your Hiring!

Sally Lee, Senior Lifecycle Marketing Manager at Codility.

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