1. A Larger, More Competitive Talent Market
  2. Competing Against Known Brands
  3. Culture Shock: Candidates are More Transactional
  4. Optimising Your Hiring Process
  5. Candidate Experience
  6. Key Takeaways

 

 

 

 


For ambitious SaaS startups, scaling into the US is arguably the most rewarding (but risky!) aspect of a growth plan. The sheer size of the US, their talent, and available opportunities are unmatched. But successfully scaling into the North American market isn't for the faint-hearted and demands a well-honed, perfectly executed strategy.  This blog provides a comprehensive roadmap, guiding you through hiring aspects such as:

 

  • Cultural nuances.
     
  • GtM best practices.
     
  • Talent acquisition tactics.
     

Equip yourself with expert insights and actionable steps to build a winning team and establish your brand as a dominant force in North America. 
 

A Larger, More Competitive Talent Market
 


The US has a tech market 4.5x the size of Europe. Initially, that would imply that there are more opportunities to access and secure GTM talent. Whilst that IS true, it also means that candidates have far more opportunities available to them, making it an extremely competitive marketplace. So, as an EMEA scale-up landing in the US for the very first time, where do you begin?
 

The answer lies in exploring stellar, but ‘lesser known’ software scaleups. These will be companies that have yet to make their mark in Europe but will have quality talent among their ranks. Talent that you can assume will be willing and able to thrive in autonomous environments. 

 

Knowing how to identify these companies will give you access to that goldmine of GTM reps. 
 

Typically, it’s the VCs and leadership teams that you need to investigate. Ask:
 

  • What is their leader's background? Have they scaled famous SaaS vendors before?
     
  • Which VCs back them? Do they have a successful track record with their PoCs? 
     

This will give you a strong indication of which vendors are worth headhunting from.

Additionally, throughout the 2021 boom, the US job market witnessed an unprecedented ratio of 10 jobs for every 1 candidate. And although the dynamics have shifted since then, the EMEA landscape contrasts significantly.

In the US, top GTM reps are often juggling six or seven opportunities simultaneously (more on this later) when actively considering a move. Compare that to EMEA and the number drops to around two, creating a massive challenge in the pursuit of securing new hires.
 

Competing Against Known Brands
 

One of the biggest hurdles to overcome is competing with US start-ups who already have both a strong local presence and a talent network. As a new player to the region, how do you: a) get the visibility to be found by the candidates you want to attract, and b) obtain their interest from a standing start? 


Often, the right people are excited by the prospect of being an early hire for a European company – even more so if it’s a first-on-the-ground position. To truly get them on board, especially A-players who are very qualifying, you need to be prepared to share US-specific data and collateral. Examples of that key information include:

  • US annual recurring revenue and in-region customers (if possible).
     
  • Team structure and access to support from SDRs/presales/marketing functions.
     
  • Marketing collateral (localised – especially if you are founded from a non-native English-speaking country).
     
  • A clear vision for US expansion (e.g. TAM, financial runway).
     
  • The legal entity you [intend to] use for payroll, taxes, benefits, and insurance needs (e.g. Papaya Global, Velocity Global, or Deel).
     



Culture Shock: Candidates Are More Transactional
 

In contrast to Europe, a culture of “window shopping” is commonplace amongst American reps, even if they are not in the market for a career move. Candidates tend to cast a wide net and have multiple introductory conversations, the majority of which may never progress any further. 

With this in mind, you should never assume you’re going to close every candidate in the process – it is more than likely that they are just keeping in the loop regarding: industry standards, (e.g. hottest tech, market rate salary etc), and making another connection for their network.

It is key to avoid “wasting” time on non-committal candidates. To mitigate this risk, treat initial conversations as a “two-way street”, then qualify the candidate's intent. Are they willing to seriously consider the opportunity if it matches their specific criteria? What is their timeline for a move? Being able to quickly qualify this will help you to avoid disappointment later down the line.
 


Optimising Your Hiring Process
 

European countries are notorious for long interview processes. Instead of the classic EU approach - five stages over 5-6 weeks - the US value streamlined processes that are executed with momentum; 2-3 stages in 2 weeks.

To avoid losing out on top talent, define your interview process/timelines, and commit to it. Be strict on sticking to timelines (such as providing feedback and arranging next steps) by optimising your schedule and clearly defining your interview process.

Here are some tips to prepare for the transactional nature of the US process:
 

  • Adhere to US time zones when interviewing – even if you’re in Europe. 
     
  • If you intend to add additional steps to your process, schedule it for the same/following week.
    Don’t leave them weeks apart.
     
  • Be prepared to move quickly if you have a candidate in the process that you want to close. 
     
  • Try to meet candidates in person. 
     

Stay front of mind with a high-touch approach. Sending one email a week is not enough. Make sure that everyone involved in the process is on the same page as to what your ideal candidate profile is, and what they need to be assessing throughout their interactions. Even if you already have an established Go-to-Market structure/team in EMEA, the US market may necessitate a different skill set/approach, so a re-evaluation of your hiring criteria is a must.

Utilise a high-touch cadence using calls and texts to keep candidates engaged, ensure they are committed, and to understand any changes on their end (such as counteroffers, other opportunities taken, or deciding to stay in their current role). A single email is not sufficient – you need to keep a candidate properly engaged until you close them!
 

 

Candidate Experience

However, it's a lot to ask for anyone (especially start-up founders) to execute all of this whilst not compromising on their day-to-day responsibilities. Teaming up with a specialist recruitment partner who has both the expertise and experience is crucial to successfully land in the US. 


To begin with, it’s important to remember when deciding on your recruitment partnership that: the company you choose is going to represent your brand in the crucial stages.


As the first point of contact for your candidates, they will help shape their entire perception of your brand. They will act as your brand ambassador and will showcase your culture and values from the get-go. But how do you find the right match?  It ultimately depends on your growth plans and how quickly you intend to scale.

Partnering with a smaller agency is a good solution for searches where you intend to hire one or two sales reps – these agencies typically have strong networks. But if you want to expand on a larger scale across all Go-to-Market functions, it can prove challenging. 

Conversely, by using larger recruitment companies, you risk “sharing” candidates with other brands, which further adds to the competition. 

Ultimately, however, you need a partner who has done it before. Do they:

•    Have a track record of helping EU startups land in the US?

•    Have the specialist market knowledge?

•    Have offices there (or based there) so they can operate in the same time zone?

•    Have referenceable clients that you can speak with?

 

Key Takeaways
 

  1. Identify Stellar US Scaleups Without A [Strong] EU Presence - Don’t limit your candidate pool by only hunting from companies you know/have a European presence. Identify stellar North American SaaS scaleups that haven't quite made it to Europe (but still have a strong pedigree of talent) by examining the background of their team (including their leader’s background) and VC backing. 
     
  2. Prepare Relevant US Collateral - Prepare region-specific collateral/data to share. Top talent is going to be excited by early hire opportunities, but they are also going to be incredibly qualifying as a result. Consider sharing NA ARR, customer base, support functions in place, marketing materials, and a clear vision for NA expansion. 
     
  3. Treat Every Initial Conversation As A “Two-Way-Street” - This is to ensure you know if candidates are genuinely interested in joining your start-up. But make sure to quickly qualify their intent to avoid wasting time on non-committal candidates.
     
  4. Optimise Your Hiring Process - Streamline your interview process and adhere to US time zones – even if you are in Europe. Minimize time between interview steps and be prepared to move quickly. 
     
  5. Keep Candidates Engaged With A High-Touch Approach - Maintain a high-touch approach to keep candidates engaged and stay informed of their situation. Have their timelines changed? Where are they up to in other interview processes? 
     
  6. Choose Your Recruitment Partner Wisely - They are going to be representing your brand showcasing your culture and values, so as well as a track record of scaling EMEA startups in the US, it’s crucial to find a partner that you can trust.
     

Ultimately, venturing into the US market as a European SaaS vendor demands a strategic and tailored approach. The vast market and talent pool require you to research and adapt to a more transactional talent market. Streamlining the hiring process, competing with known brands, and recognising the need for a nuanced approach are crucial for success. But with a unique opportunity and route to market, European vendors can attract top talent, ensuring a successful entry and sustained growth into the US market.

 

 

Ready to scale your EMEA start-up into the US? Get in touch for a no-strings call and we can discuss your vision and how we can help you achieve it. 
 

Want to learn about hiring on the other side of the Atlantic? Click here to discover how you can land your US scaleup in EMEA.