"We want to enter the US market, but where to start?"
I hear this question more and more often, especially from Ukrainian companies or businesses with roots in Eastern Europe that are planning to scale in the US.
My name is Kate Guzei, I am a technical recruiter from California.
I have been working in recruiting for over 7 years, both locally and globally with product companies, agencies, startups and corporations in the US, Israel, Europe and Ukraine. In recent years, I have been helping companies find talent specifically in the US market, and I see from the inside what challenges companies face when they want to build a strong employer brand in a new country.
We are launching a series of materials [in collaboration with the Ukrainian recruitment agency EvoTalent] for companies planning to enter the US market.
The first topic: how to build a strong employer brand in the US if you are just starting out. And I want to share a few observations from real experience.
1. Start with your story, even if it didn't start in the US
Yes, you are new to this market. But you already have products, a team, experience. Don’t be shy about showing who you are. Your background is important. American candidates often want to work not just “for a well-known name”, but with companies that have vision, innovation, and honestly share their mission.
2. Formal registration in the US is not everything. It is important to be “present”
If you don’t have an office yet, it’s important to have at least one person locally who will be part of the process. This could be a technical lead or a local recruiter. When a candidate sees that they are being interviewed by someone from the US who understands the local reality and can answer practical questions [about benefits, taxes, cooperation format], it builds trust.
It’s a signal: we’re not just “trying,” we’re really building a team here.
3. Write an “American” employee package from scratch
Expectations regarding benefits are completely different in the US. People pay attention to the format (W2 or 1099), insurance, paid vacation, sick days, 401(k), etc. Even if you have a small team, a well-thought-out social package will show that you are serious.
4. Be prepared that the first vacancies will be difficult to fill
The truth is that American candidates are wary of companies they don’t know. That’s normal.
But you can build trust through:
- Presence at professional events and conferences (TechDay, Startup Grind, Meetups)
- Collaboration with local recruiters who know the language of the market
- Transparency in communication (FAQ about the company, video introduction, founder’s story)
- Testimonials or cases from the first employees
- Content that shows the culture, not just an “official LinkedIn post”, but a live story
In conclusion:
Employer brand is not about a beautiful logo or landing page. It's about trust. If you communicate honestly, show that you are already investing in the local market, and create conditions that are in tune with the expectations of candidates, this is already a strong start. An IT Recruitment Agency with local market expertise can be the right partner for this journey.
If this topic is close to you, or you are currently thinking about entering the US market, we will be happy to exchange experiences.
