Cross-border HR: strategy, talent and transformation

As globalization accelerates and the future of work continues to evolve, HR leaders across the US and Europe are rethinking how they build and manage their global workforce. In a recent conversation between Brad Law, Head of North America at Frazer Jones, and Nick Croucher, Managing Director, the two explored how organizations are adapting their HR strategy to meet shifting demands, close skill gaps and attract top talent.

Agility and adaptability: the new market norm

Brad opened the conversation with a powerful observation: “The new market norm is constant change.” This shift is driving HR teams to embed agility into their operating models, enabling faster decision-making and more responsive talent management. Whether it’s restructuring HR functions or streamlining workflows, adaptability is now a critical competency for HR professionals.

Organizations are also investing in automation and artificial intelligence (AI) to improve efficiency and enhance the employee experience. AI-powered tools are helping HR managers reduce costs, boost employee engagement and optimize performance management across global teams.

Globalization and smarter resource allocation

Nick highlighted a growing trend among US companies: pulling back some COE’s to be stateside while investing in global talent through smarter resource allocation. This includes building strong business partnering capabilities that can navigate cultural differences and regional challenges across EMEA, Asia and beyond.

As companies expand internationally, HR teams are tasked with integrating acquisitions, deploying new HR platforms and standardizing onboarding processes. These initiatives often involve reskilling and upskilling efforts to ensure teams are equipped to manage complex global hiring strategies.

Talent acquisition and international hiring trends

There’s a clear appetite among US organizations for candidates with experience working across borders. HR leaders are increasingly seeking professionals who can manage transatlantic relationships, understand diverse labor laws and contribute to a cohesive company culture across time zones.

Roles that oversee international markets, especially in consumer goods and healthcare, are making a comeback. These positions offer exciting opportunities for HR professionals from Europe and Asia to join global teams and eventually relocate to the US.

European expansion into the US

The conversation also touched on European businesses investing in the US. Brad advised companies to understand compensation benchmarks, which often differ significantly from European norms. He also stressed the importance of tailoring employer branding to appeal to the US talent pool, as what resonates in Europe may not translate across the Atlantic.

HR teams must also consider the nuances of the US labor market, which operates like a patchwork of 50 states with varying legislation. Successful workforce planning requires a clear understanding of regional dynamics and a strategic approach to building human capital capabilities.

Building a competitive advantage through HR

From flexible work initiatives to continuous learning programs, HR practices are evolving to meet the expectations of Gen Z and other emerging talent segments. Companies that prioritize employee well-being, work-life balance and inclusive work environments are better positioned to attract and retain global talent.

As HR functions become more central to business strategy, the role of HR professionals is expanding. They’re not just managing people, they’re driving innovation, shaping company culture and delivering competitive advantage through strategic talent management.