As companies become increasingly global, the ability to navigate cultural differences is no longer optional, it’s essential. Mariia Skorokhod explores why recruiters must cultivate cultural intelligence to build trust, communicate effectively, and unlock the full potential of international talent within rapidly evolving recruitment, creating a culture shift along the way.
As companies continue to expand globally, increasing numbers of individuals are immigrating in search of better opportunities, and international exchange programs are becoming more common. This growing interconnectedness has given rise to the concept of a “global village”—a world in which individuals from diverse cultural backgrounds coexist and collaborate in shared environments.
To thrive individuals must develop the skills to collaborate and communicate effectively across cultures
In today’s professional landscape, people of different nationalities frequently work together, emphasising a shift from a mindset of “me” to one of “us.” To thrive in this shared space, individuals must develop the skills to collaborate and communicate effectively across cultures.
The business case for cultural diversity
A report by McKinsey & Company highlights that companies with greater ethnic diversity are 39% more likely to outperform those with a more homogeneous workforce. This statistic underscores the profound impact of an international team setup on a company’s profitability, growth, and innovation.
Diverse teams bring a range of perspectives to problem-solving, offering alternative viewpoints that can lead to unique and effective solutions. In contrast, homogeneous teams may struggle to see beyond a single perspective, leading to stagnation and reduced performance—especially detrimental in today’s fast-paced, competitive environment.
The challenge of practical implementation
While the benefits of cultural diversity are well-documented, implementing intercultural practices within recruitment processes can be complex. International recruitment agencies often receive client requests to fill positions with candidates from various cultural backgrounds. As a result, it becomes critical for companies and recruiters to possess cross-cultural competence to navigate these processes effectively.
The recruiter’s role in a multicultural context
Recruiters act as key intermediaries between clients and potential candidates. Their role includes guiding, supporting, and assisting candidates at every stage of the hiring process. To ensure a smooth and successful experience, recruiters must build trust with candidates—an endeavour that often requires adapting their communication approach to align with the candidate’s cultural expectations.
Communication: High-context vs. low-context cultures
One of the most important cultural considerations in international recruitment is the distinction between high- and low-context communication methods. In low-context cultures—such as the United States, Germany, Switzerland, the Nordics, the United Kingdom, and the Netherlands—communication is typically direct, with an emphasis on verbal clarity and straightforward feedback.
In contrast, high-context cultures—such as China, Japan, and Korea—tend to value indirect communication, where messages are often implied rather than explicitly stated. When giving feedback, particularly constructive feedback, individuals from high-context cultures may expect a more diplomatic and nuanced approach, with positive elements emphasised to maintain harmony.
Power distance and its impact on recruitment
Another crucial cultural factor to consider is the Power Distance Index (PDI), one of six dimensions identified by Dutch social psychologist Geert Hofstede. PDI reflects the degree to which individuals accept unequal power distribution within a society.
In countries such as Mexico, India, Saudi Arabia, and France, hierarchies are accepted more readily, and senior professionals may expect a greater level of respect and deference. Conversely, in countries with low power distance—such as Germany, Australia, Finland, and Ireland—a flat organisational structure is preferred, and individuals are more comfortable in environments where all voices are considered equal.
A tool such as the Country Comparison Tool by The Culture Factor can be useful for insight to cultural dimensions, though it’s worth using with your own real world experience to add into the mix.
Cultural intelligence as a strategic advantage
In today’s globalised world, cross-cultural awareness is a strategic asset for recruiters aiming to match the right talent with the right opportunity, regardless of geographical boundaries. When recruiters adjust their communication to align with the candidate’s cultural background, they are more likely to foster trust-based, long-term relationships—paving the way for successful and effective collaboration.
Mariia Skorokhod is a recruiter at Avomind
