4 Hard Lessons Dutch Founders Learned About Hiring in the U.S.
I recently gave a talk in Amsterdam, followed by a panel discussion with three experienced Dutch entrepreneurs who had all expanded to the U.S.
Each of them shared the same insight: “I wish I had known about the cultural differences before making the move.”
Why? Because misunderstandings about how business is conducted and teams are built in the U.S. cost them dearly—lost deals, failed partnerships, unhappy clients, and talented employees who walked away.
Cultural differences show up everywhere—in communication, leadership, collaboration, decision-making, persuasion, and even in how rules are interpreted.
But one area that’s often underestimated (and can be the most costly) is recruitment.
Two of the three panelists admitted they had hired—and fired—at least two U.S.-based VPs of Sales before realizing that hiring in the U.S. is a completely different ballgame.
Here’s just a glimpse of what makes hiring in the U.S. so different:
Self-promotion is a skill.
Americans are trained from a young age to present, debate, and persuade. Critical hiring mistakes are easily made without understanding the cultural context behind how Americans present themselves.
Resumes are about impact, not tasks.
While Dutch CVs focus on responsibilities, U.S. resumes highlight accomplishments. To the untrained Dutch manager, this may make candidates appear stronger than they are.
Benefits can become legal traps.
Don’t assume you can simply replicate Dutch benefit packages. U.S. benefits are very different and can be more costly than Dutch benefits. US employees have different expectations. I’ll dive deeper into this in a future newsletter—but for now: talk to an expert before you make any promises.
Salaries are higher—much higher.
The cost of living is steeper in the U.S., and Americans are expected to fund their own healthcare, retirement, and college tuition. It’s not uncommon for a U.S. VP to earn more than a Dutch CEO.
The solution? Don’t go at it alone.
Work with people who know both worlds. I often partner with VDB Executive Search—a boutique executive search firm with Dutch and U.S. specialists on both sides of the ocean. They help Dutch companies build strong, culturally aligned leadership teams in the U.S. They also advise on employment agreements, salaries, and benefits to align with U.S. employee motivations, helping avoid costly mis-hires and drive sustainable growth. Connect with Florence@vdbsearch.com to learn more!
And of course, I’m here to help you navigate the cultural side of things—from building trust and credibility, to avoiding costly misunderstandings, and setting your U.S. team up for success.
Curious what this means for your U.S. hiring plans? Let’s talk.
Curious about how you can boost US business success?
Join my Workshop: Doing business with Americans - the Key to Success!
*Want to improve communication with your American business partners, clients, and employees?
*Curious if Americans are really fake—and how to respond?
*Ready to boost your success in the U.S. market?
Join the workshop Doing Business with Americans – Successfully on June 25, 2025, in Zeist.
More info and registration here!
Hi, my name is Annette. For over 10 years, I have helped Fortune 500 companies, scale-ups and individuals understand the intricacies and advantages of communicating across cultures, turning cultural differences and similarities into competitive advantages.
Let me help you prepare for your interactions with American partners and clients, and improve Dutch-American collaboration. Simply r schedule a free 30-minute assessment here.