You’ve made the decision. Latin America is the next market. Now the real work begins.
The first hire is where it comes together or starts to unravel.
This person won’t just fill a role. In a market where you have no or limited presence,
no proven reputation, and no extensive network, they will be your company.
How they show up, how they build relationships, how they navigate a business culture that operates differently from Amsterdam or Chicago; all of that reflects on you.
Getting it right matters more than getting it fast.
Entering LATAM
What we see in the market
Many international companies entering LATAM make the same type of mistakes. Often because they feel they need to move quickly. To capitalize on the momentum.
The two options that are normally on the table:
The two options that are normally on the table:
- Let's send an area sales manager from the HQ monthly to Latin America to develop the market.
- Try to find a local sales rep within the network they already have (distributors, business networks etc).
Sending the HQ sales rep seems easy and better from a control perspective.
What seems a quick fix results in needing much more time to get familiar with the market, building relationships and the first sales.
Also, the time investment and cost of traveling between the LATAM region and HQ is very significant.
We have seen people burn out quickly from traveling back and forth, managing timezones as best as they can.
The HQ quick fix
Most of our clients already have a network in the LATAM region before they make it a real focus area. They visit annual Industry conventions & events and sometimes have a network of distributors.
Hiring locally means being closer to the market. And more directly.
It fast tracks access to clients. And it brings a much closer alignment with the local business culture.
Traveling can still be significant for local sales reps, but at least it is the same timezone and travel times are much easier to incorporate in a normal work week.
Some clients try to hire from a distributor, which gives access to clients but not always solid alignment with the HQ. Local recruiters don’t always understand the international dimension and what is required to be successful in an international business environment. International firms can lack deep insight in the local requirements.
Often HQ HR is not or not deeply involved, since they are already overwhelmed with local workload and lack visibility of the LATAM talent market. The hiring process in these cases is managed by the sales team.
The Quick Local Hire
Subheading
The result is a hire that looks right on paper but fails in the field.
Too local to connect with HQ.
Too HQ focused to connect with the market.
Or simply the wrong profile for a market that operates on relationships,
trust, and cultural fluency; not just technical credentials.
The cost of a failed first hire in a new market and at this stage is significant.
Beyond the direct financial cost, you lose time, momentum, reputation and credibility in a market where first impressions are hard to recover from.
End Result
One of the biggest mistakes international companies
make when hiring their first employee in LATAM
is assuming the process is mainly about “finding someone good.”
In reality, the first hire in LATAM is often a market translation role; commercially, culturally, operationally, and organizationally.
When that translation fails, companies often conclude:
“LATAM is difficult”
“The market is not mature”
“People are not proactive enough”
“Sales cycles are too long”
…when in reality, the issue was usually the setup, expectations, or profile choice.
Many European / American companie look for:
But their first LATAM hire usually needs to be:
The first employee is often:
… all in one.
Companies underestimate how broad the role actually is. A great corporate account manager from a mature local market may fail completely in an undefined LATAM expansion role.
- a polished salesperson
- strong English
- industry network
- corporate presentation skills
But their first LATAM hire usually needs to be:
- commercially strong
- operationally resilient
- highly autonomous
- culturally adaptive
- very entrepreneurial
- politically intelligent internally
The first employee is often:
- sales, customer success, local intelligence, relationship manager, supply chain coordinator, problem solver, market educator
… all in one.
Companies underestimate how broad the role actually is. A great corporate account manager from a mature local market may fail completely in an undefined LATAM expansion role.
Hiring a “salesperson” instead of a market builder
We are a boutique recruitment Agency in Bogotá and specialize in helping European, American and Caribbean companies find top professionals in Latin America.
We combine European, American and Latin business cultures in our team. We all held senior and Executive positions in the business world. We have been in your shoes.
Our goal is to create career changing matches that will leave our clients and candidates speechless!
We are a dedicated team of European & latin recruiters, bringing you the
best of both worlds to every search.
a boutique recruitment agency based in Bogotá.
Cross-border hiring that feels close.
We live(d) the international experience, speak your language and understand what's important for you!
We are easy to work with, Genuinely Interested, Personal & Fully Engaged to both clients & candidates
High-Touch, Senior Operation
Business Impact Driven
With 40+ years of business experience, we focus on the desired outcomes. Not just the requirements.
Jeniffer
Jen is a Senior Recruiter with deep experience in hospitality, floriculture industry and NGOs.
Born in Perú, career growth in Dominican Republic and currently in Bogotá.
Robert
Robert is Conexión's founder and an all-round international recruiter.
Born in the Netherlands, lived and worked 15 years in USA and since 2020 in Colombia.
Testimonials
Conexión creates the perfect link between corporate needs and growth opportunities for candidates.
They don't just fill a vacancy, they ensure mutual growth. I would recommend Conexión to any executive looking for a true strategic partner in talent acquisition."
Carolina Castillo
Regional Finance Manager
Latin America at CNV International
Beyond being a team of headhunters, I truly felt that I had dedicated allies committed to my success.
Thank you, Conexión, for facilitating this wonderful opportunity and for being part of this new chapter in my life.”
Felipe de la Espriella
Food & Beverage Manager
Amsterdam Manor Beach Resort Aruba
I especially want to highlight the warmth & professionalism of Jeniffer Salazar.
Thanks to Jeniffer, I am now working as a Supply Chain Planner at Royal Van Zanten.
I highly recommend Conexión as a recruitment firm committed to talent and with an excellent ability to connect people with international job opportunities.”
María José Ardila
Supply Chain Planner at Royal van Zanten
Jeniffer was always very attentive during the process, all with a high level of professionalism!
Now I'm very happy in my new job with an extraordinary company!
Thank you, Conexión, I wouldn't hesitate to contact you again! And thank you for my new hoodie.”
María de los Angeles Almanza
Account Manager at Royal van Zanten
Real situations. Real outcomes.
A Dutch manufacturing firm entering LATAM
They’d already won projects in the region but needed their first permanent presence: a senior field technician who could support Latin American clients independently and represent the company internationally.
Most firms would have searched the obvious talent pool. We looked at adjacent industries, focused on technical profile and cultural bridging capability, and reached professionals who weren’t on anyone’s radar.
The person we placed is now the primary contact for all Latin American clients, fully embedded in the global technician group and trusted by both sides.
