Expanding into the U.S. market in 2024 remains one of the most strategic moves a European business can make. With the U.S. economy showing remarkable resilience and with GDP growth projected at 2.8% for 2024, these numbers represent extraordinary potential for businesses across the UK and Europe. However, the traditional approach of establishing a full subsidiary and building a large team from the start is no longer the only path to success. Many successful European companies are now taking a more measured approach, starting with just one strategic hire in the US.

This guide will walk you through hiring your first US employee, addressing European businesses’ unique challenges, and introducing a solution that makes this process seamless and cost-effective.

Why the US Market Presents Unique Opportunities

The United States remains an unparalleled opportunity for European businesses, maintaining its position as the world’s largest and most dynamic consumer market. In 2023, US consumer spending reached a staggering $18.8 trillion, with household disposable income growing by 3.2% despite global economic headwinds. These numbers represent extraordinary potential for European businesses, especially considering these market indicators.

U.S. Market Size and Growth

• US GDP hit $25.5 trillion in 2023, representing 25% of the global economy
• The US e-commerce market surged to $1.14 trillion in 2023, growing 9.4% year-over-year
• B2B sales reached $10.9 trillion, with digital B2B transactions growing by 18.2%
• US business investment in technology increased by 12.3% in 2023, creating new opportunities for European tech providers

European Success Metrics

• European brands with US operations reported 15% higher revenue growth compared to those without
• 82% of European companies that entered the US market in 2023 exceeded their first-year revenue targets
• European B2B software companies saw a 34% increase in U.S. customer acquisition after establishing a local presence
• European luxury brands reported 28% higher customer retention rates with local US representatives

Consumer Behavior and Preferences

• 74% of US consumers prefer companies with local customer service representatives
• 68% of B2B buyers are more likely to choose vendors with US-based support
• 89% of US customers expect response times within their business hours
• 62% of US businesses prefer working with companies that have local representatives

This robust market data demonstrates why having a local presence in the US market is increasingly crucial for UK and European businesses. A single strategic hire can serve as your company’s bridge to these opportunities, providing the following:

• Real-time market intelligence and customer insights
• Immediate response capability during U.S. business hours
• Cultural and business practice translation
• Direct relationship building with key stakeholders
• Faster decision-making and deal closure
• Enhanced credibility in the U.S. market
  
  

For European businesses looking to tap into these opportunities, starting with one well-placed employee can provide the perfect foundation for sustainable growth in the U.S. market. This approach allows companies to establish a meaningful presence while maintaining operational efficiency and managing costs effectively.

Key Challenges When Hiring Your First US Employee

As a European business leader exploring U.S. expansion, you’re entering a market that operates under fundamentally different principles than the EU’s harmonized regulatory framework. Foothold America’s decade of experience guiding European companies through U.S. expansion has revealed consistent challenges that require careful navigation.

A Regulatory Environment Unlike Anything in Europe

The U.S. employment landscape presents complexity that surpasses even the most diverse European markets. While the EU operates under unified employment directives, the U.S. system requires navigation of:

• 50 distinct state jurisdictions, each maintaining sovereign employment laws
• Overlapping federal and state regulatory frameworks that require simultaneous compliance
• Worker classification standards that diverge significantly from European models
• Variable overtime regulations that contrast sharply with EU standards
• Complex benefits requirements that lack the standardization found in European markets

U.S. vs. EU Regulatory Environment: Key Differences

Critical Compliance Considerations

• 68% of European enterprises encountered significant compliance challenges within their first year
• Non-compliance penalties increased by 12% in 2023, reflecting stricter enforcement
• Employment law violations resulted in average penalties of $85,000, not including associated legal costs
• Most compliance violations stemmed from misunderstanding fundamental differences between U.S. and European employment law

Administrative Infrastructure Requirements

The administrative foundation required for US operations extends beyond typical European business establishment procedures. Here are the essential components explained in detail:

Legal Entity Formation

You must carefully select and form a US legal entity in an appropriate state jurisdiction. This involves choosing entity types (such as LLC or Corporation), filing formation documents, obtaining an EIN (Employer Identification Number), and establishing a registered agent service. The jurisdiction choice impacts your tax obligations, reporting requirements, and operational flexibility.

Tax Reporting Systems

Your organization needs to implement comprehensive state and federal tax reporting systems. This includes setting up accounts with state tax authorities in each jurisdiction where you’ll operate, establishing sales tax collection and remittance processes where applicable, and creating systems for tracking and reporting various employment taxes (including FICA, FUTA, and state unemployment taxes).

Payroll Process Integration

Your US payroll system must seamlessly connect with your European operations while complying with US regulations. This includes managing multiple currencies, accommodating different time zones for processing, and ensuring proper tax withholding structures. The system must efficiently handle various compensation types, including base pay, bonuses, and commissions.

Benefits Administration Framework

US employees rely heavily on employer-provided benefits, making this a critical operational component. You’ll need to establish comprehensive health insurance coverage, retirement plans, paid time off policies, and leave management systems that comply with federal and state regulations while meeting market expectations for competitive benefits packages.

Comprehensive Insurance Coverage

Beyond standard business insurance, US operations require specific coverage types to protect against various risks. This includes mandatory workers’ compensation insurance, employment practices liability insurance, and professional liability coverage. Coverage requirements vary by state and industry, requiring careful attention to local regulations and business-specific needs.

Strategic Risk Considerations

Foothold America’s decades’ worth of expertise and working with European business expansion efforts reveals several critical risk factors:

• Legal exposure from improper employment practices
• Regulatory compliance gaps due to misalignment with U.S. standards
• Financial inefficiencies from suboptimal entity structure
• Operational delays resulting from administrative complexity
• Market opportunity costs are due to a focus on compliance rather than growth.

This complex landscape presents significant challenges for European businesses attempting to establish U.S. operations independently. While the U.S. market offers unprecedented opportunities, the risks of navigating this environment without expert guidance can jeopardize expansion efforts and create lasting financial implications. Through our extensive experience facilitating European business expansion to the U.S., we’ve developed comprehensive solutions that address these challenges while maximizing market entry efficiency. The following sections detail our proven methodologies for successful U.S. market entry, tailored explicitly for European organizations seeking to hire their first U.S. employee.

The Hidden Costs and Risks of DIY US Hiring

Drawing from our decade of expertise guiding hundreds of European businesses through U.S. expansion, we’ve witnessed firsthand the substantial hidden costs and risks that companies often overlook in their initial planning phases. Our specialized knowledge, backed by extensive market research and direct client experiences across multiple industries, allows us to present a detailed breakdown of the actual cost of DIY hiring in the U.S. market.

Quantifiable Financial Costs

• Legal entity setup: $5,000 – $12,000
• Initial legal compliance consultation: $4,000 – $9,000
• Annual compliance maintenance: $12,000 – $18,000
• Payroll system setup and integration: $3,000 – $7,000
• Benefits administration: $4,000 – $8,000 annually
• Employee handbook and policy development: $2,500 – $5,000
• State-specific compliance documentation: $1,500 – $3,000 per state

Time Investment Analysis

Based on Deloitte’s 2024 Cross-Border Business Operations Study, the typical timeline for US market entry can be extensive. However, at Foothold America, we’ve developed streamlined processes that significantly reduce these standard timeframes while maintaining complete compliance.

Industry Standard Timelines vs. Foothold America’s Optimized Process

*Note: Bank account setup times may vary for European businesses due to enhanced due diligence requirements.

Foothold America’s expertise in managing cross-border expansions means we can anticipate and prevent common delays before they occur. While maintaining thorough compliance, our streamlined processes help get your U.S. operations up and running significantly faster than traditional approaches.

For most clients, we can complete the setup process in 6-8 weeks, compared to the industry standard of 4-6 months. This acceleration helps you capture market opportunities faster while reducing your team’s administrative burden.

Risk Factors and Associated Costs

McKinsey’s 2023 Global Business Risk Report highlights:

• 43% of European businesses made significant compliance errors in their first year
• Average cost of employment litigation: $165,000 (up 15% from 2022)
• Time spent managing compliance: 15-20 hours monthly
• Foreign businesses face a 39% probability of DOL audit (27% higher than domestic companies)
• Average cost of correcting misclassification issues: $97,000 per employee
• Regulatory violation penalties: increased by 23% in 2024

Hidden Operational Impacts

From Ernst & Young‘s 2024 Business Expansion Index:

• Leadership time allocation to administrative tasks: 35% increase
• Average delay in market entry due to compliance issues: 4.2 months
• Revenue loss from delayed market entry: $50,000 – $150,000 per month
• Employee productivity loss during setup: 22% in the first quarter
• Customer acquisition delays due to administrative focus: 3.1 months average

These statistics demonstrate how delays and inefficiencies directly translate to lost revenue and market opportunities. Working with an efficient expansion partner can cut these delays by 50-70%, potentially saving hundreds of thousands in lost revenue while maintaining team productivity and momentum.

Long-term Financial Implications

According to Bloomberg’s 2024 Foreign Business Operations Report:

• Higher insurance premiums for non-optimal entity structures: 15-30%
• Increased banking fees for foreign entities: 12-25%
• Tax inefficiencies from improper structure: 8-15% of revenue
• Compliance correction costs in years 2-3: $25,000 – $75,000
• Legal exposure from documentation gaps: $50,000 – $200,000 potential liability

Market Position Impact

The World Economic Forum’s 2024 Global Competitiveness Report reveals:

• Brand reputation damage from compliance issues: 18% impact on market trust
• Customer confidence reduction: 23% when legal issues become public
• Partner relationship strain: 31% report significant challenges
• Market share loss to competitors during setup delays: 5-12%
• Employee retention challenges: 40% higher turnover in poorly structured operations

This data underscores European businesses’ significant risks when attempting DIY US hiring. Our experience shows that proper initial structure and expert guidance can eliminate or substantially reduce these costs and risks, allowing businesses to focus on their core expansion objectives rather than administrative challenges.

Strategic Considerations for Your First U.S. Hire

The decision of where and how to place your first U.S. employee can significantly impact your expansion success. Based on our experience guiding hundreds of European companies through their first U.S. hire, we’ve identified critical factors that deserve careful consideration. This strategic framework, developed through years of successful U.S. market entries, will help you avoid common pitfalls and optimize your initial U.S. presence.

Location Selection: Strategic U.S. Business Hubs

Our experience in successful European business expansions shows clear preferences for specific regions, each offering unique advantages.

Northeast Corridor (New York, Boston, Philadelphia)

• Closest time zone alignment with Europe (5 hours ahead of UK, 6 hours ahead of most European locations)
• The largest concentration of European businesses
• Strong financial and tech sectors
• Higher operating costs balanced by market opportunity
• Cost of living: +37% above national average

California (San Francisco, Los Angeles)

• Tech industry dominance
• Large talent pool for technical roles
• Strong venture capital presence
• Highest operating costs nationwide
• Cost of living: +45% above national average

Texas (Austin, Houston)

• No state income tax
• Growing tech and energy sectors
• Lower cost of living
• Business-friendly regulations
• Cost of living: +5% above national average

Compensation Planning by Region (2024 Data)

Note: Figures represent base salary only. Total compensation typically includes bonuses, equity, and benefits.

Benefits Expectations: The American Difference

Understanding US benefits requirements presents one of the most challenging adjustments for European employers. Unlike Europe’s government-provided social benefits, US employees rely heavily on employer-provided benefits. Recent surveys indicate that 92% of US job seekers consider employer-sponsored health insurance a decisive factor in accepting a position, with 78% stating they would reject an otherwise attractive job offer if the healthcare benefits package doesn’t meet their expectations.

U.S. Employee Benefits Cost Breakdown by Region (2024)

*Note: These figures represent the average employer contribution for individual coverage only. Family coverage typically costs 2.5-3x more. Total health insurance premiums (employer + employee contributions) average $8,000-$10,000 higher than the employer contribution shown.

Healthcare Benefits (Required & Complex)

• Medical Insurance: $15,000 annual employer contribution per employee, with competitive industries such as tech and life sciences averaging 20-30% higher ($18,000-$19,500 annually per employee)
• Multiple plan types not required (PPO, HMO, HSA options)
• Dental and Vision typically separate plans
• Family coverage dramatically increases costs, with employers typically paying 2.5-3x more than individual coverage. For example, an $18,000 individual plan becomes $45,000-$54,000 for family coverage
• State-specific coverage requirements

Retirement Benefits (Expected)

• 401(k) plans with employer matching (typically 3-6%), which applies to all forms of compensation including base salary, bonuses, and commissions – unlike UK plans which typically only match base salary
• Typical vesting schedules range from cliff vesting (100% after 3 years) to gradual vesting (25% per year over 4 years)
• Compliance with ERISA regulations
• Annual non-discrimination testing required

Time Off (Different from European Standards)

• There is no statutory minimum vacation time
• Average PTO: 15 days (vs. 20-30 in Europe)
• Separate sick time tracking in some states
• Paid holidays vary by state and company

Additional Benefits European Companies Often Overlook

• Life Insurance (typically 1-2x salary)
• Short-term disability coverage (state-mandated in some locations)
• Long-term disability insurance
• Employee Assistance Programs (EAPs)
• Commuter benefits (tax-advantaged in some cities)
• Professional development allowances
• Home office stipends (post-COVID expectation)
• Mental health benefits (increasingly expected)
• Parental leave (varies significantly by state)

Remote Work Considerations

While 65% of US companies offer remote work options in 2024, our data shows that 95% of Foothold America’s international clients choose remote work arrangements rather than establishing physical offices and concentrating staff in one location. This strategy has proven highly effective for international companies entering the US market.

Multi-state employment creates additional compliance requirements:

• Each state has unique employment laws and regulations
• Workers’ compensation requirements vary by state
• Payroll tax obligations differ across jurisdictions
• Benefits requirements can vary by location

Remote work support typically includes stipends ranging from $50-200 monthly to cover home office expenses. Additionally, companies must navigate state-specific remote work regulations, including wage and hour laws, paid leave policies, unemployment insurance, and workers’ compensation requirements in each state where remote employees reside.

Understanding these strategic considerations is crucial for successful U.S. expansion. Our data shows that European companies who carefully plan these elements experience 40% faster market penetration and 60% lower employee turnover in their first year of U.S. operations.

Compliance Timeline & Cost Analysis for Market Entry Methods

Understanding Your US Market Entry Options

After navigating hundreds of European businesses through their first US hire, with many clients continuing with us for as long as ten years, we understand the weight of your challenges. The good news? You don’t have to tackle them alone, nor must you build an entire US infrastructure to hire your first employee.

Two Paths to US Expansion

1.      Employer of Record (EOR) Service

Most international companies begin their US journey with EOR service. Think of EOR as your turnkey solution for immediate US hiring without establishing a legal entity. Under this model, we legally employ your US workers while you maintain day-to-day management. This option is ideal when you want to:

• Start hiring immediately without establishing a US entity
• Test the US market with minimal infrastructure
• Hire employees in multiple states
• Begin with just one employee

Read more: Employer of Record Service

2.      PEO+ Cross Border Support™

As companies grow their US presence and establish their own legal entity, they often transition to our PEO+ service. Unlike traditional PEOs that typically require 5+ employees, our PEO+ service is specifically designed for international companies at any stage of growth.

Read more: PEO+ Cross Border Support Service

Comparing EOR vs PEO+

Traditional PEO vs. PEO+ Cross-Border Support™

Need Help Finding Your First US Employee?

While our PEO+ service focuses on the employment infrastructure and compliance aspects of your US expansion, we understand that finding the right talent is equally crucial. Through our Executive Talent Acquisition (ETA) service, we provide comprehensive recruitment support to ensure your success in the US market. Our team offers expert market-specific recruitment, develops compelling job descriptions, and conducts thorough salary benchmarking and market analysis. We manage the entire recruitment process, from candidate screening and evaluation through interview coordination and feedback to final offer negotiation.

Read more: Exclusive Talent Acquisition Service (ETA)

Conclusion

With US consumer spending expected to reach $19.4 trillion in 2024 and 82% of European companies exceeding their first-year revenue targets in the US market, the opportunity for expansion has never been more promising. Yet, our data shows that 68% of European enterprises face significant compliance challenges within their first year when going it alone. That’s why Foothold America’s US expansion experts are ready to help you navigate this journey successfully. Our PEO+ Cross-Border Support™ has helped many European businesses establish their US presence efficiently and compliantly, reducing market entry time by up to 75% while eliminating the average $35,000 in setup costs typically associated with DIY approaches. Whether you’re ready to make your first US hire or just exploring the possibilities, our team would be delighted to discuss your business objectives and show you how we can transform your US expansion from a complex challenge into a strategic advantage. The future of your business in the world’s largest consumer market awaits – let’s build it together.