Nathalie Brotchi's company services over 200 multinational corporations who invest in assessing, training and coaching expatriates and their partners. In her role as VP Global Services, Nathalie manages a team of 300 HR consultants around the globe, ensuring a smooth delivery of NET EXPAT services together with the Operations Team. She regularly participates at international conferences as an expert on Dual Career issues.
Prior to joining NET EXPAT in 2000, Nathalie spent eight years leading various European marketing teams at SmithKline Beecham and Pfizer and gained valuable experience in managing cultural diversity.
Nathalie holds a Bachelor Degree in Biochemistry obtained with High Honours from the Free University of Brussels and an MBA from the Solvay Business School (High Honours). She is a French-Belgian citizen, who recently relocated to Atlanta, United States, with her family.
Expat Women's Interview With Nathalie
Expat Women:Nathalie, congratulations on the success of NET EXPAT. Please tell us more about when, why and how your company started.
Nathalie:Actually, the inspiration for the company came when I was confronted with the dual career issue in 1996, when I was offered to take a position in New York. I was excited about the opportunity, which was great for a young ambitious women, however the first thought that came to my mind was: what about my husband? What is he going to do? Pfizer was willing to help, although I could see that they were not used to being confronted with this dual career situation. After reviewing services which were available on the market at that time, we were not convinced that my husband could find a new valuable job in the US because the work permit was also a real employment barrier. So eventually I declined the offer, which meant I had shot myself in my foot for this nice career ahead at Pfizer.
In 1998, NET EXPAT was launched. Offering spousal assistance programs at that time was very innovative and many companies had difficulties understanding why they would have to pay for a service for someone who is not even part of the company (that is, the expat partner). Twelve years down the line, NET EXPAT serve more than 200 multinational corporations and having a spousal assistance policy is now the 'norm'.
Expat Women: Why do you think your company has been more successful at servicing the expatriate market than most companies?
Nathalie:NET EXPAT's core values are a mixture of positive/can do/results oriented attitude with a human touch resulting in face to face service, empathy and constant, innovative solutions.
This resulted in NET EXPAT being ISO certified at early stages in 1999, forcing us to be clear about our processes, having quality measures in place and having our company audited to constantly improve on what we were doing. We also have a 95% satisfaction rate (candidates rating NET EXPAT services as very good/good).
The results-oriented attitude has led us to embark on the same journey as the spouse. We will be successful if and when the spouse has secured employment. We have reached an 82% success rate (of course I wish we could reach 99%!) which is very high, taking into account that we help people who do not master the local language(s) and the accessible job market is sometimes very tiny.
Last but not least, our willingness to have local experts (intercultural, executive coach or job search consultants) delivering the programs face to face has led us to be present in 45 countries and we continue this geographic expansion based on customer needs (we opened recently an office in Kazakhstan, Morocco). Our recruitment process is also very strict to ensure we bring this added value that the customer expects (if you do not, you are out of the market).
Expat Women: Can you share with us some mistakes that you/your company have made along the way and what lessons you have learned?
Nathalie: I think that NET EXPAT suffered at the start from a paternalistic approach where you want to be involved in all sales contact with a prospect because it is like your 'baby'. But I believe that no one other than a Brit can build a long lasting relationship with UK clients and therefore I had to learn to delegate, train and empower people around me. I am happy to see these changes in action and am convinced that they do a better job than me now.
I also find it very difficult to say 'no' to a client. I remember that we decided to service a client in a country where we were not ready, we went too quickly on the recruitment side and the candidate was not satisfied with the service. I met this client later and she said in a very candid way: Nathalie you should not have accepted to help us despite the pressure we had put on your shoulders. And I think that she was right!
Expat Women: What are some of the best or more innovative practices for expatriates that you see amongst your corporate clients?
Nathalie: The challenge most corporations face is to involve the international mobility teams into the bigger picture at recruitment level, talent management level and repatriation level. When you see better communication between the departments this results in more successful expatriation and repatriation assignments.
Most services are focusing on the expatriation phase (pre-departure intercultural training, relocation services to help the family settle, spousal assistance and so on). However, pre-decision processes (assessment) and repatriation processes are equally important. Some of our clients have understood this and we work with them throughout the whole cycle of expatriation: starting to help build this pool of talented, internationally mobile managers; anticipating potential issues; planning the right training and coaching plan on the ground; and helping them address the repatriation phase even before the move (which helps to manage 'wrong expectations').
Expat Women: What have you found to be the most difficult aspects of your own relocation?
Nathalie: It is tough to say but I feel like I have not really been applying these concepts and programs to myself! I know that I have to take some time for myself and really integrate into the country rather than continuing working 60 hours per week, with any other focus being ensuring a nice transition for the children. The typical working mother's challenge!
But I have to say that relocating to the US is much easier than in other countries and I am happy to live here.
Expat Women: Finally, what are your tips for balancing family needs with the demands of leading a global service provider?
Nathalie:That's a real challenge but it is all about organization and taking some distance from the day to day pressure. It requires a constant thinking about what is urgent (no way out), important (strategic not to be neglected) and nice to have (these that you like to be involved with but sometimes you have to resist doing them).
I actually decided two years ago to take more time off for the children, of course I would work in the evening to catch up with things but these moments with them are invaluable and really energizing. Life is also about this!
Expat Women: Nathalie, congratulations on the success of NET EXPAT. We thank you for sharing your experiences and we wish you all the very best!
