http://businessculture.org - Find out about business culture in Luxembourg. This guide is part of the Passport to Trade 2.0 project which examined European Business culture in 31 countries looking at business communication, business etiquette, business meeting etiquette, internship and student placements, cost of living, work-life-balance and social media guide.

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businessculture.org
Business Culture
in Luxembourg
http://businessculture.org/westernContent Template
europe/business-culture-in-luxembourg/
Last updated: 8.10.2013
businessculture.org
This project has been funded with support from the European Commission. This
Content
Luxembourg
publication reflects the view only of the author, and the Commission cannot be held
responsible for any use which may be made of the information contained therein.

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TABLE
OF
CONTENTS
Business
Culture
in
Luxembourg
...............................................................................................
4
Xenophobia: being a foreigner in Luxembourg ...................................................................................5
General education .................................................................................................................................5
Other issues such as transport infrastructure ........................................................................................5
Cultural taboos ......................................................................................................................................6
Business
Communication
..........................................................................................................
7
Face-to-face communication .................................................................................................................7
Language matters ..................................................................................................................................7
Business relationship .............................................................................................................................8
Making contact......................................................................................................................................8
Personal titles.........................................................................................................................................8
Business
Meeting
Etiquette
....................................................................................................
10
Importance of business meetings.........................................................................................................10
Business meeting planning ..................................................................................................................10
Negotiation process .............................................................................................................................10
Meeting protocol .................................................................................................................................10
How to run a business meeting ...........................................................................................................11
Follow up letter after meeting with a client .........................................................................................11
Business meals .....................................................................................................................................11
Business meeting tips ...........................................................................................................................12
Internship
and
placement
.......................................................................................................
13
Work experience .................................................................................................................................13
Social security and European Health insurance card .........................................................................13
Safety ...................................................................................................................................................13
Do I need a visa? .................................................................................................................................14
Internship and placement salary .........................................................................................................14
Internship and placement accommodation ........................................................................................14
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Cost
of
Living
...........................................................................................................................
15
Money and banking ............................................................................................................................15
Work-­‐life
Balance
....................................................................................................................
16
National holidays.................................................................................................................................16
Working hours .....................................................................................................................................17
Health insurance .................................................................................................................................17
Social
Media
Guide
.................................................................................................................
18
Search and Social Media Marketing for International Business .........................................................18
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Business
Culture
in
Luxembourg
The following is a very short introduction to Luxembourg. External links at the end of this
page provide you with more in depth information concerning different topics.
The following video gives you an overview of the general facts:
http://www.youtube.com/watch?v=Q8VJxfQPHLg#t=14
Luxembourg is located in Northern Europe and is bordered by Belgium, France,
and Germany. Luxembourg forms part of the main urbanization and development axis of
Europe known as the ‘Blue Banana’, which stretches from the West of England to Milan. The
northern part of the country forming part of the Ardennes is known as the ‘Oesling’ and is
dominated by hills and low mountains. The southern part of the country called the ‘Gutland’
is more densely populated. It is also more diverse and can be divided into five geographic
regions: the Luxembourg plateau, Little Switzerland, the Moselle valley, the Valley of the
Seven Castles and the Red Lands. The southwest is part of the Luxembourg-Lorraine mining
basin, once one of the most productive iron and steel manufacturing regions worldwide.
Luxembourg is the smallest country in the European Union with a population of about
510,000 in an area of 2,586 square kilometres. The national language is Luxembourgish,
which is a blend of Dutch, old German, and Frankish elements that is spoken by the majority
of the native population. French and German are also official languages.
Luxembourg has a moderate continental climate, characterized by mild winters and cool
summers. The high peaks of the Ardennes in the north provide shelter from the rigorous north
winds. Rainfall is plentiful with precipitation throughout the country averaging about 75 cm
annually.
As Luxembourg is in Central Europe it uses Central European Time and adheres to CET
(UTC+1) during the winter and CEST (UTC+2) during the summer.
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Economy
Luxembourg’s high-income market economy features moderate growth, low inflation, and a
high innovation level. According to the nominal value of GDP, Luxembourg ranks in
94th place globally; however GDP per capita is around $80,000, which ranks the country in
2nd place in the entire world. Luxembourg plays host to many European Union institutions
like the Commission of the European Community, the Court of Justice of the European
Communities, the European Statistical Office (EUROSTAT), the Publications Office and the
General Secretariat of the European Parliament.
Free movement of goods is allowed between Luxembourg and member states. The political
government of Luxembourg consist of a representative democracy with a constitutional
monarch, whereby the Prime Minister of Luxembourg is the head of government and
legislative power is vested in the Chamber of Deputies who are elected to 5-year terms.
Xenophobia:
being
a
foreigner
in
Luxembourg
In general, people are very friendly and very hospitable in Luxembourg. True to their motto:
“we want to stay as we are”, the Luxembourgish insist on distinguishing themselves as an
individual nation, while nevertheless being close to others within the European sphere.
General
education
Primary education lasts for six years and at the age of 12, children will proceed to either a
general or technical secondary school to complete a further seven years of study. A “Diplôme
de Fin d’Etudes secondaires” is awarded at the end of this period. Higher education in the
Grand Duchy of Luxembourg comprises of the following: the first/second academic year at
all faculties; short-term (2 years) education in Economic Sciences orientated towards preservice training; four-year technological education; three-year pedagogical/social education;
third cycle studies offered at the Centre University. Classes are taught in French and German.
Foreign language teaching has a predominant position in education in Luxembourg. More
than three quarters of the pupils, (75.5%) learn two or more foreign languages and the
remaining ones learn one foreign language.
The University of Luxembourg offers degree programmes at undergraduate, post-graduate
and doctoral level within three faculties: the “Faculté des Sciences, de la Technologie et de la
Communication”, the “Faculté de Droit, d’Economie et de Finance” and the “Faculté des
Lettres, des Sciences Humaines, des Arts et des Sciences de l’Education”.
Other
issues
such
as
transport
infrastructure
Luxembourg’s airport, Findel Airport, is located 4 miles east of the city on the road to
Grevenmacher. Luxair is the national airline, and flies to 21 European destinations.
Luxembourg operates an extensive rail network, serving all European destinations. It is one of
the most convenient, and cost effective methods of transportation in reaching the capital.
Although, it has suffered from some difficulties, due to competition with road transport. Taxis
are widely available, but are an expensive option. A 10% tip is usual for taxi drivers. Travel
time from the airport to the city centre is approximately 15 minutes.
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Cultural
taboos
In order to avoid insulting your Luxembourgish counterparts, and, disrespecting their beliefs
and ideals note that:
•
•
•
•
•
The Luxembourgish are very proud of their independence and the fact that they are a
separate country in their own right.
Be aware of their unique culture and language; do not assume that everyone is an
expatriate from another country.
Do not criticize the Grand Duchy; Luxembourgers are proud of their heritage and
history.
Always be punctual for business and social meetings as lateness is considered very
rude.
Politeness and respect for hierarchy is very important in Luxembourg; never be
disrespectful or rude, or you will lose all possible chances of succeeding in your
business dealings.
Understanding and respecting these issues will make a significant contribution to
understanding Luxembourgish culture and building and maintaining strong business
relationships.
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Business
Communication
Face-­‐to-­‐face
communication
There are a number of verbal and non-verbal communication issues you should consider,
when doing business in Luxembourg:
•
•
•
•
•
•
•
•
Luxembourgers are excellent linguists and many are sufficiently fluent to conduct
meetings in English. This does not mean that they are familiar with the latest idioms or
expressions, so be careful to speak slowly.
Luxembourgers prefer subtlety to directness and being blunt is considered rude.
Although their communication is more direct than many cultures, they use tact and
diplomacy when speaking and expect the same in return. They will tell you what they
think, even if it is not what you want to hear, but they will do so with the utmost of
discretion and consideration.
Luxembourgers prefer communication to be logical and based on reason. If you do not
understand what has been said or want further clarification of a point, you may ask
questions, as long as you do so politely.
Luxembourgers do not ask personal questions and will refuse to answer if you intrude
on their privacy. Personal life is always kept separate from business. If a friendship
develops at work and is carried through into the personal arena, this camaraderie will
not be brought into the office. Personal matters are rarely discussed with friends, no
matter how close.
Business cards are important in Luxembourg. Give business cards to the receptionist
or secretary upon arrival at an office and to each person you meet subsequently.
Print cards in English and preferably with either French or German on the reverse.
Do not include academic degrees or titles, as the Luxembourgish find such
boastfulness rude and a sign of poor breeding.
Language
matters
Luxembourg is considered a trilingual country; Luxembourgish, French and German are
official languages. Luxembourgish is the national dialect, which is mostly spoken at home
and on social occasions. Official documents are usually not available in Luxembourgish.
German as well as Luxembourgish can be used for administrative or judicial purposes. The
official language of the civil service, law and parliament is French, although criminal and
legal debates are conducted partly in Luxembourgish. French and German are taught in the
schools. German is spoken mainly at the primary level and French at the secondary level.
In most business environments, the main spoken and written language is French. Almost half
of the population speaks at least two foreign languages and about 45% speak three or more
languages. A concentration in French or German can be an asset to a career in business or
international affairs; while good knowledge of foreign languages, combined with business
training, could open up opportunities to a variety of small to medium sized enterprises that are
based in Luxembourg and active throughout the European Union.
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Business
relationship
Business relationships in Luxembourg are relatively similar to other Western European
countries. Initially, business deals are negotiated and agreed upon verbally. This is then
followed up and formalised in writing with both parties signing the document as confirmation
of the agreement. Although friendly and informal with close friends and family, the
Luxembourgish are often reserved and formal when dealing with outsiders. They are a private
people who do not put their possessions or emotions on display, particularly in the business
environment. The Luxembourger prefers subtlety to directness. They do not ask personal
questions and will refuse to answer should you intrude on their privacy. It is very important
when developing your relationships with the Luxembourger,that you remember to keep
personal life separate from business.
Luxembourgers usually maintain a clear separation between their personal and business lives.
Showing interest in the country and the people can be important in building business
relationships. Luxembourgers are generally polite but reserved, so loudness, assertiveness,
and over familiarity are all considered inappropriate at the beginning of a business
relationship.
Luxembourgers are careful, prudent and take time to develop a relationship before they trust
people. They approach the task of getting to know you in a deliberate and measured manner,
which cannot be rushed. If you appear impatient, they will not do business with you.
Although third-party introductions are not necessary, they are recommended, as they
demonstrate an expression of trust in business. They will, however, go on to develop personal
relationships with the people with whom they conduct business, once trust has been
established. Building a relationship requires the demonstration of a sincere interest in the
country and the people. Thus, it is imperative to understand the history, culture and identity of
Luxembourg.
Making
contact
Luxembourgers, in general, are typically conservative as far as physical gestures are
concerned. Unlike France, men never kiss men, and public displays of affection are not
common, particularly in the business environment. Public gestures of affection tend to be
reserved for close family and friends. Loud, aggressive, and arrogant behaviour is regarded
as highly unacceptable and rude, by the Luxembourger. Common courtesy such as
handshakes and politeness go a long way to creating a good impression on your counterpart.
Luxembourgers prefer direct eye contact and in a business context, a person who avoids eye
contact may raise suspicions. Therefore, you should maintain eye contact with a
Luxembourger, when he or she is talking to you. Expressive use of the hands is minimal in
most conversations.
Personal
titles
Luxembourgers tend to like titles, especially in corporate hierarchy; so, surnames with
honorific titles are used in most social situations. Academic titles and degrees are not
considered important and are avoided as a rule, since mention of them is considered a sign of
poor breeding. The most common language to address a Luxembourg counterpart in is
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French. In accordance with European business protocols, use last names and appropriate
titles until specifically invited by your host or colleagues to use their first names. In
Luxembourg, use of first names is generally reserved for close friends and family, or until a
trusting relationship has been established.
It is normal to address people as Monsieur, Madame or Mademoiselle without adding the
surname. Madame is a basic title of courtesy used for all adult women, married or single, over
18 years of age (except for waitresses, which are addressed as Mademoiselle, as is ‘Monsieur’
for men). Be very formal in the way you address people. The “vous” form of address is
mandatory in business circles. It is up to the superior to determine whether the “tu” familiar
form, is appropriate.
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Business
Meeting
Etiquette
Importance
of
business
meetings
Luxembourg’s business culture has a well-defined and strictly observed hierarchy, with clear
responsibilities and distinctions between roles and departments. Power is held by a small
number of people at the top. In formal business meetings, it is customary for the highestranking person to enter the room first. However, in more informal business situations, this is
less important. Contacts are helpful to business success in Luxembourg. For foreign visitors,
courteous behaviour, respect, and consideration are essential in trying to open the doors to a
successful business meeting.
Business
meeting
planning
As with most European countries, meeting etiquette in Luxembourg relies on professionalism,
good business sense and formality. Bearing that in mind, together with a good attitude will
ensure results. When setting up a meeting with your Luxembourger counterparts, there are a
number of considerations to ensure the optimum outcome from your negotiations. Punctuality
for meetings is taken extremely seriously. If you are going be more than 5 minutes late,
telephone and offer your apologies and an explanation. Arriving late may brand you as
unreliable, since this may create doubts in your ability to meet a business deadline. When
scheduling your meetings, remember that appointments are necessary and should be made 1
or 2 weeks in advance, if arranged by telephone and 1 month in advance, if arranged by letter.
Negotiation
process
As previously mentioned, business is hierarchical in Luxembourg and bureaucracy and
administrative procedures are generally considered far more important than efficiency or
flexibility. Consequently, business and negotiations are conducted slowly. Luxembourg
business protocols require constant formality and reserve in negotiations; so, decisions are
reached very gradually, since Luxembourgers study both the long-term and the immediate
effects. Be patient and do not appear ruffled by this adherence to protocol. Decisions are
made at the top of the company and in private. Therefore, having high-level contacts in a
business is more effective. Be aware that the people, with whom you will be dealing with
initially, are probably only intermediaries. Despite the intensely hierarchical nature of this
society, working successfully with all levels of the organisation is still crucial to your success.
Do not appear overly friendly and refrain from discussing your family or other personal
matters during negotiations, as Luxembourgers compartmentalise their business and personal
lives.
Meeting
protocol
Greeting etiquette in Luxembourg relies on professionalism, formality and politeness. A good
attitude in these matters will ensure your counterparts have a favourable impression of you.
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Greetings are reserved and formal until a relationship has been established. Upon arrival at a
counterpart’s office, it is common practice to give a business card to the secretary and to your
counterpart before the meeting. The most common greeting is a brief handshake at the
initiation of the senior person. This is different when a woman is involved, in which case the
initiative is left up to her. Men never kiss other men, they always shake hands. Addressing a
person by their surname with the title Monsieur or Madame is used in most social situations.
Finally the formal pronoun for you, “vous” is preferred over the informal “tu” form, as a sign
of respect.
How
to
run
a
business
meeting
Business organisations in Luxembourg are well structured and highly organised.
Consequently, rules and administrative practices are favoured over effectiveness or flexibility,
and the administration of a meeting should be taken very seriously. In Luxembourg, meeting
agendas tend to be very specific and strictly adhered to. Written communications concerning a
meeting may be in English, but should also be provided in formal French, German or
Luxembourgish that is grammatically correct, depending on the working language of your
counterparts business. All presentation materials should be bilingual, if at all possible. If the
common language of all parties is English, prepare your presentation in English. Given the
available time and resources, you should also prepare supporting documentation in your
counterparts working language of either French or German. Luxembourgers will be impressed
with your attention to detail.
Follow
up
letter
after
meeting
with
a
client
Once a meeting has concluded with Luxembourger counterparts, then normal post-meeting
procedures should apply. Follow-up with a letter outlining what was agreed upon, what the
next steps are and who is the responsible party. Expect a great deal of written communication
in the weeks following a meeting, both to back up decisions and to maintain a record of
discussions and outcomes. Always prepare and distribute minutes and supplemental
documentation within 24 hours of the meeting.
As Luxembourgish businesspeople are very formal, socialising after meetings will not occur
until firm working relationships have been established. While a degree of formality will
continue to exist within the business relationship, an effort to build a shared understanding of
languages and culture will improve relationships significantly.
Business
meals
Business entertainment is done mostly in restaurants. Sharing a meal is intended to help
establish a personal acquaintance, gain trust, and as a time to enjoy good food, wine and
discussion. Enthusiasm for traditional dishes will be appreciated. In Luxembourg, the people
enjoy French tastes in German quantities, so portions are very large, the food is rich and
cocktails are usually served before dinner. Special dishes are consumed on national and
religious holidays, as well as on Sunday afternoons. After consuming these large meals,
Luxembourgers are fond of taking walks in the country, along well-marked trails. A business
lunch will start at 12:30 or 1:00 pm and may last until 3:00 pm, or later if required. Dinner
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invitations are usually for 8:30 pm and you will be expected to stay until 11:00 pm at the
earliest.
Business
meeting
tips
The following are some useful tips to remember when travelling to or working in
Luxembourg:
•
•
•
•
•
Lower your voice a little and behave graciously and you will enjoy a warm response
from the people of Luxembourg.
Luxembourgers value their privacy and personal space immensely. Do not ask
personal questions related to occupation, salary, age, family or children, even if you
have a well-established friendship.
Try to demonstrate some knowledge of the history, politics and culture of
Luxembourg. Recognize Luxembourg’s uniqueness and its nationality. Do not lump
Luxembourgers together with the French, Belgians or Germans.
Expect the pace of life to be less hurried than most of Europe
Candour is appreciated in Luxembourg.
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Internship
and
placement
Work
experience
Placements and internships are advertised through various sources such as Jobsearch
Luxembourg and the University of Luxembourg. Schemes such as the Leonardo da Vinci
Programme can help by providing information on short placements and small-scale
collaborative projects. If you are already in a job within a company that has a branch, office,
headquarters etc. in Luxembourg, you can ask about possible temporary transfers. The
Luxembourg School of Finance maintains contact with a wide range of companies for the
purpose of promoting graduating students as potential permanent employees. As part of this
effort, the LSF distributes a book with student CVs to companies interested in recruiting an
LSF graduate. It is the student’s responsibility to find a permanent position after graduation,
the LSF will not engage in a placement search on behalf of students. However, the LSF will
assist students in their search by providing its contacts, by orienting the students to companies
that correspond to their area of interest, by contacting individual companies where there is a
specific interest on the part of the student, and by providing guidance and information.
Social
security
and
European
Health
insurance
card
Health insurance is mandatory in Luxembourg, and basic cover is generally provided by the
national social security system. Both employers and employees pay contributions, and most
forms of public assistance (unemployment benefit, old age pensions, certain forms of sickness
and maternity benefits) are paid net of withholdings for health insurance, the benefit authority
effectively paying the employer contributions.
Medical facilities are widely available in Luxembourg. In an emergency, dial 112 for an
ambulance or in case of fire; dial 113 for the police. Hospitals in Luxembourg operate on a
24-hour rotation system. Patients may self-refer to any clinic Monday-Friday between 8am
and 5pm. In Luxembourg City, three major hospitals offer comprehensive general medical
and surgical treatment.
Safety
Luxembourg is considered as one of the safest countries in the world according to reports.
Threats in terms of crime are the petty sort, such as purse snatching and pickpocketing. Some
foreigners report apartment scams. There are also incidents of domestic burglaries when no
one is there, but unless you’re staying with friends, this shouldn’t trouble you. There is some
drug dealing that goes on in Luxembourg, and it may occur in public parks at night. Though
drug sales don’t often turn violent, there is a greater risk of crime in these areas during these
activities. There is some organized crime in the country, centralized in Luxembourg City.
Emergency telephone numbers:
•
The Medical Help/Ambulance/Fire/Vet/Doctors 112.
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•
•
Fire Brigade, City of Luxembourg: 44 22
Police: 113
Do
I
need
a
visa?
Citizens of Australia, Canada, Israel, Japan, New Zealand and the USA don’t need a visa to
visit Luxembourg for a period of up to three months. There are no restrictions on EU
nationals. Students that are from outside of the EU who plan to stay in Luxembourg for more
than 3 months have to apply for a residence permit. The permit is temporary and intended to
cover students during their studies at the university. Students from certain countries have to
apply for a Schengen Visa to enter Europe.
Internship
and
placement
salary
A salary is not always provided for placements. In certain Luxembourg internship positions,
tax, social benefits and even a salary is included, especially in a large number of international
and multinational organizations and agencies.
Internship
and
placement
accommodation
The University of Luxembourg offers accommodation for both local students and Erasmus
students. The Student Accommodation Service (SEVE) assigns rooms according to
availability and taking into account individual students’ studies and campus location.
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Cost
of
Living
The cost of living in Luxembourg is slightly higher than the average in the European Union.
This is mainly due to the excellent public infrastructure, the safe environment and the
generally high standards of living. However, even as property prices remain high,
Luxembourg is far from the most expensive place to live in Europe or the world. Indeed, in
the 2012 Mercer Cost of Living Information Services Report, Luxembourg City is only rated
as the 84th most expensive city in the world for expatriates to live, making it cheaper to live in
Luxembourg than in most European cities. Property prices are high, but athe costs of public
transport, food, drink or energy costs are relatively low compared to other European
countries.
The 2011 Eurostat study on consumer price levels puts Luxembourg in 6th place for European
countries and in 4th place for member states of the European Union. According to this study,
the prices for personal transportation (95%), tobacco and alcoholic beverages (87%) are
slightly below average, while the prices for food and non-alcoholic beverages (115%),
clothing (102%) and hotels and restaurants (108%) are slightly above average. Examples of
prices in Luxembourg: a meal, in an inexpensive restaurant costs normally around €15, a
regular cappuccino €3 and a small bottle of water €2.5.
Money
and
banking
The official currency of the country is Euro. There is no trouble finding a bank to change
money in Luxembourg City. ATMs are common, especially in the capital.
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Work-­‐life
Balance
The issues concerning the balance of family life, private life and work are gaining increased
attention in political and business spheres in Europe. This has arisen from the huge demand
for professional advice on business concepts and for personal coaching.
A key issue for many workers in Luxembourg is flexible working time, in order to have a
work-life balance. Negotiating a work/life balance can enable parents (men and women) to
reconcile their work with their family life. In particular, this is important to enable women to
participate in the labour market. It can also allow workers to take leave from the labour
market, so that they can participate in education or training or take up an interest, hobby or
leisure pursuit that they enjoy. It might mean that workers can reorganise their working lives
around shorter days, weeks, months, or years.
According to the Luxembourg Declaration on workplace health promotion, a good work-life
balance is the product of the “combined efforts of employers, employees and society to
improve the health and well-being of people at work”. In order to retain the best and the
brightest of their employees, and serve the family culture of Luxembourg, employers are
beginning to introduce work-life balance policies, such as annual and maternity leave,
paternity leave, flexitime, career breaks, and examination and study leave.
The massive advancement in technology has allowed for new methods of enhancing a worklife balance, such as the creation of virtual teams or working from home. Family is very
important to the Luxembourgish people, therefore a balance between work and family is a
priority for them. While many of these work-life balance policies are not legally binding, it is
in the employer’s best interests to encourage and implement them; in order to retain quality
employees and prevent high staff turnover, thus incurring unnecessary costs.
National
holidays
Official Holidays
•
•
•
•
•
•
•
•
•
•
•
•
•
1 January – New Year’s Day
15 February – Carnival (only celebrated in the city of Luxembourg)
April – Easter Monday
1 May – May Day / Labour Day
13 May – Ascension Day
24 May – Whit Monday
23 June – National Day
15 August – Assumption Day
1 September – Luxembourg City Fete (only celebrated in the city of Luxembourg
1 November – All Saints Day
24 December – Christmas Eve
25 December – Christmas Day
26 December – St. Stephen’s Day
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Working
hours
A standard working week consists of 40 hours, which is the maximum permitted by national
legislation. Employers are required to compensate employees for overtime or work completed
outside of normal office hours at a premium rate. Employment on Sunday is prohibited,
except in continuous-process industries (steel, glass and chemical industries) and for certain
maintenance and security personnel. All workers receive a minimum of 5 weeks paid annual
leave, in addition to public holidays.
Health
insurance
Health insurance is mandatory in Luxembourg, and basic cover is generally provided by the
national social security system. Both employers and employees pay contributions, and most
forms of public assistance (unemployment benefit, old age pensions, certain forms of sickness
and maternity benefits) are paid net of withholdings for health insurance, the benefit authority
effectively paying the employer contributions.
Medical facilities are widely available in Luxembourg. In an emergency, dial 112 for an
ambulance or in case of fire; dial 113 for the police. Hospitals in Luxembourg operate on a
24-hour rotation system. Patients may self-refer to any clinic Monday-Friday between 8am
and 5pm. In Luxembourg City, three major hospitals offer comprehensive general medical
and surgical treatment.
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Social
Media
Guide
According to Internet World Stats, more than 420,000 residents of Luxembourg (about 85%
of the population) had internet access in 2012. The use of social media in the country is
relatively popular, with 56% of the population regularly using social media. Based on the
statistics provided by Deloitte in 2011, 39% of the country’s population has a Facebook
account while 12% of the population uses Zap.lu. In addition to these, there is a widespread
rise in the number of blogs, with 2 new blogs being created every second.
Another report (Randstad Workmonitor, 2011) looking at the use of social media from
employees in Luxembourg shows that 63% of employees have a social media profile,
although this is more for expressing themselves personally (63%) rather than professional use
(13%). More specifically, only 7% of employees use social media to update their colleagues
about things they are working on, their professional development, etc.
Social media is also poorly connected to conducting business in Luxembourg. A poll made by
the Luxembourg Business Compass asking about the role of social media for 66 top decision
makers in some of the country’s biggest companies revealed that the impact of social media
on businesses is currently limited, but is expected to rise in the future.
Search
and
Social
Media
Marketing
for
International
Business
Learn how to use social media for business from one of Salford Business School’s latest
business management courses. The course was jointly researched by the Passport to Trade 2.0
project team and prepared in collaboration with some of the leading digital marketing
agencies in the UK.
This Massive Open Online Course (MOOC) can help businesses and individuals to make the
best use of search and social media platforms. The course is called Search and Social Media
Marketing for International Business and is applicable to students looking for placements
abroad as well as businesses thinking about new trade links; it comprises the following
twelve topics:
How to develop a personal brand online (1/12)
•
•
Whether you are a student beginning a job search
or a business person planning a new business
venture, personal branding can make a difference.
Learn about personal branding and why it is
important for you.
http://www.youtube.com/watch?
v=l9LYw0mgtn4
businessculture.org
Content
Luxembourg

19.
|
19
How to use Twitter (2/12)
•
•
Learn the basics of using Twitter to develop an
individual or business profile.
Remember to use hash tag #SSMMUoS to share
your learning journey on this course so far!
http://www.youtube.com/watch?
v=9CVY3pp91Dc&feature=playe
r_embedded
How to use Search Engine Optimisation (SEO) (3/12)
•
•
Learn the principles of SEO to ensure that your
website and any social media profiles are found by
individuals searching for your name, products and
services.
These basic principles of SEO include keyword
research, on-page optimisation and off-page
optimisation.
http://www.youtube.com/watch?
v=zw27cRcwtM0&feature=player
_embedded
How to use social media for international business development (4/12)
•
•
Social media networks break down the traditional
country barriers, but do you know which networks
are relevant for the country you are interested in
trading with?
Find out in this video how to identify the relevant
networks and what social media strategies you might
be able to use on these networks.
http://www.youtube.com/watch?
v=Bx-B56AHS4c&feature=
player_embedded
businessculture.org
Content
Luxembourg

20.
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20
How to use Facebook (5/12)
•
•
Facebook is currently the largest social media
network in the world and it can benefit you as a
business as well as an individual.
Learn how to develop a Facebook business page and
see how other businesses use it and what strategies
work for them.
http://www.youtube.com/watch?
v=UmRGn-vdcO8&feature=
player_embedded
How to use YouTube (6/12)
•
•
YouTube was identified as the second largest
social network amongst younger internet users as
part of the Passport to Trade 2.0 project.
Learn how to optimise your video content in order
to reach wider audiences for your profile.
http://www.youtube.com/watch?
feature=player_embedded&v=G2
0OVpmTBss
How to use LinkedIn (7/12)
•
•
LinkedIn is one of the three main professional
social networks – the others being Xing and
Viadeo which are also popular in several
European countries.
Learn how to make the most of LinkedIn for your
profile.
http://www.youtube.com/watch?
v=N6e_EAUQqic&feature=playe
r_embedded
businessculture.org
Content
Luxembourg

21.
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21
How to use Google+ (8/12)
•
•
•
Google+ is the second largest social network as of
January 2013.
It is one of the fastest growing social networks and
one that has the biggest impact when it comes to
search engine results integration for anyone who
uses Google as their main search engine.
Learn how to make the most of Google+ for you
and your digital profiles.
http://www.youtube.com/watch?
feature=player_embedded&v=8ti
3SPHkEWw
How to use copywriting online (9/12)
•
•
Copywriting is a process of translating technical
specifications and product descriptions into
engaging and understandable customer focused
text.
Learn about the basic techniques in structuring
your online content here.
http://www.youtube.com/watch?
v=5f1hx_f2ONI&feature=player_
embedded
How to stay legal on social media (10/12)
•
•
Everything and anything you do and say online
can be potentially viewed by anyone who has
internet access.
Always respect the law and familiarise yourself
with new options offered to you through a creative
commons licence which is popular online.
http://www.youtube.com/watch?
v=eQxDpiHsdk&feature=player_embedde
d
businessculture.org
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Luxembourg

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How to use monitoring and reporting (11/12)
•
•
Whether you are an individual or a business
spending time on social media – there has to be a
return on your engagement online.
How do you justify your engagement on social
media to your boss? Listen to the industry experts
in this area and see what you might be able to
measure in respect of your on-line engagements.
http://www.youtube.com/watch?
v=LbEq7jsG0jg&feature=player_
embedded
How to blog (12/12)
•
•
http://www.youtube.com/watch?
v=OqVjR7oI8Rs&feature=player
_embedded
•
Blogging is a process of writing text and sharing
content with others. It can help your customers or
friends to keep in-touch regardless of social media
platforms.
Think about the voice you might want to adopt
and who your audience might be. Share your
thoughts with us by writing a blog post about this
MOOC.
Tweet us the link to your post on the
#SSMMUoS Twitter hash tag.
businessculture.org
Content
Luxembourg

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23
Passport
to
Trade
2.0
Project
Partnership
Five Universities:
Lead partner: Salford Business School,
University of Salford, United Kingdom
Elena Vasilieva
Aleksej Heinze
Alex Fenton
URENIO research unit at Aristotle University
of Thessaloniki, Greece
Christina Kakderi
Nitsa Papadopoulou
TSE Entre Research Centre
Turku School of Economics, University of Turku, Finland
Satu Aaltonen
Elisa Akola
Institute for Information System Research
University of Koblenz-Landau, Germany
Verena Hausmann
Susan P. Williams
Petra Schubert
Valahia University of Targoviste, Romania
Adriana Grigorescu
Leonardo Badea
Three Small & Medium Sized Enterprises (SMEs)
Spin, Italy
Carmine Antonio Donato
Dorella De Tommaso
Technology Development & Innovation – TDI LTD
Bulgaria
Milanka Slavova
Ivan Stoychev
TIS Praha, Czech Republic
Anna Klosova
Richard Adekeye
businessculture.org
Content
Luxembourg