Effective localisation practices are paramount for global companies as they navigate diverse markets and cultures – localisation ensures that a company’s products, services and communications resonate with the target audience in each specific region.
A whopping 84% of respondents to a recent survey revealed that localisation has had a moderately or extremely positive impact on revenue growth. This is largely down to the fact that adapting content to fit in with local languages and customs enables global businesses to enhance customer engagement and build trust, while simultaneously establishing strong brand loyalty. What’s more, by implementing a localisation strategy, a company showcases their commitment to respecting and understanding local communities, fostering positive relationships and maximising business opportunities.
Localisation also plays a key role in the context of recruitment. To ensure success in this area, HR managers must develop tailored recruitment strategies for each target region, taking into account cultural fit, language proficiency and specific job requirements. Localised onboarding programmes to help new employees understand the company’s culture, values and policies will also improve an expanding company’s chances of hiring and retaining the top talent in each region.
In this article, we discuss the best ways to implement a thorough localisation strategy, while delving further into how effective localisation practices can elevate business performance.
Understanding the key components of localisation practices
Before the localisation process begins in earnest, it’s important to conduct thorough research into potential new markets. This will enable business owners to discover where demand for and interest in their products and services will be most prominent.
There are several ways to achieve this:
Localisation experts activate detailed market research strategies to gain insights into the target audience’s demographics, preferences and behaviours. This information helps them understand the local market landscape and tailor their plans accordingly.
Review website analytics
By analysing website metrics such as traffic sources, user engagement, bounce rates and conversion rates across different regions, businesses can identify specific markets with high potential for localisation efforts.
Assess product or service suitability
A localisation team will assess the local market demand and preferences and adapt their product or service offerings accordingly. This could involve modifying features, packaging, pricing or even creating region-specific versions to cater to local needs.
Collaboration with local experts
Local experts can provide valuable insights, guidance and feedback on target markets, helping to refine localisation strategies and ensuring their effectiveness.
Once the markets for expansion have been identified, it’s time to get down to the nitty-gritty of building a thorough strategy. This will include several essential elements that contribute to effectively adapting products, services and content to suit a variety of regions:
- Language is a fundamental aspect. It involves ensuring that written and spoken content is accurately translated and localised – particularly when using local jargon – to promote clear communication with the target audience
- Cultural adaptation involves understanding and incorporating cultural norms, values, symbols and customs into all communications to resonate with the local population
- Regional preferences are also crucial, as they encompass specific preferences and behaviours unique to each region, including design aesthetics, colour choices, user interface preferences and even product functionality.
By addressing these essential elements of localisation, businesses can establish strong relationships that drive success in diverse markets.
The influence of localisation practices on the recruitment process
Given the multi-faceted nature of the localisation process, it’s unsurprising that the industry holds plentiful opportunities for job seekers across the board. In fact, in 2021, the US alone registered close to 70,000 employed interpreters and translators.
With many other professions outside of the language realm required for a seamless localisation experience, HR managers are faced with a bigger, more complex task once international expansion comes into play. The key to success is to localise your recruitment process along with your business.
Localisation practices can be effectively merged into the recruitment process by:
Tailoring job descriptions and requirements
When adapting job descriptions, it is essential to consider cultural and linguistic nuances, as well as the expectations and qualifications of the local talent pool. To resonate with local candidates, it is advisable to incorporate region-specific terminology and highlight relevant local market knowledge or experience. Additionally, understanding the local job market dynamics and adjusting compensation packages and benefits to align with local norms can also help attract and engage the right candidates.
Adapting interview techniques and assessment methods
Cross-cultural interviews require sensitivity and understanding of cultural differences in communication styles, body language and expectations. Interviewers should adapt their approach to create a comfortable and inclusive environment, allowing candidates to showcase their skills and potential. Evaluating candidates’ suitability for local roles involves assessing not only their technical skills but also their cultural fit, adaptability and understanding of local market dynamics. This may include asking situational and behavioural questions that gauge their ability to navigate local challenges and work effectively in the specific cultural context.
Training and onboarding in global localisation
Training and onboarding programmes should include comprehensive cultural orientation, language training and cross-cultural communication skills development. Creating opportunities for cross-team collaboration and cultural exchange can further enhance the integration process and promote a sense of belonging for new hires in their local teams and environments.
Tracking and evaluating the success of localisation practices
Tracking and evaluating the success of localisation practices in recruitment is crucial for continuous improvement and informed decision-making.
By monitoring key metrics such as the number of local hires, time-to-fill positions, retention rates and employee satisfaction, organisations can assess the effectiveness of their localisation efforts. Tracking these analytics helps identify areas of success and areas that require improvement, enabling businesses to refine their strategies and adapt to the evolving needs of the local workforce.
Such continuous review will also provide valuable insights into the ROI of recruitment efforts, allowing companies to make data-driven decisions and allocate resources effectively.
The effect of localisation practices on HR departments
Implementing effective localisation practices brings numerous business benefits, but the advantages in the context of HR management and recruitment are also evident.
Firstly, it enables organisations to attract and retain top talent by creating an inclusive and culturally sensitive work environment. Secondly, localised HR practices enable businesses to navigate cultural nuances, tailor communication and build strong relationships with local stakeholders.
Ultimately, a localised recruitment process contributes to the success of global companies by optimising talent acquisition, fostering a diverse and inclusive workforce, and establishing strong employer branding in local markets.
International Achievers Group – your provider of talented localisation personnel
We have many years of experience working with companies with their staffing and recruitment planning, and our fine-tuned recruitment system enables us to match the best localisation talent out there with scaling companies. We have the people you need to ensure your localisation practices are where they need to be.