Global companies expanding into new countries face the challenge of effectively localizing their training content to ensure engagement, consistency, and cultural relevance.
Localization goes beyond translation and includes adapting the content, graphics, formats, and learning methods to align with the target audience’s language, culture, and business practices. Here we explore the common challenges faced during the localization process and highlights best practices for successful training localization.
Challenge 1: Misalignment with Local Business Practices
A global telecom supplier implemented a sales training program in their Japan sales office without considering the local buying process. Local sales managers expressed concerns about the proposed strategy’s suitability for the Japanese market. To overcome this obstacle, the Japanese sales team modified the strategy to align with local customer behavior. The localization process resumed after creating new English training modules specific to Japan, resulting in a successful project execution.
Challenge 2: Content Designed for a Different Audience
A Japanese branch of a US company requested the delivery of an assertiveness program. However, upon review by a Japanese consultant, it was discovered that the material was designed for helping overly aggressive individuals rather than addressing the needs of overly passive individuals in the Japanese culture. By replacing case studies and adjusting the focus to suit the Japanese audience, the training program became more relevant and effective.
Challenge 3: Inadequate Source Material and Design
A global temp staffing company provided English material for a project management training course in Japan. However, the material failed to address key challenges faced by the local IT team and lacked engagement. To overcome this issue, missing modules were added, interactive learning activities were introduced, and a workbook with Japanese summaries was created. These enhancements resulted in a successful and engaging training course.
Challenge 4: Language and Cultural Barriers
Training content developed in the US often contains idiomatic expressions and sports metaphors that may not be understood by global audiences. One instance required extensive research and modification of idiomatic expressions to make the content universally comprehensible. This highlighted the importance of ensuring culturally neutral content to avoid confusion and maintain engagement.
Challenge 5: Localization of eLearning Content
Companies invest significant resources in developing interactive eLearning courses. However, the localization of eLearning content presents unique challenges, as there is no trainer available to make real-time adjustments. To maximize the return on investment, localization needs to be carefully planned from the beginning, considering not only language but also cultural and learning style differences.
Best Practices for Successful Localization:
- Start with localization in mind: Develop culturally neutral content that avoids colloquial expressions, offensive material, and relies on professional audio and visuals.
- Coordinate with local stakeholders: Involve local stakeholders throughout the development process to ensure effective localization and avoid costly delays.
- Beware of offensive content: Perform thorough reviews to eliminate offensive or culturally inappropriate material that can cause the audience to dismiss the entire training.
- Professional presentation design: Ensure a polished and professional look for training materials, mirroring the quality standards of the company’s products.
- Localize information formats: Adapt data, holidays, contact information, and business customs to match the conventions of the target audience.
- Remember physical design/layout: Consider language directionality and text length variations during content layout to maintain readability and visual flow.
- Avoid ambiguity: Use concise and clear language to facilitate localization across different cultures, avoiding language barriers that may lead to confusion.
Localization of training content is a crucial step for global companies expanding into new markets. By addressing the challenges and following best practices, companies can create engaging and effective localized training programs. Understanding the target audience, involving local stakeholders, and focusing on cultural relevance from the beginning are key to achieving successful localization outcomes. By ensuring the engagement and effectiveness of localized training, companies can maintain brand consistency, product quality,
