In a world of hyper-personalization, the only thing that’ll cut it when it comes to quality of experience and satisfaction is the feeling that end users’ needs and preferences are uniquely met. While features are the engine of user task execution, content is the essence of user experience. When localization is done right, the notion of a truly native experience becomes possible; allowing international companies to benefit and delight in using SaaS solutions as much as any other company.
International companies have high expectations for the vendors they partner with. They want to feel that their unique needs and circumstances are front and center when it comes to product design — not an afterthought. They want products that not only satisfy their functional needs, but also accommodate their desire for personal belonging and national identity. That is most effectively and subliminally achieved thru cultural and linguistic adaption.
When prospective candidates or customers visit your website or app, prerequisites for a successful engagement include inspiring legitimacy, reliability and findability in their own language. Only then will candidates or customers consider further engagement with and loyalty to your brand. Language is the key to any audience’s heart (and wallet). Localization is the surest path to global employer branding and marketing success. The most successful Fortune 500 companies in the world are those that best exploit this resonance factor; thus, embedding their brand into the national identity and consciousness of their respective markets.
How to Achieve Brand Resonance
“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his own language, that goes to his heart.” – Nelson Mandela.
Candidates and consumers alike react more positively to brands that speak to them in their language. According to Common Sense Advisory, 85% of consumers won’t make a purchase if information is not readily available in their own language. Considering that the U.S. represent less than 25% of the world’s $88 trillion economy (GWP), it is imperative for international organizations to tailor content and services to diverse languages.
But, multi-language capabilities are important not only for a company’s bottom line, but for compliance as well. “Companies going global need to be very mindful of local regulations.” explains Megan Buttita, research director of emerging trends in talent acquisition at IDC. “There are different rules and regulations in each country, and they change frequently. It takes time to learn about the culture, recruit talent, and find trusted partners.” Certain markets regulations require that all user-facing content be available in locally spoken languages. One such requirements is “The Quebec Rule”, which mandates: any person or company that sells products or services in Quebec must follow the language requirements of the Charter of the French Language. Furthermore, all workers in Quebec have the right to work in French. Employees can speak and write in French and ask for French work documents and tools, including workplace communications and software. These rules apply to all businesses no matter how big or small they are.
Not All Candidate Experiences are the Same
To successfully market and sell on the global stage, being multicultural is no longer a nice-to-have, it is a necessity. With evermore global and diverse markets, identity-driven marketing is critical for businesses to make meaningful connections and resonate with audiences who buy their products or join their workforce.
Regional hiring practices are a key factor to any company’s global success, as consumers seek to (and naturally expect to) see themselves in the businesses they buy from. Thus, international employees with bilingual skills and cross-cultural competencies are uniquely suited to help make authentic connections between international audiences and brands. Global candidates sourcing is the first step to acquire the capability for local resonance, anywhere in the world.
The First Step in Every Global Journey is Local
When candidates consider employment opportunities with your business, they’re actually “buying” into your brand. People naturally expect content be presented to them in their own language when making a buying decision. Employment decisions are no exception.
Global businesses make enormous investments in multicultural marketing to ensure optimal resonance for their products across diverse customer bases. Likewise, attracting, hiring and retaining top global candidates requires culturally targeted recruitment and employer branding campaigns, distributed across channels and markets.
Global by Design
Global Accessibility is a key pillar in iCIMS’ commitment to delivering a user experience second-to-none. iCIMS solutions allow every international (i.e.: non-English) user to benefit from the unique hiring and candidate management features and capabilities we offer, as much as any of our American (English) users. Our Product Leadership and Customer Success teams work intently to deliver world-class solutions, addressing both local and global hiring requirements, in a unified and consistent, yet localized experience.
By simply supporting the top 20 most common languages in the world, iCIMS enables our customers to reach a billion people. But, because we’re committed to helping our customers win the global war for talent, our competitive advantage is not only how many languages we support. Instead, it is that we’ve mastered the art and science of scaling fast, to add new languages on-demand; supporting new markets as they rise in priority for our customers. While the industry’s average time for new languages can take anywhere from 3 to 6 months, iCIMS can deploy new Language Packs within weeks.
Thus, iCIMS enables email communications, form submission, job searching and candidates tracking and processing thru a fully multilingual and integrated applicant tracking system — creating a friction-free international User Experience (iUX), both on the candidate and recruiter sides.
Delivering a truly localized user experience requires diligent execution of several processes, far beyond translations—including:
How We Measure Success
Our Globalization Center of Excellence measures success against strict standards of international usability.
It should be noted, according to International Design Foundation, seven factors impact UX: They are: usefulness, usability, findability, credibility, desirability, accessibility and value.
These factors are traditionally applied to source language, usually English. But they remain a high bar to reach for even some of most iconic companies. Furthermore, the complexity of such effort multiplies by as many languages companies require support for, at any given time.
“The complex needs of global multinational corporations can only be met with holistic support from systems, processes and people. iCIMS is uniquely positioned as a trusted advisor to these organizations thanks to a team of Strategic Account Executives experienced in working with companies that have significant elements of complexity like decentralized hiring, multiple business units or brands and a global presence. It’s this focus and experience that allows iCIMS to have out-of-the-box, mutually beneficial engagements with organizations round the world.” – Allison Ellis, Regional VP of Sales, iCIMS
iCIMS offers the technology and reach to resonate with international candidates, wherever they are, in whatever language they prefer — across devices.
iCIMS products are fully localizable out-of-the-box, through a highly configurable platform. Employers who choose to add custom-content can also localize it. Every touchpoint is scoped in, for consistent linguistic and cultural adaptation, including job postings, application forms, email templates, offer templated, employer branding campaigns, notifications and messaging apps.
iCIMS delivers seamless omni-channel and integrated experiences; frictionless and consistently familiar, not only across devices, but also across languages, cultures and borders.
Authored by Mohamed “Mo.” Ly (a.k.a. “Mr. International”). He leads the Enterprise Globalization Capability Maturity journey for iCIMS. He is also the author of the forthcoming book, “Going Glocal: Finding Local Jobs, Leading Global Careers”.