This month RWS Language Solutions was pleased to attend the BCF Annual Networking Event for coatings and chemicals industry professionals and the CIPD Learning and Development Conference. At both events, training the next generation of talent was a key topic of conversation. In this blog we review the latest approaches to training, including how we can support content localization for a global workforce.
A lot of organizational learning is still highly focused on face-to-face courses. RWS Language Solutions has been providing translation of multi-language classroom training materials for many years. We provide advice on partnering with a translation company and consult on drafting source content with translation in mind. Dedicated account teams, streamlined processes and an efficient post-translation review process ensures we deliver high-quality content in a timely manner.
However, there is no doubt that the future of online learning is one of massive growth. It is believed that education will continue to turn away from teacher/trainer-focused learning towards a community-based, knowledge-sharing learning approach. Learning content must be in place to allow learners to develop their knowledge and skills in their own language. The online content we translate can be as simple as written information, or involve a host of multimedia content such as videos, interactive quizzes, games, online assessments, live classrooms, surveys and questionnaires, checklists, infographics and podcasts.
It is common knowledge that people learn best in a series of short learning sessions with gaps in between them, rather than one long, set piece of learning. Spaced, repetitive learning works because each recall session activates the learner’s short-term memory, while also fixing it in the long-term memory. At RWS Language Solutions we have noticed that compliance training is one area in particular where this has proved popular and effective. It enables organizations to break down what is often technical and potentially boring learning into small, manageable chunks. This makes the learning both more accessible and memorable for learners.
As learner engagement steps to the fore, gamification is becoming a popular way to space learning. It is believed that video games are the most effective training tool, with completion rates much higher than traditional e-learning. Recently RWS Language Solutions helped a client to localize a ‘purposeful play’ game product for on-site visiting customers in 32 languages (for 42 markets). Other games could be used to develop business acumen, customer service, leadership and team management skills.
Last but not least, online learning is also social learning. Virtual Learning Environments (VLEs) allow for ease of collaboration and the exchange of ideas, while peer discussion in group forums reinforces learning and aids memory. This develops communication and teamwork skills and can increase social cohesion within groups. But if you believe that communication in a virtual meeting will flow without providing interpreting support when people have different levels of understanding and ability to express themselves in a language that is not their native tongue, you better think again!
As business operations become increasingly global, localized content is key to penetrate new markets and communicate successfully with global teams and customers. But what exactly does this involve? How can you ensure it is done effectively? Where should you focus your efforts? As a translation and localization provider, these are the sorts of questions we are commonly asked. Here are five things to consider:
1) Understand your target market(s)
Avoid localizing content for the sake of localizing content. It will add additional time and resource to your content creation process, so should be targeted appropriately. Before you get started, define your goals and how you are going to measure success. We would always recommend focusing your localization efforts on priority markets where there is an evident appetite for your content and/or services. Once you have data on the uptake of that localized content in those target markets, you can refine your future localization strategy.
2) Define your workflow
Now that you have established your localization goals and target markets, you should establish what your process is going to be. This should cover aspects such as linguist selection, QA stages, file preparation, in-country review and sign-off. A clearly defined workflow that includes key milestones, stakeholders and responsibilities will facilitate a smooth and effective localization process.
3) Agree stylistic and terminology preferences
Effective localization projects require a consistent approach to terminology and style. Lay the foundations for improved productivity and consistency by providing linguists with a clear set of terminology and stylistic rules and approved in-house/industry terms. This is critical to ensure your brand voice is retained and reinforced in local markets and to provide a consistent customer experience. Look for a partner that can integrate terminology management into the process.
4) Leverage technology
As with most tasks, technology can greatly support your localization efforts. However, the key is how you combine this technology with the work of a qualified, subject specialist linguist who is familiar with the content matter and understands cultural nuances.
Translation memory (TM) and Machine Translation (MT) can help speed up the localization process and therefore reduce costs by storing translated segments for future recall. This can improve linguist productivity by avoiding retranslation of content that has been translated previously.
Utilizing secure online platforms can streamline the process by offering a means to upload content for localization, share and review localized content and track the status of each project. This means multiple stakeholders can be involved in the process and access files from a centralized location no matter where they sit in the world.
5) Work with an expert partner
With limited hours in the day, many businesses choose to outsource their localization work. Partnering with a reputable language services provider can give you the peace of mind that all elements of the process are being managed by expert linguists and technicians who will deliver high quality localized content in a timely and cost effective manner.
Producing compelling content takes time, so maximise its visibility by not only sharing across different communication channels, but by localizing it so that it is available to and resonates with global audiences. Combining highly skilled linguists and technicians with a clear, defined workflow and cutting-edge technology, will ensure an effective localization process and high quality result.
LEO, world leaders in learning content and technologies, and RWS, translation and localisation experts, have joined forces to launch a complete content and translation solution for organisations seeking to deliver high-quality content in multiple languages.
Leveraging the power of cloud-based, fully responsive authoring tool,gomo, the integrated service allows organisations to quickly create and publish high-quality digital content in multiple languages for all devices.
The solution follows ten years of innovation between LEO and RWS, whose translators and learning experts support hundreds of businesses to meet their global learning and development goals. Recognising the value of combining highly skilled teams with world leading technology, the partners have launched this solution to reduce the time and complexity associated with developing multilingual digital content while increasing quality and engagement.
For one global automotive brand, this solution facilitated the creation and launch of a learning programme, published in 11 languages and rolled out to more than 32,000 employees in just six weeks.
Thanks to the power of gomo’s cloud-based technology, content can be created and reviewed in real time by all collaborators, swiftly imported and exported for translation, published with automatic responsiveness on all devices, and downloaded for offline consumption.
Content can be distributed via an app, website, intranet or LMS, with L&D teams able to fully track learning outcomes.
With this unique offering, users will also benefit from:
Compelling content curation by learning designers with cross-sector experience
Imagery, video and animation on all devices, overseen by multimedia experts
Highly qualified linguists to ensure content can be written once and globally understood
Robust linguistic QA process to ensure content is accurate and engaging
Translation memory tools to reduce time and costs while increasing quality and consistency
Mike Alcock “We are delighted to see gomo’s unique multilingual capabilities used to such stunning effect by LEO and RWS. With gomo, multiple languages can be supported in just one course.
Translation is simple thanks to our partnership with RWS. Content can be exported with a single click and RWS’s expert team of linguists manage the whole localisation process, including terminology and translation memory management. Once complete, the author then re-imports the translated content with a single click – it’s that easy.”
“For global businesses, localised content is key for successful communications. We are pleased to be partnering with LEO to not only make digital content globally accessible, but to reduce the time it takes corporates to get their content to market by leveraging our collective expertise and gomo’s cloud-based technology,” said Stuart Carter, Managing Director for RWS Language Solutions.
RWS is the world leader in translation and localisation, intellectual property support solutions and life sciences language services. Over the last 60 years, the company has built a reputation for quality, reliability and flexibility with its global team of in-house translators, searchers and technical experts.
RWS’s specialist divisions work together to deliver complex services at each stage of the product lifecycle to meet the diverse needs of a global, blue chip client base spanning Europe, North America and Asia.
RWS’s translation and interpreting services are delivered in accordance with ISO 9001 and ISO 17100 and are trusted by companies across a range of sectors. RWS combines the latest technology, proven processes and the best linguists to deliver the right solution to meet the different needs of each organisation.
RWS has 22 offices worldwide and is listed on AIM, the London Stock Exchange regulated market.
About LEO LEO believes that technology-enabled learning innovation has the power to deliver truly transformational results. Our purpose is to help clients deploy learning technology to deliver outcomes precisely aligned to their business goals. Backed by more than 30 years of experience, we design engaging learning architectures that fit seamlessly into businesses and improve performance throughout the entire organisation. LEO has the deep understanding of learning design and technology, and pioneering creative approach, necessary to drive learning transformation. LEO’s expanding global customer base includes organisations such as the NHS, Civil Service Learning, Jaguar Land Rover, Volvo, Virgin Atlantic, Novartis, Godiva, Volkswagen, Dunhill, KPMG, Roche, Sainsbury’s and Mars. LEO is part of Learning Technologies Group plc’s award-winning group of specialist learning technology businesses.
The world of technology, project management and linguistic excellence operate in close harmony at RWS.
One of the most interesting ways we see this is in the work we are regularly asked to do on E-learning projects where modules need to be localised for staff training. The wide range of content we see on these projects makes this interesting work, with examples including corporate codes of conduct, staff environmental & sustainability training, insurance risk training and pharmaceutical cleaning and validation training.
The nature of our work in this area can be varied with a strong emphasis on being flexible. For some projects, we manage the complete workflow, including the localised software build and testing. For others, we need to work closely with a client’s team to make sure our part of the process (localisation of content, images, voice recording and animation) is delivered on time and integrates seamlessly with the overall project. In all of these projects, we manage the cultural adaptation of the content and advise on appropriate use of images, colour and necessary content adaptation for the relevant market.
One recent Japanese localisation project we worked on demonstrates this need to combine technical engineering, project management and linguistic skills to deliver an end-to-end service.
Initially developed in English using the Articulate Presenter authoring tool, our remit was to create a fully functional localised version that mirrored the original. Our teams worked together to deliver the various project stages and deliver a SCORM compliant build which our client was able to use. This project was successful because the team could bring together the technical engineering skills with excellent linguist services and manage the approval and version control stages to deliver a finished project on time.
However, some clients prefer to manage the software engineering aspects themselves and we also work on many projects as part of our client’s team. In these instances, we adapt their approach to work in the client’s LMS or CMS systems or work with extracted files.
Being able to work flexibly and having the technical competence to adapt our approach to different client requirements is certainly a key part of our localisation service and makes for very interesting projects.
At RWS we have seen a substantial increase in the use of video communication to reach global audiences.
By 2017, video will account for 69% of all consumer internet traffic, according to Cisco. 
The potential reach of video is peerless and it is naturally engaging. It is therefore no surprise that it is increasingly being used by global HR and Communications teams to encourage employee engagement. 
Video production costs have fallen significantly in recent years and solutions are available for companies to keep information private through internal video hosting and/or by creating Vimeo or YouTube accounts granting access to a select group of members only.
Benefits of localisation
Leveraging your investment in video communications to overcome language barriers and reach a broader audience. Only 6% of people in the world speak English as a first language.
2. Localising video to achieve a better understanding and more engagement. Customisation of content via translation, localisation and the consideration of cultural nuances tailors the content specifically for the target audience and will enhance the viewer’s experience and understanding considerably.
At RWS we provide a range of video and multimedia localisation services:
Transcription: Transcription work should be performed by a trained transcriptionist and the method of transcription used will depend on the intended use of the transcription e.g. will the transcription be used for reference only, or will the transcription also need to be time-coded so that it can be used to create a voice-over script or subtitling document?
Transcript translation: Our translators are native speakers who are equipped to translate your video transcription files
Subtitling: subtitling can be done within the same language, for the deaf and hard of hearing (also called captioning), or across languages, for foreign-language film and television. The subtitling task is challenging because subtitles are limited in space and time. The result is that the content of the dialogue has to be cut down to fit in the subtitles. Not only that, but the content has to be translated, and the subtitles also have to be ‘spotted’ or timed carefully to match the dialogue.
Voice-over: A native-speaking, professional voice talent will use the translated content to record a voiceover audio track. The audio on your source video will be muted and replaced by the voiceover track. You can choose your voice from a database of trained and experienced professionals, either a male or female voice.
As we look back on a most eventful 2015 we are truly encouraged by the growth of the languages services market.
A recent survey of its members by the Association of Translation Companies concluded that the UK market for language service requirements is in excess of one billion pounds a year making it one of the largest users of language services alongside Japan, Germany and the US.
This is reinforced by a report from Common Sense Advisory which showed that the worldwide market for outsourced language services and supporting technology is $38.16 billion and growing at an annual rate of 6.46%.
So, it has been a spectacular year for RWS Alnwick and the wider company.
There were two stand-out moments that we will remember for a long time.
In November we carried off the Golden Bridge Trade & Export Awards 2015.
The awards are an initiative of the Belgium Luxembourg Chamber of Commerce and the British Chamber of Commerce in Belgium to celebrate the very best of Benelux and British business.
In winning the medium-sized company category, judges were highly impressed by our approach to developing the Benelux market and the level of business generated.
Hearty congratulations to my colleagues Ester Stevers and Dave Van Looy who worked so hard on our award entry and presentation to the judges.
In May we celebrated our place on the international stage as RWS gained the Queen’s Award for Enterprise – for the fifth time – the UK’s highest accolade for business success.
The awards are made annually by HM The Queen and are only given for the highest levels of excellence.
So, it has been a truly memorable year and we look forward with great anticipation to further success for in 2016 and, most of all, to assisting our clients fulfil their own goals and ambitions.
Resource Manager, Janine Dunn, discusses the team’s dedication to quality management systems
Having worked at RWS Alnwick for 18 years, I have witnessed firsthand how we have developed a team that prioritises providing excellent quality of service. Consequently, I’m delighted to share the news that we have, once again, met the highest industry standard for quality and retained our ISO9001 accreditation.
This is a certified quality management system (QMS) which allows us to show our ability to consistently provide products and services that meet the needs of their customers.
Every three years our accreditation is reassessed and we are measured on five key areas of the business: facilities, people, training, services and equipment. I am a member of the internal audit team and we are ever vigilant to ensure that all quality procedures are aligned with these five areas, not just in the run up to the audit but as a matter of routine.
For example, we use our monthly internal meetings to report on how our procedures are running and to relay important customer feedback to the team. It’s a great opportunity to make staff aware of positive comments and also to discuss different ways we can do things.
The period leading up to the assessment necessitates additional work but it’s definitely worth it as the long-term benefit is that we increase customer satisfaction levels and improve productivity. We also believe the fact that we actively look to achieve ISO9001 without contractual obligation, underlines our commitment to quality.
By maintaining and following the ISO accreditation we are developing a system that works effectively for us so that we can come together as a team and share best practices.
A big well done to all involved in ensuring that our accreditation has been reissued!
Here, we look at the Top 5 ways in which our translation and interpreting solutions support the manufacturing industry
Developing a global strategy
There are at least 4 dimensions to being a global company; globalisation of market presence, supply chain, capital base and the corporate mind set.
In recent years, the manufacturing industry has seen rising production growth on a global scale, covering multiple countries, locations and languages. With instant communications across the world, it would be easy to assume nations and peoples are becoming more alike. However, access to multilingual revenue streams and global brand recognition require a consistent and focused multilingual communication strategy. If you cannot communicate with your investors, customers, partners, staff and suppliers, you will miss out on opportunities.
Eclipse offers a fully managed service to global companies that are faced with an increasing content volume in a growing number of languages. We work in over 150 languages, including all the major world languages and we allow the capability to communicate to the whole business in a timely and effective manner.
Meeting regulatory requirements and making safety everyone’s business
Manufacturing companies must keep up with international and local regulatory requirements in all markets. Accurate translation helps to ensure staff understand safety concerns.
Communications around employment and other crucial issues are translated correctly to ensure manufacturing and logistics site colleagues work safely.
We translate documents for on-boarding and induction of new colleagues (contracts of employment, policies, induction training and tests), training materials and business communications. We also provide telephone interpreting and face-to-face interpreting solutions to complex matters between a company and colleagues where the language level is not at a sufficient level for accurate understanding.
Driving workforce engagement
In the UK only an estimated 16% of employees are engaged. Increased digitisation of instructions leads to the use of more illustrations and animations; and also more videos, less documents. We have seen a substantial increase in the use of video communication for storytelling and capturing leads. Video is also a powerful tool in typical HR areas such as new employee training and professional development.
Leveraging of your investment in video communications to overcome language barriers and reach a broader audience. Only 6% of people in the world speak English as a first language after all.
Better understanding and higher engagement. Customisation of content via translation, localisation and the consideration of cultural nuances tailors the communication specifically for the target audience, enhancing the viewer’s experience and understanding considerably.
Implementing Lean processes
Quality and consistency are essential in the global manufacturing industry. But it is also true that businesses win by changing faster than everybody else!
We pride ourselves on the calibre and professionalism of our translators, editors and proof-readers. This is a prerequisite as manufacturing documents are full of industry-specific terms, and the content must comply with international and local standards and regulations. Translation memory tools and terminology management allow us to enhance consistency and overall quality of content, achieve faster turnarounds and decrease translation budgets as it recognises repeat content that has been translated previously, ensuring only the new parts of a document have to be charged at the full rate.
An important milestone for a global market launch is the availability of technical documentation and marketing materials in the requisite languages. Agile translation management can significantly reduce the Time-To-Market. Besides the faster turnaround of translations, flexible translation management opens up additional time frames for implementing quality assurance measures such as in-country reviews or preliminary preparation of terminology.
Supporting Industry 4.0
The internet of things, big data and augmented reality require intelligent communication across multiple languages. Industry 4.0 is part of a bigger digital transformation. Increasingly, we are working with clients on delivering these transformation projects by localising global software systems (e.g SAP, Oracle and Workday), training materials and global compliance activities.
Through the application of industry best practices and using our ability to leverage economies of scale, we create efficiencies in deploying advanced technologies, including encrypted portal solutions, video and telephone interpreting facilities, translation TM and client review functionality.
These technologies are deployed with the aim of increasing productivity and defending against cyberattacks through enhanced security of data and intellectual property.
Over the last 60 years, we have developed our language solutions and specialist knowledge to meet fully the needs of all of our customers. This means fully understanding the needs of the different departments within a company.
Should we approach translation of a German technical specification in the same way as translating a website or subtitling an e-learning package? The answer of course is no.
Understanding what impact a customer needs from our language service shapes the workflows we apply, the technology we use, the linguist teams we select and the technical experience we need to bring to customer projects. It certainly makes our work interesting, no two days are the same which is one of the main reasons we enjoy working with our customers!
Within the same company, the corporate communications team may need our expertise in localising employee messages to support a restructure, our experience in subtitling for webcasts or on-site and remote interpreting for training. At the same time, we may also be helping its legal department to protect its intellectual property or working with the HR team to manage global compliance issues.
Our culture then has to be to work as a partner – developing an understanding of our clients’ needs and style means we almost become an in-house department reacting quickly and finding the right solution. We understand we are a key part of an increasingly global supply chain and that the right result if is only possible when you can successfully work together as a team.
Taking our work in the chemical sector for example, from R&D through to product commercialisation and support, we help customers manage regulatory compliance and drive efficiency or transformation across international sites. At any one time we may have PhD chemists to ensure accurate translation of complex chemical specification and a range of legal, financial and communications specialists working on internal and external communications. Alongside these translators, our specialist interpreters also have a role to play assisting with tender presentations, site audits and conferences.
So if you were to ask us how we translate German? We would say it depends on what you need the translation to do for you.
Technology plays an increasingly important role in so many areas of our lives. Although it may not seem obvious at first glance, the translation industry is no exception.
Here are four ways that our technology can support your translation projects:
1 – Speed up the translation process
Translation memory (TM) stores previously translated segments for future recall. There is no need for the translator to wrack their brain trying to remember how they translated a sentence earlier in the document, or even in a different document last week, last month or last year. With TM this information is at the translator’s fingertips. This saves time and effort, particularly when translating repetitive or periodically updated documents, such as technical documentation in the manufacturing and engineering sectors.
2 – Improve consistency
In tandem with saving time and effort, TM also promotes consistency. With ‘exact’ and ‘fuzzy’ matching capabilities, our software retrieves both identical and partial matches and suggests them to the translator as they work. These previous translated sentences can be used as is, or edited to fit the current context. The result is improved consistency across your documentation.
3 – Ensure correct terminology is used
The need for consistency doesn’t stop there. We understand the importance of applying your in‑house and industry-specific terminology correctly and consistently. Terminology management software facilitates this. Termbases can be built to define individual terms in any number of languages. These are then attached to translation projects and automatically suggest terminology as the translator types. They can also be built into QA processes to verify that the correct terms have been applied during translation.
4 – Collaborate without boundaries
Got an urgent project requiring a team of translators in different countries? No problem! Server technology eliminates boundaries, allowing us to share translated content in real time, irrespective of the number of translators and their locations. This means a team of translators can work on the same project at the same time, all accessing and updating the same centralised translation memory.