The Challenge of Selling Language Training to Corporations

Addressing language issues and heavily accented speech is crucial to liberating the potential of industry professionals.

Some excellent research that supports this statement was provided in a recent Pulse posting on LinkedIn by Josh Bersin: “Why Diversity and Inclusion Will Be A Top Priority for 2016.”

Mr. Bersin cites a two-year research study by Deloitte that indicates that the talent practices which predict the highest performing companies are all focused on building an “Inclusive Talent System.” In fact, this Deloitte Australia research demonstrates that

“inclusive teams outperform their peers by 80% in team-based assessments.”

The conclusion was that “companies that embrace diversity and inclusion in all aspects of their business statistically outperform their peers.”

For companies that view talent as an asset and embrace an inclusive culture of learning, it seems self-evident to invest in programs such as accent modification and language training. However, for many others, such specialized language training remains a hard sell.

Recruiters and human resources managers understand the advantages of nurturing excellent communication skills for industry professionals. However, they seem unable to convince their CEOs of the value of targeted, customized language training. Despite the fact that companies are investing in high-return, sometimes multi-million dollar projects, corporate managers don't appear to understand how customized language training programs are key foundation elements to successful performance.

A common complaint from native speakers is that their heavily accented colleagues, even those with advanced English proficiency, don't participate fully in team and social discussions. The non-native speakers frequently have comprehension issues related to specific instructions or project objectives. They lack the confidence to express complex ideas. Furthermore, due to factors including cultural inhibitions, they are often reluctant to admit to their peers that they don't understand.

Poor comprehension directly effects projects outcomes. Implementing complex projects demands excellence in cross-functional collaboration which in turn demands superb communication skills between colleagues. For example, teams practicing Agile software development are dramatically more productive when person-to-person communications skills are improved.

A lack of coherent action across the group directly effects a company's bottom line.

What is also less evident to employers is that, without confidence in their communication skills, employees' professional expertise is locked away. Opportunities to access non-native speakers' unique and valuable qualities and abilities are lost. As a result, some experts feel so frustrated by their inability to contribute and develop a fulfilling career path that they decide to seek opportunities elsewhere - or they isolate themselves from the group.

Specialized professional development solutions, such as those delivered by client-focused accent modification and language programs, are designed to assist professionals to overcome their specific pronunciation and language deficits. These customized courses are delivered in a convenient and highly efficient and effective manner.

Since the benefits of language training to a business seem to be so obvious, why is investing in targeted language training such a difficult sell to corporate executives and line managers?

Is it due to unclear measurable benefits?
Do corporate cultures not want to invest in developing employees?
Is there never enough time to offer professional development?

Too often, company success is impeded by poor comprehension, weak expression, and sub-par collaboration. Senior leaders should therefore consider embedding specialized language training into their talent strategy and inclusive management system objectives.

This article is also posted on LinkedIn Pulse.