Human resource management, much like the management of an entire organization, is an interdisciplinary field. It draws upon knowledge from management science, psychology, and IT. However, one crucial area often overlooked, particularly in multinational organizations, is language. While effective communication with current and potential employees is highly valued, the importance of localization is frequently underestimated. Yet, it holds significant potential, especially in HR activities, where it can greatly enhance both team collaboration and recruitment effectiveness.
But – what is localization?
Probably all of us, at least once in our lives, have had the opportunity to eat a burger at McDonald’s. We associate this American chain with global reach and standardization. However, if we take a closer look at its operations, we see how it adapts some of its products and their naming to local markets. In Poland, there is an opportunity to try WieśMac, which refers to the flavors associated with the Polish countryside. In India, you can order the McAllo Tiki Burger, a vegetarian patty that refers to Indian flavors. This treatment makes the restaurant seem closer to us, and we feel appreciated and satisfied that the global chain is drawing inspiration from our cuisine and culture.
Localization works in a similar way. In simple terms, it involves translating content from a foreign language into the recipient’s native language while carefully considering cultural, social, historical, and other relevant contexts. The goal isn’t just to make the text (or other content) understandable but to ensure it resonates with the local context and creatively incorporates the unique characteristics of the community.
This strategy ensures that a product, computer game, website, graphic, or movie elicits similar reactions and emotions in the target audience as it does in the original audience. It makes the content feel more familiar, enhancing the viewer’s satisfaction and loyalty. These benefits of language localization can also be effectively leveraged in HR, particularly during the recruitment process.
How to use localization in the recruiting process
Thanks to globalization, the opening of borders, increased migration, and the rise of remote work, international recruitment has become a commonplace practice. Companies operating across multiple markets seek employees for their overseas branches, while those offering remote work attract talent from around the globe. Even organizations operating solely within their own country frequently hire migrants. Recruiting internationally is not only an excellent way to tap into a larger talent pool and attract top candidates but also an opportunity to build a diverse and inclusive team.
Many multinational companies opt for standardization in their recruitment processes. Job advertisements are often created in a language foreign to the recruits — typically English — and remain uniform across different regions and countries. Universal job titles are widely understood, and this approach tends to filter out candidates lacking language proficiency. This also cuts recruitment costs and reduces the time needed to prepare content tailored to specific countries. At first glance, this strategy appears to offer significant advantages for the company. But what value can language localization bring to the table?
Beyond the primary goal of finding the right employee, the recruitment process often serves a marketing function. The creation of job ads, the way positions are presented, and the communication throughout recruitment are all key components of employer branding. When viewed as a product, employer branding can greatly benefit from language localization during recruitment. By tailoring language to resonate with local audiences, companies can attract more qualified candidates and even enhance their brand image among potential customers.
Localization goes beyond simply translating recruitment materials or posting ads in the recipient’s language. At its core, it involves embedding the recruitment process within the local context. This approach can significantly enhance the marketing aspect of recruitment. Creative language localization can positively impact our image among candidates, employees, and customers. Today, implementing localization in your HR department is not difficult. Professional online tools simplify this process. At Localazy, we use AI and the expertise of professional translators, making it easy and quick for anyone to localize their recruitment materials.
Due to higher international mobility rates, localization is becoming increasingly important, even for companies operating solely within their national borders. Effective communication with individuals from abroad not only helps attract talented candidates but also signals that the company is inclusive and prepared to welcome employees from diverse cultures. Tailoring the content of job ads and other recruitment materials to resonate with these potential hires plays a decisive role in this process. This approach doesn’t undermine the creation of a unified organizational culture; rather, it strengthens the ability to build cohesive teams from diverse backgrounds and ensures that employees feel genuinely included. As a result, companies can attract more talent while also boosting employee satisfaction.
A vital tool for HR
Localization can be a powerful tool for making job ads stand out, particularly in countries with low unemployment and high competition for talent. It plays a crucial role in employer branding, boosts effective recruitment, and enhances employee satisfaction.
Today, localization is neither time- nor cost-prohibitive. Advances in AI have enabled the creation of tools that make it easier to localize content. Localazy offers one innovative solution: combining AI capabilities with the expertise of professional translators who understand the cultural and social nuances of specific regions and countries. This approach allows the localization process to be nearly fully automated, saving HR departments valuable time.
With international teams gradually becoming the norm, organizations must recognize that their workforce is composed of unique individuals, each of them bringing their unique local strengths to the table. Embracing these differences does not undermine a unified organizational culture; rather, it can significantly enhance and reinforce it.
