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The need for bi-lingual and multilingual workforce is on the rise as the UAE continues to attract professionals from across the world. Foreign language speakers offer organisations significant opportunities to uplift customer service and interact more effectively with local communities, and this white paper looks at the key business considerations for language training.
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Why Companies Need to
Invest More in Language Training
By Eton Institute
WHITEPAPER SERIES
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Why Companies Need to Invest More in Language Training
By Eton Institute
As more companies focus on serving an increasingly multicultural and globalised workplace, the need for a bi-lingual and multilingual workforce is no longer a luxury but a necessity. Whether companies partner with international firms, open offices abroad or simply strive to meet the needs of a diverse customer base, their ability to communicate in multiple languages is becoming a strategic business requirement. Foreign language speakers offer organisations significant opportunities to uplift customer service and interact more effectively with local communities, and this white paper looks at the key business considerations for language training.
Language Use in the UAE
Affecting language use are the two offsetting factors of immigration and population ageing, directly related to time spent in the new environment.
According to the World Bank, the population of the UAE reached 9.3 million in 2013. UAE nationals represent 13% of the population, with the Emirati Arabic dialect as the main languages. English is the second language largely spoken due to the 87% of expatriate population. According to official statistics, there are more than 200 nationalities living and working in the Emirates. Approximately 5.4 million individuals (58% of the population) are from South Asia, speaking languages such as Urdu, Hindi, Farsi, Pashto and Malayalam; over 1.5 million (17%) speak Tagalog and Chinese; and almost 800,000 UAE residents (ie. 8.5%) are Western expatriates (speaking English, French, German, Spanish, Italian). If anything, this proves the multicultural nature of the UAE.
The UAE is especially famous for attracting waves of tourists throughout the year. In 2012, the total number of tourists reached over 10 million across the UAE and this number is predicted to attain 20 million visitors per year by 2020. The top nationalities visiting the UAE are Saudi Arabian, Indian, British, North American, Russian, and Chinese.
With the Expo 2020 on the horizon and the influx of expatriates and tourists throughout the year, the UAE government plans to nurture national identity and promote the local language in order to establish the UAE as a global “centre of excellence” for the Arabic language. It aims to encourage individuals and businesses to learn Arabic and develop cultural cohesiveness in the UAE.
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Impact on the Workplace
The UAE attracts expatriates by building fast-growing cities with multiple employment opportunities. The requirement for bi-lingual recruitment and language training affects industries from banking to construction, relocation to oil trades as well as the hospitality and tourism industry, among other sectors.
{ The Hospitality sector is no stranger to multilingual recruitment, as customer service employees such as staff working in retail and restaurant outlet, reception/concierge, and housekeeping all need to be able to communicate in three or four languages for specific scenarios, depending on the local market. This is reflected in menus, hotel leaflets etc, impacting the marketing and publications teams as well.
{ An increasing number of public and private organisations are training their staff to deliver a better service when interacting with expatriates from around the world as well as UAE nationals.
Arabic language skills are a “must have” when communicating with members of the government sector and public entities, as employees are predominantly UAE nationals. Likewise, native Arabic speakers also feel the need to learn a new language in order to facilitate communication in business situations as well as with expatriates.
{ The Occupational Safety and Health Administration (OSHA) guidelines state that employees must receive workplace safety training in a language they can understand. There is the option to hire freelancers or train up internal staff with the relevant language skills to be able to manage this long term.
{ Multilingualism is a byword for success in the airline industry, where cabin crew and customer service representatives are expected to speak a second language in order to apply. With the increase in tourism activity in the UAE, international air travel and customers who speak such a variety of languages, multilingualism is fast becoming a requirement to reach even the interview stage.
{ With a sizeable percentage of the population born outside of the UAE or native speakers in a language other than English, medical facilities benefit enormously from multilingual personnel. While translators commonly work in hospitals, knowing another language helps connect patients to hospital workers and is invaluable in emergencies.
Multi-Lingual Skills
Connect Teams
Remove Barriers
Drive Change
Uplift Customer Service
Communication
Employees
Customers
Stakeholders
Multi-Lingual Skills
Connect Teams
Remove Barriers
Drive Change
Uplift Customer Service
Communication
Employees
Customers
Stakeholders
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Conclusion
The Economist Intelligence Unit report of 2012, Competing across borders: how cultural and communication barriers affect business, states, “According to almost one-half of the companies surveyed, at least one in five of their workers need to speak another language in their job, and one-quarter say that a majority of their workforce require some foreign language skills.”
Resources:
World Bank, UAE population data, 2013
World Population Review, 2014
Khaleej Times, Dubai builds, tourists come, August 2013
The National, Travel & Tourism, 2013
Arabian Business, UAE aims to be global hub for Arabic language, 2012
Economist Intelligence Unit report of 2012: Competing across borders: how cultural and communication barriers affect business
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Eton Institute is a globally recognised leader in learning and development solutions, offering internationally accredited courses in over 100 Languages, Employee Development, Business Skills, Computer Training, Teacher Training and customised Corporate Training solutions. We offer training in-house and onsite, leveraging considerable experience in providing solutions that fit an organisation’s needs.
The HR Observer is the region’s first of its kind initiative aimed at becoming a platform for HR professionals to exchange insights freely both online and offline in efforts to help develop the profession in the Middle East. Visit www.theHRobserver.com to know more.
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