Competitive pressure.
If you want to buy or sell, you have to be able to communicate with a diverse range of customers, suppliers, and other business partners. If youre lucky, theyll share your native languagebut you cant count on it. Companies that fail to devise a language strategy are essentially limiting their growth opportunities to the markets where their language is spoken, clearly putting themselves at a disadvantage to competitors that have adopted English-only policies.
Globalization of tasks and resources.
Language differences can cause a bottlenecka Tower of Babel, as it werewhen geographically dispersed employees have to work together to meet corporate goals. An employee from Belgium may need input from an enterprise in Beirut or Mexico. Without common ground, communication will suffer. Better language comprehension gives employees more firsthand information, which is vital to good decision making. Swiss food giant Nestlé saw great efficiency improvements in purchasing and hiring thanks to its enforcement of English as a company standard.
M&A integration across national boundaries.
Negotiations regarding a merger or acquisition are complicated enough when everybody speaks the same language. But when they dont, nuances are easily lost, even in simple e-mail exchanges. Also, cross-cultural integration is notoriously tricky; thats why when Germanys Hoechst and Frances Rhône-Poulenc merged in 1998 to create Aventis, the fifth largest worldwide pharmaceutical company, the new firm chose English as its operating language over French or German to avoid playing favorites. A branding element can also come into play. In the 1990s, a relatively unknown, midsize Italian appliance maker, Merloni, adopted English to further its international image, which gave it an edge when acquiring Russian and British companies.
The fastest-spreading language in human history, English is spoken at a useful level by some 1.75 billion people worldwidethats one in every four of us.
Obstacles to Successful English-Language Policies
To be sure, one-language policies can have repercussions that decrease efficiency. Evidence from my research at Rakutenalong with a study I conducted with Pamela Hinds of Stanford University and Catherine Cramton of George Mason University at a company Ill call GlobalTech and a study I conducted at a firm Ill call FrenchCoreveals costs that global English-language rules can create. Proper rollout mitigates the risks, but even well-considered plans can encounter pitfalls. Here are some of the most common.
Change always comes as a shock.
No amount of warning and preparation can entirely prevent the psychological blow to employees when proposed change becomes reality. When Marie (all names in this article are disguised, with the exception of Mikitani and Ito) first learned of FrenchCos English-only policy, she was excited. She had been communicating in English with non-French partners for some time, and she saw the proposed policy as a positive sign that the company was becoming more international. That is, until she attended a routine meeting that was normally held in French. I didnt realize that the very first meeting after the rule came out was really going to be in English. It was a shock, Marie says. She recalls walking into the meeting with a lot of energyuntil she noticed the translator headsets.
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Theyre humiliating, she says. I felt like an observer rather than a participant at my own company.
Compliance is spotty.
An English mandate created a different problem for a service representative at GlobalTech. Based in Germany, the technology firm had subsidiaries worldwide. Hans, a service representative, received a frantic call from his boss when a key customers multimillion-dollar financial services operation ground to a halt as a result of a software glitch. Hundreds of thousands of dollars were at stake for both the customer and GlobalTech. Hans quickly placed a call to the technical department in India, but the software team was unable to jump on the problem because all communications about it were in Germandespite the English-only policy instituted two years earlier requiring that all internal communications (meetings, e-mails, documents, and phone calls) be carried out in English. As Hans waited for documents to be translated, the crisis continued to escalate. Two years into the implementation, adoption was dragging.
Self-confidence erodes.
When nonnative speakers are forced to communicate in English, they can feel that their worth to the company has been diminished, regardless of their fluency level. The most difficult thing is to have to admit that ones value as an English speaker overshadows ones real value, a FrenchCo employee says. For the past 30 years the company did not ask us to develop our foreign-language skills or offer us the opportunity to do so, he points out. Now, it is difficult to accept the fact that we are disqualified. Employees facing one-language policies often worry that the best jobs will be offered only to those with strong English skills, regardless of content expertise.
When my colleagues and I interviewed 164 employees at GlobalTech two years after the companys English-only policy had been implemented, we found that nearly 70% of employees continued to experience frustration with it. At FrenchCo, 56% of medium-fluency English speakers and 42% of low-fluency speakers reported worrying about job advancement because of their relatively limited English skills. Such feelings are common when companies merely announce the new policy and offer language classes rather than implement the shift in a systematic way. Its worth noting that employees often underestimate their own abilities or overestimate the challenge of developing sufficient fluency. (See the sidebar Gauging Fluency.)
Gauging Fluency
Progressing from beginner level to advancedwhich greatly improves an employees ability to communicateinvolves mastering around 3,500 words. Thats a far less daunting task than adding the 10,000 words necessary to move from advanced to native speaker, for which the payoff may be lower.
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Job security falters.
Even though achieving sufficient fluency is possible for most, the reality is that with adoption of an English-only policy, employees job requirements changesometimes overnight. That can be a bitter pill to swallow, especially among top performers. Rakutens Mikitani didnt mince words with his employees: He was clear that he would demote people who didnt develop their English proficiency.
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Employees resist.
Its not unusual to hear nonnative speakers revert to their own language at the expense of their English-speaking colleagues, often because its faster and easier to conduct meetings in their mother tongue. Others may take more aggressive measures to avoid speaking English, such as holding meetings at inopportune times. Employees in Asia might schedule a global meeting that falls during the middle of the night in England, for instance. In doing so, nonnative speakers shift their anxiety and loss of power to native speakers.
Many FrenchCo employees said that when they felt that their relatively poor language skills could become conspicuous and have career-related consequences, they simply stopped contributing to common discourse. Theyre afraid to make mistakes, an HR manager at the firm explains, so they will just not speak at all.
In other cases, documents that are supposed to be composed in English may be written in the mother tongueas experienced by Hans at GlobalTechor not written at all. Its too hard to write in English, so I dont do it! one GlobalTech employee notes. And then theres no documentation at all.
Performance suffers.
The bottom line takes a hit when employees stop participating in group settings. Once participation ebbs, processes fall apart. Companies miss out on new ideas that might have been generated in meetings. People dont report costly errors or offer observations about mistakes or questionable decisions. One of the engineers at GlobalTechs Indian office explained that when meetings reverted into German his ability to contribute was cut off. He lost important informationparticularly in side exchangesdespite receiving meeting notes afterward. Often those quick asides contained important contextual information, background analyses, or hypotheses about the root cause of a particular problem. He neither participated in the meetings nor learned from the problem-solving discussions.
An Adoption Framework
Converting the primary language of a business is no small task. In my work Ive developed a framework for assessing readiness and guidelines for adopting the shift. Adoption depends on two key factors: employee buy-in and belief in capacity. Buy-in is the degree to which employees believe that a single language will produce benefits for them or the organization. Belief in their own capacity is the extent to which they are confident that they can gain enough fluency to pass muster.
Implementation Tips
Even when language mandates are implemented with care and forethought, negative emotional and organizational dynamics can still arise. But their power to derail careers and company work can be significantly mitigated by adequately preparing people and systems for the change. Here are steps that companies can take to manage English-only policies.
Involve all employees.
Before a company introduces a global English policy, leaders should make a persuasive case for why it matters to employees and the organization. Employees must be assured that they will be supported in building their language skills. Companywide cultural-awareness training will help nonnative speakers feel heard and valued. Leaders should rally workers behind using English to accomplish goals, rather than learn it to meet proficiency standards.
Managers are referees and enforcers.
Managers must take responsibility for ensuring compliance, and theyll need training in how to productively address sensitive issues arising from the radical change. Groups should set norms prescribing how members will interact, and managers should monitor behavior accordingly. For instance, managers should correct employees who switch into their mother tongue.
