Going global remains a crucial route to growth for lots of businesses. HSBC reports that 87% of UK businesses already trading overseas have immediate plans to expand to more geographies. A big part of those plans will be bringing new employees on board.
Often, the first information about your company that many of your candidates read will be the job description you’ve published. More than a list of responsibilities and skills requirements, this is a vital piece of communication that can help attract the right candidates for the role. Done well, a job description can help candidates feel connected to the purpose of the company, inspired by the role and motivated by the employee experience. But if the description inadvertently misses the mark culturally, it can instantly turn off a local audience and hamper the recruitment process.
Words that work across borders
We can all tell when something has been written by someone from another country. It can be simple as seeing the word ‘super’ to describe something – it’s commonly used in the US, but less so in the UK. Or it can be a phrase that we don’t understand, which can be even more alienating.
When candidates read a job description and see words or phrases they wouldn’t typically use themselves, it can signal to them that they won’t fit in. Sayings and metaphorical phrases, like “so far, so good”, can often be locally specific even in the same language. Cutting them out will help your job description resonate with more people from around the world.
Even colours used in imagery and formatting need to be considered from a cultural point of view. Purple, for example, typically represents magic and wealth in European countries and the US. Ask someone from Italy, however, and they will tell you it’s the colour associated with funerals. It’s always worth getting input from the local audience to help avoid a recruitment faux pas.
The ideal isn’t idealistic
It’s very easy to think that a personality trait, skill or opportunity is inherently positive. But cultural ideals around the world inform the workplace experience we expect. In collectivist countries, there’s a focus on working together, conformity and selflessness. In individualist cultures, it’s more accepted to be independent, to reinforce individual rights and express yourself freely.
Global job descriptions need to be as culturally neutral as possible. To find the balance, pare back references to hierarchies and individuality. Look out for language around using initiative, challenging ideas and setting expectations.
A universal tone
Tone of voice is all about getting the nuance right to resonate with your audience. In job descriptions, it gives readers a sense of your personality and reflects what it is like to work at your organisation. For example, a conversational tone indicates a relaxed experience whereas an energic tone suggests a fast-paced environment.
As well as mirroring a business’s own personality, the tone also needs to work across cultures in global job descriptions. If it feels overly formal or overly friendly, it can make people in different countries feel uncomfortable. To neutralise the formality of job descriptions, favour straightforward language without dipping into slang. You can reflect your brand personality through other writing techniques in your company’s tone of voice.
New rules for old habits
Many years ago, it would be normal for a job description to set out a few ground rules as part of the recruitment process. Think uniform, language, location. While fine to include if necessary, it’s worth asking whether these details may inadvertently exclude candidates in different geographies.
Religious dress codes may mean some people feel unable to wear the specified uniform. And the requirement ‘native English speaker’ could exclude people who are fluent in English but it is not their first language. Usually these rules are flexible, so soften the language to show that you are able to adapt for the right candidate.
Get your descriptions translation ready
The final step in refining your job descriptions for roles overseas is getting them translated. To help your translator, cut out long sentences, idioms and slang, as these can all make it tricky to find an alternative saying. And if in doubt, speak to an expert in global content to help smooth the translation process and avoid cultural stumbling blocks.
