As we progress and move on from the last 18 months, the role of hybrid communication, and use of video content within this, is vital. While business leaders cannot be everywhere at once to provide in person training or communication, video content that has been localised to each region to reach employees both in the workplace and working remotely, will help businesses demonstrate that it values the entire workforce. Whether financial announcements, updates on company stances and policies, or training sessions, it is vital that video is part of the collection of tools used to keep all staff in the fold.
Over 50% of businesses are expected to operate on a hybrid model moving forward, meaning many are adapting long-term solutions that suit its workforce, whether it’s investing in advanced video conferencing software, or technology that ensures a strong company culture across the globe.
Despite the pandemic expediting the move to working from home, this only applies to a percentage of remote workers, and not to the 70% of this group in “deskless” roles. Technology remains vital to reaching people in these roles, ensuring that just because they aren’t sitting in a physical office space, they aren’t missing out on important business communications or training and development opportunities.
While creating the video training content is not a concern, a barrier that many businesses are facing is distributing content that will support the training needs of employees. Remote training organisations such as EduMe are making this easier for businesses to do. Its recent partnership with Uber provides training for driver and delivery partners to develop new skills that will support their personal growth and individual development into “micro-entrepreneurs”. The training has been rolled out across six Latin American countries, ensuring drivers can watch content in their language.
Businesses that are looking to distribute eLearning content are also looking to invest in technology that localises this content. In providing localised training, employers can see an increase in employee engagement, thus positively impacting ROI, with engaged employees creating a 20% increase in business profitability according to a recent Gallup poll. Investing in this technology helps to avoid huge translation fees, as well as removing the risk of leaving employees behind due to their location. By utilising artificial intelligence and synthetic speech, businesses can rely on its pre-existing training content to be effectively dubbed, in order to reach employees across the globe.
Deliveroo knows that when it comes to rider acquisition, it is important to understand your audience, instead of developing a communications strategy based on assumptions. While rider acquisition content in the UK market is mostly in English, company research demonstrated that English wasn’t the first language of the majority of potential riders. This insight allowed Deliveroo to develop a future strategy that focused on enhancing its communications process with new and potential riders who were more likely to engage with content in their native language.
Deliveroo intends to put localisation at the heart of its strategy, pivoting its focus from UK social media to reach potential new riders, to advertising opportunities on more niche platforms that it now knows non-English speaking riders are more likely to engage with. The team plans to focus on localising key content such as video for these platforms, ensuring cultural nuances are adapted, and the content provided isn’t just a static word-for-word translation, in order to build trust with the audiences. In laying out a clear strategy for engaging this new audience, the team will be able to allocate budget for this project efficiently and add localisation to its list of tools to engage with new riders.
The continued growth of Deliveroo is not a coincidence. By effectively using localisation to engage with its audiences both now and in the future, Deliveroo has created opportunities that puts its employees at the forefront of its strategy. If businesses look towards technology to effectively localise its video content, they are automatically taking the right steps to increase employee engagement, and ROI.
As published in Communicate Magazine on 7th September