Benchmarking Language Proficiency for the Workplace

Transcription

1 Benchmarking Language Proficiency for the Workplace Ardeshir Geranpayeh ALTE Conference: Salamanca April 19, 2013

2 Outline Improving language proficiency in the workplace TIRF Report: Importance of English in the workplace Language Levels vs Jobs Cambridge English Benchmarking Tool

3 Improving Language Proficiency Global success Effective Knowledge Transfer Remote management multiple locations Virtual communication internally and externally Individuals who vary culturally and linguistically

4 Improving Language Proficiency Corporate Language Policy and Practice Industry Regulations, standards and practices Setting benchmarks for job levels

5 TIRF s Research Reports 2009 & 2012 The International Research Foundation for English Language Education Reports confirm importance of English as a second language in global economy Impacts on employers/individuals/economies

6 TIRF s Research Reports 2009 & 2012 Can estimate effect of language on business performance Considerable price to pay if communications fail due to poor language proficiency Further research on economic return on English and corporate language strategies

7 TIRF s s Research Reports Just released -- Dennis E. Murray (2013): A literature review and the analysis of 18 case reports from training providers

8 Global Corporations Different language proficiency requirements Corporations looking for solutions Global standards required to reduce substantial economic cost

9 Global Findings Corporations looking for solutions to implement successful language strategy Need experts to assist with language decision making Language Benchmarks required

10 Further Research Implications in TIRF s Reports: What level of proficiency in English or other lingua franca is required for different levels and types of jobs in specific global firms?

11 A practical example Language Levels vs Jobs Accountant Sales Rep Secretary Computer Analyst Receptionist Engineer Marketing Professional Manager

12 BULATS Data Sample Size 5400 Employees based in Europe B1 and B2 levels highest % of candidates

13 Language Level vs Jobs Level B1: Sample Size 3871 Job Types included: Accountant 331 Sales Assistant 192 Technician 556 Sales Rep 222 Secretary 377 Unemployed 140 Computer Analyst 536 Receptionist 96

14 Language Level vs Jobs Level B2: Sample Size 1345 Jobs included: Manager, Senior Administrator 509 Marketing Professional 151 Engineer 514 Teacher, Trainer 106 Journalist/Writer 15

15 Benchmarking and Global Corporations Benchmarks are organisational specific Industry bodies also providing benchmarks Require international benchmarks for effective knowledge transfer Cambridge English BULATS Benchmarking Toolkit

16 Language Benchmarking A benchmarking project is a programme of language assessment across a department, company, organisation, region or country. It establishes benchmarks standards about what levels of language ability are required for different jobs/tasks, etc.

17 What are the benefits of benchmarking? Benchmarks can be used in organisations to: assist in the recruitment conduct language Audits, across departments, offices, regions or globally inform decisions on language training help staff with their career development

18 Benchmarking Projects Ministries Tourism/ Labour Vocational Colleges Multinationals National Projects Tenders Industry Bodies

19 Ministry of Tourism Benchmarking project for Ministry of Tourism in Latin America Data used to develop and implement employer guidelines and syllabus standards and curriculum guidelines for regional training centres.

20 Benchmark Jobs to CEFR Levels Admin Assistant Bartender/Receptionist Manager/Tourist Guide/Travel Agent

21 Benchmark Jobs to CEFR Levels Admin Assistant A2 Bartender/Receptionist B1 Manager/Tourist Guide/Travel Agent B2

22 National Industry Body Industry body in India Industry body identified English language communication skills as a key area for development The benchmarking study focussed on the retail and travel and tourism sectors Development of language training strategy

23 Benchmark Jobs to CEFR Levels Entry Level jobs Retail Sector B1 Entry Level Jobs Tourism Sector B2

24 International Bank Used Benchmarking to establish standards for global employee transfers Employees take test prior to move Training provided if needed

25 Global Supermarket Chain Benchmarking to establish training programme Global training programme Standardised Language requirements globally

26 Benchmarking Toolkit Cambridge English Research & Validation Department Based on international language standards Client & Cambridge English

27 Benchmarking Toolkit : Step 1 Set objectives of the benchmarking activity What do you want to use benchmarking for? Recruitment, promotion, training programmes

28 Benchmarking Toolkit : Step 2 Who is involved in the project? Team, department, national office, global offices Which job roles are involved?

29 Benchmarking Toolkit : Step 3 Establish language levels needed in role Language Skills Questionnaire: reading, writing, speaking, listening

30 Benchmarking Toolkit: Step 4 Test Employees using BULATS Internationally benchmarked test Designed for the workplace

31 Benchmarking Toolkit: Step 5 Undertake gap analysis Language Questionnaire vs BULATS Test

32 Benchmarking Toolkit: Step 6 Recommendations Consultancy Report

33 Final words With employees from diverse linguistic and cultural backgrounds, strong language skills are needed to facilitate effective communication (TIRF, 2009, p. 49) Global Standardisation to enable effective knowledge transfer and economic success

34 Worldwide Recognition Existing BULATS Clients Include Abu Dhabi National Oil Company Alcatel BP British American Tobacco Cadbury Citibank Colgate-Palmolive Compaq Deloitte & Touche DHL Disney Dow AgroSciences Esso General Electric General Motors GlaxoSmithKline Guinness Emirates Group Heinz HSBC IBM Johnson & Johnson Kodak KPMG L Oreal Motorola Nestle Nokia Pfizer Philips PriceWaterhouseCoopers Proctor & Gamble RASCO Ras Lanuf Oil & Gas Renault Reuters Roche Shell United Nations Vodafone Volvo Wrigley Wyeth