A culturally aware workforce is the key to success for businesses seeking to
attract and retain top employees while expanding their international presence.
One of the best ways to promote cultural awareness among your employees is to
incorporate cross-cultural training into your company’s learning and
development programs. Below are the top 10 reasons why companies should provide cross-cultural
training to their employees.
1) The composition of most workforces is rapidly evolving.
Homogenous workforces are approaching extinction in most
industrialized countries. Successful businesses that function like a well-oiled
machine have workers from diverse cultural backgrounds and are able to retain
those employees.
2) Companies are increasingly expanding into emerging markets.
As industry giants continue to solidify their presence overseas, small
businesses are increasingly expanding overseas and into emerging markets. Over
half of all small businesses have international clients and nearly three
out of every four small businesses plan to expand their overseas presence by
2017.
3) Cultural competency helps to build trust with customers and
employees. Encouraging employees to engage in cross-cultural training
illustrates a company’s genuine interest in learning more about their customers
and their own workforce. When employees and customers feel valued,
they are more likely to trust a company and associated products.
4) Cross-cultural training can boost international sales.
Once a foundation of trust is established between a company and a customer, the
likelihood of securing the customer’s business is much higher. Customers
located overseas typically appreciate efforts to understand their culture and
are more likely to work with culturally aware suppliers.
5) Employees learn that the concept of time differs from culture to
culture. There are pronounced cultural differences in attitudes toward
time. Failure to recognize these differences can lead to behavior that is
offensive to members of some cultures. For instance, attitudes toward time are
much more relaxed in many Latin American countries while the opposite is the
case in the U.S., Japan and England.
6) Fewer errors occur when employees have received cross-cultural
training. When members of a diverse workforce receive cross-cultural
training, the likelihood for misunderstandings is reduced. For instance, the
Spanish verb “cancelar” can be used to terminate a subscription or it may be
used when discussing settlement of a debt. Cross-cultural training can help
alert employees to such phrases and verbs that have multiple meanings.
7) Ability to attract a more diverse workforce. News about
workplaces with culturally sensitive environments travels quickly. Employees
who spend the day at a workplace that recognizes their cultural beliefs and
habits are more likely to refer family members and friends who share their
beliefs and cultural background. The result is an increasingly diverse
workplace.
8) Employees are better prepared to interpret nonverbal
communication. Co-workers and customers from other cultures
engage in nonverbal communication that may be misunderstood by employees
who have not received cross-cultural training. Gestures, handshakes, pointing,
smiling, and eye contact are all examples of nonverbal communication that could
potentially be misinterpreted.
9) The ability to create a culturally friendly website.
Cross-cultural training should be received by members of every department
within an organization, especially a company’s marketing department. This
ensures that your company’s website – the face of your company to many
prospective customers – is designed in a way that is clear and well-received by
members of cultures across the globe.
10) Key documents are prepared in a culturally sensitive fashion.
Brochures, operation manuals, technical specification sheets and client letters
are prepared using culturally sensitive language. Translation of key documents
is also more likely to be provided.
Clearly, there are many reasons to incorporate cross-cultural training into
your workplace. Failure to emphasize the importance of recognizing cultural
differences can hinder your ability to attract and retain employees and
customers. By including cultural sensitivity content in your workforce training
programs, you will help your business thrive.
