Fluffy or Fundamental? Cultural Training in the Mobility Process

In recent years much debate has been conducted over the value of so-called ‘soft skills’ and whether a mistaken lack of investment in these areas could be having a negative impact on progress and performance. Whilst operational skill training remains a critical strategic tool, overlooking the enhancements that can be gained from other, perhaps less traditional, professional development avenues is where companies could be losing out. The global mobility industry is no exception when it comes to evaluating these elements. Given the sector’s inherent international component, it is hardly surprising that one of the most commonly weighed ‘soft’ options is cultural training and how beneficial it could be in the mobility process. At the recent EuRA 2024 Conference, our Relocation Team Leader Janice Trinidad took part in a panel covering this exact topic that was moderated by Lucy Foster from Impact Group and featured Laura Silmae from movemytalent, Martin George from LTC Language Solutions and Ludovic Lemoine from CIBT as fellow panelist. Here are our key takeaways.

The Potential of Diversity

Anyone who works in the relocation or global mobility field is likely familiar with higher-than-average levels of diversity. Many of us have seen firsthand what a positive impact increased diversity can have on ideas, innovation and productivity. The more viewpoints you have, the more likely you are to create effective solutions. This is why so many companies choose to recruit from a broader field and relocate talent across borders. This is also why many of the world’s most diversely populated countries are currently thriving, with their integrated demographics providing a more stable base and greater economic possibilities. These destinations are also more committed to evolution than their less diverse counterparts, opening up increased opportunities for growth and development. But diversity also needs to be properly managed and planned for if an individual, company, nation or society is to reap the rewards.

Intercultural Awareness

It can be extremely easy for us to assume that most people share our frame of references or have had similar experiences in their upbringing and education. When you have grown up with certain societal ‘norms’, it can be a challenge to appreciate that even basic forms of communication might be different than what you expect. In Japan, for example, avoiding the word no is often done to show respect and preserve social harmony rather than to provide an official form of acceptance. It is common to elicit a quick yes in countries like China, Singapore, Vietnam or the Philippines, but it might not actually mean ‘yes’ in the way you expect. In places like the UAE and Saudi Arabia, a seemingly affirmative ‘inshallah’ could have a multitude of expectations and outcomes. Even these small aspects show how crucial cultural training can be, whether for clients setting up in new locations, service providers managing a diverse range of assignees or assignees themselves who need to get a deeper sense of what to expect in their new home.

The Benefits of Cultural Training in the Mobility Process

Any good leader with a diverse team will tell you that cultural training can make a huge difference in teamwork and output. Great leaders know that promoting an inclusive environment through cultural integration is an essential corporate responsibility. But in the mobility process, cultural training isn’t just valuable internally, it can also be very useful for consultants, DSPs and suppliers. Managing the relocation of an assignee in the mobility process doesn’t call for a ‘one-size-fits-all’ approach. Understanding the cultural nuances of the incoming assignee can help consultants and service providers adapt their processes and produce more effective results. It can also highlight which areas of cultural training will be most important when it comes to getting settled in the new destination. Comprehensive and tailored cultural training for assignees can go a long way to ensuring they feel more at home, increase their level of engagement, help them avoid faux pas and improve the effectiveness and longevity of the assignment.

The Cost of Avoidance

Quantifying the ROI on cultural training in the mobility process isn’t always easy. In some ways, measuring the cost of its absence can be more obvious, especially when it comes to potential legal and compliance issues and penalties. Janice Trinidad shared two previous case studies where clients opted out of recommended cultural training and saw fairly swift and expensive repercussions.

Case Study 1: Terminated Assignment

In one case concerning an assignee, a lack of prior cultural training directly led to the individual and their family failing to understand and integrate with the local culture. Having had no previous insight into what to expect from housing and community options, the level of noise during Ramadan fasting hours was an unwelcome surprise. The assignee kept requesting to be moved, which incurred frequent and unnecessary costs, and ultimately remained so disengaged that the assignment had to be terminated.

Case Study 2: Deportation

In another case, an assignee who was not properly briefed on specific customs and regulations, entered a country with prohibited items, albeit ones that were completely legal in their home country. This led to the deportation of the assignee, damage to the company’s brand and huge assignment termination and repatriation costs.

If conferences like EuRA 2024 are any indication, this is an industry that is committed to collaboration and continuous learning. With so much of our work taking place in the international space, improving our cultural awareness is more important than even before and key to global corporate success. That is why it is so impressive to see how many brands are looking into how to improve cultural training in the mobility process, both internally and externally.

If you would like to speak to one of our expert, and culturally trained, relocation consultants about your global mobility requirements across the Middle East, please get in touch today on +971 (0)4 421 1819 or info@eerme.com.