Today’s corporate world is more distributed and hybrid than ever before. However, it’s also exceedingly becoming connected and allied thanks to digital mediums. Companies with global teams use internal platforms to enable all employees to stay in touch with each other, lead brainstorming sessions, share market analysis, and run projects with focus groups.
Under 11 brands and more than 3,500 employees worldwide, Karaca Group brings together 28,000 products in 140 categories, from dinnerware to small household appliances. The company conducts operations in 305 stores and over 2,000 sales points in 43 countries. Due to its wide international presence, it has put digital mechanisms in place to ensure effective communication among its employees.
The company’s communication platform houses various groups from different departments. The said groups record videos while discussing their strategic moves and new markets that they will enter. Making these records accessible in different languages is paramount to getting tangible results from the discussions and insights provided.
As said strategic and informative sessions are distributed organization-wide through the internal platform, understanding discussions held in non-native languages creates a serious bottleneck. Digital tools and video provide solutions for wide-scale content distribution; however, they must be made understandable and accessible globally so that no valuable insight or findings go unnoticed due to linguistic differences.
Karaca wanted to localize some of the videos into targeted languages, thus ensuring that employees capture vital information. With the spoken content subtitled into their native languages, employees realized that not only the language barrier was eliminated but also on-screen texts in their own language served as a visual aid and helped increase knowledge retention and comprehension.
After learning the details and the needs of our client, we started assigning the projects to the most suitable translators for this specific work. Ollang was capable of completing the entire localization cycle within the set delivery time for the volume in question. However, we also realized that we had to overcome 3 important challenges to keep our promise and provide the best possible translations in a timely manner.
What were these challenges?
We had two viable options: either hiring new translators who were familiar with the terminology (which would take a significant amount of time) or using our best translators who would do their research upfront and start with a solid knowledge of vocabulary and jargon in both languages. Obviously, the second option was wiser considering we had to deliver the work within one week and also we knew that we already had expert translators in our pool who would work meticulously by paying attention to details.
AI-powered localization alleviated the burden on our translators and allowed them to focus on the required contextuality and terminology-checking processes. We combined the power of technology with human touch to obtain the best results possible.
↠ Content genre: Conversational sessions about the new markets and product launches
↠ Medium: Dialogue-heavy videos and employee discussions
↠ Solution: AI-powered subtitling with post editing machine translation
↠ Specific needs: Good knowledge of the industry jargon; and capturing the essence of the conversations among employees in a natural way
↠ Language pairs and volume: 8 videos from French to English; 5 videos from German to Turkish
The language barrier should not impede the success of today's remote and hybrid workforce. Localizing content such as training videos, discussion sessions, and podcasts creates an accessible and more embracing learning environment for employees. Content in their native language makes it easier to remember and retain information.
Although subtitling is the most widely used method to adapt the original content for multiple languages, dubbing (either lip-syncing or voice-over) should not be underestimated. Some people interact with knowledge when they see it translated on screen, while others find it hard to simultaneously focus on the text and make sense of the message. Therefore, by using both subtitles and dubbing, companies can maximize the value of the training content they have.
As a last touch, closed-captions in the same language cater to the needs of people with hearing impairments. Localization solutions also come in handy when employees want to watch the video with the sound off. These three methods define a well-rounded localization strategy for creating multilingual content in the corporate world as well as the edtech industry. With the use of AI in localization, we can simplify the process.
Ollang uses AI-powered subtitling software to streamline your workflows in the most efficient way and generate accurate, fast, and quality translations at lower prices. However, human touch is a non-negotiable part of our value proposition, and a select group of seasoned translators always check and revise the automated output produced with machine translation.