We have been looking at the whole area of translation, localisation and adaptation of tests, certifications, assessments and exams. However, it is not just these materials alone that will need to be translated.
As well as the actual tests and exams themselves, you also need to consider the other texts that will need to be translated. There is a lot more to think about than just translating the tests or assessments themselves if you want to be really successful in your target markets.
Here are just some of the items:
- Introductory e-mails and text
- Marketing materials (including websites). You need to be very careful about your marketing message in other cultures.
- User interface: the online platform that your candidates will use.
- Bulletins and newsletters to keep your candidates up to date with any developments.
- Handbooks and training materials. Our recommendation is to use dual language training materials. People will then become familiar with the vocabulary of their sector in the English but would also have everything in their own language for good comprehension.
- Terms and conditions so that people understand clearly what they are getting and what they are required to do.
- Application forms and eligibility criteria (can you accept this data in other languages?).
- Glossaries of key terms. It is very important that such terms are translated consistently, so we recommend that such glossaries are translated and agreed with SMEs in advance.
- Foreign language support: can you provide this from amongst your own personnel or will you need local partnerships to help with this?
In terms of marketing materials, the message that you send out must not be laughable or offensive in another country.
The Swedish vacuum-cleaner manufacturer, Electrolux, produced the following for an American campaign:
Nothing sucks like an Electrolux
You have to be very careful about your message in another country!