Sylvie Jeandet - SJ Scribe

Why I Chose to Specialize in Responsible Translation

Sylvie Jeandet — Wed, 01 Jul 2026 15:51:34 +0000

We live in a world where content can be generated in seconds, Where words are increasingly produced at scale, optimized for algorithms, and polished until they all start to sound the same. And somewhere along the way, something gets lost: The human voice.

In this context, I believe that every word matters more than ever. As an English to French specialized translator, I have come to believe that accuracy and faithfulness, while essential, are no longer enough. A translation should not merely reproduce what was said. It should carry the meaning, intention, nuance, and values behind the words, while remaining true to the cultural and regulatory context in which it will be read.

This is what led me to develop my own approach, which I call language responsibility.

For me, language responsibility means choosing words with rigor and integrity. It means questioning what lies behind the text, not simply what appears on the page. It means knowing when a literal translation would be misleading, culturally inappropriate, or even ethically problematic, and having the courage to say so. Because words do more than communicate. They shape perceptions. They influence decisions. They reflect who we are.

From the Corporate World to a Personal Awakening

My journey towards responsible translation did not begin in a translation classroom. It began in the corporate world.

After studying Languages applied to international business, I spent several years working for multinational companies, first as an administrative and executive assistant, and later in HR.

I experienced the realities of the corporate world from the inside, and witnessed the gap that can sometimes exist between what an organization says and what it actually does. I saw companies talking about sustainability while overlooking their own environmental and social impact. I saw inclusion presented as a value without always being reflected in people’s everyday experiences.

One particular experience left a lasting impression on me. The company in question proudly displayed values such as respect and integrity. But behind those words, colleagues and managers were experiencing discrimination, harassment, and relentless pressure. I saw people break down in tears in front of me, and I watched others succumb to burnout. This broke my heart. What affected me most was not simply the existence of these situations. It was the disconnect between the values displayed on the wall and the reality on the ground, as well as the inaction of people who were supposed to help.

That experience left me with something I have never been able to shake: a visceral need for coherence. If we say something matters, it should matter in practice. If we claim to value respect, our actions should reflect it. If we communicate a commitment to sustainability or inclusion, our words should stand up to scrutiny. And if we ask people to trust us, we have a responsibility to make sure that trust is deserved.

At some point, I realized that I could no longer simply observe these contradictions. If I wanted to live more fully in line with my own values, I had to change direction. So I resumed my studies, and earned a Master’s degree in Translation with honors in 2014. I became a freelance translator and initially specialized in Human Resources, then expanded my expertise into CSR (Corporate Social Responsibility), sustainability and inclusive communication.

Looking back, the connection between those two parts of my career seems obvious. I had spent years observing how organizations use words. I wanted to help make those words mean something.

My philosophy: translating with purpose & integrity

Specialized translation remains at the heart of my work. But over the years, I have become increasingly convinced that translation cannot be separated from the context in which it exists. A perfectly accurate translation can still be inappropriate. A grammatically flawless sentence can still convey the wrong message. A beautifully written sustainability claim can still be misleading. And a corporate statement about inclusion can still exclude people.

This is why my work has evolved beyond translation alone. Today, I also work on content audits, inclusive language, linguistic guidance, and the responsible use of linguistic AI tools. The services may differ, but the underlying question remains the same: Do these words really say what you think they say and do they reflect what you actually stand for?

That question lies at the heart of my approach. For me, language is not just a tool, it is an act of responsibility.

My approach is built around three convictions, shaped by my professional journey and the way I see the world. They guide every project, every choice, and every collaboration.

Human & Ethical Excellence

I believe good work begins with a human relationship.

When you work with me, you are not handing your content over to a production process. You are working directly with the person who will read it, question it, research it, translate it, and ultimately stand behind it. I personally respond to every request and personally work on every project I accept.

I take the time to understand not only what you need, but why you need it, who you are speaking to, and what you want your words to achieve. That often starts with a conversation. Not a questionnaire, not a standardized workflow. A conversation. From there, we establish a realistic timeline that protects both your deadlines and the quality of the work.

I do not know everything, and I never will. But I am a lifelong learner. I continuously develop my knowledge and skills because expertise, to me, is not about having all the answers. It is about knowing what you need to question, what you need to research, and when you need to keep learning. Whether the subject is HR, CSR, inclusive communication, or responsible AI, I want my work to be grounded in both expertise and curiosity.

And ultimately, I want the relationships I build with my clients to last. Trust is not something I expect. It is something I believe we build, project by project.

A Human Promise

A real person behind every project. A genuine commitment to understanding your values. And human judgment behind every word.

A Responsible Approach to Technology

I am not opposed to technology. Quite the opposite. I use digital tools, including generative AI. But I believe we need to be thoughtful about how we use them, and about the values embedded in the tools we choose.

This is why I pay particular attention to the tools I use. For example, I work with Euria, a generative AI tool, and KSuite, the collaborative suite developed by Swiss company Infomaniak, because their approach to digital sovereignty, ethics, and sustainability aligns with my own priorities. I also use Ecosia as my search engine, as a small but meaningful way of reducing my digital footprint while supporting reforestation.

More broadly, I try to practice digital sobriety. For me, that means using technology deliberately rather than automatically. It means asking whether AI genuinely adds value before using it, rather than using it simply because it is available. And above all, it means keeping a human being responsible for the final result. AI can generate. It can suggest. It can accelerate. But it does not replace judgment, context, nor responsibility.

Credibility Through Compliance and Local Adaptation

One of the things I find most fascinating about translation is that a word never exists in isolation. It belongs to a culture, a legal system, a history, a social context. This is why translating a text for the French or Swiss market sometimes means challenging the original. I regularly come across content where references that work perfectly well in the original market simply do not work in France or Switzerland:

– References to forms of discrimination that are specific to another cultural context,
– Employment policies that may be legal in the United States, but are unlawful in France,
– Unsupported environmental claims, or
– Terminology that may be inappropriate or misleading in French.

These are not minor linguistic details, they can affect your credibility and even expose your organization to sanctions. My role is to spot those issues, explain them, and, where appropriate, suggest alternatives that are better aligned with local regulations, cultural expectations, and best practices. I see it as part of responsible translation.

To support this work, I rely on authoritative sources and official guidance, including:

– Directive (EU) 2024-825,
– Guidance from the French Agency for Ecological Transition (ADEME) and the French National Consumer Council (CNC), or
– Swiss standards and guidelines from the Swiss Federal Office for the Environment.

I also develop bespoke style guides to help organizations maintain a consistent voice and adapt their communication effectively to the French market.

The goal is not simply to avoid mistakes. It is to make sure that your words can withstand scrutiny.

Why It Matters to Me

I sometimes think about the contrast between where I started and where I am today. I began my career inside organizations where I saw, first-hand, how powerful words can be, and how painful the gap between words and reality can become.

Today, I work with words every day. But I no longer see them as neutral. A translation can reinforce a stereotype or challenge it. It can make an environmental claim sound more convincing than the evidence allows or help bring the language back into line with reality. It can make someone feel included, or invisible. That is why I care about the choices I make as a translator, and why I cannot embrace the “good is enough” trend increasingly applied by large Language Service Providers.

Technology will continue to evolve, and the tools we use will change. But the need to feel understood, respected, and heard will always remain fundamentally human. And perhaps that is why, in a world where more and more words can be generated by machines, I believe human judgment matters more than ever.

If you are looking for someone who combines technical rigor with curiosity, critical thinking with empathy, and linguistic expertise with a genuine commitment to responsible communication, I would be delighted to connect with you.

Personally. Human to human.

The post Why I Chose to Specialize in Responsible Translation first appeared on SJ Scribe.

Navigating Cultural Biaises in French HR Communications

Sylvie Jeandet — Mon, 15 Jun 2026 14:34:00 +0000

As an HR translation specialist, I often work with North American organizations expanding into France. Many of these companies are deeply committed to diversity, equity, inclusion, and employee engagement. However, I frequently see their HR documents lose some of that intent when translated into French.

French and English use different mechanisms to express inclusivity, authority, and professionalism. Cultural expectations also differ significantly between North America and France. As a result, well-intentioned HR communications can sometimes sound awkward, exclusionary, overly direct, or even non-compliant.

Below are the five most common gender and cultural biases I encounter in French HR communications, along with practical examples and recommendations to help you avoid them.

The 5 Most Common Gender and Cultural Biases in French HR Communications

1. Relying on the Generic Masculine

One of the most common issues I encounter in French HR communications is the use of the generic masculine to refer to mixed groups of employees.

In traditional French grammar, masculine forms are used to refer to all genders. However, many organizations are now seeking alternatives that better reflect their commitment to inclusion.

Example:

Before: Les employés doivent respecter le code de conduite de l’entreprise. (Employees must comply with the company’s Code of conduct.)
After (gender-neutral): Le personnel doit respecter le code de conduite de l’entreprise. (All staff must comply with the company’s Code of conduct.)

My advice: There are different approaches to inclusive writing in France. Your teams can refer to the official guide Pour une communication publique sans stéréotype de sexe (in French) from the Haut Conseil à l’Égalité entre les femmes et les hommes, which provides best practices for avoiding gender biases in professional French documents. I also recommend that you define a French-language style guide that aligns with your company’s DE&I objectives while remaining readable and culturally acceptable for your French audience.

2. Confusing French-Canadian & Metropolitan French

I frequently see HR materials intended for France translated using Canadian French terminology. This usually happens because the original content was produced by Canadian teams or translated by French-Canadian linguists or AI systems.

Although both variants are correct, the result can sound unfamiliar, create confusion or reduce the credibility of the message.

French usage differs between Canada and France. While Canadian French tends to favor French equivalents for English terms, business French in France commonly incorporates anglicisms—as well as terms that may sound English but are not necessarily used in English-speaking countries.

Examples:

Before: Envoyez un courriel à votre gestionnaire (Send an email to your manager.)
After: Envoyez un e-mail à votre responsable. (Send an email to your manager.)

Before: Veuillez noter vos idées sur le tableau à feuilles mobiles. (Please write your examples on the flipchart.)
After: Veuillez noter vos idées sur le flipchart. (Please write your examples on the flipchart.)

My advice: Always specify your target audience when commissioning a translation for your French HR communications. French spoken in Canada and French spoken in France are both valid variants, but they differ in business, HR, legal, and workplace terminology. I recommend working with linguists who specialize in the French market and maintaining a terminology glossary tailored to France.

3. Translating HR Concepts Too Literally

Another common issues I encounter is the direct translation of North American HR concepts that do not have exact equivalents in France.

While the words themselves may be translated correctly, the underlying concept may be unfamiliar, interpreted differently, or even conflict with local workplace practices and expectations.

Example:

Before (literal): Le principe de l’emploi à volonté permet au salarié comme à l’employeur de mettre fin à la relation de travail à tout moment. (At-will employment allows either the employee or the company to terminate employment at any time.)
After (translation adapted to the French market): Les conditions de rupture du contrat de travail sont encadrées par le Code du travail et les dispositions contractuelles applicables. (The termination of an employment contract is governed by French labor law and applicable contractual provisions.)

My advice: Do not assume that North American HR concepts can be translated word for word. Terms such as at-will employment, open-door policy, performance improvement plan (PIP), exempt/non-exempt employee, or job offer letter often require adaptation rather than direct translation. When localizing HR content for France, focus on conveying the intended meaning and business objective rather than reproducing the original wording.

4. Overlooking Professional Register and Communication Style

North American HR communications often favour a direct, action-oriented tone. When translated too literally, this style can sound abrupt or overly authoritative in French, particularly in HR, legal, or employee-facing documents.

French workplace communication generally places greater emphasis on courtesy and professional distance.

Example:

Before: Signez ce document avant vendredi. (Sign this document by Friday.)
After (formal): Nous vous prions de bien vouloir signer ce document avant vendredi. (We kindly as you to sign this document by Friday.)
After (informal): Veuillez signer ce document avant vendredi. (Please sign this document by Friday.)

My advice: When localizing HR content for France, I recommend using vous, unless you are explicitly addressing a close colleague in an informal setting, and favouring courteous formulations that convey respect while maintaining clarity and authority. Adapt the tone without changing the intended level of obligation. French employees expect clear instructions, but they are often communicated in a more formal and diplomatic manner than in North American workplaces.

4. Ignoring French Legal and Social Norms

Perhaps the most significant risk I encounter is the direct translation of HR policies that do not fully reflect French labor law or workplace expectations.

Many concepts that are standard in North America require adaptation before they can be communicated effectively—or legally—in France.

Example:

Before (American style): Les employés sont encouragés à faire des heures supplémentaires pour respecter les délais. (Employees are encouraged to work overtime to meet deadlines.)
After (French-compliant): Les heures supplémentaires doivent être préalablement autorisées, conformément aux procédures de l’entreprise et à la réglementation en vigueur. (Overtime must be authorized in advance in accordance with company procedures and applicable regulations.)

My advice: Never assume that North American HR policies can be translated directly for France. Benefits, leave policies, disciplinary procedures, working time, employee privacy, performance management, and employee rights should always be reviewed for legal and cultural compatibility before publication.

Why Native French HR Review Is Essential

From my work with multinational companies, I can tell you that legal compliance, cultural acceptance, employee trust, and brand reputation are at stake when French HR translations are not properly localized.

Legal compliance: French employment law is highly regulated, and HR communications often have legal implications. Poorly adapted language can create misunderstandings or expose organizations to compliance risks.
Employee engagement: French employees are more likely to trust and engage with communications that feel locally relevant rather than translated.
Brand reputation: HR documents reflect your company’s values. Poorly adapted HR communications can harm your employer brand in a market where language and culture are deeply tied to identity.

For these reasons, I recommend involving native French HR language specialists who understand employment law, workplace culture, and inclusive communication practices.

My Recommendations for HR Leaders

Develop a French HR Style Guide

Establish clear guidelines for:

Inclusive language
Terminology preferences
Formality levels
DEI vocabulary
Legal references
Brand voice

Localize, Don’t Just Translate

Adapt content to French workplace culture, communication norms, and legal requirements rather than relying on word-for-word translations (e.g., 35-hour workweek, mandatory paid leave, etc.).

Review DEI Messaging Carefully

Ensure that inclusion-related terminology reflects both your corporate values and the realities of the French context.

Invest in Human Expertise

I cannot stress enough that machine translation is insufficient for HR documents. I recommend you use native French HR translators with legal and cultural expertise and pilot test translations with a small group of French employees.

While AI can accelerate the translation process, HR content still requires human review to ensure legal compliance, cultural relevance, and consistency with your employer brand.

Train Your HR and Localization Teams

Help internal stakeholders understand the linguistic and cultural differences that affect employee communications in France.

Conclusion

In my experience, the most successful organizations do not simply translate their HR content for France—they adapt it.

A well-localized HR document demonstrates respect for employees, supports compliance, reinforces your employer brand, and helps ensure that your commitment to inclusion is understood as intended by your French workforce.

Next Steps

I recommend that you:

Audit your existing French HR communications.
Identify terminology and inclusivity inconsistencies.
Develop a French HR style guide aligned with your values.
Partner with language professionals who specialize in French HR communications.

The post Navigating Cultural Biaises in French HR Communications first appeared on SJ Scribe.

Responsible CSR Communications in French-Speaking Markets

Sylvie Jeandet — Mon, 18 May 2026 11:22:34 +0000

As sustainability reporting requirements continue to expand across Europe, companies communicating with French-speaking stakeholders face increasing scrutiny regarding the accuracy and credibility of their CSR content.

In 2021, the European Commission found that 42% of environmental claims reviewed on company websites could be considered misleading, exaggerated, or insufficiently substantiated.

For international companies operating in France or other French-speaking European markets, CSR translation therefore involves more than linguistic accuracy. Sustainability reports, corporate websites, investor communications, and CSR content must also align with local regulatory expectations, cultural norms, and responsible communication principles.

Poorly adapted terminology, vague environmental or social claims, or overly literal translations can undermine credibility and expose organizations to reputational or regulatory risks.

This article outlines common greenwashing risks in translated CSR communications and highlights several best practices to improve clarity, consistency, and compliance.

Why CSR Translation Requires More Than Language Skills

Translating CSR content is not simply a matter of replacing English words with French equivalents. CSR communication relies on terminology that is often shaped by legal frameworks, reporting standards, and local expectations.

Terms such as “carbon neutral”, “sustainable”, “circular economy”, “net zero” or “responsible sourcing” may carry different implications depending on the regulatory and cultural context in which they are used.

CSR communication also includes sensitive social and HR-related terminology such as “inclusive workplace”, “diversity and inclusion”, “ethical sourcing”, “employee well-being”, or “equal opportunity”. These concepts may carry different cultural, legal, or social implications depending on the target market and should therefore be translated with care.

French-speaking stakeholders — including investors, regulators, NGOs, clients, and employees — generally expect CSR communication to be precise, transparent, evidence-based, and carefully substantiated.

A message that sounds acceptable in English may appear vague, exaggerated, or misleading once translated into French if terminology is not adapted appropriately.

In sustainability communication, credibility depends not only on data accuracy, but also on linguistic precision and contextual relevance.

Common Greenwashing Risks in Translated CSR Communications

Vague or Unsubstantiated Claims

Broad expressions such as “eco-friendly”, “green solution”, “sustainable products” or “environmentally responsible” can become problematic when translated without supporting evidence or contextual clarification.

For example, translating “eco-friendly” directly as “écologique” may create stronger environmental implications in French than originally intended.

Environmental claims should always be supported by measurable data, recognized methodologies, certifications, or clearly defined commitments.

Similar risks exist for social claims. Statements such as “people-first company”, “inclusive culture”, “ethical employer”, or “committed to diversity may appear overly promotional if they are not supported by concrete policies, measurable initiatives, or transparent reporting.

Literal Translation of CSR Terminology

Some CSR concepts do not have perfectly equivalent meanings across languages and jurisdictions. For instance:

“carbon neutral” claims are increasingly regulated in France and require transparent methodological explanations;
“circular economy” terminology may be linked to specific regulatory frameworks;
“net zero” commitments often require clarification regarding scope, timelines, and emissions categories.

Literal translation without contextual adaptation may unintentionally create compliance or credibility issues.

Overemphasizing Limited Sustainability Actions

Another common risk involves highlighting isolated environmental initiatives while providing limited information on broader sustainability impacts.

Examples may include: emphasizing office recycling programs, promoting tree-planting initiatives, or focusing on limited operational improvements, while omitting material ESG risks or major emissions sources.

Similar issues may arise when organizations heavily promote isolated diversity or well-being initiatives while providing little information about broader workplace challenges, pay equity, employee turnover, or inclusion outcomes.

European sustainability reporting frameworks increasingly encourage balanced and comprehensive disclosure rather than selective communication.

Lack of Transparency About Limitations or Challenges

Credible CSR communications should not present sustainability performance as flawless.

French-speaking audiences often expect organizations to communicate not only achievements, but also ongoing challenges, areas for improvement, transition-related difficulties, and limitations in available data.

A translation that removes nuance or softens important disclosures may weaken stakeholder trust.

Inconsistent Terminology Across Documents

Inconsistent CSR terminology across reports, websites, HR communications, press releases, and investor communications can create confusion and raise questions regarding reliability. For example:

“net zero” translated differently across documents,
inconsistent use of “CSR” and “ESG” concepts, or
varying terminology for diversity, inclusion, or climate commitments.

Consistency is essential for both clarity and credibility.

How to Improve Compliance and Credibility in CSR Translation

Work with CSR-Specialized Language Professionals

CSR communications combines legal, technical, financial, and reputational dimensions.

A translator or reviewer familiar with sustainability reporting and responsible communication principles can help organizations:

adapt terminology appropriately,
identify potentially misleading claims,
improve clarity, and
align communication with local expectations.

Generic translation tools or linguists who are not familiar with the CSR, HR and sustainability fields cannot reliably assess regulatory nuance, stakeholder perception, or contextual risk.

Adapt Content Rather Than Translating Word-for-Word

Effective CSR translation often requires localization/adaptation rather than direct translation. This may involve:

clarifying the scope of environmental claims,
adapting terminology for local audiences,
preserving important nuance, and/or
restructuring sentences to improve precision and readability.

For example:

“carbon neutral” claims may require clarification regarding emissions scopes;
“sustainable” commitments may need measurable context or timelines;
environmental assertions may benefit from references to methodologies or recognized frameworks.

Support Claims with Verifiable Information

Environmental and social claims should be supported whenever possible by quantitative indicators, reporting methodologies, third-party assessments, certifications, and/or ecognized standards.

Relevant frameworks may include: CSRD, ESRS, GRI, ISO standards, Science Based Targets initiative (SBTi), or other recognized sustainability frameworks.

Claims regarding diversity, inclusion, employee well-being, or ethical practices should ideally be supported by transparent indicators, policies, or measurable objectives.

Substantiated communication generally strengthens both compliance and stakeholder trust.

Develop a Consistent CSR Terminology Glossary

A bilingual CSR glossary can help ensure consistency across sustainability reports, websites, investor documents, HR communications, and marketing materiels.

The glossary should ideally include:

approved terminology,
contextual usage notes,
preferred translations, and
references to applicable standards where relevant.

Terminology consistency contributes significantly to the professionalism and reliability of CSR communications.

Conduct a Pre-Publication Linguistic and Compliance Review

Before publication, CSR content should ideally undergo a dedicated linguistic and compliance-oriented review process.

This review may help identify vague wording, unsupported claims, inconsistent terminology, misleading formulations, or translation choices that may create regulatory or reputational risks.

A pre-publication audit can also improve readability and ensure that communication remains clear, balanced, and culturally appropriate for French-speaking stakeholders.

Why Linguistic Precision Matters in CSR Communications

In sustainability communication, language is never neutral.

Words shape how commitments are understood, interpreted, and evaluated by stakeholders. Even well-intentioned CSR content may create credibility issues if terminology is vague, overly promotional, or insufficiently adapted to local expectations.

For companies communicating with French-speaking audiences, linguistic precision is therefore not simply a stylistic concern. It is an important component of responsible communication and stakeholder trust.

Clear, transparent, and carefully substantiated communication helps organizations strengthen credibility while reducing reputational and regulatory risks.

Conclusion

Translating CSR and sustainability communications for French-speaking stakeholders is not simply a linguistic exercise. It requires careful attention to terminology, regulatory expectations, cultural context, and responsible communication practices. This applies not only to environmental claims, but also to social, HR, and inclusion-related communication.

As sustainability regulations and stakeholder expectations continue to evolve across Europe, organizations increasingly need CSR communications that is not only accurate, but also transparent, consistent, and contextually appropriate.

A specialized linguistic review can help ensure that translated ESG content remains credible, aligned with French and European expectations, and supportive of long-term stakeholder trust.

Need support reviewing your CSR or sustainability communications for French-speaking audiences? I provide specialized linguistic reviews and translation services designed to improve clarity, consistency, and credibility while helping organizations align their communication with French and European expectations.

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Localization: Why Your Message Must Speak Your Customer’s Culture

Sylvie Jeandet — Thu, 07 Dec 2017 16:26:52 +0000

In November 2017, a major studay by Smartling, surveying top marketing decision-makers across the USA, the UK, Germany, and France, highlighted a truth I see every day in my work. Localization is the engine of global expansion.

What is localization?

Forget dry dictionary definitions. Localization is the art of making your message meaningful to the person reading it.

It’s not just about adapting date formats or converting currencies. It’s about understanding cultural codes, local values, humor, and even taboos. It’s ensuring your tone resonates with the daily reality of your audience.

Take Coca-Cola’s famous “Share a Coke” campaign. They didn’t just translate the slogan. They replaced the logo with local first names and terms of endearment specific to each country. They localized the emotion, not just the text.

Why Ignoring Localization Is a Major Risk?

The numbers are undeniable, but behind every percentage lies a human behavior:

Only 25% of daily internet users worldwide are English native speakers (Internet World Stats 2017). Ignoring the remaining 75% means turning your back on the majority of your potential customers.
90% of European internet users prefer to browse websites in their own language (European Commission survey)
Even if English is the most frequently used foreign language in the EU, 42% of internet users said they would never buy products if the descriptions are not in their language (European Commission survey).

Language is not just a communication tool: it is a trust signal. As Common Sense Advisory noted, 72% of consumers are more likely to buy if information is presented in their native tongue.

The Concrete Benefits of Localization

Localizing your content sends a message of respect to your customers. It says: “I understand you, I am at home in your market, and I took the time to adapt to you.”

The results are direct:

Better User Experience: Visitors stay longer and understand your offer better.
Higher Engagement: Conversing on social media in your audience’s native language creates a real connection, not just a transactional one.
Sales Growth: 74% of marketing decision-makers confirm that localization is a genuine revenue driver.

But there is a less visible yet crucial benefit: safety. A joke that is funny in France can be a grave offense in Japan. A playful campaign in the US might seem inappropriate in Germany. Localization acts as a cultural filter that protects your brand from costly misunderstandings.

No Localization: The Cost of “Good Enough”

You likely recall the translation “fails” that cost major brands millions and have durably hurt their credibility: Mango’s “Slave” jewlery in France, Coors’ slogan “Turn it Loose” translated crudely in Spain, or Pepsi promising to “bring your ancestors back to life” in China.

These weren’t just accidents. They were symptoms of an approach that separates translation from cultural context. They illustrate perfectly why it is dangerous to settle for literal translation or automation without human expertise.

These examples illustrate the importance of:

Analyzing the cultural and legal environment before translating a content.
Choosing your language provider carefully. Your partner must take responsibility, question the content, reasearch the context, and more importantly, be familiar with your target market.
Aiming for Excellence, Not Minimums: Because your words are the face of your company, they deserve more than a simple linguistic conversion. They deserve to resonate.

So, are you ready to stop viewing localization as an expense, and start seeing it as the heart of your international strategy?

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Understanding the UK market

Sylvie Jeandet — Sun, 16 Oct 2016 15:04:00 +0000

As I was preparing my trip to the Language Show London, I decided to focus my social media coverage on the United Kingdom for a few days and to provide some perspective to entrepreneurs willing to do business with/expand to the UK.

I preferred to choose a different approach than simply collecting data on the internet, and to provide you with an insider’s view by interviewing Claire Johnston, British marketing specialist with an extensive international experience, and Director of BonBon Communications & Events.

Claire and I met at Procter & Gamble in Geneva, Switzerland in 2008, while she was working as a Marketing and Communications Functional Expert. She has a strong international experience (UK, France, Switzerland and Australia) and has worked across various sectors (FMCG, Not for profit, government and SME), which gives her a good understanding of operating cross culturally and, most importantly, to share some useful information and advice about the UK market.

A few facts about the British market

London is the most important financial marketplace in Europe
In 2015, the UK was the second exporter/fifth importer in terms of commercial services and the tenth exporter/fifth importer in terms of goods (worldwide)
The UK is one of the European leaders for e-commerce (including online sales done via mobile devices): +11% in 2015 and +11% also expected in 2016 (source: IMRG). Average annual spend per e-shopper is €3,625 (source Asendia)
Sectors with a strong potential: Information and Communication Technologies (ICT), biotechnology, aeronautics, defense and renewables energies (source: MOCI)
Despite the Brexit vote, the economic activity seems to have remained quite stable so far. The GDP growth forecast is +1.8% for 2016 and +1% for 2017 (source: BBC).

Perspectives on the UK market by Claire Johnston

Hello Claire. Can you introduce BonBon Communications & Events to our readers?

BonBon Communications & Events is a specialist marketing communications & events management consultancy that I established, following many years being based overseas with the aim of supporting businesses to identify and engage with their customers, locally, nationally and internationally – we offer 4 core areas of support, covering: marketing communications/brand & PR, social media strategy, events & exhibition management and internal communications/employee engagement.
We have worked with clients of varying sizes from start-ups, helping them to build a brand profile, mid-large organisation’s that cover international markets and a global workforce and also those based overseas, helping to introduce new brands into the UK market.

How would you say Brits perceive French and Swiss entrepreneurs and products?

Brits love all things French and depending on industry/product type I would say that style, passion and good taste, would be the assumed perception over reliability and trust.
The Swiss however are known for high quality and reliability, therefore trust.
In either case, I would pay a higher price point for a product based on these perceptions and believe many consumers across the UK would too.

Can you share some basics about the British business etiquette?

Yes of course, Brits are by nature, quite reserved, over polite, apologize frequently (“I’m sorry but would you mind closing the window”) and over explain themselves.
However generally in business, Brits are honest, to the point and can be trusted to have high levels of integrity, with a ‘have a go’ attitude to get things done, even if it means skipping lunch, existing on copious amounts of milky black tea (which is lost on the French).

What are the must-know in terms of communication in the UK?

British communication style is a mix of direct/indirect which can be confusing x-culturally, the best thing to remember is KISS – Keep It Simple Stupid. i.e. keep written work and presentation material short, concise and to the point, particularly when presenting data but also to avoid the key messages getting lost.
Don’t be afraid to inject a little humor, as this is often appreciated by the British, however be careful to ensure that you understand the meaning of any attempt, to avoid embarrasment.

Would you say that good written communication is important to do business in the UK? Why?

Yes, absolutely, it’s vitally important that any companies that are looking to start doing business in the UK, thoroughly research their market/target audience to ensure that their marketing messages don’t get lost in translation – what’s relevant in one market, might not be in another.
Therefore it may be necessary to adapt and take a different approach to ensure success.

Has any success story been inspiring you?

I am constantly amazed at how many entrepreneurs are out there, every day developing their ideas into a business or new brand and quite often not getting the publicity they deserve.
One story that really inspires me, is the growth of Micro-scooter’s in the UK. 10 years ago, anyone that had spent time in Switzerland would know this brand as most children, even tiny kids could be seen on the sturdy 3 wheeled frame, my own daughter had one aged 3 and I constantly used to go on about how innovative and unique these products were, in comparison to those seen in the UK. As it was, around the same time, a mum in Clapham, London, happened to have the same feeling and decided that the UK should have these products, so her and a friend contacted the head office in Switzerland and became UK distributors (with very little experience) 10 years on, with the company using a mum ambassador strategy, which clearly works, these scooters can be seen virtually everywhere and the company is a super success story with over 1 million sold in the UK to date.

Would you have some advice for entrepreneurs willing to expand to/reach the UK market?

The most important thing is to thoroughly research your market and the competition, why would your product work, is there a gap?
Then research your target demographic, spend time on the ground and consider using a local partner who understands the UK market to act as an advocate for the brand and develop the messaging you need on a local level.
Exhibitions are a fantastic way to meet buyers F2F and also key trade publications, so consider attending relevant shows, both as a form of research, but also as an exhibitor.

Who should foreign businesses turn to when first approaching the UK market?

The UK government has a UK Trade & Investment department that can help support businesses that are looking to start doing business in the UK. I worked for this department when based in Australia, it does come with a cost, but could be a great way to research the opportunities.
My own business has also been established to help support new businesses on a local level and I have recently been working with some overseas companies not yet seen in the UK, developing brand strategy and distribution opportunities here in the UK. www.bonboncommunications.com

Doing business in the UK: Additional useful websites

World Bank Group – Doing Business UK
The Hufftington Post – Cross-cultural Business Etiquette
Brian Cave – Doing Business UK Report

The post Understanding the UK market first appeared on SJ Scribe.

Special offer – Free translation

Sylvie Jeandet — Sun, 02 Oct 2016 14:59:00 +0000

Short text translated from English into French for FREE

I guess this is your lucky day!

I have recently decided to invest in a CAT tool for productivity boost and installed MemoQ last week. I am therefore looking for 5 documents to translate for training purposes. A great way for me to master my new working tool and for you to impress your French speaking customers, your business partners or to boost your sales… in a few words, a perfect WinWin situation!

Free translation offer: what are the conditions?

The document to be translated should ideally be in a Word format
The text should be no longer than 500 words
The text should relate to business, international relations, social science or marketing – It can be an article, a webpage, a report sample, etc.
I require your authorization to post the translated document on my blog (with a link to your page if applicable) or to use it for reference purposes
Valid until October 31, 2016 – Does not apply to translation agencies

If interested, you can contact me by email at contact@sjscribe.com

Please do not hesitate to share with however in your network might be in need of translation services!

The post Special offer – Free translation first appeared on SJ Scribe.

Special Offer for 2015!

Sylvie Jeandet — Mon, 05 Jan 2015 11:23:00 +0000

Let’s celebrate 2015 with a special offer

2014 is now gone and a new year has begun, full of hope and good resolutions.

It is this time of year, when we can feel the magic in the air and are dreaming of new beginnings, positive changes and happiness.

While weeks pass by, please keep on dreaming. May the positive attitude and the hope that touch everyone’s heart during the holiday season be with you all through this year. And help you realize your projects and your wishes.

May this year be wonderful, for you and your loved ones!

“2015 Offer” -15%

In order to celebrate 2015 and to start the year on a positive touch, get 15% off one of your translation project worth 100€ and more.

This might just be your chance to get a personal or professional project done – e.g. by translating your website or technical documents into French in order to reach your French speaking clientele.

How to get the discount?

The offer is good one time only, throughout the year (expires on December 31,2015).
In order to get the discounted rate, please mention the code “SJScribe-OS15-2015” when asking for a cost estimate or getting in contact. You can also enclose a copie of the image from the article to your inquiry.
The discount shall be applied to translation jobs with an estimated price of 100€ minimum.
The discount does not apply to proofreading and regular writing projects.
Please contact me for further details, I will be happy to answer your questions.

The post Special Offer for 2015! first appeared on SJ Scribe.