Workforce Language Services

New Bedford, MA believes that their community will succeed when immigrants have more opportunities in the workplace. Local business and civic leaders have launched an initiative called English Works Campaign that helps to eliminate the long waiting lists for English classes.

Anthony R. Sapienza, president of Abboud, a New Bedford manufacturer of men’s clothing, believes proficiency in English helps businesses and opens up more job opportunities to the workers.

Business leaders like Sapienza have seen the effects of workers learning English on the job. Workers can better understand their duties and communicate with management, creating a more productive workforce and local economy.

Sapienza says English skills increase efficiency, reduce errors, and improve employee retention. Immigrants can also feel more integrated into their new communities, and can better help their children who are growing up in English-speaking schools.

Manufacturing emphasizes these days an approach known as “lean manufacturing,” which involves teamwork. This type of collaboration is not possible with “15 different people speaking 15 different languages,” Sapienza said.

Beyond that, there are jobs requiring customer service or computer skills, where it helps to speak English, he said.

Learn more about what New Bedford is doing to improve its community and workplaces here.

Every penny counts in this down economy, and every person does, too—the 2010 U.S. census will determine where money is allocated (from a pot of $400 billion in federal aid) based on community population counts. Undocumented immigrants and other hard-to-reach populations in the Chicago area and elsewhere have become the target of some creative census awareness outreach measures.

Telemundo, for example, has written in a main character on the Spanish-language soap “Mas sabe el diablo” (”The Devil Knows Best”) who’s a census worker.

Federal authorities have stepped up arrests of illegal immigrants, leading to worries that those residents will remain underground rather than report their presence to a federal census worker. Hence, the soap plot line, in which an unwed mother takes a census job and in the process educates her family — and immigrant viewers — about the government count.

“We’re going wherever the viewers are, even though you’re combining something that’s a little different with the steamy telenovela,” network spokeswoman Michelle Alban said.

Cook County, IL has already seen the hit from undercounting in the 2000 census: a consulting firm estimated that the county will have lost $200 million by the end of this decade. Researchers estimate that the states will lose about $12,000 in federal funds per uncounted person over the next decade.

Local community groups and churches are brainstorming about to reach out to underrepresented groups. At Rogers Park Community Council, members suggested census awareness T-shirts, street murals and multilingual mailers.

“This is not a joke,” Elizabeth Vitell, the council’s executive director, told fellow participants. “This is a chance to do something where we will see results in our communities for years to come.”

Read the full article in the Chicago Tribune here.

Even though ELL (English Language Learners) students make up the fastest growing student population in the U.S., teacher-prep courses are not readying teachers for this reality.

The population has grown astoundingly: between 1996 and 2006, the overall U.S. student population has only increased by 3%, whereas the ELL student population has grown 60%. The students come from diverse language and cultural backgrounds, and are foreign and native born.

A Government Accountability Office study on teacher preparation reports that “English language learners…speak more than 400 languages, with almost 80 percent of these students speaking Spanish… These students also include refugees with little formal schooling and students who are literate in their native languages, resulting in a range of educational needs.”

Mary Ann Zehr of Education Week points out that most teacher prep courses focus on students with disabilities and provide field experiences with disabled students, while ELL instruction is not regularly provided. She writes:

Interestingly, administrators of teacher-prep programs told the GAO that one of the main reasons they don’t have stiffer requirements for teachers to be trained to work with ELLs is that their state standards don’t require it of them.

The GAO notes that state standards sometimes include limitations on the maximum number of program or credit hours, so I can see how it could be a challenge for teacher-prep programs to add a requirement that everyone take a course devoted to teaching ELLs.

But I wonder if blaming the lack of standards is really just an excuse on the part of the teacher-prep programs for not keeping up with how school demographics are changing in the United States.

Click here to read Zehr’s full opinion.

An online article on eCommerce discusses the importance of translating your website. It’s not a simple as you might think—and definitely not as easy as sticking your text into a machine translator and hoping for the best.

First, everyone needs to understand the value of hiring a human vs. machine translator. A human translator will pick up the idioms and intricacies of the target language in a way that a machine could never do. To use one example of an idiomatic translation, “never judge a book by its cover” would be most appropriately translated to French as “l’habit na fait pas le moine” (”the clothes don’t make the monk”).

The goal, especially in the advertisement world where words sell, is a natural-sounding and never literal translation.

The eCommerce article recommends rewriting and reducing content before having it professionally translated, not only to reduce costs but to reduce idioms as well.

Let’s take a look at a descriptive example:

Like they say, you can’t judge a book by its cover. This humble looking pocket knife has every feature short of the kitchen sink, including two cutting blades, a corkscrew, a can opener, and a global positioning system.

This product description (which I realize is not necessarily an example of a well-written paragraph) includes an idiom, a metaphor, and other figures of speech that would be hard to translate. Now, we rewrite it:

This folding knife has two cutting blades, a corkscrew, a can opener, and a global positioning system.

Having removed the idiom, the metaphor, and the term “pocket” which may not make sense in other languages, we have a matter-of-fact sentence that is ready to translate.

The article’s additional pieces of advice include: hire a professional translator, check the translation for errors (which a professional translation services should provide), hire a professional writer, and consider translation memory (also something a translation service should provide).

Note: the article cites some rather pricey costs for professional translation services. You’ll probably find better prices out there among the more competitive companies.

My best advice: discuss your options and goals with the translation service you choose from the very beginning. You can figure out how to cut corners from the start without having unknown costs spring up down the line, especially if you foresee lots of changes to your eCommerce website in the future.

Read the full article and recommendations here.

We can help! Contact WLS for a free quote for website translation.

A new University of North Carolina study shows that white males receive more tips about job opportunities than minorities and women, particularly in upper management positions.

“Our research shows that 95 times out of 100, white men receive more job leads than white women or Hispanic men or women,” says Dr. Steve McDonald, an assistant professor of sociology at NC State who was the lead author of the study.

The findings of the study show that the disparity between white men, minorities and women is greatest among workers in high-level management. McDonald points out that “these gender and race differences in access to job opportunities help to explain why white men continue to fill a disproportionately large number of jobs in upper management.”

They believe that the cause of this underlying discrimination (whether conscious or unconscious) is so-called “social capital.” In the study’s context, social capital is “the extent and quality of connections to people in various fields of employment.”

Researchers tabulated how many job leads a person receives during routine conversations, without having asked for the information. The study surveyed 3,000 representative U.S. residents.

Click here to read more about the study “Networks of Opportunity: Gender, Race and Job Leads.”

Anyone who has ever tried to learn a second language knows that it’s not easy to express yourself exactly as you’d like, because some words and expressions simply don’t transfer from one language to another. High school teacher Jenny Sonya Patino sees this struggle in her bilingual students all the time, what she calls their lack of “voice.”

Patino’s own mother grew up in a generation that strongly discouraged speaking Spanish in school. Because of her mother’s negative experience, Patino was raised speaking English only.

She remembers being hit for using Spanish when she didn’t know the English words to express herself. Her suffering was common for students like her back then.

It seems that schools have been set up to shame children out of Spanish as a way to accelerate English learning. This is quite obvious in recent generations. Many who were punished for speaking Spanish have chosen to raise their children to speak only English because of the pain they went through.

How then, Patino asks, can we now encourage bilingual students to find their “voice” in school today? Where does Spanish fit in an all-English classroom? How can schools help develop students’ “voice” in both languages?

Imagine the possibilities for our bicultural children if they were able to weave a precise selection of words from Spanish into their writing. They would have much more to offer because their means of expression would increase.

Patino offers the idea of incorporation of Spanish into English because, like Pat Mora’s famous poem “La Migra” written primarily in English with some important Spanish speckled throughout, it would give children the opportunity to include their unique bicultural experience into their expression.

Read Patino’s full column in the El Paso Times here.

Latino players recruited by U.S. sports teams continue to face a language barrier in an area where communication is make or break.

For example, Reds player Johnny Cueto, born in the Dominican Republic, won’t give post-game interviews in English because he’s still “practicing.” For now, he speaks through interpreters, though teammate Arthur Rhodes says he manages to communicate just fine to women when he goes out.

The language barrier presented a problem back in the 1950s and 60s when Latinos were recruited in big numbers to American baseball teams. An article on Cincinnati.com recreates an unfortunate and humorous tale which might explain why the early expansion Mets were notoriously bad.

On short flyballs to center or left-center field, outfielder Richie Ashburn and Venezuelan shortstop Elio Chacon occasionally collided. Chacon spoke little English and had trouble understanding when Ashburn was calling him off the ball.

Ashburn thus learned to say “Yo la tengo,” Spanish for “I’ve got it.” When Ashburn first used the phrase, it worked well in keeping Chacon from running into him. But then one day, Mets left fielder Frank Thomas crashed into Ashburn while chasing a ball.

After the dust settled, Thomas said to Ashburn:

“What the heck is a Yellow Tango?”

A commenter on the article points out that the language barrier in sports is not exclusive to Latinos—baseball players from South Korea and Japan face the same issues and many use translators to communicate.

Read the full article here.

A story from KTRE news in Texas reports that colleges and universities want to double Hispanic enrollment by 2015. While higher education institutions have seen a gradual increase in Hispanic enrollment over the last few years, rapid growth will be difficult to accomplish.

The article indicates that it is Hispanic students’ families that most influence their decision to go to college. While one family with no college graduates may not consider or encourage college in their childrens’ future, another family with the same educational background might value it more.

Universities face a few obstacles as well. Some worry that bilingual students will be recruited by companies before they reach college level.

Recruiting Hispanics is a big challenge, says Avant. “Each student that we have that are already bilingual, they have jobs waiting for them,” [Dean of Social Work Dr. Freddie] Avant said. High schools, community colleges, and minority conferences are targeted by university recruiters. Recently, the SFA Social Work departments partnered with the school of foreign language to seek applicants to its masters’ scholarship program.

The most successful way Dr. Avant found is reaching out to parents. He is encouraged by the fact that graduates will more than likely teach their own children the value of higher education. “Really being able to reach the students and their parents and saying these are some of the opportunites for their children to build a profession and a career.”

Learn more about this issue in the full article.

As we’ve seen in the news so much lately, the Hispanic community contributes to a large and growing portion of the online commerce. Hispanics now make up 11% of the U.S. online market.

This leads to many questions that a Practical eCommerce article addresses in easy-to-understand terms. For example, the first question you might ask is Do I need to market to the Hispanic community? If your business is specific to one area or does not fit the wants and needs of the Hispanic community “(i.e., The All Things Irish Boutique),” the answer is probably no.

But if you belong to the vast majority of U.S. retailers, it’s time to take a look at your marketing strategy from a new perspective.

Next, How do I revise my marketing strategy to involve the Hispanic community?

To make the most of your marketing, try to understand how Hispanic consumers use, think about, and understand your products, brand, and offers. Determine what should be said to address this community and start to say it in the language your site already uses, i.e., English.

Once you’ve got a new marketing foundation for the Hispanic demographic, it’s time to communicate your message in Spanish.

As an example, Best Buy famously reported last year that visitors to its Spanish language pages spent twice as much time on page as visitors to English language pages, presumably because the U.S. Spanish-speaking community was starved for product information.

When it comes to translating your site into Spanish, do not use a machine translation service alone. Instead, invest in a professional translator who can demonstrate fluency in both languages.

Read the full Practical eCommerce article here.

We can help! To find out about WLS’s Hispanic marketing consulting and Spanish website translation, click here.

For past generations of Hispanics in the United States, becoming part of a corporate entity was sometimes viewed as “selling out.” But for second and third generations, that attitude is changing.

Many Hispanics came to the United States to take advantage of college education, and young Hispanic professionals these days are beginning to reap the benefits. Not only are they climbing the corporate ladder at higher rates than in the past, many are becoming business owners in sectors where Hispanics were previously underrepresented—technology, engineering, finance and law.

Roberto Cornelio, 51, director of the chamber’s Hispanic Entrepreneurship Center, says it’s not just mom-and-pop businesses, either.

“Traditionally, the Hispanic business community focused on providing goods and services to the Hispanic community,” Mr. Cornelio says. “That’s changing. It’s still an important part of our community, but people have been exposed to many other opportunities. We’re seeing people go into technology, and a number of Hispanics have opened professional services business.”

A Chicago Business article quantifies the shift:

• Between 2003-2008, Hispanics in management, business and financial operations rose from 5.9% to 7.5%
• In the same period, Hispanics in chief executive positions rose from 3.3% to 4.8%
• The Illinois Chamber of Commerce has grown 1,000% in the last several years
• 6,787 Hispanics earned MBAs in 2007, making up 4.6% of the degree-holders

And still, there’s a long way to go:

• Hispanics comprise about 15% of the state of Illinois’s population, but only 4% of Illinois businesses are Hispanic-owned (the number is growing, however)
• Hispanics hold 234 seats on Fortune 1,000 corporate boards, only 2.3% of all seats
• There are just six Hispanic CEOs represented in the Fortune 500
• 71% of Fortune 500 companies have no Hispanics on their boards

Many Hispanic business leaders quoted in the article believe that Hispanics will continue to push for more recognition in the business world. Says Leopoldo Lastre, president of the Hispanic Lawyers Assn. of Illinois, “We will see more gains as long as there are opportunities. We’re not looking for the bar to be lowered.”

Click here to read the full article.