For transferees, culture shock, and the ways to cope with it, can make or break a relocation assignment. Cultural differences between countries can be overwhelming if one is not prepared. Add to that language barriers and it becomes clear why many mobility professionals are honed in on training to prepare employees for what to expect in their destination countries. Many, but not all.
According to a survey of over 1,000 global expats and 200 HR and mobility decision-makers by Crown World Mobility, some 46% of expats indicated that cultural changes were a challenging aspect of relocating. The top cultural challenges, according to respondents, are learning the language (39%) and a different pace of life (37%). In this respect, there was alignment between reality and perception; 41% of HR and mobility managers said cultural adaptation was the main challenge for their employees after relocating, topped only by language barriers at 43%.
However, the survey also found that cultural adaptation becomes more challenging for expats who have relocated more than once. Less than 50% of first-time assignees indicated struggles with adaptation, compared to 60% who have relocated twice or more. For HR and other mobility professionals, this may seem counterintuitive, as 81% of this group said their first-time assignees found cultural adaptation challenging, dropping to 62% for those managing experienced expats.
We asked three language and cultural training experts for their take on these issues and the current state of this critical area of assignees’ professional development. Below are some of their insights.
The Importance of Cultural and Language Training for International Assignments
Cultural and language training not only prepares a transferee for an overseas assignment, it also eases the transition to a new work setting. Mercedes D’Angelo, senior manager at Intercultural Solutions, IOR Global Services, says, “Local culture is likely a main driver of the workplace dynamics the expat will experience in the host country, informing everything from operational practices to hierarchies within teams and general colleague relationships. Employees in the host country are much more open to building trust and forming strong connections with an assignee who has a demonstrated interest in the language and culture they’re new to, even if they are still a beginner.”
D'Angelo notes the symbiotic relationship of language and culture—one informs the other. “By focusing on language and intercultural training, an assignee gets a deeper understanding of the nuances of the culture,” she says. This ultimately allows them to navigate a new environment with greater ease and maintain focus in their role.
The Challenges of Training
A major challenge in cultural and language training, according to Inigo Lopez, CEO of BiCortex Languages, and as attested to by the data from Crown World Mobility, is a general lack of awareness or understanding from companies about the role training plays in the success of global assignments.
“Even when global mobility managers recognize the importance, they often face budget constraints due to the current macroeconomic climate,” Lopez says. “Cultural and language training may be seen as an optional ‘nice-to-have’ rather than a strategic investment that impacts the success of assignments, employee engagement, and long-term retention.”
Lopez points to several specific challenges. One stems from employees not realizing the importance of cultural and language training to their success and satisfaction in the host country, focusing instead on relocation assistance, housing, or financial incentives. “They often underestimate the real-world benefits of cultural preparation, assuming that they can figure things out on their own once in the host country,” Lopez says. Thus, even when these services are approved, assignees may not fully take advantage of them.
A second challenge, according to Lopez, involves an assignee’s family. Many companies only approve training for the assignee, neglecting the impact a partner or spouse’s integration, or lack thereof, can have on the success of the assignment.
Equally important is the well-being of children during the assignment. If children struggle with adjusting to a new educational system, friends, or language, it can affect the entire family’s adjustment process. “Companies should think more holistically about family support during assignments, with an emphasis on ensuring the whole family feels comfortable and integrated,” Lopez says.
How Have Expectations for Training Evolved Among Assignees?
Andrew Miziniak, CEO at Hansa One Corp. and founder of AASK Global Destination Services, notes an evolution in the way training programs must treat the assignee today as compared to five or 10 years ago.
“Back in the day, you got fun facts, dos and don’ts, and even the industry was comfortable with some broad stereotypes,” Miziniak says. “Today, it is more important than ever to recognize that people are complex amalgams of the totality of their experiences and need to be treated how they see themselves, even if the empirical cultural norms overarch that person’s behaviors. Today, expats don’t just want to relocate; they want to reenergize their experiences, build global leadership skills, and succeed in a complex global workforce.”
The Role of Technology in the Evolution of Training
Prior to the pandemic, traditional face-to-face training was the norm, Lopez says. Now training is split between in-person and online instruction, reflecting broader trends in the workplace. Technology, which has enabled this shift, is also transforming expectations. “Today’s expats often expect faster results in terms of cultural and language training,” says Lopez, due to the ubiquity of online resources, apps, and language platforms that promise quick learning.
Technology has also enabled the fulfillment of another demand of today’s employees: flexible training tailored toward the individual. Virtual lessons and automated, tailored learning paths allow employees to learn at their own pace, while providing the instruction deemed as most necessary. Such automation has also proved a boon for employers, who now have tools at their disposal to track employee progress and gauge their preparedness for assignments.
The Role of AI in Training, Now and Tomorrow
AI allows personal instruction, as desired by many in today’s workforce. It can, for example, determine weaknesses in picking up grammar rules of a new language during online instruction and adjust lessons to accommodate reinforcement without delaying progress in other areas. Tools like speech recognition help with pronunciation, providing real-time feedback. AI chatbots can also stand in for a partner when improving conversational acumen. But experts agree that while AI can help with language training, its main role is that of an instructional assistant, not a primary teacher.
“Long-lasting language learning needs a human component; having a language trainer to provide a structured environment in which to practice and receive immediate feedback, with attention to the nuances of pronunciation and grammar is an indispensable part of developing fluency,” D’Angelo says.
Lopez envisions “a hybrid model where AI acts as an assistant, providing personalized feedback and helping with repetitive tasks like vocabulary drilling or pronunciation correction, while human teachers focus on the human elements of language learning: cultural context, emotional connection, and adaptive teaching based on real-world experiences.”
The Magic of Preparedness
An unsatisfactory international assignment costs the employee and the employer. Cultural and language training boosts the prospects of success. “[Given] the impact that the intercultural program provides a family and the costs and risks of failed or underdelivered assignments, it is important for relocation management companies to highly recommend cultural training to their clients’ portfolios,” Miziniak says. “Cultural training benefits the supply chain by mitigating risks posed by the multitude of services and allows the transferee to react in a tempered manner during the process instead of reacting to things unevenly as they go through the steps. It’s a magical experience.”