By Aistė Maldaikienė, Head of Marketing and Communication at Workland Group
In this week’s edition of Cross-Cultural Communication we Meet Aistė Maldaikienė, Head of Marketing and Communication at Workland Group. Workland operates a network of fully serviced offices and co-working centers with 17 locations across Lithuania, Latvia, Estonia, and Finland. As a company that serves a diverse clientele in multiple countries, cross-cultural communication and effective localization are at the heart of the company’s operations — one of the key drivers of Workland’s success.
And with that introduction, we hand over to Aistė to tell how Workland approaches translation, localization, and cross-cultural communication to ensure consistency, cultural relevance, and effective community building.
Communicating Across Five Languages
Workland communicates in Lithuanian, Latvian, Estonian, Finnish, and English to serve both local and international audiences. From our experience, communicating in a native language is non-negotiable. While English serves as a universal medium, it is critical for us to connect with local communities in their preferred language. This commitment to multilingual communication demonstrates respect for local culture and fosters stronger connections with our clients.
Balancing Translation and Cultural Relevance
Translation plays a pivotal role in our marketing strategy, but we know it’s not enough to rely on automated tools. Tools like ChatGPT and Google Translate can help with initial drafts, but we ensure every piece of content is reviewed by local teams. This human touch guarantees not only linguistic accuracy but also cultural relevance.
When entering new markets, we work closely with local teams or partners who understand cultural nuances. They guide us in adapting our marketing materials, from visuals to phrasing, to ensure they resonate with the local audience. For instance, when we expanded to Finland, we worked and are still working closely with our new local team to navigate the market.
Maintaining Brand Consistency Across Borders
Consistency is essential when managing a brand across multiple languages and markets. To achieve this, we have a detailed brand book that outlines our guidelines and values. We regularly hold kickoff and catch-up meetings with our teams to ensure everyone stays aligned.
However, we also give our teams the flexibility to adapt campaigns to their local markets. Each market has unique preferences, so while the overarching framework remains consistent, local teams have the freedom to modify campaigns to better fit their audience. For example, while most events in Lithuania are held in Lithuanian, our Estonian locations often opt for English to accommodate their more diverse community.
Adapting to Cultural Differences
Cultural differences can be subtle but impactful. Something that works in one market might not translate effectively—or could even offend—in another. That’s why we prioritize communication with local teams. If they flag an issue or suggest changes, we are quick to adapt. Flexibility and openness are essential in navigating these differences.
One key lesson we’ve learned is the importance of maintaining a neutral and objective mindset. Misunderstandings can happen, but we approach them with patience and a willingness to listen.
Planning for Localization Success
Planning and prioritizing are key to an effective localization strategy. With limited time and resources, we focus on what matters most. This often means translating the most critical materials first, such as website content or legal documents, while other materials can wait.
For us, planning ahead is key. We assign dedicated team members to manage localization efforts, ensuring that translations are accurate, timely, and aligned with our brand.
Creating a Welcoming Environment for All
Workland is more than just a co-working space; it’s a community. Our events are tailored to the needs of each location. In Lithuania, where the majority of our members are locals, events are primarily held in Lithuanian. Conversely, in Estonia, where the community is more international, English is often the default language.
To ensure inclusivity, our signage and critical information are typically in English, sometimes adding local language too. This way, all members—whether they are locals or foreigners—feel informed and included.
Advice for Businesses Looking to Localize
For businesses aiming to improve their translation and localization efforts, I would recommend the following:
- Plan and Prioritize: Identify what needs to be translated and allocate resources accordingly.
- Trust Local Experts: If you have local teams, work with them or agencies that understand the cultural context.
- Stay Open-Minded: Be flexible and ready to adapt your strategies to fit local needs.
- Test and Learn: What works in one market might not work in another. Experimentation is key to finding the right approach.
At Workland, we’ve learned that cross-cultural communication is a continuous process of learning, adapting, and collaborating. By respecting cultural differences and investing in effective localization, we not only expand our reach but also build stronger connections with our communities.
As we look to the future, these principles will remain central to our strategy, helping us grow and thrive in an increasingly interconnected world.