9 biggest mistakes in language training and how to avoid them.

1. (and how to avoid them) ?
Biggest Mistakes in
Language Training9

2. Having been in the language training business
for over 45 years, we’ve seen companies make
the same mistakes over and over again when
it comes to implementing a language training program.
We don’t want you to make the same mistakes.
So let’s look at how NOT to do it.
Been there, seen that.

3. There are many ways
to get it wrong.
We’ve seen too many English language initiatives go off the rails.
Here are nine of the most common mistakes…

4. 1
A common mistake is to start a language training
program without clear goals.
These are all different goals that fall under the same
‘English training’ heading, but each one would lead to
very different programs and each one would have its
own metrics to track success.
Start with goals first – it’s the only way to stay on track.
No aim, no blame.
1
Do you want to improve your sales team’s ability to negotiate?
Empower your scientists to publish international papers?
Get your economists to read the financial press?
Teach your customer service reps to treat people like VIPs?
Action

5. Strategic initiatives succeed when they come
with top-level endorsement, however too many
companies keep their language training under
the management radar and off the boardroom
agenda. That’s a mistake.
Staying under the radar.
2
Position your English training program as a strategic
initiative, not a low-level tactical exercise. If the
leadership team wants the stated outcomes, they’ll value
your approach and give it their full support.
Action
2

6. Start your learning programs with assessments of each
learner’s current skills. Taking someone from proficiency
level 3 to 5 is very different from taking someone from
1 to 4. Find out where everyone is today.
Action
3
Many of your learners may already have some English skills.
Some will be almost fluent, only needing a bit of practice.
Others will be starting from the very beginning.
But most language programs assume that everyone
is starting from zero. That means the more advanced
people become bored and frustrated.
Assuming everyone is
at the same starting line.
3

7. Your learners need to know they’re building relevant
skills. Make your programs flexible enough to focus the
training where it’s needed for each learner.
Action
Teaching everyone the same skills.
4
A common mistake is to start a language training program
without clear goals.
Unfortunately, many English development programs
teach the same skills to everyone. This ‘one size fits all’
approach actually suits nobody.
A salesperson may need to improve writing and speaking skills.
A senior executive may need to negotiate and present confidently.
A factory head may need to focus on reading technical papers.
An engineer may need to learn specialist vocabulary.
4

8. Build motivation, reward and recognition into your
English training programs – you’ll get there much faster.
Action
5
Motivation is the secret ingredient of all learning –
especially language learning.
But too many companies ignore the motivational aspect,
expecting the learners to set their own targets and monitor
their own progress. This only works for the most motivated
learners – maybe the top one percent.
Taking motivation for granted.
5
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9. Pick & mix is great for selecting sweets but it’s a dangerous
strategy when it comes to training.
If you let your people choose their own local language school
or give local offices a budget and hope they get it right…
chances are very high that they won’t.
Results in English training vary widely. The same amount
of time spent in one program can deliver half the results
of another.
A pick & mix approach.
6
Think about your language training strategically and
centrally. Deliver a uniformly high-quality learning
experience instead of dozens of mediocre courses.
Action
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D
*
•
6

10. Simply buying software licenses and sending the CDs
to everyone whose skills you want to improve is
the fastest route to frustration.
Software and technology can play a role in any English
language program but software alone never taught
anyone anything.
Throwing software at the problem.
7
Choose the best technology platform you can find but
don’t leave everything to technology.
Make sure real teachers are incorporated to help deliver
the learning experience. Ideally they should be available
whenever and wherever the learner needs them
(that’s where technology can help).
Action
D
D
E
C
C
D
E
C
C
¡
*
•
7

11. You need to track the participation and the actual
progress of each learner so you can determine the
success and return on investment of the entire program.
Action
With any other investment, businesses would set
performance targets and track progress.
But with English learning, far too many companies
and public sector departments leave the progress
to chance.
Pay and pray.
8
8

12. English skills are far too important to take
an amateur approach. You need to focus on what you
do best and bring in the experts to accelerate your
English skills development.
Action
9
The biggest mistake of all is trying to approach
the specialist challenge of English language training
by using generic, in-company training practices.
Over $35 billion a year is spent in this way and the return
on investment (if anyone measures it) is far below what
companies would achieve by turning to the specialists.
It’s expensive. It’s inflexible. And it’s far less effective.
Doing it yourself.
9

13. The mistakes summarised here may seem obvious to you.
But most companies still make most of them
– which seriously inhibits their progress.
The alternative to this un-measured, poorly managed process
is something we call Strategic English.
It’s all about targeting your English language investment to your
specific needs –- then actively managing and tracking success
instead of leaving it to chance.
(That’s exactly what we do for hundreds of fast-growing
international companies.)
Starting to see
what Strategic English looks like?

14. Strategic English means
treating English language development
as a key driver of success
– then managing and measuring it accordingly.
As an HR professional or executive leader responsible
for the success of your people…
It’s time to get Strategic.
English
English

15. @
EF is the pioneer of – and world leader in – the task-based approach to English language
learning for large organizations.
Our unique combination of great teachers, breakthrough technology and fanatical service
adds more value to your business, and does it faster than any other method.
Strategic English
How English language skills can
power your global business
An EF Executive Briefing
Selling In English
The seven big mistakes
in English language learning
for sales organizations
The Economist Intelligence Unit’s
Competing Across Borders: How
cultural and communication
barriers affect business
An independent, global survey
into how language skills impact
the competitiveness of
multinational companies.
The Efekta™ e-brochure
All about our online school
About EF Corporate Language Learning
Further reading:
corporate-enquiries@ef.com
AN EXECUTIVE BRIEFING FROM EF
How English language skills can
power your global business
STRATEGIC
ENGLISH
Selling in English
The seven big mistakes
in English Language
learning for sales
organisations.
A mini-eBook from EF