In the vast landscape of multinational corporations, one company managed to make an indelible mark on the global stage – Nokia.
Nokia, despite no longer being competitive in the smartphone market, has always been celebrated for its unwavering commitment to usability and functionality, valuing them above superficial features and aesthetics. While technological progress and strategic decisions played significant roles in Nokia’s past achievements, one often overlooked factor is its dedication to effective communication through language. By embracing linguistic diversity as a means to shape global influence, Nokia effectively forged connections with customers, employees, and partners across the globe.
This article explores how language played a pivotal role in Nokia’s remarkable journey to becoming an influential global player in the telecommunications industry.
Embracing Multilingualism: Connecting with Customers
Nokia recognized early on that building strong connections with customers would be paramount to its global success.
Nokia invested in multilingual support for its products and services. By tailoring their offerings to local markets and employing native people speaking the language of their customers, Nokia created a strong emotional bond with individuals around the world.
This approach not only ensured effective communication but also demonstrated Nokia’s commitment to understanding and embracing diverse cultures.
Language as a Tool for Localization: Adapting to Local Markets
Nokia’s global success was also amplified by its astute understanding of the importance of localization.
Nokia localized its product which included the software itself and the supporting documentation penetrating other country’s local markets. The company recognized that adapting its marketing messages, product names, and user interfaces to suit local languages and customs was crucial for gaining acceptance in diverse markets. Through accurate translation and culturally sensitive localization strategies, Nokia positioned itself as a brand that catered to the specific needs and preferences of consumers worldwide.
Another layer of localization is through its sales and marketing strategies that allowed more customers to understand what Nokia mobile phones have to offer.
While marketing during their height of success merely relied on traditional methods such as TV advertisements, billboards, newspapers, and magazines, they made their sales and marketing materials available in varied languages such as in Spanish, Hungarian, Nepali, Polish, and many other languages to show that they were indeed making efforts to connect with their audiences. Instead of hiring popular celebrities who cannot speak a certain country’s local language, they hired marketers and even local celebrities, who have the Turkish, Czech, or Polish language proficiency to ensure that their message was accurately conveyed across their customers.
This meticulous attention to linguistic and cultural nuances greatly contributed to the company’s global impact.
Bridging Language Barriers: Communication within the Company
As Nokia expanded its operations to various countries, it faced the challenge of fostering effective internal communication across different languages.
The company adopted a language-friendly approach within its organizational culture, encouraging multilingualism among its global workforce. This inclusive language policy facilitated seamless collaboration, strengthened teamwork, and promoted a sense of belonging among employees from different linguistic backgrounds. Even until now, Nokia continues to adopt an inclusive and diverse strategy by diversifying their talent pool and using inclusive pronouns throughout their internal communications and training content.
In 2022 alone, Nokia introduced ESG Mandatory training for all its employees. What sets it apart is that the training is made available in 13 languages, enabling employees to develop new skills without having to divert their attention away from their core responsibilities. This innovative approach ensures that materials are made accessible in their language eliminating the need for private language tutors and the time consuming process that often accompanies it.
By breaking down language barriers, Nokia created an environment conducive to innovation and creativity.
Communicating with Business Partners: The Power of Language
Nokia’s success story was not built solely on direct consumer interactions but also through strong partnerships with businesses worldwide.
Effective communication played a vital role in establishing and maintaining these relationships. Nokia prioritized language proficiency among its employees, particularly in sales and negotiations. This focus on linguistic capabilities helped the company forge robust alliances, negotiate favorable deals, and navigate complex business landscapes. Successful collaborations with local partners often depended on Nokia’s ability to communicate in their language, giving the company a competitive edge in the global market.
The Huge Role of Language in Telecommunications and Globalization
Nokia’s ascent to becoming a globally recognized brand was undeniably shaped by its astute understanding and utilization of language.
By embracing linguistic diversity, the company established strong connections with customers, fostered internal collaboration, adapted to local markets, and navigated international business landscapes. Language became a powerful tool for Nokia, facilitating effective communication, amplifying its global impact, and cementing its position as a dominant player in the telecommunications industry.
As Nokia’s inspiring success story demonstrates and despite the fact that it has now deviated from the mobile phone market, one can infer that language indeed holds immense potential in shaping the global success of businesses in our interconnected world.