Harness the power of English for a global competitive edge

Samantha Ball
A group of business people sat together at a desk
Reading time: 7 minutes

How does increasing English proficiency drive international growth? Read on to find out how future-focused business leaders are gaining a competitive edge globally by investing in English language training.

The link between English language proficiency and global business growth is indisputable, and this presents leaders with an exciting opportunity to gain a competitive advantage.

3 ways English skills gives your company a competitive edge
Play
Privacy and cookies

By watching, you agree app can share your viewership data for marketing and analytics for one year, revocable by deleting your cookies.

We know that English is the universal language of business, and globally, of us speaks it to at least a useful level – that’s 1.75 billion of us. And not just in person either – it’s also the language of emerging technologies and the internet, with almost .

Groundbreaking research has underpinned the importance of English at work. app’s global research report, How English empowers your tomorrow, reveals stark figures confirming the vital role of English in business.

Key statistics from the research

  • 80% of all respondents say that there is a connection between English ability and earning potential.
  • 88% of employees think that the importance of English will continue to grow in the next five years.
  • 92% of Gen Z respondents said English for work will become increasingly important in 5 years’ time.
  • 51% of respondents are learning English to access a wider range of roles and, more specifically, access to roles that pay more.
  • Over 40% are learning English to help mitigate the impact of Artificial Intelligence (AI) and technology on their jobs.

Advances in technology, including a huge leap forward in AI, along with better connectivity, improved education, more outsourcing, political shifts and expanded customer bases have all played their part in transforming the international business landscape.

These trends are generating more international opportunities than ever before, but only the businesses that can effectively operate across borders will benefit.Business leaders are responding by promoting English as the common language among diverse, global teams.

Better English has multiple benefits for your business, which cannot be overstated. Let’s look at some of the leading benefits of investing in English language training for your team.

1. Stronger English means stronger teams

When employees are empowered to improve their workplace English skills, an uptick in confidence can be seen not only in their communication but also across a full spectrum of other skills.English proficiency powers a multitude of soft skills including emotional intelligence (EQ), innovation, diversity of thinking, creativity, collaboration and adaptability at work. This is especially important in promoting collaboration across hybrid/remote teams that are often operating across borders and different time zones.

Higher-order cognitive skills such as complex problem-solving, originality, fluency of ideas and active learning are the currency of the future, and high-performing teams tend to demonstrate these skills in abundance.

Investing in your team’s English proficiency has the power to strengthen teams, bolster teamwork and drive productivity. Takenobu Miki, TORAIZ Inc. President, Japan, says:

“Being able to speak English is directly linked to success in international business settings and is essential for communicating with people from diverse cultures and backgrounds. Proficiency in English can also expand our career possibilities and open up new professional opportunities.”

2. Stronger English means united teams

Using one common language among teams and ensuring employees feel comfortable and confident in their English proficiency brings everyone together. A sense of unity and shared understanding will infiltrate every aspect of their work and will also feed into better cross-cultural understanding and greater awareness of cultural nuances.

This will have a positive effect on diversity, equity and inclusion (DE&I) initiatives across your business and contribute towards a healthy culture of learning. All this can only lead to more cooperation and collaboration, a greater sense of belonging and a common drive to achieve shared goals.

3. Stronger English means a better customer experience

Whether your customer base is established all around the world or you’re breaking into new markets, English proficiency is key to success.

With better English skills, all the outward-facing functions of your business will benefit. This includes your sales team, who will feel empowered in every interaction with a new business prospect. Your customer support team will be able to deliver next-level aftercare service to your customer base. Your marketing team will have improved language skills which they can use to broaden your reach and build brand awareness across multiple countries and cultures.

No matter the team they belong to, better English skills will help your employees build strong and reciprocal strategic relationships, including with suppliers and other important external stakeholders.

4. Stronger English means attracting and retaining top talent

Recruitment and talent acquisition leaders are improving their own English language proficiency to access wider, more diverse talent pools and identify candidates with strong English skills. Offering language training as an employee benefit signals to candidates their future employer’s commitment to ongoing professional development. This not only increases the number of suitable candidates per role, but also improves retention rates once the position has been filled.

According to the:

“To ensure that you are hiring the best people, you may need to accept some limitations on language capabilities and be prepared to provide training to meet both global and local language needs.”

app’s Power Skills reportstates that 58% of hiring managers currently test potential candidates' English language skills at the interview stage to ensure that they can seamlessly integrate into the corporate culture.Increasing numbers of recruiters are incorporating language assessment in their hiring practices and advertising language training as a key benefit of a role.

You won’t just attract the top talent, but you’ll retain it, too. It’s well known that job satisfaction is a key driver of good staff retention and engagement. app's research has identified a clear correlation between job satisfaction and level of English proficiency, with a 24-point difference between those with the lowest and highest levels of English. Indeed, candidates themselves understand the importance of language proficiency in the context of a global marketplace. They’re taking a proactive approach by using language assessment tools to provide evidence of their English proficiency as part of their job search.

Eva Lopez, Learning and Development Associate, Publicis Global Delivery, says:

Our workforce consists mostly of Generation Z and Millennials, and we want to retain this talent. We designed our Learning and Development program with English language training at its core, to meet both the business need to improve our employees’ use of English at work, and to improve staff retention by offering language training as a benefit.”

5. Stronger English means better upskilling

In addition to soft skills, English is a vital core skill that enables learning hard technical skills, especially across the IT, technology, innovation and engineering sectors.Frequently the training required for technical skills is either in English, or the programs themselves incorporate English.

The conversation around the future of a global workplace can focus on automation making workers obsolete, butresearch reveals a different picture – only one in five workers are in occupations that will shrink.The future is about leveraging both human and machine capabilities so they can work together. That means human skills – the ones that machines can’t replicate – are in increasing demand.

Our global research report,How English empowers your tomorrow, urges leaders to take action:

“Employees are craving language training at work and employers ignore this request at their peril. They risk losing their talent to the 30% of organizations that have taken this employee feedback on board.”

6. Stronger English means new opportunities

Along with attracting new talent, English proficiency gives leaders the chance to offer their current workforce more opportunities for growth and career development.Internal talent can be nurtured and promoted to international roles, meaning there’s less risk of them moving on.

As well as opportunities for individuals, a collective proficiency in English positions your business favorably when it comes to seizing emerging market opportunities as they arise, wherever in the world they are.

CEO of EduGuide, Isaac Johnson, says:

“English is an essential skill for the future. English language training around the world has never been in such high demand. High-quality English training that uses technology to personalize learning should be the standard for every HR department and educational institution.”

A team adept in English is strategically positioned to capitalize on new prospects, regardless of their location. English is the core strength that gives your organization a competitive edge over your rivals.

So, with English proficiency delivering all these benefits and more, how do you implement language training in your own organization?

Show employees you’re committed to building a culture of learning by implementing a plan and letting the team know that you’re invested in their English language proficiency.

We’ve developed a handystep-by-step guideon how to implement English language training in your organization which will help you get started.Increasing numbers of recruiters are moving to a formalized, computer-based test such asVersant by appfor a more inclusive, business-relevant assessment of English ability levels.Then, Learning and Development managers are implementing programs to upskill all employees in business English, using relevant platforms such asMondly by app.

Find out more about how we can support your organization’s international growth with app Language Solutions for Work.

If you liked this article and want to save or share it, you can download it here.

More blogs from app

  • A teacher leaning over a desk in a classroom talking to her students, some who have their hands up in the air

    Educator wrapped 2024: A year in review for educators

    By Charlotte Guest
    Reading time: 3 minutes

    As the year comes to a close, it’s time to reflect on the highlights, achievements and innovations that shaped education in 2024. For educators everywhere, this has been a year of growth, adaptation and pushing boundaries to empower both students and teachers. Whether you’ve been focused on refining your teaching practices or adopting new educational technologies, there’s plenty to celebrate and learn from this year.

    Here’s a look back at some of the major app Languages educator highlights in 2024.

  • A room of students working together at tables with laptops, tablets and notes

    Fun end-of-year activities to keep learners engaged

    By Charlotte Guest
    Reading time: 3 minutes

    The end of the school year can be bittersweet. Students are excited for the holidays, but teachers have the tricky task of keeping their attention as focus starts to fade. The upside? It’s the perfect chance to make this time fun, memorable and engaging with creative classroom ideas that really stick. Here's a list of end-of-year school activities to ensure your students stay motivated all the way to the final bell.

    1. End of year projects

    Longer projects are perfect for the end of the year because they encourage deeper engagement. Here are a few ideas to try out.

    • Class memory book: Ask students to contribute to a collaborative memory book filled with drawings, photos, or written reflections on their favorite moments of the year.
    • Passion projects: Give students the chance to dive into something they’re really interested in and wrap it up with a fun presentation or creative display.
    • Local impact projects: Challenge your learners to brainstorm ways to support their local community. They could develop a plan or even implement their ideas.

    2. Holiday-themed school activities

    With the festive season approaching, it’s the perfect excuse to blend learning with holiday cheer.

    • Cultural exploration: Encourage students to research and share how different cultures celebrate the holidays, fostering inclusivity and curiosity. They can also share how they celebrate the end of the year and any New Year traditions.
    • Art session: Organise a holiday craft-making session where students create ornaments, cards, or posters. Encourage students to write and create cards to take home to their loved ones.

    3. Interactive learning games

    Interactive games are an easy way to maintain focus and excitement.

    • Trivia challenges: Create trivia questions about topics covered during the year—bonus points for including playful or funny questions about inside jokes or class moments.
    • Escape room activities: Turn your classroom into an educational escape room with puzzles, problem-solving challenges and hidden clues.
    • AI Guess Who: Most AI chatbots will let you play games like Guess Who; play this with the class to liven things up.Let them take turns to guess who the chatbot is thinking of. You can also use '.

    4. Group activities

    Encourage collaboration with team tasks that bring students together.

    • Talent show: Give students the chance to showcase their talents, from singing and dancing to magic tricks and storytelling. It can be a great way to encourage them to practice language skills.
    • Debate tournaments: Divide your class into teams and set them up for friendly debates on fun or meaningful topics.
    • Story circles: Build stories as a group by having students take turns adding to the tale.

    5. Creative classroom ideas

    Don’t hesitate to think outside the box with these unique ideas:

    • Class awards ceremony: Create fun and light-hearted awards for each student, such as “Best Scientist” or “Most Curious Learner.”
    • Time capsule creation: Have students write letters to their future selves or fill a box with objects representing the year.
    • Themed classroom party: Use a theme, such as a tropical luau or winter wonderland, to bring the class together for a fun party with food, games and music.

    6. Classroom party ideas

    Every great year deserves a great finish. Host a lesson that brings your students closer together.

    • Movie afternoon: Set up your classroom and dim the lights to create a cinema atmosphere for a class movie.
    • Game board bonanza: Bring in board games and allow students a relaxed day of friendly competition. If none are available, get students to create their own games.

    Keep the learning spirit alive

    The end of the school year doesn’t have to signal the end of learning. With a bit of creativity, teachers can make the last weeks of school productive and enjoyable. From fun classroom activities to meaningful year-end projects for students, these ideas will set the stage for a memorable finish.

  • A woman dressed in a halloween costume smiling holding a cat shaped pumpkin outdoors

    The intriguing etymology of spooky words

    By Charlotte Guest
    Reading time: 4 minutes

    There's a certain allure that surrounds spooky words. Their very sound can send shivers down your spine and their meanings often carry chilling tales of the past. For those who revel in the peculiarities of language, exploring the origins of these eerie expressions offers a hauntingly delightful experience.

    Language is full of mystery and the etymology of words related to the supernatural is no exception. Let's take a closer look at some of the most spine-tingling words in the English language and unearth their origins.

    1.Ghoul

    The word "ghoul" has its roots in Arabic folklore. Derived from the Arabic word "ghūl," it refers to an evil spirit that robs graves and feeds on the dead. This sinister entity first appeared in English texts around the 18th century, becoming synonymous with creatures that haunt our nightmares.

    2.Witch

    "Witch" is a word steeped in history and lore. Its origins can be traced back to the Old English word "wicce" (for a female witch) and "wicca" (for a male witch). These terms are believed to be linked to the Proto-Germanic root "wikkjaz," meaning "one who wakes the dead." Over the centuries, the image of witches transformed, influenced by cultural narratives and historical events such as the infamous witch trials.

    3.Vampire

    The word "vampire" conjures images of blood-sucking fiends that prowl the night but its linguistic origins are equally fascinating. It likely comes from the Serbian word "vampire," which gained popularity in the 18th century in Western Europe. This term was used to describe beings that rise from the grave to feast on the living, a concept that has since been romanticized in literature and film.

    4.Specter

    Derived from the Latin "spectrum," meaning "appearance" or "vision," the term "specter" is often used to describe a ghostly apparition. In the 17th century, it came to be associated with the haunting phantoms that drift through abandoned halls and eerie landscapes. Its spectral connotations are timeless, evoking images of translucent figures and the eerie rustle of bygone whispers.

    5.Zombie

    While the concept of reanimated corpses exists in various cultures, the word "zombie" has its origins in West African folklore. It is derived from the Kikongo word "nzambi," meaning "spirit of a dead person." The term was introduced to the Western world through Haitian Vodou practices and gained prominence in popular culture during the 20th century.

    6.Poltergeist

    The term "poltergeist" originates from the German words "poltern," meaning "to make noise," and "Geist," meaning "spirit" or "ghost." This eerie word describes a type of supernatural entity that is known for its mischievous and sometimes malevolent behavior, often manifested through unexplained noises or objects moving without apparent cause. Poltergeist occurrences have long featured in folklore and horror stories, capturing the imagination with tales of restless spirits causing chaotic disturbances in the world of the living.

    7.Banshee

    The word "banshee" is rooted in Irish mythology, deriving from the Old Irish term "bean sídhe," meaning "woman of the fairy mound." Banshees are believed to be heralds of death, their mournful wails seen as an omen that someone is soon to pass away. These spectral figures often appear as women shrouded in gray or white garments, their cries echoing the sorrow and mystery that enshroud their presence. The legend of the banshee has endured in popular culture, continuing to haunt the imaginations of those who hear her tales.

    8.Doppelgänger

    The term "doppelgänger" originates from the German language, combining "doppel," meaning "double," with "Gänger," meaning "goer" or "walker." It refers to the unsettling phenomenon of encountering one's double, often considered an omen of bad luck or death. In folklore, a doppelgänger is thought to be a spirit or supernatural entity that takes on the appearance of a living person. This eerie concept has been a source of fascination in literature and art, exploring themes of identity and the dual nature of the self.

    9.Wraith

    The word "wraith" has Scottish origins and is commonly used to describe a ghost or apparition, particularly one that portends death. Its etymology is somewhat obscure, though it shares a kinship with words indicating spectral or eerie appearances. Wraiths are often portrayed as shadowy, ethereal figures that linger between the realm of the living and the dead, haunting desolate landscapes with their sorrowful presence.

    10.Mummy

    While the practice of mummification is most famously associated with ancient Egypt, the word "mummy" itself has an intriguing history. Derived from the Persian word "mūmiya," meaning "bitumen" or "asphalt," it referred to the embalming substance used in the preservation process. This term was absorbed into medieval Latin and later English, coming to define the preserved bodies themselves. Mummies have captivated imaginations and spurred countless myths and stories, bridging the gap between ancient rituals and modern horror tales.

    11.Werewolf

    The word "werewolf" has deep linguistic roots, stemming from the Old English "were," meaning "man," combined with "wulf," meaning "wolf." This term describes the mythical entity that transforms from human to wolf, often during a full moon. Such legends have been present in numerous cultures, with various explanations and lore surrounding the transformation process. The enduring allure of werewolves in fiction and folklore highlights humanity's fascination with the primal, untamed aspects of nature and identity.

    The power of spooky language

    Spooky words hold a unique power over us. Understanding their origins not only enriches our linguistic knowledge but also deepens our appreciation for the stories and cultures that have shaped these words over time.

    For linguaphiles, unraveling the mysteries behind spooky words is a thrilling adventure. Each term carries a legacy, a tapestry woven with tales of terror and wonder. Whether you're penning a chilling tale or simply enjoy the art of language, these eerie expressions continue to captivate and inspire.