Effective Communication Strategies for International Assignments

Key factors leading to the failure of international assignments are well documented. These factors include:

• The assignee, spouse and/or family having difficulty adapting to the host location
• A discrepancy between the assignee’s and/or family’s expectations and the actual reality faced upon assignment
• The assignee’s loss of attachment to his or her employer at origin
• The inadequate preparation of the assignee’s repatriation process

The consequences of a failed assignment, in terms of both direct and indirect costs, are damaging for any organization. As such, it is in the best interest of the organization to evaluate the logistical support provided to assignees, as well as the communication process in place for the preparation of an assignment, during the assignment, and the repatriation process. Organizations should view the focus on proactive and efficient communication as a potential contributing factor to minimizing assignment failures.

The Selection Process

The selection process provides an opportunity for both the organization and the prospective assignee to assess the feasibility of the assignment, both in terms of the assignee’s and/or the family’s adaptation skills and the assignee’s clear understanding of the expectations and objectives of the position to be filled on assignment. Focusing on proactive and thorough communication during the selection process will contribute to the adequate identification of any issues which may contribute to the failure of the assignment in the short or long term. The Human Resources (HR) professional involved in the selection process will benefit from investing time in meeting with the prospective assignee to provide a detailed description of the position, and especially the employer’s expectations of the assignee (in terms of the position criteria and objectives). Furthermore, a candidate assessment exercise, during which the assignee and spouse can reflect on their motivations and expectations of the assignment experience, can assist the organization and prospective assignee/spouse in identifying potential “deal breakers.” Examples: A spouse’s expectation to work in the host country (which is not feasible in all countries), or a family situation which can cause issues during the immigration process (such as a medical condition, marital status, etc.). If these issues are ignored, they could contribute to a failed assignment. This exercise can be further supported by psychometric testing, which identifies potential personality trait obstacles to the assignee and spouse’s adaptability to both the expatriate experience and host culture.

Assignment Conditions and Offer Letter

A discrepancy between an assignee’s expectations and reality can create frustration and friction during the assignment process. Effective communication during the presentation of the assignment conditions and/or offer letter can contribute to setting adequate expectations of what the organization will and will not provide in terms of support to the assignee. Special attention should be focused on aspects of the conditions specific to assignments as opposed to local employment conditions, such as taxation assistance, spousal assistance programs and schooling assistance for accompanying children. Focus should also be placed on support which may only be required in the case of emergency situations, such as medical assistance or evacuation support. Assignees need to understand these programs exist, and precisely what level of support and assistance they should expect to receive throughout the assignment process. The assistance provided during the repatriation process should also be proactively covered in detail. HR professionals should leave the assignee and spouse ample time to review the assignment conditions and ask clarifying questions, especially if this is an assignee’s first expatriation. In cases where the assignee and spouse have not had the opportunity to previously visit the host location, a pre-decision visit represents a sound investment to ensure that the assignee and spouse receive all necessary information on local living conditions, and are able to make an informed decision about the opportunity to relocate.

Preparing for the Assignment and Arrival in the Host Country

As the assignment draws near, communication should be focused on detailing the actual relocation process and the role of third-party suppliers involved in the assignment process, as well as managing the assignee and family’s expectations of the host culture and customs. In order to effectively set expectations, the HR professional should invest adequate time in sourcing information from the various parties involved in the relocation process (third-party relocation service providers, taxation consultants, host-country HR team) to identify potential challenges the assignee will face specific to their assignment location (such as locating proper schooling, standards of accommodation, transportation, etc.). This approach will allow the HR professional to set adequate expectations on the part of the assignee. Bridging communication with the host HR team/management will also assist in planning the assignee’s arrival in the host country, and lay the foundation for the assignee’s smooth integration in the host location organization.

During the Assignment Process

While investing considerable time in the preparation of the assignment is key to building a sound foundation for the success of the assignment process, organizations will also benefit from maintaining ongoing and frequent contact with the assignee throughout the assignment. Answering questions promptly, proactive and non-solicited communication with the assignee and spouse, and ensuring that the assignee remains involved in the receipt of communications from the home-country organization not only are methods to maintain contact with an assignee but also will nurture a sense of belonging to the home organization. Ensuring the assignee is provided with adequate methods of communicating with family and friends in the home country is critical, especially in the case of assignments in remote areas. HR professionals and home business units may also consider keeping the assignee’s colleagues in the home location regularly informed of their co-worker’s tasks and projects, as this may help to alleviate a sense of distance between the assignee and home-based team members.

The Repatriation Process

Studies continue to point to the low level of retention of returning assignees. The organization’s focus on communication and planning of the repatriation process will contribute to meeting its Return on Investment (ROI) objectives. As mentioned above, the repatriation process should form an integral part of the communication phase at the onset of the assignment. Preparation of the actual repatriation process should be initiated a minimum of four to six months prior to the end of an assignment. Proactive preparation not only allows for planning the logistical aspects of the assignee’s return, it sets the assignee’s expectations in terms of his or her reintegration into the home work environment. Once the assignee has returned, it is essential to react proactively should any issues arise and to maintain contact for a few months to ensure smooth reintegration. Also, giving the assignee the opportunity to communicate and make use of the experience and skills developed while on assignment will also contribute to fostering an ongoing sense of value and belonging to the organization.

The benefit of proactive and detailed communication during all phases of the assignment process should not be underestimated. In challenging economic times, when organizations seek to reduce relocation benefits and employees face both increased financial risk and decreased job security, a strong focus on communication and expectation management is critical. These challenges cause the decision-making process to be more complex.

Looking to the future, organizations will continue to benefit from the increasing development of communication technology which offers new opportunities to facilitate communication with assignees during an assignment, and enables the assignee to maintain regular contact with home-based colleagues and family members. Organizations will benefit from embracing increased communication through the use of these technologies (Internet-based communication tools, video conference/Webcam, VOIP technology, etc.) as a contributing factor to a successful assignment both for themselves and the assignee.