It's official... Utah Business is talking about us!

There are times when I don't even need to write anything to keep the blog running every week. This is one of those times: Utah Business Talk has just published a great article about inWhatLanguage. And because a fresh perspective on our services is always welcome, here is the article!

Thank you, Utah Business Talk!

Cody Broderick on the Cutting Edge of Translation Services

A leading company in multilingual translation and language services, inWhatLanguage, has achieved a huge breakthrough in business translation services with its cloud-based translation management platform “Unify.” Cody Broderick, CEO of inWhatLanguage, describes his company as an international translation agency which offers unique client/translator collaboration.

According to Broderick, the company offers fast, accurate and cost-effective ways to translate websites, documents, software and multimedia in more than 160 languages and 120 countries, while continuously managing and maintaining all content in the cloud. The language translation services are delivered through certified linguists who are experts in fields related to the client’s subject matter or industry—everything from medical, legal, IT, technical, engineering, to the hotel industry and e-commerce. Broderick said, “Our industry-specific expertise ensures the translation style and writing tone is correct, and that the message is conveyed with the exact meaning intended.”

Broderick explained, “The company has 15 full-time employees and about 60 full-time translators, for a core team of about 75. There is an additional part-time translation team of around 40 to 50. Finally, we work with a global network of a few thousand linguists with whom we have built great relationships over the past few years.”

inWhatLanguage guarantees content is adapted correctly for Asia, Europe, and South America, which in turn ensures the growth of those markets for their clients. Their interpretations are accurate, whether dealing with websites, the legal written word, or marketing. Broderick expanded on how their program works with areas such as marketing: “Marketing is supposed to invoke some type of feeling—whether a brand or a written text, it makes you think a certain way or feel a certain way. It’s very challenging in language and in translation to convey the exact meaning. The company ensures that’s done. They take the time to apply science and workflow methodology to translate content and make sure it’s adapted correctly.”

Unify, the company’s proprietary cloud-based translation management system (TMS), is what makes inWhatLanguage different from other translation companies. According to Broderick, Unify provides an “A to Z ability to translate content very easily and rapidly, and provides control and access for our clients. A client can start the project, see what’s going on in the project, download the project, and interact with our team the entire time.”

Any of the company’s translators throughout the world can access the system and be logged on real-time. Work flows into the system, immediately allowing access to the materials that need to be translated. This process adds to the custom localization services. Broderick explained: “The days of working through email and saying ‘here’s a file and an attachment,’ or going through Dropbox or Google Drive or some other SaaS tool—in our system those days are gone. It’s cloud-based so any translator anywhere in the world can access the system. And they can be logged on live.”

Broderick outlined the client collaboration process: “We get content from our clients—it’s flowing into the system, we can assign it, and they can work within the system to translate websites, documents, and mobile applications. It’s a collaboration platform, because the client can log into the system and check the translation in real-time. The system also provides access to the client’s own subject matter experts so they can give opinions on the work being done instead of waiting until it’s finished. This allows the work to be finished quickly and accurately.” Broderick explained that ordinary project management tools are not customized to language or to the translation lifecycle—the time-consuming process of actually submitting something, getting it priced, having it translated, then emailing and conferencing back and forth until agreement is reached.

Everything the company translates gets archived within the database. Broderick said, “When the client submits new content to us we analyze the new content against what has already been translated. And if there are existing sentences or phrases they get automatically pre-populated. That’s called ‘translation memory.’ It helps us make future content consistent, because it has already been translated in the past. This cuts the cost down for repeat clients since some content doesn’t need to be re-translated when it’s already in the database.” The database is also split by department because the terminology and style for areas such as marketing is different from legal or medical or technical engineering.

In addition to emphasizing the custom localization services and project management virtues of Unify, Broderick also talked about the extent of the service that is provided: “We’re very, very focused on relationships and providing a red-carpet experience—the absolute best service in our industry of communicating, not hiding behind email, but calling and staying active. We send our clients video messages every day. We’re engaged. But I think above and beyond those things we have a technology platform that is very valuable for enterprise clients who need to rapidly translate their websites, documents or software.”

inWhatLanguage has not only a unique system, but also a unique way of giving back. Everyone in the company goes out every month to serve the community. Broderick said, “We’re helping Make-a-Wish Kids with their wishes. We’re helping many different non-profits, families, and veterans; we provide monetary support and help people with cancer; and we turn it into a team-building event.”

Broderick continued, “We’re taking time away in the middle of the day to go contribute to the community. But it’s great because our team loves it. They love knowing they’re making a difference outside.” One of their favorite outreach activities was throwing a Frozen party, complete with Queen Elsa, for a six-year-old girl fighting leukemia. At the end, they gave money and gas cards to her parents to help them get to treatments.

Broderick believes empowering people to make things better is the best way to manage them. He said, “I try to make sure my team has a lot of energy and passion about our shared goals and their individual goals. They clearly understand at the beginning of every single week where we’re going and how they’re going to get there.” He also explained that he follows through on what he says. Theirs is a competitive, dynamic, fast-paced environment. The company has great people who are committed to reaching their goals. Broderick said that it takes strategic thinking and shaping in many good ways, but that “there is no limit, truly, to what we can become.”


Original article