The Advantages Of

THE ADVANTAGES OF

THE WELSH LANGUAGE

IN THE WORLD OF WORK

Briefing Paper and Case Studies

prepared by

for

funded by

December 2010

27

Advantages of the Welsh Language in the World of Work:

Briefing Paper and Case Studies - Trywydd Cyf

CONTENTS

Page

1.  Introduction 3

2.  Aims and Objectives 3

3.  ‘Developing a Bilingual Workplace’: Policy Background 4

4.  Welsh in the Workplace: The National Picture 6

5.  Welsh and the Workplace: A Regional Picture 9

6.  Dewis Da: Identifying Advantages 11

7.  The 6 Priority Sectors 22

APPENDIX A: CASE STUDIES 28

APPENDIX B: PODCAST SCRIPTS 40

1.  Introduction

1.1. The Welsh Language Board, in collaboration with Careers Wales has commissioned Trywydd Cyf to research and present evidence of the advantages of bilingualism and the economic benefits of the Welsh language for young people. The findings will include evidence, appropriate examples and case studies at national and local level. These will be targeted at young people and placed on the Careers Wales website.

2.  Aims and Objectives

2.1 This introductory paper focuses upon:

·  Welsh Assembly Government policy priorities in developing bilingual and vocational education training;

·  relevant research, both academic and vocational, into the advantages of Welsh Language skills;

·  employer evidence relating directly to the advantages of bilingualism as a skill in the workplace;

·  the economic advantages of the Welsh language in relation to six specific vocational subject areas.

2.2 The paper also served as a means of initiating discussions with each Careers Wales company at regional level thus enabling Trywydd Cyf to further develop the six vocational subject areas into case studies which include:

·  background information about companies which benefit from offering bilingual services to the public;

·  linguistic profile of company staff and the use of Welsh in the workplace;

·  specific reasons as to the importance of Welsh to the company and the economic advantages related to offering bilingual services;

·  employment opportunities within the sector at regional and national level.

2.3 It is imperative that the evidence gleaned as part of this project is used and presented by Careers Wales in an innovative way which appeals to its target audience. In addition to presenting written evidence, Trywydd Cyf have also provided 30 second podcasts for each case study.

2.4 Finally, Trywydd Cyf recognises the diverse linguistic nature of each region represented and serviced by Careers Wales. Each region faces different challenges in meeting the Welsh Assembly Government’s objective of “creating a truly bilingual Wales”. However, the aim of this project is to demonstrate that each region is able to offer varying and exciting opportunities to young people and workplaces through the medium of Welsh, at both local and national level.

3.  ‘Developing a Bilingual Workplace’: Policy Background

3.1 The Welsh Assembly Government has identified the importance of developing a bilingual workforce since the introduction of its national action plan for a bilingual Wales: Iaith Pawb in 2003 .

Several subsequent key policy developments have focused upon ensuring that young people are able to undertake vocational education and training through the medium of Welsh, namely the current Learning Pathways 14-19 agenda, and its Welsh medium Education Strategy (2010). The Welsh Assembly Government has also noted a requirement for each Sector Skills Council to develop a Welsh language strategy for each sector as part of their licensing process.

There is, therefore, a planning mechanism in place to ensure that young people in Wales are able to follow relevant subject areas through the medium of Welsh or bilingually with the aim of bilingualising the workforce in Wales. More specifically, as part of the Welsh medium Education Strategy, six specific vocational subject areas have been identified for prioritisation and development through the medium of Welsh:

·  Child Care

·  Social Care and Health

·  Business and Information Technology

·  Tourism and Leisure

·  Media and Performing Arts

·  Agriculture

3.2 In line with the main aims and objectives of the Dewis Da project, it is imperative that a clear message is conveyed by Careers Wales to young people about the advantages of bilingual skills in the employment market. At the same time, it is also important that the message accurately reflects the economic reality of the workplace and employment opportunities in Wales at present. Trywydd is therefore aware of the Welsh Assembly Government’s policy statement ‘Economic Renewal: a new direction 2010’ which focuses specifically on the way in which the Assembly Government aims to strategically improve the quality of life and the economic, social and environmental wellbeing of people and communities in Wales. As part of this programme, we are also aware of the identification of six priority sectors within the private sector for economic development. These sectors are

ICT, Energy and Environment, Advanced Materials and Manufacturing, Creative Industries, Life Sciences, and Financial and Professional Services. Welsh medium or bilingual vocational provision in some of these sector areas may be limited. However, it is important that this project unequivocally conveys the message that the use of Welsh in dealing with the public within all vocational sectors relates directly to the six advantages noted in this paper.

Indeed, Further and Higher Education institutions across Wales complement their academic and vocational provision with specialist Welsh language provision such as NVQs in Professional Welsh.

3.3 Whilst therefore recognising that a cross-section of sectors have been prioritised for development by the Welsh Assembly Government, Trywydd Cyf, in agreement with Careers Wales, has focused on six case studies which concur with the vocational areas noted for development through the medium of Welsh by WAG, listed as bullet points above. However, it should also be noted that some of the companies focused upon may relate to the sectors identified for economic development by WAG.

3.4 In addition to the above, the Welsh Language Measure (2010) and A Living Language: A Language for Living document, which is the Strategy for the Welsh Language (2010) will increase employer demand for a bilingual workforce. The Welsh Language Measure in particular is intended to modernise the existing legal framework regarding the use of the Welsh language in the delivery of services to the public in Wales. This will confirm official status for both Welsh and English; linguistic rights in the provision of services; and, the establishment of the post of Language Commissioner. The Measure will impact directly upon certain employers and businesses in the private sector and lead to the expansion of Welsh language services. The importance of recruiting staff with relevant bilingual skills will naturally increase as a result.

4.  Welsh in the Workplace: The National Picture

4.1 The Welsh Language Board has, since its inception, worked closely with all sectors of employment in Wales in developing the advantages of offering bilingual services to the public in Wales.

4.2 The Board’s work in monitoring the implementation of Welsh Language Schemes by public and voluntary sector bodies requires the strategic planning of a bilingual workforce. The Board also works closely with the private sector in order to emphasise the economic advantages of employing bilingual staff and offering bilingual services.

4.3 The Board has also commissioned several studies into the benefits of bilingualism at national and sectoral level, the findings of which will be referred to as part of this project.

4.4 One of the most recent studies of Welsh Language Skills Needs was undertaken by Beaufort Research and Menter a Busnes, on behalf of the Future Skills Wales Partnership. The project involved a comprehensive research programme conducted during the latter stages of 2004 and early 2005, including a survey of almost 2,000 businesses in Wales and focused on those industry sectors found to have an average or higher need for Welsh language skills. Key findings have been well documented with 9% of the private sector specifically expressing the need for Welsh language skills amongst employees. There was an awareness that the need for Welsh language skills would increase in the future with 29% of the sample also noting that customers like to be offered the choice of English or Welsh. This is sure to change once more as a result of the above mentioned Welsh Language Measure.

4.5 Two studies commissioned by the Welsh Language Board have also offered interesting conclusions . A 2007 survey undertaken by Mabis which focused upon the Use of Welsh within the Private Sector, noted a widespread consensus that the Welsh language offers an economic/commercial benefit to private sector companies in Wales. Another study undertaken by Trywydd Cyf into the Language Use and Promotional Activities of 50 public and private sector companies noted that the majority of the sample clearly recognised the importance of offering bilingual services but were not strategically equipped with appropriate planning mechanisms to measure and provide the number of Welsh speaking staff required.

4.6 The Welsh Language Board is currently operating four other initiatives which focus specifically on the use of Welsh in the workplace and the provision of Welsh medium services to the public.

The first initiative Promoting Bilingual Workplaces works closely with public sector organisations such as Local Authorities, Police Authorities and Her Majesty’s Courts Service. The aim of this work is to encourage and assist organisations to strategically plan the linguistic nature of its internal workforces with the aim of enhancing the bilingual services that can be offered to the public in Wales.

Mae Gen Ti Ddewis on the other hand is a campaign which helps public bodies promote Welsh language choice where it is available. The campaign works with partner organisations to promote the specific services that they can provide to the public through the medium of Welsh. At the same time, the marketing aspect of the project actively seeks to raise the awareness of Welsh speakers that they can receive these services in their chosen language. At present, the Welsh Language Board’s website shows that 4 charities, 4 Utilities companies including BT, Welsh Water, and British Gas, 4 banks (HSBC, Natwest, Lloyds, TSB and Barclays), 6 national helplines and 28 public sector organisations such as the DVLA, Ofcom, several Local Authorities, Jobcentre Wales and HM Customs and the Electoral Commission all offer telephone communications through the medium of Welsh.

Investing in Welsh and Choose Welsh both focus upon private sector organisations which either already offer services through the medium of Welsh or propose to do so. Choose Welsh focuses on services which are directly available as opposed to being available “upon request” only. For example, telephone service users must be invited to choose the service in either Welsh or English. People should not be expected to know about the existence of a Welsh language service, neither must it be insisted that they make a request of their own volition for service in Welsh. In addition, the service in Welsh must reach the same standard as any corresponding service in English.

The Investing in Welsh initiative makes it easy for businesses to show that they respect their customers in Wales, and helps businesses draw attention to the ways in which they support the Welsh language. Private sector companies commit to do ten things that support the Welsh language. These include ensuring that:

·  Welsh and English are treated on an equal basis

·  both written and verbal communication may be provided in Welsh and English

·  Welsh is recognised as a skill and the use of Welsh is encouraged at work

·  a written Welsh language policy is adopted.

Private sector companies partaking in this initiative receive an ‘Investing in Welsh mark' which clearly denotes their commitment to offering a bilingual service and the fact that they consider the Welsh language as an asset to their organisation. To date, 309 private sector companies throughout Wales have signed up to the scheme including Cardiff Wales Airport, First Great Western, John Lewis, Job Trac Cymru, Llaeth y Llan, APCOA Parking, Boots, the Chartered Institute of Marketing, European Tour Ryder Cup, Morrisons, Radisson SAS and Capital Law LLP.

The above initiatives offer interesting evidence. It may comfortably be noted that the fact that there are both public and private sector companies working closely with the Welsh Language Board in the strategic planning of their bilingual workforce, and in openly declaring the availability of Welsh medium services, is a clear statement of the way in which the economic benefits of bilingualism and the advantages of bilingual skills are being realised in Wales.

4.7 Finally, it should be noted that Trywydd Cyf has selected six case studies for the purpose of this project whose activities are not exclusively limited to the sectors which are traditionally viewed as seeking Welsh language speaking staff. It was felt that opting mainly for private sector companies with no statutory obligations would highlight the fact that the demand for bilingual skills is increasing across all sectors. It may be said that the Welsh language in itself has its own sectoral workforce which includes institutions and organisations such as the National Library of Wales, the National and Urdd eisteddfodau, publishers such as Gomer and Y Lolfa and indeed the Welsh Language Board itself. In order to highlight the serious message which this project wishes to convey therefore, Trywydd Cyf has carefully selected six case studies which demonstrate real evidence of the economic advantages of the Welsh language and the demand for a bilingually skilled workforce.

5. Welsh and the Workplace: A Regional Picture

5.1 As previously noted, the diverse linguistic nature of each region in Wales offers different opportunities and challenges. However, each Careers Wales company is strategically united in the work of identifying and meeting the needs of the Welsh speakers it represents, as summarised below.

5.2. Cardiff and the Vale: The 2008 Welsh Local Labour Force Survey recorded that between 17–20% of the population in Cardiff and the Vale of Glamorgan were able to speak Welsh. Statistics also show that in 2008-09, the percentage of pupils in years 7-11 in the area’s secondary schools which were taught Welsh either as a first or second language was 99.5%. When also considering the significantly high number of public sector bodies located in Cardiff and the surrounding area which are obliged to employ and develop a bilingual workforce, the demand for skilled Welsh speaking employees within the region is anticipated to grow further in the future. This area, in particular, is also a magnet for young people from all parts of Wales wishing to work and experience life in the capital city and surrounding area.