Lab Report on a Marketing Campaign
for Freelance Translation Services
By
José Henrique Lamensdorf,
An
English <-> Portuguese translator
São Paulo, Brazil.
His translation career began in 1973,
as an intern while studying Mechanical Engineering
johel@mandic.com.br
http://jh.lamensdorf.com.br/local/
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This article sums up my experiment in attempting to divulge
my freelance translation services over the web. I hope it
will be useful for translators in a similar situation, as
well as translation agencies who are permanently seeking
freelancers worldwide. It was written right after the campaign
itself, before any concrete objectives were attained, so
I'm not claiming any effectiveness. The intent is to provide
both freelance translators and translation agencies with
a few ideas to tinker with.
1. History
Most translators specialize in one thing
or another, while all of them do general stuff, either
permanently or on a now-and-then basis. My specialty is
the localization of training programs or parts thereof,
originally written in English, for Brazil. Of course, on
a now-and-then basis I get sworn, technical and other translation
jobs. Anyway, my bilingual web site, when I finally managed
to have it up and running, is targeted to my specialty (http://jh.lamensdorf.com.br/local/),
if any reader is curious enough to have a look).
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Unless I provided the URL of my website, nobody
would ever find it, so registering it in search engines was
a must. I found many that offered free registration, which
I used, however with little hope, as I had never heard about
these. The well-known ones required either a once-for-all
fee or periodic payments. I soon realized that for the kind
of work I was offering, the cost/benefit ratio of such payments
might be very thin.
Gone are the days when a multinational corporation bought
a training program and had its local HRD managers hire translators
to localize them in their respective countries. In this
globalized era, one of the requirements in purchasing a
training program is a list of languages in which the developer
offers to deliver it. And such work is most likely done
by translation agencies. A training program developer is
not likely to worry about how the Serbian version compares
to the French one.
Since it would be quite unlikely for translation agencies
to find my web site, I decided to go after theirs. And this
unveiled a world about as diverse as the one populated by
translators.
2. The search
I set out to find translation
agencies (more precisely "organizations seeking
translators involved with the Portuguese language")
on AltaVista. Don't ask me why not Google, Yahoo, Jeeves,
or any other. Let's assume I drew a card. And my search
criterion was very simple: [translation jobs Portuguese].
Though I didn't tally how many I found, I can say there
were plenty.
AltaVista said up front that it had found
approximately 230,000 links matching my search criteria.
All right, I didn't "do" them all at once, but
every time I stopped, it was on a new page, and I bookmarked
it for my next restart. Nevertheless, to my absolute amazement,
an AltaVista search ends after the first 1,000 hits! When
you get to page 100 (10 links per page), clicking on "Next"
will just refresh the same page.
So I decided to have a second run, this
time using Proz. I went to their Directory--Agencies, and
chose "from English to Portuguese" and
"Business/Financial", where I found 520
entries. Upon opening each one's record, at the end of the
left-hand column there is often a link "Also see:
XYZ website". And this is where I clicked every
time there actually was something to click..
In the process, I had to keep some kind
of visual memory of the places where I had already been,
to avoid duplicating my entries. As each site I visited
had some striking peculiarity (more about this later), it
was relatively easy. But the really surprising fact, after
I had been through the whole process, is that no more than
half a dozen agencies were found in both the ProZ
directory and the AltaVista search. Food for thought, but
this might reflect different marketing strategies having
been adopted by apparently similar agencies.
3. The findings
Yes, I found lots translation agencies
everywhere, in all sizes, shapes, and colors. There isn't
much use in discussing these variations here, as each operation
reflects the ideals of its entrepreneur(s).
However one dichotomy is fairly obvious:
Should an agency a) boast of its self-sufficiency in being
able to find a suitable translator for any language pair
with no more than one click of a mouse; or should it b)
display a wide open welcome to new freelancing professionals?
Anywhere between one extreme and the other, there will be
several examples.
Of course, there are agencies that are the
result of a bunch of translators having joined forces, and
they don't want any additions, thank you very much! These
agencies usually cater to a very specific market (e.g. financial
reports, database management software), and cover a well
circumscribed set of language pairs. They are relatively
few, and there is no use in trying to pry their doors open.
Several agencies--most of those I found
at ProZ--were just individual translators who possibly clicked
on the wrong place when submitting their entries. No use
in working on these, and many of them don't even have a
web site.
I would say that most of the translation
agencies' web sites have a plainly visible tab in their
menus labeled JOBS, CAREERS, or OPPORTUNITIES.
In many of them it is subdivided between in-house
(full-time, permanent) and freelancing positions.
Others are more discreet, and these labels are in the sub-menus
branching from ABOUT US, OUR COMPANY, or CONTACT
US. And finally, the most covert ones put such links
in the text, usually at the end of the pages linked to these
labels.
From those sites which in one way or another
welcome new freelance translators, there are two basic types,
plus a hybrid of these two. One is the "online application
form", and the other is "e-mail your CV
to...". The hybrid type is one that, at the end
of the online form, asks the applicant to upload his/her
CV. We'll deal with one type at a time.
However before entering into that, let's
examine a bit the "tools" I gradually developed
to cope with their requirements. As nobody (with the possible
exception of my bank manager) was pressing me for a deadline,
I could stop the process at any time to develop or improve
these tools.
4. The "tools"
The first basic need to face eventual
requests is to have a CV or a Résumé. Are
they the same thing? Absolutely not. My last full-time job
before becoming a freelance translator and consultant (or
consultant and translator, depending on the side you look
from) was as Human Resources Manager of a large multinational
company, so I can tell the difference.
A Résumé is a one- or two-pager,
which gives the prospective employer just general information
at a glance. In recruitment and selection, it serves to
answer one preliminary question: Should I ask for additional
information, or should I discard this person before wasting
both his/her time and mine?
A Curriculum Vitæ (yeah, it's Ctrl+Alt+Z, and the
correct spelling shows your computer-savviness) is a report
of variable detail about what you have done so far in life.
The length is your choice. You may delve into tidbits of
everything that ever visited your hard disk, or cluster
such things into homogenous groups.
So, in order to comply with different requirements, I covered
both extremes: a one-page Résumé, and an obnoxiously
detailed 15-page CV. Agency web sites requirements of such
information varies..
Some computer-virus-aware agencies are quite harsh in saying
that absolutely no e-mail attachments will be accepted,
that any messages containing them will be promptly deleted
before opening. They ask for the CV to be pasted onto the
message body instead.
Other agencies do request the CV or Résumé
to be attached to a message, or uploaded together with the
online form. Most of these request a *.doc or * rtf file,
and some set a limit to the number of pages.
I made up my mind to do something different, more customer-oriented.
Regardless of connection speed, sometimes an overweight
e-mail can mess up the receiver's priorities. So I made
both documents with my usual PageMaker, and neatly distilled
them into *.pdf files. File sizes came up to 36 Kb (Résumé)
and 190 Kb (CV). If anyone doesn't have at least the Adobe
Acrobat Reader, they are not in the translation business.
I uploaded them to my web site, unlinked to anything else,
so that the URLs are really needed to download them.
Then I wrote a short standard message in *.doc format,
inviting to: a) visit my web site; b) download my Résumé
(informing size and format) and/or c) download my CV (ditto).
The message ended with: "I hope this is faster and
helps in keeping your mailbox (c)lean." to show
some goodwill.
Whenever I was asked to copy & paste the CV in a field
of the online application form, I copied it there. When
they expected me to upload a *.doc file, I sent this file
instead. However I did bother to convert all the URLs into
links, so that a click by the user on them inside MS Word
would make the browser go there automatically, without any
fuss.
5. The e-mail your CV type
This is the simpler one. Some translation
agencies' sites simply state that they welcome CVs and provide
the e-mail address these should be sent to.
But sometimes the request acquires some
mild complexity. A few ask for a cover letter, quite justifiably,
as they want to know what the freelancer can or is
willing to do, on top of what he/she has already done.
I let my web site speak for itself.
And it's rare, but sometimes such a simple
thing can get really awkward. There is a whole web page
containing a detailed list of instructions on what is specifically
expected from the applicant, in terms of information. This
encompasses things as rates in a specified currency for
a specific text measurement unit (word, 55-chars line, 1000
words, 100 words, you name it), planned absences in the
next so many weeks (as if they had a pile of immediate jobs
for that candidate), bank details for payment (as if they
were about to pay an unknown freelancer in advance), and
so on. And this step-by-step approach sometimes goes further
with intricate and detailed explanations, to the extent
of specifying exactly what the filename for the CV should
be. In such cases, to gild the lily, there is often a warning
about the scantiest noncompliance to any of these rules
being cause for immediate and automatic deletion of the
whole application.
6. The online application form type
In these, one can find the wi(l)dest
variety of questions anyone could ever ask from a translator.
Some agencies stick to the basics, such as the necessary
identification and contact info, language pair(s), and fields
of specialization. Others ask for more than one would normally
put into a CV.
Anyway, it's worth discussing the unusual
requirements found here and there, both for freelance applicants
to get ready for them, and for some agencies to reconsider
their choices.
a) Contact information--Some of these sites require
24/7 means of contact, i.e. day, night, fax weekend and
cell phone numbers. It should be borne in mind that this
is just an application form, neither party has yet considered
mutual suitability. Just imagine a translator on a Saturday
night visiting friends and getting a call on the cell phone
from somewhere thousands of miles away: "You must
drop everything right now and dash home. We have faxed you
a 217 word translation, which we need to be done immediately!"
No matter how farfetched this sounds, this is the idea such
a thing conveys.
b) Availability--One site provides an on-screen
calendar for the translator to mark his/her day-by-day availability
during--at least--the next month. Others pose rather specific
questions about it. Unless I am mistaken, the essence of
freelance work is to juggle long-term and short-term jobs
in a way to stay busy most of the time. Hence, though a
freelancer's unavailability is often scheduled, his/her
availability will depend mostly on the jobs at hand.
c) Language pairs--I happen to work with a peculiar
language--Portuguese. While it will take minor proofreading
to "convert" a translation done by a Londoner
to US English, a translation done by a Lisboner might demand
considerable work to become acceptable in Brazil. Nevertheless,
too many agencies seem oblivious to this fact, no matter
how cautious they are with other details that will only
come up much, much later.
d) Fields of specialization--Some agencies are
sensible enough to ask the prospective freelancer about
his/her field of expertise. Others are wise enough to clearly
define the boundaries of their services, where they supposedly
excel; they don't expect to change their stated mission
on a whim. But some provide an endless list of specialties
to choose from, often classified by areas through a hazy
criterion that often leaves out some important fields for
translation.
e) Software used--Most agencies that ask about
software are quite sensible in this regard. They usually
have checkboxes for the software packages most commonly
used by translators, as well as space for including the
'oddball' ones. They also ask about PC/Mac platforms for
each, when available.
f) Hardware used--Most of these sites ask for a
description of the system hardware. Very few use checkboxes
pointing to relevant items (scanner, printers). I happen
to know translators who cannot go beyond 'Pentium' to describe
their working apparatus.
g) CAT tools--Some agencies inquire about the CAT
tools available, and this might be an important issue for
project management. Others are firm in stating that a specific
software package is required for any translator wishing
to work with them, which is a reasonable idea. I can only
hope that those of the first category are using this as
a survey for the most popular ones--instead of a filtering
criterion--to have plenty of translators using specific
CAT tools in the language pairs/specialties their clients
request most often.
h) Recent jobs--A few sites ask for a description,
a few others request uploaded samples of the three last
jobs the applicant did. It is good to judge a professional's
skill through samples; however if the translator has found
time to apply for new jobs, maybe he/she is not exactly
riding the high waves at the moment. The last three jobs
might have been some poorly written leaflets where the translator
attempted to salvage some product's image in a new market.
i) Tests--Some agencies have standard tests for
download/translation/upload, and I have to reckon that all
these were taken seriously. I did receive honest feedback
on all those I sent.
j) References--This is really a very delicate matter.
Some agencies won't let an applicant upload an online form
unless three (never fewer, never more than 3) references
are given, with name, company, telephone and/or e-mail address.
Can you imagine your best clients (of course, you
wouldn't quote your worst ones as references) getting
swarmed with requests for references about your services?
k) Rates--Last but not least at all, rates! I have
skipped several miscellaneous requests about credentials,
certifications, education, etc., to leave more room for
the way some agencies deal with rates. Applicants are expected
to put the minimum rates they would accept to work
for an agency, no matter what. And I wouldn't expect such
companies to pay one iota of a cent above this minimum.
More than just a few warn that any rates above their expectations
will mean disqualification. A couple of them advise not
to waste time applying with rates above US$ 0.03 per word.
The general impression is that the whole thing is about
rates, all the rest being merely a decoy, or window dressing
just in case a prospect decides to go deeper into their
site to check how they select translators. If we consider
simple things as gasoline, where the price per gallon or
liter varies according to the octane rating, it seems justifiable
that each word in a report on a new brain surgery technique
should be more expensive to translate than in the user instructions
for an alarm clock.
7. Conclusions
Everyone who has read this far is probably
wondering what I've learned from the experience. Although
it's too early to talk about actual results, I've had several
insights. I'd rather put them as a few things the reader
should consider, and not advice on what one should or should
not do.
For translators:
If you don't have a web site, make one, even if it relies
on free hosting. At least there you will be able to put
the information on the services you actually want
sell, without the constraints imposed by someone else's
specific questions. On the other hand, if you already have
your web site, unless you have invested in getting found,
don't expect people to swarm to it just because it is
on the web: you may remain unknown until judgment day.
One piece of advice for your web site, though, unless you
are offering your skills as a site developer: Don't show
off your (or someone else's) animation skills with fancy
stuff that takes ages to load and may irritate someone looking
for straightforward information. Your prospective client
may be having a hectic day, may not have enough patience,
or may have an overloaded network. You'll never know...
Make a thorough--mental or written, as you wish--assessment
of your skills, software, and hardware. This will save you
valuable time when answering questions about them. Get both
your Résumé (1-2 pages) and your CV (as long
as you want) neat, complete, and ready for shipping (uploading)
in a suitable format. Their downloadability, as I did it,
is optional.
For translation agencies recruiting freelancers through
their web site:
In most cases, you need freelance translators just about
as much as they need you. If they are really good, they
might not have so much time to spare with your online form.
On the other hand, if what they do fails to match your needs,
you will be wasting time in analyzing the response to overly
detailed questionnaires.
So, why not divide the recruiting process into stages?
The first stage should be enough to get the information
you actually need for deciding whether a freelancer meets
the basic requirements to be useful to you, e.g. language
pair(s), certified/sworn or not (if relevant), fields of
specialization, CAT tools/software used (only if it's a
project management issue in your organization), etc. The
goal here is to have multiple options. If your agency
is known to work only with a limited set of language pairs
and/or a certain field of human knowledge, you can screen
and file some applicants as "just in case" resources.
The second stage, if the freelancing candidate was deemed
"useful," could involve testing. If such things
are part of your company's system, this might be the right
time to ask for samples and/or references. Instead of asking
for a general all-inclusive per word/line/whatever rate,
you could have a "standard job" (or several different
ones to choose from) for a translator to download and give
you an estimate. This would provide you with an actual reference
for that vendor's fees, which you could compare with other
available sources. You could also request estimates for
additional services, like DTP, voice-overs, etc. After all,
if your final client is willing to pay more for a real expert
in the subject to do the job, why not offer them what they
want?
The third phase would be when you actually have a job that
such a person can do. Then, and not before, it's time to
check on availability. If the translator is in low tide,
you might get better rates and faster service. And neither
party will have wasted time asking for and receiving information
beyond what was really necessary.
These three stages are just one of many possible strategies.
The driving idea is the question "Do we need such
information/evidence at this stage?" Although I
did not mention it before, what is the use to require a
prospective vendor to open an account in a certain payment
processing service if he/she might never be hired to use
it?
This interaction between prospective freelancers and agencies
is a basic need for business development. However it is
quite difficult to automate. On the one hand, there are
lists of translation agencies on the Web and elsewhere,
but if every freelancer sent his/her CV to all the addresses
on a list, there wouldn't be enough manpower on the receiving
end to screen and sort them. It must be borne in mind that
agencies make no money from having a large freelancers'
database, but from actually using it. On the other hand,
it is somewhat useless for agencies to have prospective
freelancers answer the most complete questionnaire possible
if they might never need the services most of them offer.
Some intermediate solution has to be found.
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