Hilton : Localising offers

Hiltonlanguages click to view

A country finder is inviting as well as inclusive.

The Site

Hilton, a US-based international hotels group, tailors central recruitment information automatically for language and job search.

Hilton provides four illustrated dropdown finders on the home page of its worldwide careers site, labelled by region: UK & Ireland; Europe; Middle East & Africa; Asia Pacific. (These and other options, notably USA, are also carried in the left navigation.) Each dropdown has the default setting ‘English’ but when clicked expands into a regionalised menu. Lists are limited to countries in which Hilton operates and use local language and scripts for the names of countries. A master dropdown at top right of the page offers all the languages covered.

While the master dropdown changes the language on the main introduction page, selecting from one of the lists opens a localised landing page with a general introduction and four short illustrated overviews for, respectively, the job search, two specialised programmes and company culture. The job search option links through to a localised online tool, the others to English-only content which in two instances is on a standalone site that replaces the current site in the browser.

The Takeaway

Hilton does its international profile no harm at all with its systematic customisation of central careers content. A comprehensive range of local-language versions combined with the smoother usability generated by what are essentially quick links for regions makes for an inviting as well as an inclusive service. This applies also to the master countries dropdown which has filtered out the redundant options that plague so many ‘off the shelf’ finders.

A further advantage of this kind of tailoring is the contribution it makes to managing user expectations; what you see is what is there, so no false hopes are raised that there will be jobs or content in other areas. In this respect, the sudden jump into English on three of the four local landing page choices is, contrarily, out of keeping with the expectation created of a localised service. A warning, in the local language, would do much to preserve the sense of thoughtfulness elsewhere.


First published on 22 October, 2009