While the demand for translation services is at a record high, many freelancers say their inflation-adjusted earnings seem to be declining. Why is this and can anything be done to reverse what some have labelled an irreversible trend?
Over the past few years globalization has brought unprecedented growth to the language services industry. Many have heard and answered the call. Census data shows that the number of translators and interpreters in the U.S. nearly doubled between 2008 and 2015, and, according to the Bureau of Labor Statistics, the employment outlook for translators and interpreters is projected to grow by 29% through 2024.1 In an interview with CNBC last year, ATA Past President David Rumsey stated: “As the economy becomes more globalized and businesses realize the need for translation and interpreting to market their products and services, opportunities for people with advanced language skills will continue to grow sharply.”2 Judging by the size of the industry—estimated at $33.5 billion back in 2012, and expected to reach $37 billion this year3—it seems the demand for translation will only continue to increase.
Many long-time freelance translators, however, don’t seem to be benefitting from this growth, particularly those who don’t work with a lot of direct clients. Many report they’ve had to lower their rates and work more hours to maintain their inflation-adjusted earnings. Also, the same question seems to be popping up in articles, blogs, and online forums. Namely, if the demand for translation is increasing, along with opportunities for people with advanced language skills, why are many professional freelance translators having difficulty finding work that compensates translation for what it is—a time-intensive, complex process that requires advanced, unique, and hard-acquired skills?
Before attempting to discuss this issue, a quick disclaimer is necessary: for legal reasons, antitrust law prohibits members of associations from discussing specific rates.4 Therefore, the following will not mention translation rates per se. Instead, it will focus on why many experienced translators, in a booming translation market inundated by newcomers, are forced to switch gears or careers, and what can be done to reverse what some have labelled an irreversible trend.
The (Unquantifiable) Issue
I’ll be honest. Being an in-house translator with a steady salary subject to regular increases, I have no first-hand experience with the crisis many freelance translators are currently facing. But I have many friends and colleagues who do. We all do. Friends who tell us that they’ve lost long-standing clients because they couldn’t lower their rates enough to accommodate the clients’ new demands. Friends who have been translating for ages who are now wondering whether there’s a future in freelance translation.
Unfortunately, unlike the growth of the translation industry, the number of freelance translators concerned about the loss of their inflation-adjusted earnings and the future of the profession is impossible to quantify. But that doesn’t mean the problem is any less real. At least not judging by the increasing number of social media posts discussing the issue, where comments such as the ones below abound.5
- “Expenses go up, but rates have remained stagnant or decreased. It doesn’t take a genius to see that translation is slowly becoming a sideline industry rather than a full-time profession.”
- “Some business economists claim that translation is a growth industry. The problem is that the growth is in volume, not rates.”
- “Our industry has been growing, but average wages are going down. This means that cheap service is growing faster than quality.”
Back in 2010, Common Sense Advisory, a market research company specializing in translation and globalization, started discussing technology- and globalization-induced rate stagnation and analyzing potential causes.6 Now, almost 10 years later, let’s take another look at what created the crisis many freelance translators are facing today.
A Long List of Interconnected Factors
The causes leading to technology- and globalization-induced rate stagnation are so interconnected that it’s difficult to think of each one separately. Nevertheless, each deserves a spot on the following list.
Globalization, internet technology, and the growth of demand for translation services naturally resulted in a rise of the “supply.” In other words, an increasing number of people started offering their services as translators. Today, like all professionals affected by global competition, most freelance translators in the U.S., Canada, Australia, and Western Europe find themselves competing against a virtually infinite pool of translators who live in countries where the cost of living is much cheaper and are able to offer much lower rates. Whether those translators are genuine professional translators or opportunists selling machine translation to unsuspecting clients is almost immaterial. As the law of supply and demand dictates, when supply exceeds demand, prices generally fall.
2. The Sheer Number of Language Services Providers and the Business/Competition Model: The increase in global demand has also lead to an increase in the number of language services providers (LSPs) entering the market. Today, there are seemingly thousands of translation agencies in a market dominated by top players.7 Forced to keep prices down and invest in advertising and sales to maintain their competitiveness, many agencies give themselves limited options to keep profits up—the most obvious being to cut direct costs (i.e., lower rates paid to translators). Whether those agencies make a substantial profit each year (or know anything about translation itself) is beside the point. There are many LSPs out there that follow a business model that is simply not designed to serve the interests of freelance translators. Interestingly enough, competing against each other on the basis of price alone doesn’t seem to be serving their interests either, as it forces many LSPs into a self-defeating, downward spiral of dropping prices. As Luigi Muzii, an author, translator, terminologist, teacher, and entrepreneur who has been working in the industry for over 30 years, puts it:
“The industry as a whole behaves as if the market were extremely limited. It’s as if survival depended on open warfare […] by outright price competition. Constantly pushing the price down is clearly not a sustainable strategy in the long-term interests of the professional translation community.”8
3. The Unregulated State of the Profession: In many countries, including the U.S., translation is a widely unregulated profession with low barriers to entry. There is also not a standardized career path stipulating the minimum level of training, experience, or credentials required. Despite the existence of ISO standards and certifications from professional associations around the globe, as long as the profession (and membership to many professional associations) remains open to anyone and everyone, competition will remain exaggeratedly and unnaturally high, keeping prices low or, worse, driving them down.
4. Technology and Technological “Improvements”: From the internet to computer-assisted translation (CAT) tools to machine translation, technology may not be directly related to technology- and globalization-induced rate stagnation, but there’s no denying it’s connected. The internet is what makes global communication and competition possible. CAT tools have improved efficiency so much in some areas that most clients have learned to expect three-tier pricing in all areas. Machine translation is what’s allowing amateurs to pass as professionals and driving the post-editing-of-machine-translation business that more and more LSPs rely on today. Whether machine translation produces quality translations, whether the post-editing of machine translation is time efficient, and whether “fuzzy matches” require less work than new content are all irrelevant questions, at least as things stand today. As long as technologies that improve (or claim to improve) efficiency exist, end clients will keep expecting prices to reflect those “improvements.”
5. Unaware, Unsuspecting, and Unconcerned Clients: Those of you who’ve read my article about “uneducated” clients9 may think that I’m obsessed with the subject, but to me it seems that most of the aforementioned factors have one common denominator: clients who are either unaware that all translations (and translators) are not created equal, or are simply unconcerned about the quality of the service they receive. These clients will not be willing to pay a premium price for a service they don’t consider to be premium.
One look at major translation bloopers and their financial consequences for companies such as HSBC, KFC, Ford, Pampers, Coca Cola, and many more is enough to postulate that many clients know little about translation (or the languages they’re having their texts translated into).10 They may be unaware that results (in terms of quality) are commensurate to a translator’s skills, experience, and expertise, the technique/technology used for translating, and the time spent on a project. And who’s to blame them? Anyone with two eyes is capable of looking at a bad paint job and seeing it for what it is, but it requires a trained eye to spot a poor translation and knowledge of the translation process itself (and language in general) to value translation for what it is.
Then there’s the (thankfully marginal) number of clients who simply don’t care about the quality of the service they receive, or whether the translation makes sense or not. This has the unfortunate effect of devaluing our work and the profession in the eyes of the general public. Regrettably, when something is perceived as being of little value, it doesn’t tend to fetch premium prices. As ATA Treasurer John Milan writes:
“When consumers perceive value, they [clients] are more willing to pay for it, which raises a series of questions for our market. Do buyers of language services understand the services being offered? What value do they put on them? […] All these variables will have an impact on final market rates.”11
6. The Economy/The Economical State of Mind: Whether clients need or want to save money on language services, there’s no denying that everyone always seems to be looking for a bargain these days. Those of us who have outsourced translation on behalf of clients know that, more often than not, what drives a client’s decision to choose a service provider over another is price, especially when many LSPs make the same claims about their qualifications, quality assurance processes, and industry expertise.
7. Other Factors: From online platforms and auction sites that encourage price-based bidding and undifferentiated global competition, to LSPs making the post-editing of machine translation the cornerstone of their business, to professional translators willing to drop their rates to extreme lows, there are many other factors that may be responsible for the state of things. However, they’re more byproducts of the situation than factors themselves.
A Very Real Concern
Rising global competition and rate stagnation are hardly a unique situation. Today, freelance web designers, search engine optimization specialists, graphic designers, and many other professionals in the U.S., Canada, Australia, and Western Europe must compete against counterparts in India, China, and other parts of the world where the cost of living is much cheaper—with the difference that product/service quality isn’t necessarily sacrificed in the process. And that may be the major distinction between what’s happening in our industry and others: the risk posed to translation itself, both as an art form and as a product/service.
While some talk about the “uberization” or “uberification”12 of the translation industry or blame technology (namely, machine translation) for declining rates, others point a finger at a business model (i.e., the business/competition model) that marginalizes the best translators and creates a system where “bad translators are driving out the good ones.” The outcome seems to be the same no matter which theory we examine: the number of qualified translators (and the quality of translations) is in danger of going down over time. As Luigi Muzii explains:
“The unprecedented growth in demand for translation in tandem with the effect of Gresham’s Law [i.e., bad translators driving out the good ones] will lead inexorably to a chronic shortfall of qualified language specialists. The gap between the lower and the higher ends of the translation labor market is widening and the process will inevitably continue.”13
Between 2006 and 2012, Common Sense Advisory conducted a regular business confidence survey among LSPs. During those years, there seemed to be an increase in the number of LSPs that reported having difficulty finding enough qualified language specialists to meet their needs.14 Since the number of translators varies depending on the language pair, the shortage may not yet be apparent in all segments of the industry, but the trend is obviously noticeable enough that an increasing number of professionals (translators, LSPs, business analysts, etc.) are worrying about it. And all are wondering the same thing: can anything be done to reverse it?
Are There Any “Solutions?”
In terms of solutions, two types have been discussed in recent years: micro solutions (i.e., individual measures that may help individual translators maintain their rates or get more work), and macro solutions (i.e., large-scale measures that may help the entire profession on a long-term basis).
On the micro-solution side, we generally find:
- Differentiation (skills, expertise, productivity, degree, etc.)
- Specialization (language, subject area, market, translation sub-fields such a transcreation)
- Diversification (number of languages or services offered, etc.)
- Presentation (marketing efforts, business practices, etc.)
- Client education
Generally speaking, micro solutions tend to benefit only the person implementing them, although it can be argued that anything that can be done to improve one’s image as a professional and educate clients might also benefit the profession as a whole, albeit to a lesser degree.
On the macro-solution side, we find things that individual translators have somewhat limited power over. But professional associations (and even governments) may be able to help!
Large-Scale Client Education: Large-scale client education is possibly the cornerstone of change; the one thing that may change consumer perception and revalue the profession in the eyes of the general public. As ATA Treasurer John Milan puts it:
“Together, we can educate the public and ensure that our consumers value us more like diamonds and less like water”15
Most professional associations around the globe already publish client education material, such as Translation, Getting it Right— A Guide to Buying Translation.16 Other initiatives designed to raise awareness about translation, such as ATA’s School Outreach Program, are also helpful because they educate the next generation of clients. But some argue that client education could be more “aggressive.” In other words, professional associations should not wait for inquiring clients to look for information, but take the information to everyone, carrying out highly visible public outreach campaigns (e.g., advertising, articles, and columns in the general media). ATA’s Public Relations Committee has been very active in this area, including publishing articles written by its Writers Group in over 85 trade and business publications.
Some have also mentioned that having professional associations take a clear position on issues such as machine translation and the post-editing of machine translation would also go a long way in changing consumer perception. In this regard, many salute ATA’s first Advocacy Day last October in Washington, DC, when 50 translators and interpreters approached the U.S. Congress on issues affecting our industry, including machine translation and the “lowest-price-technically-available” model often used by the government to contract language services.17 However, the success of large-scale client education may be hindered by one fundamental element, at least in the United States.
Language Education: I’m a firm believer that there are some things that one must have some personal experience with to value. For example, a small business owner might think that tax preparation is easy (and undervalue the service provided by his CPA) until he tries to prepare his business taxes himself and realizes how difficult and time consuming it is—not to mention the level of expertise required!
Similarly, monolingual people may be told or “understand” that translation is a complex process that requires a particular set of skills, or that being bilingual doesn’t make you a translator any more than having two hands makes you a concert pianist. But unless they have studied another language (or, in the case of bilingual people, have formally studied their second language or have tried their hand at translation), they’re not likely to truly comprehend the amount of work and expertise required to translate, or value translation for what it really is.
According to the U.S. Census Bureau, the vast majority of Americans (close to 80%) remain monolingual, and only 10% of the U.S. population speak another language well.18 In their 2017 report on the state of language education in the U.S., the Commission on Language Learning concluded that the U.S. lags behind most nations when it comes to language education and knowledge, and recommended a national strategy to improve access to language learning and “value language education as a persistent national need.”19
Until language education improves and most potential clients have studied a second language, one might contend that the vast majority of Americans are likely to keep undervaluing translation services and that large-scale client education may not yield the hoped-for results. This leaves us with one option when it comes to addressing the technology- and globalization-induced rate stagnation conundrum.
Industry-Wide Regulations: In most countries, physicians are expected to have a medical degree, undergo certification, and get licensed to practice medicine. The same applies to dentists, nurses, lawyers, plumbers, electricians, and many other professions. In those fields, mandatory education, training, and/or licensing/certification establish core standards and set an expected proficiency level that clients have learned to expect and trust—a proficiency level that all clients value.
Whether we’re talking of regulating access to the profession itself or controlling access to professional associations or online bidding platforms, there’s no question that implementing industry-wide regulations would go a long way in limiting wild, undifferentiated competition and assuring clients that they are receiving the best possible service. While some may think that regulations are not a practical option, it may be helpful to remember that physicians didn’t always have to undergo training, certification, and licensing to practice medicine in the U.S. Today, however, around 85% of physicians in the U.S. are certified by an accredited medical board,20 and it’s safe to say that all American physicians have a medical degree and are licensed to practice medicine. And the general public wouldn’t want it any other way! Is it so implausible to expect that the same people who would let no one except a qualified surgeon operate on them would want no one except a qualified professional translate the maintenance manual of their nation’s nuclear reactors?
So, What Does the Future Hold for Freelance Translators?
Generally speaking, most experts agree that the demand for translation services will keep growing, that technology will keep becoming more and more prevalent, and that the translation industry will become even more fragmented. According to Luigi Muzii:
In the immediate future, I see the translation industry remaining highly fragmented with an even larger concentration of the volume of business in the hands of a bunch of multi-language vendors who hire translators from the lower layer of the resource market to keep competing on price. This side of the industry will soon count for more than a half of the pie. The other side will be made up of tiny local boutique firms and tech-savvy translator pools making use of cutting-edge collaborative tools. […] The prevailing model will be “freeconomics,” where basic services are offered for free while advanced or special features are charged at a premium. The future is in disintermediation and collaboration. […] The winners will be those translators who can leverage their specialist linguistic skills by increasing their productivity with advances in technology.21
The future of freelance translation, however, may be a bit more uncertain. Indeed, many argue that even with acute specialization, first-rate translation skills, and marketing abilities to match, many freelance translators’ chances at succeeding financially in the long term may be limited by the lack of industry regulations and the general public’s lack of language education/knowledge (i.e., the two factors that feed wild, undifferentiated competition). But that’s not to say there’s no hope.
At least that’s what learning about the history of vanilla production taught me. Growing and curing vanilla beans is a time-intensive, labor-intensive, intricate process. It’s a process that meant that for over 150 years vanilla was considered a premium product, and vanilla growers made a decent living. When vanillin (i.e., synthetic vanilla flavoring) became widely available in the 1950s, however, most food manufacturers switched to the less expensive alternative. After only a few decades, many vanilla growers were out of business and the ones who endured barely made a living, forced to lower prices or resort to production shortcuts (which reduced quality) to sell faster. During that period, the only people making a profit were the vanilla brokers. At the beginning of the 21st century, however, nutrition education and consumer demand for all-natural foods started turning things around, and by 2015 vanillin had fallen from grace and natural vanilla was in high demand again. By then, however, there were few vanilla growers left and climate change was affecting production and reducing supply significantly. Today, vanilla beans fetch 30–50 times the price they did during the vanillin era.22
For those who may have missed the analogy: professional (freelance) translators are to the translation industry what the vanilla growers are to the food industry. Those who endure the current technology- and globalization-induced rate stagnation may eventually (if the forces at play can be harnessed) witness a resurgence. In the meantime, the best we can do is to keep doing what we do (provide quality service, educate our clients, fight for better language education in the U.S., and support our professional associations’ initiatives to improve things), and talk constructively about the issue instead of pretending that it doesn’t exist, that it won’t affect us, or that nothing can be done about it. If you’re reading this article, things have already started to change!
- “U.S. Language Industry Booms, Doubles Headcount within Seven Years,” Slator (May 24, 2017), http://bit.ly/language-industry-booms.
- Rogers, Kate. “Where the Jobs Are: Demand for Translators and Interpreters Skyrocket,” CNBC (July 7, 2017), http://bit.ly/translation-demand.
- Kelly, Nataly, and Donald DePalma. “The Top 100 Language Service Providers” (Common Sense Advisory), http://bit.ly/Top-100-LSP.
- ATA Antitrust Compliance Policy, http://bit.ly/ATA-Antitrust.
- “Is There a Way to Prevent the Decline of Translation Rates?” (Proz.com Forum: Money Matters), http://bit.ly/ProZ-forum.
- DePalma, Donald. “Translation Prices: Up, Down or Unchanged” (Common Sense Advisory), http://bit.ly/CSA-translation-prices.
- “Top 2016 Language Service Providers” (Common Sense Advisory), http://bit.ly/CSA-top-LSPs.
- Muzii, Luigi. “Nice or Nasty? Which Translators Finish First?” http://bit.ly/nice-or-nasty.
- Maginot, Christelle. “Educating the Uneducated Client,” The ATA Chronicle (July 2015), http://bit.ly/undereducated-client.
- Brooks, Chad. “Lost in Translation: 8 International Marketing Fails,” Business News Daily, http://bit.ly/marketing-fails.
- Milan, John. “Why Can’t I Raise My Rates? An Introduction to the Economics of Language Services,” The ATA Chronicle (January/February 2018), http://bit.ly/Milan-rates.
- Vitek, Steve. “Uberification of the Translation Industry Is Quickly Moving Forward,” http://bit.ly/Vitek-Uberification.
- Muzii, Luigi. “Are Bad Translators Driving Out the Good?” http://bit.ly/Muzii-bad-translators.
- DePalma, Donald. “Translation Demand-Supply Mismatch” (Common Sense Advisory), http://bit.ly/CSA-mismatch.
- Milan, John. “Why Can’t I Raise My Rates? An Introduction to the Economics of Language Services,” The ATA Chronicle (January/February 2018), http://bit.ly/Milan-rates.
- Translation, Getting it Right— A Guide to Buying Translation, http://bit.ly/Getting_it_right.
- “Stepping Out On Capitol Hill: ATA’s First Advocacy Day in Washington DC,” The ATA Chronicle (January/February 2018), http://bit.ly/ATA-advocacy.
- “Detailed Languages Spoken at Home and Ability to Speak English for the Population 5 Years and Over for United States: 2009–2013” (American Community Survey, U.S. Census Bureau, October 2015), http://bit.ly/census-home-languages.
- “America’s Languages” (Commission on Language Learning, 2017), http://bit.ly/Americas-Languages.
- Paris, Brittany. “Are All Doctors Board Certified?” (Angie’s List), http://bit.ly/doctors-certified.
- Muzii, Luigi. “Are Bad Translators Driving Out the Good?” http://bit.ly/Muzii-bad-translators.
- Bomgardner, Melody. “The Problem with Vanilla,” Chemical & Engineering News (September 12, 2016), http://bit.ly/CEN-vanilla.
Christelle Maginot has over 20 years of experience as a professional translator. For the past 15 years she has been working as an in-house translator for a major consumer goods corporation, where she supervises the translation of corporate, technical, sales, and marketing material into multiple languages. She has a master’s degree in English, French, and Spanish translation from the University of Aix-en-Provence, France. Contact: Christelle_maginot@conair.com.