EF Online Brochure13

EF Corporate Language Learning Solutions 2012–13

www.ef.com

Language Learning For Business, Education and Government

Trusted by the world We have schools and offices in 53 countries and are proud to count more than 1,500 companies among our clients.

EF’s first school is accredited by ARELS, today EnglishUK. EF publishes its first textbook series.

Entrepreneur Bertil Hult founds EF Education First.

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EF is appointed the Official Language School of the Seoul 1988 Olympics.

EF expands rapidly, opening offices in Asia, Europe and Latin America.

EF is selected as the corporate language provider for major multinationals like Microsoft, Siemens, and Motorola.

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EF collaborates with Apple on computer-aided language learning, resulting in EF Englishtown – the world’s largest online English school.

EF online learning system nominated for numerous educational awards.

EF is named the Official Language Training Services Supplier of the Beijing 2008 Olympic Games.

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EF enters its 20th year, having taught over one million students.

EF launches its new online school – a revolutionary step forward in online learning.

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EF takes over the AD Little School of Management, renaming it Hult International Business School.

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EF and University of Cambridge launch a ground-breaking collaboration to help improve the way people learn.

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Future: EF works with the Sochi 2014 Olympic committee to help the prepare for the Winter Olympics.

Welcome to the global leader in language training There are around 400 million native English speakers in the world and an estimated further 1.6 billion who either speak it or are currently learning to do so. That is nearly 1/3 of the entire planet. English has by all accounts become the default language of the world for international communication, and any business wishing to really be taken seriously on the international stage now needs to speak it, and speak it well.

That focus on improving English competencies has now become a strategic priority for many organizations; we call it Strategic English Learning.

EF Education First has been at the forefront of language training since 1965.

EF EfektaTM, our cloud-based English language learning environment, is now trusted by over 1,500 companies and government institutions, and 15 million students worldwide. Why? Because we have proven time and again that it generates real results.

We are passionate about optimizing the learning process through technology; it’s what gets us up in the mornings. It’s why we have invested over US$70m so far (and counting) into our product development, to ensure we always have the most effective, engaging, and resultsfocused offering on the market; from unlimited 24/7 teacher-led conversation classes in “the cloud” to our investment

into mobile learning solutions with Apple, every aspect of our school is focused on getting you the best results and keeping your students excited about learning.

We also understand that return on investment is important, so we make it easy to track your learners’ progress and results via an online reporting center.

In fact, we are so confident that our language training will help deliver your goals that we actually guarantee it, and are the only provider to do so.

We can make such bold statements because, when you learn with EF, you don’t just get access to a market-leading training solution, you also get a whole troop of experts whose one goal is your success. For example, our team of academics works tirelessly behind the scenes to perfect the most efficient and effective way to learn and our proprietary task-based learning methodology, which we call the EF MethodTM, ensures the

EF EfektaTM: an award-winning solution

knowledge is retained. We also have an impressive student support network, including coaches, study advisors and live-chat help technicians to motivate, mentor and assist students through every step of their learning.

Plus with a worldwide network of 400 offices and schools in over 50 countries, EF has dedicated project management and local service and support teams in place all over the world, ready to meet your specific needs. So you can see that at EF, we know language learning and we know how to make it work for you.

Peter Burman President, EF Corporate Language Learning Solutions

Content Welcome....................................................3 Why does language training really matter?.....4 Why online learning? ..................................6 The EF MethodTM........................................7 EF EfektaTM ................................................8 – Unmatched course content.....................9 – World-class innovation...........................10

WINNER

– Teacher-led learning...............................10 – EF EfektaTM levels...................................11 – Proven results. .......................................12 WINNER

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Unbeatable quality of service....................13 The most trusted choice...........................14 OUTSTANDING ACHIEVEMENT

Full training provider .................................15 WINNER

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Why does language training really matter?

Although a terribly overused phrase, it is nevertheless true that our world is getting smaller every day. We live on a planet that is already borderless when it comes to trade, economic interdependence and travel.

Common understanding and clear borderless communication have become the bridge for international business and competitive economies. The de-facto language for international communication, which is English, underpins all of this. For those embracing English learning as a strategic goal, the rewards can be huge: • More top-line business with new international customers • Better service and increased competitive advantage • Lower bottom-line costs due to improved collaboration and communication

Competing across borders In fact, the recent Economist Intelligence Unit report Competing Across Borders reveals just how important strong international communication skills are to international competitiveness: • 49% of global executives cited significant losses as a direct result of communication misunderstandings • 63% of companies think a lack of clarity in their internal cross-border communication often results in lost productivity • 89% of businesses agreed that better cross-border communication improves profit, market share and revenue The message is clear: businesses that do not invest in language training could weaken their position in the international marketplace.

Read more www.ef.com/eiu

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Why online learning?

In today’s fast-paced internet-world we have all come to expect 24/7, on-demand service availability to fit around our busy schedules, and training is no different. Students need the flexibility of learning wherever and whenever suits them to really engage with the training and for it to have maximum impact.

It is therefore no wonder that the popularity of online learning is growing rapidly. In 2009, English language self-paced online learning revenues accounted for 51% of all language-related content revenues; by 2014, this is set to rise to 68%*.

The benefits of online learning over traditional physical classroom training are many for both students and organizations:

For students it is all about

Convenience

• Convenience: Online training should mean ‘on-demand’; learners can organize their language training to fit into their busy schedules rather than having to fit fixed classroom sessions into their diaries.

• Flexibility: It allows each person to learn at their own pace and in their own way. This means faster learners are not held back by slower learners.

Flexibility

And for organizations it is all about • Consistency: With online learning, organizations can ensure that employees worldwide are getting access to the same consistent, high standard of training, allowing common measurement across international boundaries.

• Scalability: On-demand delivery means effortlessly scalable training capacity that grows in line with your needs, no matter where in the world they may be.

• Cost-effectiveness: Online training is dramatically more cost-effective than traditional physical classroom methods – there is no need for printed course materials, classroom facilities, travel, accommodation or other overheads.

Consistency

Scalability

Cost-effectiveness

But beware...

Not all online learning is the same; too often learning online means sitting in front of a screen alone, rote learning of vocabulary, and completion of exercises in a one-directional fashion with little human interaction or communication. This simply is not effective, which is why we’ve developed a very different approach over many years that we call the EF MethodTM.

* Ambient Insight, The worldwide market for English language education self-paced e-learning content: Forecast and analysis 2009-2014, Adkins, June 2010

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The EF MethodTM Linguists agree that the best way of learning a language is through a communicative approach that focuses on using the language in real conversation, rather than too much studying of vocabulary and grammar. This approach has developed more recently around practicing conversation in real-life scenarios or ‘tasks’.

With nearly 50 years in the language training industry, we know that this Task-Based approach to learning is the fastest, most effective way of learning a new language, and this is why we base the EF MethodTM around it.

Our unique method focuses on dialogue and the use of authentic language, asking students to perform meaningful tasks in real-life situations, and ‘immersing’ them in the use of the language.

Learning also works best when it is aligned with the learner’s specific needs and preferences. That’s why the EF MethodTM adapts seamlessly to cater for individual learning needs. It combines teacher-led virtual conversation classes with online activities, all delivered using EF Efekta™; our cloud-based learning environment.

These individualized and customized learning programs combine:

• A focus on communication: Communicative language teaching to accelerate language acquisition.

• Flexible paths: Learners create their own study path based on their time scales, personal goals and preferred way to learn.

24/7

• Real teachers: Unlimited access to virtual conversation classes hosted by real teachers, every hour.

• Managed motivation: Coaches keep learners engaged and encourage progress through regular calls. Plus a clever widget we call the Motivation Engine understands the progress students have made and encourages them, through prompts and emails, to reach the next level.

• Task-based progression: Progress is made via a series of business-relevant tasks so learners can immediately apply their knowledge to their job.

• Tuned relevance: Content matches the skills each learner needs to address the most and the specific vocabulary of their industry.

The EF MethodTM in a nutshell Students learn new information, try out activities in the cloud-based school, and apply their knowledge to real-life situations.

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EF EfektaTM The world’s no.1 cloud-based business English school

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With over 45 years of language training experience, EF understands what works and what does not. We know that delivering really effective online language training means bringing together the three key disciplines of:

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We feel we have got this mix just right, with precision progress testing, highly engaging task-based content, expert teachers, innovative language lab technology, and personal coaching to ensure on-going progress. The result: EF EfektaTM, a cloud-based learning environment so effective that you won’t find a match for it anywhere in the world; period.

EF Efekta™ is the most efficient, effective and flexible way to improve the English proficiency of your entire organization. It offers:

A. Unmatched course content • 2000 hours of content, including 500 hours of pure business content • Industry-specific courses so students learn the vocabulary most relevant to their company’s needs

B. World-class innovation • Over US$70m investment into product and learning R&D • Customized iPhone and iPad apps for learning ‘on the go’

C. Teacher-led learning • Unlimited access to teacher-led group conversation classes 24/7, for truly interactive learning

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• Future-proof content updated every two weeks, ensuring a fresh user experience every time • Lessons built around a task-based methodology, proven to be the most effective way to learn • 500 high definition movies to aid comprehension • State-of-the-art progress reporting center for transparent return on investment • Private 1:1 teacher-led classes in many languages for faster progression • Oral and written evaluations for help where students need it most

A. Unmatched course content for a tailored learning experience EF EfektaTM is customizable to each learner’s individual preferences for the way they want to learn and the priorities of what they want to learn. Learners can focus on the skills they need to improve the most and select the tools they find the most helpful from a wide range:

Business English skills courses: These are a series of modules available to all learners. They are aimed at improving the business language skills professionals need on a day-to-day basis.

Industry-specific English: EF offers specific industry courses which focus on key terminology within major industry groups including: Banking & Finance, Aviation, Medical, Oil & Gas and many more.

Variety: EF EfektaTM offers the widest range of interactive learning activities; over 10,000 modules with 25 different activity types across 16 levels provide a diverse study experience.

Content-rich movies: Storyled, high-definition movie clips aid learner comprehension and listening skills – an essential component for effective communication.

Each course unit includes a variety of tasks

Industry-specific content focuses on what’s relevant for each learner

A vast array of interactive tasks keep learners motivated

Productivity tools: EF EfektaTM includes an extensive palette of self-study tools to strengthen learners’ skills in an effective and engaging way.

EF EfektaTM offers live conversation classes with real teachers 24/7, 365 days a year

A thorough test process during sign-up ensures learners follow a learning path most suited to their needs

Learners can study new vocabulary and practice pronunciation outside of their normal course

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B. World-class innovation for a future-proof solution Looking for new and improved ways to make learning more enjoyable and convenient for the learner is our raison d’être. Whether it is encapsulating our unique task-based learning process in software, delivering new and compelling HD-content, boosting learning power with our Motivation Engine or providing mobile tablet accessibility, if we think it will make a difference, we will find a way to deliver it. This is what makes EF EfektaTM the best in the world.

Progress reporting: EF’s state-ofthe-art reporting tool allows learners to monitor their own progress against key performance indicators. It also allows Training teams to adapt services and communications to maximize student progress and pass rates.

Advanced Speech Recognition (ASR): EF’s core objective is to give learners the self-confidence to speak English in any type of real-life situation. ASR technology hones in on speech patterns and improves pronunciation fast.

Scalability: Specifically designed to be easily implemented across different locales, functions, and industry sectors, EF EfektaTM can be seamlessly integrated into organizations of any size and across all geographies. It

represents a unified cross-cultural, company-wide standard for training.

Future-proof: All the resources in the online school are updated every two weeks and are continuously refined and improved by our full-time product development teams and academic experts. This means you always have access to the most cutting-edge training solution around.

Accessibility: Our school is open 24/7, 365 days a year, so learners can log-on whenever they have a free moment.

Motivation Engine: This algorithm senses each individual student’s progress.

Through clever prompts and timely emails it aims to help students to get started in the online school faster and motivates them to spend more time learning.

C. Teacher-led learning to optimize results At EF we put a huge emphasis on the importance of teachers as part of our online training. After all, they are the very essence of learning and nothing can replace them. For this reason we use our cutting-edge technology to bring our teachers to our students whenever and wherever they wish to learn.

Conversation classes: Teacher-led virtual conversation classes start every hour, 365 days per year. These are open to any EF learner across the globe, meaning learners can interact with their peers internationally. Classes are also accessible via iPads for learning ‘on the go’.

Writing classes: Learners participate in writing classes online and get their

10 | EF Corporate Language Learning Solutions

assignments back with comments from a native-level English teacher within 48 hours of submission.

Tutoring/Coaching: All EF learners receive regular phone coaching sessions from their EF Learning Coach to make sure they remain on track with the company’s learning objectives and progress as quickly as possible.

Technology at EF is first and foremost used to enhance training efficiency. The latest technology allows us to quickly implement and deliver language training at a speed and efficiency that cannot be replicated by conventional teaching methods. We’ve broken down the traditional constraints of a physical classroom and made the process of learning even faster. When technology and education collide, our students benefit.”

Dr. Enio Ohmaye EF Chief Technology and Experience Officer

Three levels of online learning How quickly does each learner need to progress?

Not every language learner will have the same priorities or urgency. Some have urgent needs and require the fastest possible progression but don’t necessarily have the time to travel or immerse themselves in a residential program in one of our Executive Schools. Others will have prioritized needs and require a steady, guaranteed progression. And perhaps there are more general needs for a broader learner population. Whatever the need, there’s an Efekta™ program for everyone – and they all include unlimited access to 2,000 hours of rich content plus industry-specific SPIN modules.

EF EfektaTM Level Basic

Premium

Private

Unlimited access to the Efekta™ learning environment for self-study that progresses one business task at a time

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Access to online progress reports

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Unlimited group conversation classes teacher-led classes in small groups, held every hour, on the hour

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Individual feedback on verbal and written proficiency – and access to detailed online progress reports

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Orientation, motivation and study advice from a personal EF Learning Coach

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24 private one-to-one sessions – with a native-level English teacher who knows each learner’s level and skills target profile

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Read more about our full product offering on page 15 of this brochure

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EF EfektaTM generates proven results We understand that training is of little value to your company unless the results are tangible and have a real effect on your bottom line. Luckily, we can show that EF EfektaTM does just that. With a wealth of data to analyze we have found that, with EF EfektaTM, you can expect:

Fast progress Progress: Learners that study with EF EfektaTM for just 2 hours per week, on average, improve their English competency by one level every 25 weeks.

Leading to Productivity: Our learners report that their improved English skills save them, on average, 2 hours per week.

Immediate return: 93% of our learners feel they can apply their learning to their job immediately, adding value to your business straight away.

Efficiency: 86% say their improved English skills help them to better meet their job goals.

Competitive advantage: Our clients report improved communication and teamwork, better customer service and sales, along with increased staff motivation and engagement.

Confidence: 87% report that the English language training increases their confidence in their role, so they are more likely to take on additional responsibilities.

and a positive impact on your business’ bottom line Return on investment: Based on an average salary of US$25 per hour1, the productivity-saving of 2 hours/week translates into an annual saving per employee of US$2,250, a remarkable ROI.

Recruitment costs: For a company with 50,000 employees, if we assume a 2% unplanned staff turnover rate, a $5000 average replacement cost per employee, and that offering English as an employee benefit reduces this rate of churn by 0.25%, English language training would save this business $1,250,000 in recruitment costs.

New revenue potential: Assuming an international sales team of 1000 people with a $500k average sales target each, just a 2% increase in sales from improved English proficiency would result in $10m increase in revenues.

1. Average US salary US$46,000 (45 weeks p.a., 40 hours per week)

Collaboration with Cambridge University Our passion for pedagogical research has led us to establish a research unit in collaboration with the University of Cambridge Department of Theoretical and Applied Linguistics. Our team of scientists and linguists are jointly conducting research at the cutting edge of technology to fundamentally improve the way students learn English.

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Unbeatable quality of service

‘Project lifetime’ service Unlike other providers, EF is not just a software supplier. Our dedicated client team supports you every step of the way; from project design through to implementation, evaluating results and suggesting ways to optimize success throughout the life of your contract. We provide guidance on best practice and share tools to motivate learners.

Monitoring results EF uses the most scientifically advanced testing technology to provide you with a thorough assessment of your employees’ language competency levels before, during and after your training program, giving you quantifiable results and a measurable ROI. We will even analyze the results and proactively suggest areas where improvements could be made as part of our quality assurance program.

Personal attention With EF you will have one single point of contact; we do not outsource any part of our solution so we can ensure end-to-end quality and rapid responsiveness.

We are committed to reducing your administration effort and making the training process as effortless and smooth-running as possible.

Local support from a global company EF is a truly global company; with a worldwide network of over 25,000 employees in 400 offices and schools in over 50 countries, EF has dedicated project management, local service and support teams in place all over the world to ensure your project’s success.

Student support We want the end-users of EF EfektaTM to know that we are there for them whenever they need us. For this reason, we have dedicated EF Learning Coaches who, through regular phone calls, act as motivators and advisors to our learners throughout their entire course, helping them meet their study goals. In addition, our 24/7 live-chat help functionality in the school means there is always someone to assist the students with any questions or issues they may have.

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of our customers are impressed with how we handle their project

describe our service delivery and project management as proactive

75% expand the scope of their language training with us year-on-year

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The most trusted choice in language training

With over 45 years experience, EF has an impressive pedigree in the language training arena. Our solutions are synonymous with personal and corporate success – many of our clients are in the Fortune 500 and the FTSE 100 and many of our learners are the highest level executives.

BDO

AB InBev

Air China

BDO, the 5th largest global accountancy network with over 1,100 offices in 120 countries, uses EF EfektaTM to provide a common language platform for its worldwide processes.

BDO recognized the importance of better English as a means to improving communication with their clients and offering a more efficient service to them.

For this reason, learning English was made a key goal for BDO employees.

A key factor for BDO in selecting a language training solution was that it needed to offer flexibility of learning by allowing employees to study whenever and wherever they liked. EF EfektaTM was therefore the perfect match as it is available 24/7 with teacher-led, virtual conversation classes taking place every hour.

AB InBev (Anheuser-Busch InBev) is the leading global brewer and one of the world’s top five consumer product companies.

It employs 116,000 people in 23 countries across the world.

“Conducting business on a global scale means that staff in our organization need to have strong English communication skills” says Isabella Zhang, Director of Training at AB InBev China. The company selected EF EfektaTM as the solution to its language training needs.

“We have been impressed by the learning results, and find EF EfektaTM a cost-effective, efficient way to train our staff,” says Ms Zhang. “Improving their English has certainly helped our employees to be more productive.”

Air China is China’s flag-carrying airline and the most profitable airline in the world. It has over 36,000 employees, 60 million domestic and international passengers and is a member of the Star Alliance.

Air China recognized the rapid globalization of the Aviation industry and chose to embrace the English language to improve communication and service. Their expanding routes and entry into the Star Alliance created an immediate need for a large-scale language training program.

EF worked with Air China to create a program to suit their business objectives in a truly collaborative partnership.

The result was a training policy with study targets for an initial enrollment of over 1,200 people in EF EfektaTM.

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Full training provider EF is unique in the marketplace as the only full language training provider. We use a mixture of training products to match the range of staff you want to train, the

Intensive courses abroad are the fastest way to fluency. Our Executive Language Schools boast executive-quality educational facilities in world-class cities. www.ef.com/efc

Intensive courses abroad

Efekta Private

Efekta Premium

Efekta Basic

Efekta Basic is our self-paced learning offering for non-essential learning. This solution provides unlimited access to all of our online content, with the onus on the student for when and where they do the training.

urgency of their needs and the languages they need to learn. If you are unsure of who needs what level of training, we have several tools to help you assess your company’s language learning requirements. We then use our extensive experience to propose the best combination of training for your specific circumstances.

Efekta Private is the most effective way to learn Business English online. This course provides access to unlimited group conversation classes and 24 private 1:1 sessions with a native level English teacher.

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Efekta Premium includes unlimited access to live virtual classrooms, available 24/7. It also includes real-life teacher feedback on verbal and written proficiency and access to detailed online progress reports.

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EF Corporate Language Learning Solutions

www.ef.com

Language Learning for Business, Education and Government EF offers business language training for all needs in our schools abroad and anywhere, anytime online

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