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Future Skills Wales Survey Welsh Language Skills in Seven Sectors
A report to the Future Skills Wales Partnership by Beaufort Research and Menter a Busnes
March 2005
FINAL REPORT
Executive Summary This report on Welsh Language Skills Needs in the Private Sector has been prepared 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. The methodology of the survey and accompanying research is included in Section 3 of the report. A key aim of this study was to complement recent work, most notably the Future Skills Wales 2003 Generic Skills Survey and ELWas 2004 study into the Welsh Language Skills Needs of Employers Operating Welsh Language Schemes. Key findings revealed in the report include: 9% of businesses interviewed report a need for Welsh Language skills amongst employees. The sector with the highest need was the Media where 18% of businesses reported a need for Welsh language skills. The lowest need of all sectors was Retail, Wholesale and Other Services with only 5% reporting a need for Welsh language skills Region also has a great influence on the level of demand for Welsh language skills. For example, a third of businesses in the North West have a need for such skills compared with just 3% in the South East. Only 8% of businesses in the South West and 10% in Mid Wales reported having a need for Welsh language skills. Medium to large businesses (over 50 at the location) are as likely have a need for Welsh language skills as micro businesses (2-4 employees). However, businesses with 25 49 employees are much less likely to have a need for Welsh language skills compared with all the other employee size bands. 15% of those who stated they had no present need for Welsh language skills said that having staff with the right Welsh language skills was important to their business. ii
Businesses reporting a need for Welsh language skills place a greater importance on Speaking and Listening skills than on Reading and Writing skills On average, the higher the level of Occupation within companies who say they have a need for Welsh language skills, the higher the level of Welsh language skills needed, and this is true both for Speaking/Listening and Reading/Writing skills The results show clear variances between sectors. For example, Agri-Food, Media, Tourism and Leisure and Finance and Business Services sectors show higher levels of Welsh language skills needs than that of the Care or Retail sectors. Of the great majority of businesses that did not recognise a need for Welsh language skills, 11% foresaw the situation changing within the next 5 years, indicating a small potential increase in demand for Welsh language skills. Businesses with a need for Welsh language skills are most likely to think of going to a local college or university for advice and help about improving the Welsh language skills of their workforce. Very few businesses with a need mentioned that they would think of going to Mentrau Iaith or ELWa. A high proportion of respondents failed to give a view on some statements about the quality, availability and cost of training through the medium of Welsh. This strongly suggests that most businesses have had limited experience of Welsh medium or Welsh language training. Despite businesses low level of need for Welsh language skills amongst employees when asked the question outright, there are some indications elsewhere that actual demand may be higher than this response would suggest. There are other headline findings indicating that some Welsh businesses consider the ability to do business in Welsh a key factor in providing high levels of customer care. For example, 29% of all respondents indicated that their customers like to be offered the choice of either English or Welsh. Further evidence outlined in the report shows that 20% of all respondents viewed having the right Welsh language skills as important to the success of their business.
Initial expectations were that the level of stated need for Welsh language skills among private sector employers in Wales would be higher, based on the FSW Generic Skills Survey of 2003, where 38% of businesses and organisations across Wales said that they had a need for Welsh language skills at different levels. iii
However, only 21% stated in the FSW Generic Skills Survey 2003 that they needed Welsh language skills above a basic level and the FSW survey included public sector bodies in its coverage. The FSW Generic Skills Survey results were utilised in designing the sample to be drawn for this survey which attempted to focus on sectors likely to have at least an average need for Welsh language Skills. The report highlights a number of themes from the research findings and outlines headline policy issues to be considered by the Future Skills Wales Partnership and others. They include the need to improve awareness amongst the private sector as to the potential commercial benefits of the Welsh language, particularly in terms of customer retention and new market penetration. In this context, the need to integrate Welsh language planning with the Economic Development and Skills/Training policy agendas is outlined as a clear priority in successfully engaging the private sector. Finally, a spatial perspective is given in terms of planning future policy and programme interventions by the public sector. The report supplements this by outlining the need to mainstream Welsh language skills as a component within more generic training such as Customer Care for example. A key reason for this is that Welsh businesses seem to view the ability to speak, read or write Welsh not to be a skill as such, but more of a naturally occurring attribute. The report identifies this perception as a potential barrier to the further development of Welsh language skills as a commercially and economically advantageous tool.
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Table of Contents
Executive Summary Table of Contents 1. 2. 3. 3.1 3.2 Introduction Context... Methodology...
ii 5 7 8 10
Desk-based research...10 Quantitative Research.14
3.2.1 Development of Quantitative Research14 3.2.2 Conducting the Research 16 3.3 4. 4.1 Case Studies 21 Findings.... Business requirements for Welsh Language 23 27 4.2 Identifying current and future employees skills level 28 4.2.2 Recruitment 28 4.2.3 Improving Welsh Language skills of staff 30 4.3 Welsh Language skills requirements across job occupations 33 4.4 Respondents who do not have a need for Welsh Language skills.. 4.4.1 Improving Welsh Language skills in future - those without a present need 40 44 4.5 Attitudes of businesses to Welsh Language skills 39 23
skills.
4.1.1 Business language.
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4.6 Summary of main issues 47 5. Policy Issues.. 50
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Appendices Appendix 1: Survey Questionnaire Appendix 2: Welsh Language Skill Level Matrix Appendix 3: Occupation Grids (for each sector) Appendix 4: Introductory Letter Appendix 5: Pre-Interview Contact Script Appendix 6: Pre-Interview Call Outcomes Appendix 7: Main Fieldwork Call Outcomes Appendix 8: Unitary Authorities Appendix 9: Industry Sectors in Research Universe Appendix 10: Detailed Analysis of Welsh Language Skill Level Requirements across Occupational Groups
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1.
Introduction
This report was commissioned by the Future Skills Wales (FSW) Partnership and considers the Welsh language skills needs of the private sector in Wales. The FSW Partnership includes members from ACCAC, Basic Skills Agency, Careers Wales, CBI Wales, Dysg, ESTYN, Federation of Small Businesses, Fforwm, Higher Education Wales, Jobcentre Plus, Local Government Data Unit Wales, National Council ELWa, National Training Federation for Wales, Secondary Heads Association, Sector Skills Development Agency, Wales Council for Voluntary Action, Wales TUC Cymru, Welsh Assembly Government, Welsh Development Agency and the Welsh Local Government Association. The Steering Group for this project includes members from ACCAC, Careers Wales, CiTB, Welsh Language Board, Jobcentre Plus and ELWa. The research was conducted from October 2004 to January 2005 and involved a telephone survey of 1,960 businesses. All employers were based in Wales, had at least one employee and belonged to an industry sector identified as having a fairly high demand for Welsh language skills. Research aim and objectives This research aimed to identify the scale and types of Welsh language skills gaps and shortages within the private sector in Wales to assist the development of appropriate learning and training opportunities and materials. The research objectives were defined as: Using the Future Skills Wales 2003 Generic Skills Survey Research, to establish those private industry sectors and occupations identified as having Welsh language skills needs. Determine to what extent and at what level skills in written, spoken or read Welsh are required, and identify any industry sector or geographical issues that may affect this. Find out the effects and impact that Welsh language/ bilingual skills (or lack of them) are having on businesses within these sectors. To consider the impact of geography on the level of requirement for Welsh language skills. Establish the types of training the private sector require and whether they are aware of current availability.
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To identify those sectors with no or low stated Welsh language / bilingual skills needs to understand why this skill is not seen as being of importance.
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2.
Context
The challenge facing Welsh employers in recruiting people with the right mix of aptitudes and skills has implications not just for that particular company or organisation, but for the wider performance of our domestic economy. The absence of a particular skill can hamper a companys ability to provide goods and services in consolidation markets and to compete for new growth segments. In its National Economic Development Strategy, A Winning Wales, the Welsh Assembly Government has set ambitious targets for improving the Welsh economy. With the accompanying Action Plans for Skills, Innovation, Entrepreneurship, Business and the Environment and Trade, it sets out a ten-year vision for building a Wales which will help to create and attract high added-value businesses, promote enterprise, create the conditions for sustainable development and support long-term jobs in all our communities. The strategic agenda in Wales: a Better Country promotes the vision of a diverse, competitive, high added-value economy, with high-quality skills and education, that minimises demands on the environment. Additionally, the Wales Spatial Plan People, Places, Futures seeks to ensure that the Welsh Assembly Government and its partners and agencies develop policies in a way which considers the different challenges and opportunities in the different parts of Wales, including geographic and cultural distinctiveness. This study, together with the Future Skills Wales 2003 Generic Skills Survey report and ELWas report into skills needs in the public sector, is relevant to this wider economic perspective in that it helps drive forward the agenda for fulfilling the skills needs of employers in Wales as a means of promoting economic effectiveness. Iaith Pawb, the Welsh Assembly Governments strategic plan for promoting and developing the Welsh language sets out its vision for the Wales of the future as being a truly bilingual country, where people can choose to live their lives through the medium of either or both Welsh or English and where the presence of the two languages is a source of pride and strength to all. ELWas Strategy for Bilingual Learning includes information on the work of ELWas Bilingual Unit to develop Welsh medium and Welsh language learning which will play a significant part in the Welsh Assemblys vision for the Welsh language by improving opportunities for learners to acquire or better their Welsh language skills to meet the needs of employers in Wales. The Language Economy Discussion Group, set up by the Welsh Assembly Government, has a brief to look in more detail at the links between economic development and the Welsh language and to generate economic and linguistic benefits by bringing together aspects of economic development and language
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development. The intention of the Programme of Action for Economic Development and the Welsh Language is to increase understanding of the issues and to encourage practical action. It will build on what already exists in the fields of economic development and language development in order to add extra value to both. Learning Country: Learning Pathways 14 19 is already making headway in helping to achieve the goal of raising the attainment and ambition of young people. The Skills and Employment Action Plan also identifies ways forward in bringing together various education, skills and economic agendas. Engagement between business and education is essential to long-term sustainability and can bring immediate benefits. Up-to-date and relevant labour and employment market information and intelligence is a crucial element so that employers needs for particular skills can be addressed by education and training provision. The work of Careers Wales in providing information, advice and guidance to people of all ages in Wales is central in making the link between education/training and employment and this study will be of particular interest to them as Careers Wales Online develops its employer liaison phase. The Sector Skills Councils have a key role in planning and delivering skills training to different sectors in Wales, and they, together with colleges, training providers and ELWa, need to have access to information about employers skills needs on a sectoral basis. Most importantly employers themselves and their representative bodies need information and support in identifying skills needs and in satisfying them, if they are to grow and develop their businesses. The Future Skills Wales Partnership, and ELWa specifically, has a key role in ensuring that the vision is achieved through the education and training of people of all ages. This research will contribute to the future planning of services, training and education with specific regard to meeting employers needs for Welsh language skills. Research into the needs of organisations operating a statutory or voluntary Welsh Language Scheme, predominantly public sector organisations, was reported upon during June 2004. The findings of this research will therefore complement those of the preceding research and provide the Future Skills Wales Partnership with the required information in order to gain a fuller picture of the Welsh language skills needs of employers in Wales.
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3. Methodology
The survey was implemented via a telephone survey and was prefaced by six face-to-face depth interviews to test understanding of the terminology to be used and to ensure that the research materials were easy to use. A further seven supplementary qualitative interviews with business owners and managers who had specified a need for Welsh language skills were conducted after the telephone survey. The outcomes of these interviews are recorded as case studies. An important factor in designing and implementing the fieldwork was to facilitate comparability with the findings of previous research projects such as the Future Skills Wales 2003 Generic Skills Survey and the ELWa Research into Welsh Language Skills Needs of Employers Operating Statutory and Voluntary Welsh Language Schemes. The methodology used is summarised thus:

Desk-based research into the FSW Generic Skills Survey and other sources Development of questionnaire, Welsh Language Skills Matrix and Occupational Grid Quantitative research including sampling profile, pilot phase, pre-interview contact phase, main fieldwork phase and additional interviews Qualitative interviews to develop case studies with businesses reporting a need for Welsh language skills
3.1 Stage 1 - Desk based research The two broad aims for the desk-based research were: 1. To inform the design of the sample for the quantitative survey, by identifying areas of prominent need with regard to Welsh language skills by sector and geographical area, to determine the focus of the sample. 2. To provide a good understanding of the issues with regard to Welsh language skills needs and to act as a starting point for the design of the questionnaire for the quantitative survey.
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There is a paucity of documents relating to the Welsh language and the requirements of the Private Sector for such skills, hence the FSW research. However, the desk research provided a valuable insight into the current situation in Wales and included the following documentation: Future Skills Wales 2003 Generic Skills Survey Iaith Pawb National Action Plan for a Bilingual Wales Office for National Statistics Census Data Research into Welsh Language Skills Needs of Employers Operating Statutory and Voluntary Welsh Language Schemes, 2004 - ELWa Gorwelion and JobCymru Data Language-Economy research ELWa, Mentrau Iaith Myrddin and Coleg y Drindod research project into the use of the Welsh language in the Business, Service and Voluntary Sectors in Carmarthenshire. Summary of Findings from desk research

The Future Skills Wales Generic Skills Survey 2003 did not identify Welsh language skills as a priority for the majority of establishments in Wales. Sixty two percent of those questioned reported that they did not have a need for Welsh language skills; however this varies according to the nature of the business and by occupation. Turning this statistic on its head, a significant minority (38%) do require Welsh language skills at least at some level. Gorwelion and JobCymru research, which considers the Welsh language requirements of organisations in Wales through qualitative face to face interviews in partnership with Careers Wales, has concluded that, in counties where the research has been undertaken (Carmarthenshire, Gwynedd, Anglesey, Ceredigion, Powys, Pembrokeshire, Rhondda Cynon Taff), there is a significant requirement for bilingual skills. The table below summarises the findings according to sectors.
Table 1 Gorwelion findings - companies and organisations using bilingual skills
Employment Sector Manufacturing Service Retail Tourism Total
Companies questioned 177 381 183 99 840
Bilingual skills 74 260 114 60 508
% 42 68 62 61 60
Base: 840 companies in Carmarthenshire, Pembrokeshire, Ceredigion, Powys, Gwynedd, Anglesey and Rhondda Cynon Taff Source: Gorwelion project
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The FSW 2003 Generic Skills Survey (FSW 2003) highlighted employers generic skills needs, (now and in the future) and individuals abilities to supply the labour market with those skills. The Survey showed that Welsh language skills were required by organisations in the public and voluntary sector but seen to have less significance in the business sector. 55% of establishments in the public sector and 58% of the voluntary sector require at least some level of Welsh language skills whilst only 34% of the private sector report a need for such skills. Also, 17% of those stating a requirement for Welsh language skills need basic skills only, with 20% requiring Welsh language skills at above basic level.
Figure 1 Level of Welsh language skills requirements among Welsh employers (%)
70% 60% 50% 40% 30% 20% 10% 0%
62%
17%
11%
7%
2%
Hi gh
Base: 6020 establishments
In te rm
No t
Source: FSW Generic Skills Survey 2003
Fluency in Agriculture, occupations the Mid and survey.
the Welsh language is significantly higher in the Hunting, Forestry and Fishing sector, amongst certain (teachers, researchers and skilled farm workers) and in North West regions of Wales, according to the FSW 2003
When considering the FSW 2003 data in relation to Welsh language skills needs, split using Standard Industrial Classification (SIC) codes, it can be seen that employers from the following sectors reported having average or above needs for Welsh language skills at an intermediate, high or advanced level:

Agriculture, hunting and forestry; Manufacture of food and beverage; Publishing, printing, reproduction of recorded media; Building installation; building completion; Wholesale of non-agricultural products; Retail trade; Hotels and restaurants;
Ad va nc ed
re qu ire d
ed ia te
Ba sic
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Activities auxiliary to financial intermediation; Real estate; Other business activities; Recreational, cultural and sporting activities; Other service activities; Public administration and defence, Compulsory Security; Education; Health and social work; Activities of membership organisations.
Social
Establishments questioned as part of the FSW 2003 Generic Skills Survey also expected their need for Welsh Language Skills to increase in the future. The drive from the Welsh Assembly Government to promote the growth of the Welsh language by 2010, especially amongst young people, and to develop a truly bilingual country adds support to this finding. Occupations where Welsh language skills are more likely to be required are in caring personal service, health, social welfare and associate professional roles together with business and public service professionals, and teaching and research professionals. Top of the list of employers skills requirements were customer service, ability to follow instructions, communication, team working, and showing initiative. Skills that are forecast to grow in importance over the next three years include ICT, management and leadership, the ability to organise ones own learning and the Welsh language. Significantly, growth areas demonstrate a strong correlation to the sectors where demand for Welsh language skills is also set to increase: Over the next five years occupational growth is likely to be concentrated in those areas relating to health, leisure, sales and service support. The sectoral approach to this work was further informed by the report issuing from the Language Economy discussion group. The Welsh Assembly Government, the WDA and ELWa have jointly considered how to develop a sectoral approach in Wales and as a result, ten sectors have been highlighted for specific attention, namely:

automotive aerospace professional and business services land based including agri-food electronics chemicals creative industries social care
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hospitality, leisure and tourism pharmaceuticals including bio-science
From these ten sectors, the Welsh Assembly Governments Language-Economy Discussion Group has identified five sectors which will have a particular relevance to the Language Economy Agenda. These are:

professional and business services land based including agri-food creative industries social care hospitality, leisure and tourism
Within its Programme of Action, the Language Economy Discussion Group has decided to concentrate on three sectors initially in order to proceed with aspects of developing these sectors:

hospitality, leisure and tourism creative industries social care
The 2001 census recorded that 20.8% of the population could speak Welsh, an increase on the level reported during the 1991 survey, and that in total 28% had some knowledge of Welsh. The areas with the highest percentage of people holding one or more skills in the Welsh language are Gwynedd, Anglesey, Carmarthenshire and Ceredigion. Conversely, the areas reporting the lowest percentage of people having one or more skills in Welsh language are Monmouthshire, Blaenau Gwent, Newport and Torfaen. According to the FSW 2003 Generic Skills Survey, there is a strong correlation between the levels of bilingual skills and qualifications held. It could reasonably be assumed therefore that the businesses requiring a higher level of Welsh language skills should be found in areas where a higher percentage of people hold Welsh language skills. One would assume that supplying services to customers who speak and use Welsh would be considered a business priority. 3.2 Stage 2 Quantitative Research
3.2.1 Development of quantitative research Following on from the desk based research the sampling structure and materials for the quantitative research were designed. Sampling The research universe was defined as businesses with at least one employee based in Wales and belonging to the industry sectors
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which were identified as having a need for a higher than average level of Welsh language skills. These were identified following the analysis of the FSW Generic Skills Survey 2003, the consultants knowledge and experience and discussions with members of the Project Group. The process identified 18 small industry sectors (see Table 3 on page 18) which could be grouped into 7 main industry sectors - namely:

Tourism and Leisure Agri-food Financial and Business Services Care Services Media Retail, Wholesale and Other Service Activities Construction
The sample also allowed for interlocking quotas for the number of employees at each business location surveyed (2-9, 10-49, 50+ employees) together with regions (North East, North West, Mid, South West and South East Wales) within the 18 sectors. Whilst the five regions were defined for Experian in terms of postcode, some postcodes overlapped local authority areas and the Wales / England border. To ensure that each respondent was allocated to the correct local authority area this was checked as one of the screening questions. Materials for the quantitative research The initial stage involved designing a questionnaire and research instruments, including an Occupation Grid and a Welsh Language Skills Matrix, to help interviewees consider in advance what level of Welsh language skills were required for each type of occupation employed in their organisation. Development of the questionnaire The questionnaire was designed by Beaufort Research and Menter a Busnes following consultation with the Project Group, and leading on from the cognitive interviews held. The questionnaire (seen in Appendix 1) contained four main sections. The first section dealt with recruitment and screening questions and was administered to all respondents. The second section contained questions that were asked of respondents who stated a need for Welsh language skills amongst employees at their business. These businesses were asked whether they had employees in each of four occupational groups in the Occupations Grid (see description below) and if so were asked questions about the level of Welsh required by each job group, using the Welsh language skills matrix. The third section contained questions that were asked of respondents who did not feel they had a requirement for Welsh language skills. The final part of the
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questionnaire was asked of all respondents and contained attitudinal statements and a question about the turnover of the business. The resulting questionnaire reflected the findings of the desk based research and the consultants previous experience of languagerelated research. Including attitudinal statements allowed for further comparability with previous research, in addition to the comparability with that previously undertaken by ELWa into the language requirements of the public sector. Grouping of occupations The Occupation Grid, seen in generic form below, was developed in order to allow respondents to categorise the Welsh language skills needs of employees in different types of job within their organisation quickly and easily. Based on the Standard Occupational Classification (SOC) groupings, and including examples of specific job titles/positions, the occupations were aggregated into four broad categories (A, B, C and D). Separate Grids were developed for each industry sector in the sample, containing examples of jobs particularly relevant to their sector (See Appendix 3 for Sectoral Occupational Grids).
Table 2 - Occupational Grouping Grid (Generic)
Senior Managers, Director, Partner, Professionals (e.g. Civil Engineers, Architects, Qualified Solicitors) B Associate professional and technical, Middle Managers, Supervisors, Team Leaders, Controllers (e.g. Engineering Technician, Nurse, Trainee Solicitor) C Administrative and secretarial, Skilled Trades, Personal Service, Sales and customer service, Shop floor, Skilled Manual Workers (e.g. Motor Mechanic, Carpenter, Electrician, Hairdresser, Beauty Therapist) D Process, plant and machine operatives; Elementary, Clerical, Labourers It should be noted that comparability with the occupational groupings used for the ELWa Public Sector study was limited by the inherent differences between occupations in the public and private sectors. Welsh Language Skill Level Matrix The Welsh Language Skill Level Matrix, (seen in Appendix 2) which supported the questionnaire, was developed from the National Language Skills Framework and the Gorwelion/JobCymru matrices. Consideration was also given to the need for comparability between the matrix produced as part of the research into the Welsh language skills needs of the public sector. Whilst using the matrix produced as part of the public sector research would have been ideal from a comparability and compatibility stance, it was felt that the range was
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Level A
Typical occupations in group
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too narrow and did not allow for differentiating between intermediate and higher Welsh language skill level. The skills matrix was therefore adjusted to reflect the broader categories in order to effectively represent the varying levels of Welsh language skills. Furthermore, following the pilot findings showing that employers differentiated between speaking and listening skills on the one hand, and reading and writing on the other, it was concluded that the matrix should be split to reflect these requirements. 3.2.2 Conducting the research For the purpose of this research, Wales was split into 5 regions, using the four economic regions of North Wales, Mid Wales, South West Wales and South East Wales. North Wales was then further split into two (North West and North East), because of the diversity of Welsh language usage and ability between the two regions. Pilot and Pre-Interview Contact A draft questionnaire and the survey methodology were tested in a small pilot survey during the first week of October 2004. Eighteen businesses were questioned as part of the pilot survey. During the pilot, around a quarter of respondents (4) reported a need for Welsh language skills. The pilot confirmed that the questionnaire worked well on the whole. Minor adjustments were made to the wording of some of the questions, but the majority of the questionnaire remained unchanged. One of the main findings of the pilot survey was that it took much longer than anticipated to locate the letter sent to the business and to identify the correct person to whom the questions should be asked. This was largely due to the fact that the initial letter was addressed to the Manager responsible for the recruitment and training of staff rather than a specific individual, as no reliable information on appropriate contacts was available. To overcome this problem, an initial telephone contact was made with as many of the 9,469 businesses in the sample frame as possible, to identify the relevant individual at each business for interview (see Appendix 5 for the script used). The telephone calls resulted in a named contact being obtained for 5,882 of the businesses. A summary of the outcomes of the pre-interview contact can be seen in Appendix 6. The reasons for so many dropping out of the sample are mainly due to the respondent replying that they were ineligible as they never (and were never likely to) train / recruit or that the telephone number supplied did not allow contact following at least five attempts (i.e. no answer / engaged / broken appointments etc.).
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Main Fieldwork Prior to the telephone interviews, all of the named contacts identified were sent a copy of an introductory letter from the FSW Partnership outlining the aims and importance of the study and requesting employers co-operation (see Appendix 4), together with the Welsh Language Skills Matrix and Occupation Grid. At the start of each interview, the interviewer asked the participant whether or not they had a copy of the matrix and the grid in front of them before proceeding with the interview. In the cases where participants had misplaced the documents, they were either able to find a copy online (on the Beaufort Research website) or had a new copy faxed or posted to them and the interview re-arranged for another date. Whilst the majority of interviews were conducted during office hours, some were conducted in the evening in order to capture the views of businesses who would otherwise be unavailable. The telephone interviews were conducted in Beauforts in-house telephone research unit using CATI (Computer Aided Telephone Interviewing) technology, between 18th of October and 19th of November 2004. A total of 1,909 initial interviews were conducted during this period. A full breakdown of the outcomes of all calls made is provided in Appendix 7. The average interview length across main fieldwork was slightly shorter than anticipated, because the proportion of businesses that had stated a need for Welsh language skills and had therefore taken part in the full interview was lower than initially expected. As a result, Beaufort conducted some additional interviews, to increase the sample of businesses with a need for Welsh language skills obtained. A total of 51 interviews were carried out with employers stating a need on 10th to 11th January 2005. The final sample size was therefore 1,970 interviews. Final data was weighted using a 172-cell weighting matrix. The data has been weighted to be broadly representative of businesses with and without a need for Welsh language skills, within employee band (2-9 / 10+) within region and within industry sub-sector. Profile of Sample A total of 1,909 initial interviews were carried out with individuals from businesses across Wales resulting in the following breakdown of sectors (unweighted):
Table 3 - Interviews Achieved by Sector
Main Sector
Industry Sector
Interview s Achieved
Interviews Achieved by Main Sector March 2005
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Tourism and Leisure Agri-Food
Hotels and restaurants Other tourism and leisure Agriculture, hunting and forestry Wholesale of agricultural materials Manufacture of food and beverages Financial intermediation Real estate activities Other business activities Hospital and nursing home activities Dental practice and other human health Veterinary activities Publishing, printing and reproduction of recorded materials Other media Retail Wholesale Other service activities Building installation Building completion Total
157 152 177 22 100 98 102 101 63 180 57 54 45 105 98 99 149 150 1,909
309 299
Business and Financial Services Care
301
300
Media
99
Retail/ Wholesale/ Other Constructio n
302
299
1,909
Base: 1909(All businesses initially interviewed) Source: Future Skills Wales 2004 Welsh Language Skills Survey
Geographic breakdown For the purposes of the research, Wales was divided into five different regions - based on the existing four economic regions of Wales, with the North Wales region split into two. Sampling was carried out disproportionately, to maximise the number of interviews achieved in regions with smaller business densities such as Mid Wales and to manage the number in higher density areas such as the South East. The ABI figures used to inform this process are shown in Table 4 below.
Table 4 - ABI breakdown of businesses per region
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Region Mid North East North West South East South West
Source: Annual Business Index
% of Businesses 10% 12% 10% 46% 22%
No. of Businesses 3,050 3,920 3,345 14,695 7,150
The sampling regions were: North East Wales (Wrexham, Flintshire and Denbighshire); North West Wales (Anglesey, Arfon and Dwyfor areas of Gwynedd and Conwy); Mid Wales (Meirionnydd, Ceredigion and Powys); South West Wales (Carmarthenshire, Pembrokeshire, Swansea and Neath Port Talbot) and South East Wales (Bridgend, Cardiff, Vale of Glamorgan, Rhondda Cynon Taff, Caerphilly, Blaenau Gwent, Torfaen, Monmouthshire, Newport and Merthyr Tydfil).
Table 5 - Interviews achieved per Region and % of Welsh speakers per region
Region Mid Wales North East North West South East South West Total
% Welsh Speakers 36.8% 17.5% 50.8% 11% 25.7%
Achieved 396 246 248 545 474 1,909
Source: Census 2001 Base: 1909 (Total Initially Interviewed) Source FSW Welsh language skills survey 2004
Employee size band Again, to reflect the economic environment of Wales, with the majority of businesses being small in their size, the majority of the sample was targeted towards the two to nine employee band. The following breakdown was achieved:
Table 6 Employee Size Band
Employee Size Band 2-9 employees 10-49 employees 50+ employees Total
% Achieved 71% 22.5% 6.5%
No. Achieved 1,358 428 123 1,909
Base: 1909 (Total Initially Interviewed) Source FSW Welsh language skills survey 2004
It was also possible to analyse the number of employees against the industry sector at the primary location (i.e. the location at which the
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respondent was based). It is possible to see that the majority of respondents were from businesses employing 2-9 employees, with a fairly even spread amongst sectors except for Agri-food, which had 80% of its businesses employing 2-4 and the Care sector with 23% of its businesses in the same group. This compares with ABI figures for size of company in Wales as follows:
Table 7 Size of Company
Size by Employee 2-9 10-49 50+ Total
% of Businesses 76% 21% 4%
No. of Businesses 24,285 6,655 1,220 32,160
Source: Annual Business Index
The results of the sector and employees analysis is summarised below.

Fig 2. - Percentage of Employees in Industry Sector at location
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
R A et gr ai i-F la oo nd d W ho le sa le M ed C ia on st B ru us ct in io es n s To Se ur rv is ic m es an d Le is C ur ar e e S er vi ce s To ta lS am pl e
76 91 81 76 1 4 19 1 2 6 0 3 15 1 8 15 1 4 23 2 5 21 0 4 27 39 1 14
Don't know 50+ employees 10 to 49 employees
73
73
69 46
2 to 9 employees
Base: 1,960 Businesses (Total Interviewed) Source: Future Skills Wales 2004 Welsh Language Skills Survey
Preliminary survey questions Whilst the majority of the businesses interviewed were based on one site (72%), the remaining 28% had multiple locations for their business. Of the multi-location based businesses, 33% of the interviews were conducted with a member of staff from the Head Office. 3.3 Case Studies
Fi
na nc ia la nd
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It was agreed that a number of qualitative interviews with businesses who had reported a need for Welsh language skills should be completed following the quantitative research phase. The aim of this element of the work was to look at how many of the issues explored in the main body of research were reflected in the every day work of a variety of individual businesses which could lend further depth to the research report. Seven qualitative interviews were completed from a variety of sectors and geographical areas, and permission was gained to include the results of five of these in this report. They are included as freestanding Case Studies peppered throughout the main body of the Findings section (Section 4).
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Case Study Masquerade Productions Sully, Penarth Masquerade Productions is a small company of three full-time staff that designs and builds sets, costumes and puppets for TV companies in Wales and England and also designs and builds Christmas displays for shopping centres in Wales and England. Their biggest customer is S4C were they work mainly on sets, costumes and puppets for Planed Plant, Y Pentre Bach and Tecwyn y Tractor. One of the partners has learned Welsh at evening classes to a level where he can understand much and speak some Welsh. This is important to him when he is working at S4C in production meetings or on set, or working in partnership with companies from North Wales. He is still taking lessons in Welsh. Evening classes have been discontinued so he now receives private lessons during lunchtimes. However, he felt the evening lessons were more convenient for him. Masquerade takes on trainees from Cyfle, the Welsh independent television companies training organisation. Cyfle trainees are always Welsh speaking and as one of the partners is an independent assessor for Props and Design at Cyfle, Welsh speaking is very important for this. Welsh is definitely a skill in our company and is directly relevant to the work we do, especially with S4C. Some of the work they do does not require Welsh such as the design studio work where props etc are made, and any work with independent companies in England. Masquerades director feels that there is definitely a shortage of job applicants with Welsh speaking skills. Cyfle struggles to get trainees to come on to their courses although there are often jobs for the trainees when they complete their training The company states that Welsh is definitely an advantage to their business and places them in a better position in the market. Design skills and other hands-on skills are the most important and Welsh language skills are viewed as an added bonus. There will definitely be an increased need for Welsh language skills in five years time particularly as they have started a new business in interior and garden design and feel that Welsh language skills will be important in that context also.
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4. Findings This section analyses the results of answers to questions asked of businesses following on from the initial recruitment and screening questions. 4.1 Business Requirements for Welsh Language Skills The first question asked of respondents was whether or not they had a need for Welsh language skills amongst employees in their business at that location. The main result from the research was that fewer than one in ten businesses across the sample said that they require Welsh language skills amongst employees. The highest incidence of Welsh language skills were amongst the Media sector with 18% reporting that they required some form of Welsh language skills, followed by Tourism and Leisure, Agri-Food and Financial and Business Services (11%). The sectors reporting the lowest requirements for Welsh language skills were Retail, Wholesale and Other Service Activities and Care, with 5% and 6% respectively. When considering the number of employees at the location and whether or not this altered the need for Welsh language skills the results were fairly evenly divided amongst the employee bands, with a range of 8-11%. The exception to this was the 25-49 size band, where a much lower proportion (3%) reported requiring Welsh language skills. The geographic breakdown reflected expectations, with the North West (Arfon/Dwyfor, Anglesey and Conwy) reporting the highest need at 31% and the South East reporting the lowest at 3%. 10% of Mid Wales businesses reported a need for Welsh language skills and in the North East the figure was 7%. The regions contain great diversity in terms both of Welsh speaking residents and businesses with a need for Welsh language skills. The Census figures for Welsh speaking residents in the regions are compared below with the responses of businesses with a need for Welsh language skills and although the level of stated need is in all regions less than the level of Welsh speakers resident in those regions, there is a correlation in that stated need increases the higher the Welsh speaking population is as can be seen with the North West region and the South East region. Mid Wales seems to have the greatest gap when comparing Welsh speaking residents with business with a Welsh language skills need.
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Figure 3 Regional Share - Businesses reporting a Need for Welsh Language Skills and Welsh speaking residents (%)
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0% North East North West Mid South Wes t South East
Businesses with Welsh language skills needs
Welsh speaking residents
Base: (FSW)177 Businesses initially interviewed with a stated need for Welsh language skills. Source FSW Welsh Language Skills Needs Survey 2004 Base: (Census) All residents over 3 years in Regions. Source: 2001 National Census
Whilst the percentage of businesses reporting a need for Welsh language skills is low it is also interesting however that 22% of the respondents were able to speak some Welsh (12% fluently and 10% could speak Welsh but not fluently), which begs the question whether they considered their own ability to speak Welsh as a skill in the work context or merely a by-product of the fact that they have the natural ability to speak and use the language within the business. The main reasons reported for requiring Welsh language skills were linked to customer service and businesses being able to communicate with their customers. When asked why, from a list of reasons why they needed Welsh language skills the majority of respondents said that they helped them provide good customer service (92%) and a number of our clients/customers are Welsh speakers(91%). Regional differences here were small except in the South East where only 68% agreed that Welsh language skills helped them provide a good customer service. But even in the South East, 88% agreed that a reason for needing Welsh language
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skills was that a number of their clients or customers are Welsh speaking.
Figure 4 - Why do they need Welsh language skills in business?
Re a son P rovide d
A num ber of our cus tom ers /clients are Wels h s peakers To provide good cus tom er s ervice We're bas ed in a Wels h s peaking area To give our bus ines s a com petitive advantage It's a requirem ent in our m arket Wels h is the language we'd us e naturally It's com pany policy None of thes e
0%
20%
40%
60%
80%
100%
120%
South E ast South W est M id
North W est North E ast
Base: 252 Businesses with a stated need for Welsh language skills Source: FSW Welsh Language Skills Survey 2004
Other important reasons which were seen to significantly influence the need for Welsh language skills, were if the business was based in a Welsh speaking area, (87% with a need), and giving the business a competitive advantage, (76% with a need). There are regional differences in the reasons why businesses need Welsh language skills, but they are not as great as one might expect given the differences in numbers of Welsh speakers in different regions. One would expect the North West for example to agree that they need Welsh language skills because they are based in a Welshspeaking area, and 95% of them do, but a large percentage of businesses in other regions also agree with this, including Mid Wales (93%), the North East (88%) and the South West (84%). Although the South East is lower, even here 54% agree that being based in a Welsh-speaking area is one of the reasons why they need Welsh language skills. In terms of sectors, employers in Tourism and Leisure were most likely to state that they needed Welsh language skills; to provide good customer service (55 businesses), because they are based in a Welsh-speaking area (53 businesses), and because a number of their customers/clients are Welsh speakers (51 businesses). Due to low base sizes, Tourism and Leisure is the only sector with sufficient numbers to be able to state with certainty that this is a sectoral view.
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Case Study DBD Financial Planning Cardigan DBD Financial Planning offers a range of financial services including general insurance such as house and car insurance, life insurance, investments and mortgages. There are four staff members including two directors, all based at one location, and all are Welsh speaking. Their customers are mainly local people from South Ceredigion and North Pembrokeshire, and include farmers and businesses. The company sees the ability to speak Welsh as a skill which can be learned and an important skill in the work context. Speaking and listening skills are very important to them but there is little requirement for reading and writing skills. They speak Welsh to their customers: We often speak Welsh to our customers, many of whom are more comfortable speaking Welsh as it is a Welsh speaking area. The company feels that with Welsh speaking on the increase locally there will be an increased demand for a bilingual service over the next five years. They see local Welshmedium school Ysgol y Preseli as being important in this respect with young people leaving school and bringing their Welsh language skills to the workplace. They feel that they have the ideal situation at present with all staff able to speak Welsh but with little requirement to be able to write or read Welsh. If the company were to recruit, Welsh language skills would be given equal importance alongside other necessary qualifications, experience and skills. Although not all applicants for job vacancies have Welsh language skills, the company does not feel that there is a shortage. However, this was the case a few years ago before young people from the local Welsh medium school became available on the local labour market. Welsh language skills are viewed as an advantage to the business; they bring direct business benefits such as attracting new customers, customer loyalty, repeat business and a Unique Selling Point over UK competitors such as Direct Line. Lots of customers over the years have told us that they appreciate being able to use Welsh here. They feel that although there are many good Welsh learners classes in the area, there is a need to advertise them better so that there is a better awareness of the provision locally. It was initially anticipated that the overall result of 9% needing Welsh language skills would be higher taking into account the findings of the FSW Generic Skills Survey in 2003, where 38% of businesses and organisations across Wales said that they had a need for Welsh language skills at different levels with 21% stating that they had a need for Welsh language skills above a basic level. However, there are important differences between the two surveys, both in terms of sampling (the Generic Skills Survey included public
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sector bodies) and in questionnaire design. For these reasons it is can only be a general guide and not a reliable comparison between the two surveys. At the same time, there are indications elsewhere in the survey that demand for Welsh language skills in business may perhaps be slightly higher than this response would suggest. When employers were asked to agree or disagree with a series of attitudinal statements about the use of the Welsh language in their businesses, towards the end of the interview (see section 4.5 on page 42), the numbers endorsing the importance of Welsh language skills amongst staff were higher than the one in ten who stated they needed Welsh language skills amongst employees. For instance, 20% of all businesses interviewed agreed that having staff with the right Welsh language skills is important to the success of my business and 29% that Our customers like to be offered a choice of Welsh or English. 4.1.1 Business Language When businesses who said that they had a need for Welsh language skills were asked about the use of the Welsh language in their business, the sample was split quite evenly between those saying Welsh is the dominant language (33%) and those saying the same about English (43%). 24% said they use both languages to the same degree.
Figure 5 - Language used in business businesses with a need for Welsh language skills (%)
35% 31% 30% 25% 20% 15% 10% 5% 0% Welsh 1st & primary Welsh more than Use both equally English more than English Welsh English 1st & primary 5% 28% 24%
12%
Base: 252 Business with a stated need for Welsh language skills Source: FSW Welsh Language Skills Needs Survey 2004
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Interestingly, those with a need for Welsh language skills in the Agrifood sector were much more likely to say that Welsh was the first and primary language of their business than was the case overall, with 73% stating this and no businesses reporting that English was the first and primary language used. Conversely, only 7% of such businesses in the Care sector said that Welsh is their first and primary language. 4.2 Identifying current and future employees skills levels Businesses with a requirement for Welsh language skills were asked whether they had a formal method of identifying the Welsh language skills and training needs of their existing staff. The overwhelming majority of the businesses in question did not have any formal method; in fact only 2% of these businesses said that they did. A key finding in the ELWa report into Welsh language skills needs in the public sector supports this finding even those in the public sector with a Welsh language scheme tend not to have a formal method of identifying Welsh language skills and training needs of their employees. This finding is not surprising, as anecdotal evidence suggests that in general employers do not formally assess any of the skills held by their workforce. When considering the recruitment of new staff, respondents were asked if they had a method of identifying whether different posts or jobs at the location in question had a need for Welsh language skills. The majority (77%) replied that they didnt have such a method whilst only 15% reported that they did and the other 8% didnt know. The Media and Financial and Business Services sectors appeared more likely than the other sectors to have some method in place during recruitment but as base sizes are small (only 9 businesses from the sector responded to this question) it is difficult to draw any conclusions from this. Taking this into account it is interesting to see that whilst 77% dont have a method for identifying Welsh language skills for each new position, 56% do assess job applicants to some extent. Of these 34% assess all posts, 10% for most posts and 12% for some posts. Three quarters of the businesses who do assess the Welsh language skills of job applicants do so by asking whether the applicant can speak or write Welsh during an interview, other methods include asking on application forms and verbal or written tests. 4.2.1 Recruitment Respondents who reported a need for Welsh language skills were also asked how they would go about recruiting for posts that require
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these skills. Nine per cent would advertise using mostly Welsh adverts, and 43% reported that they would use bilingual adverts (15% responded that they never needed to advertise). Interestingly, 33% of businesses with a need for Welsh language skills would advertise for those skills mostly using English language advertisements. This seems to support other findings in this report suggesting that having staff with bilingual skills is seen as a matter of natural occurrence to many businesses and not a workforce planning issue. When they were asked to choose from a list of different ways in which they would recruit for posts requiring Welsh language skills, the most likely responses from businesses were word of mouth (28%), Job Centre (24%) and local English language newspaper (24%).
Figure 6 How businesses recruit for posts with a need for Welsh language skills (%)
30% 25% 20% 15% 10% 5% 0% 5% 4% 0% 0% 10% 7% 4% 0% 1% 1% 2% 2% 7% 24% 25% 28%
17%
Base: 252 (Businesses with a need for Welsh language skills) Source: FSW Welsh Language Skills Needs Survey 2004
Only 10% of businesses reporting a need for Welsh language skills said that they experienced difficulties in recruiting employees with Welsh language skills.
W es Lo te ca rn lE Da Mai ng l lis ily h Po la st ng W .p el a sh p UK er la ng n . m pap a g er /p ap J er No ob Ce tic es nt re / W po st or er d s of m Re Ca r o e cr ut u i er s h tm en Ce n Bi lin t t gu An r e ge al n ne cy w sp ap er In Tr t ern ad et e pr es s Ra di o NA * O Do the r n't kn ow
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Case Study J.H. Roberts Blaenau Ffestiniog

JH Roberts is a long-established retail butcher with one shop in Blaenau Ffestiniog, Meirionnydd. The owner describes his first language as being Welsh and has been in business there for 46 years. His customers are mainly local people and he employs one part-time Welsh speaker to assist him in the shop. He considers the ability to speak Welsh to be an essential skill for all staff in his business as customers in Blaenau Ffestiniog are mainly Welsh speaking and would expect to be served through the medium of Welsh. Welsh language skills are a distinct advantage to his business, he maintains. If a non-Welsh speaker came in to the shop we would be able to speak English to them as all our staff are bilingual, but if staff spoke English only they would not be able to offer a Welsh language service to customers. He does not foresee that this situation will change over the next five years and does not think there will be a shortage of applicants with bilingual skills. Written skills are not required, but spoken customer service skills are described as crucial to his business. 4.2.2 Improving Welsh language skills of staff Businesses with a need for Welsh language skills were asked (without prompting names of organisations) where they would go to first for help or advice to improve the Welsh language skills of their workforce. Nearly one in three (31%) said they wouldnt know who to contact, another 22% said nowhere. The most salient organisations overall, however, were local colleges or universities, mentioned without prompt by 29%. Only very small proportions named any other sources of help or advice they would go to first 3% said they would contact their local Menter Iaith (Language Initiative), another 3% would contact the Welsh Language Board, 2% would contact ELWa and 1% learndirect.
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Figure 7: Where businesses with a need for Welsh language skills would think of going to first for help and advice(unprompted)
35% 30% 25% 20% 15% 10% 5% 0% 2% 1% 3% 0% 3% 1% 3% 0% 1% 2% 29% 31%
22%
0%
0%
0%
Base: 252 Businesses with a stated need for Welsh language skills Source: FSW Welsh Language Skills Survey 2004
When those who responded that they would contact their local college / university were asked which specific college, respondents tended to name the college closest to them. Respondents were then asked, Where else would you think of going to for advice about improving the Welsh language skills of your workforce? (again unprompted). These results have been combined with the organisations that were mentioned first. From this, we see that 32% would go to a local college/university, followed by Menter Iaith (7%) and 6% a local community centre.
Lo ca lC ol le ge M /U en ni te rI EL ai W th le /L a ar an nd gu ire ag ct e In Lo i tia ca tiv lC e om Lo C m YD ca un lA i ty ut C W ho en el rit sh tre y /C La o ng ua unc il ge Bo H ar ea d d of W fic D e/ W A in Pe L t er C r s en na on tre lly W al L s/ c on N trn a ta in nt ct g G s pr w vd r th rs ey /n rn ig ht cl as s. Al lo th er D s on 't kn ow N ow he re
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Figure 8: Where would businesses go for help and advice
35% 32% 31% 30% 22% 25% 20% 15% 7% 6% 10% 5% 5% 2% 3% 1% 1% 1% 5% 1% 0%
Lo ca lC ol le ge /U n EL i Lo W le ar a ca nd lC M i om en re c m ter t un Ia it it W L el oc y C h sh en a La l Au tre W ng el th sh ua or it y L g W e e l an g B sh oa u la ag e Int rd ng e u a C e rna lly ge ntr tra es/ in ... in g pr ... O th e No r s w Do he n't re kn ow
Base: 252(Businesses with a need for Welsh language skills Source: FSW Welsh language skills needs survey 2004
When provided with a list of organisations and asked which they would contact for advice and help about training to improve the Welsh language skills of their employees, more often than not the businesses still responded that they would go to their local college or university for help. However, Menter Iaith, learndirect and ELWa feature far more prominently here. Employers evidently recognise named organisations but perhaps cannot recall the organisations unprompted. These results are summarised by the chart below.
Figure 9- Organisations that would be contacted for help and advice about training to improve Welsh language skills of employees
70% 60% 50% 40% 30% 20% 10% 0% Local College/Uni ELWa learndirect Menter Iaith/Language Initiative CYD None of these 29% 23% 12% 34% 62%
29%
(prompted) Base: 25 Businesses with a stated need for Welsh language skills Source: FSW Welsh Language Skills Survey 2004
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Case Study Denbighshire Free Press, Denbigh Denbighshire Free Press is a weekly English language newspaper based in Denbigh and serving the Denbighshire area. The company is part of a larger newspaper group North Wales Newspapers, which serves North Wales and Cheshire. There are 12 staff members at their location in Denbigh and 300 staff across the group. Welsh is viewed as a skill both socially and as a work skill. Staff with Welsh language skills are necessary in order to speak to customers and to write and proof-read Welsh language columns, reports and bilingual advertisements, therefore a high level of skill is required and staff need to be able to read and write grammatically correct Welsh. Not all staff are required to do this but the company needs some staff to have these skills. Although major stories are in English, local reports for organisations such as Merched y Wawr are in Welsh and they need to make sure the copy is grammatically correct and that the headline makes sense. Welsh language skills are viewed as part of customer service both in terms of speaking and listening skills as well as reading and writing. Speaking in Welsh is important in some cases even if the article or report is to be in English, as some customers are more comfortable speaking in Welsh. It is sometimes their customers more natural language and as communication is therefore more effective it is deemed to be good customer practice. The requirement for Welsh language skills varies from job to job and although the use of Welsh language skills is infrequent compared to English it is nevertheless important as an added dimension in customer service. Denbighshire Free Press feel that there is a shortage of applicants with higher-level writing and reading skills for posts in the company. It is not enough to be able to speak Welsh without the ability to write grammatically correct Welsh and to able to proofread accurately. At present they have enough staff with Welsh language skills and so this is not a priority when they recruit. However, if the situation was to change and they did not have enough staff with Welsh language skills, this would become a priority when recruiting. The company do not foresee their need for Welsh language skills to change over the next five years as they are primarily an English language publication and that will not change. The interviewee had been enrolled on a Welsh learner course with the local Menter Iaith which he described as very good and held at a convenient time for him. However, he was disappointed that the course had been discontinued owing to falling numbers of students. He felt that there were plenty of courses and would use the Menter Iaith or a local college such as Llysfasi or the Community College if he required more support or information.
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Respondents who did have a requirement for Welsh language skills in their business were also asked what kind of training they would prefer if they were thinking of providing or funding employees training. Whilst almost a third didnt know or couldnt answer this, 30% said they would prefer an evening class. Other favoured options for training were at a local college/university (14%) and at the workplace (13%). No one replied that their preference would be for their staff to receive training over the internet or via e-learning and only a very small percentage replied that distance learning (1%), self study (1%), or mentoring at work (2%) would be their preferred training choice. A similar number also replied that there was no need to provide Welsh language training (3%). When asked whether or not they had actually funded or provided job specific training through the medium of Welsh only 7% replied that they had done so. Only 4% of businesses with a need for Welsh language skills had ever enquired about or needed job specific training through the medium of Welsh and were unable to find such training. Businesses with a need for Welsh language skills were also asked if they had ever funded or provided training for employees to learn Welsh or improve their Welsh language skills. Only 7% said they had done so, whilst the great majority (93%) had not. Again, these businesses were asked whether they had ever enquired about or needed training of this kind but were unable to find such training and again only 4% said that they had. 4.3 Welsh occupations language skills requirements across job
To attempt to ascertain levels of Welsh language skills required for different Occupational Groups within their business, respondents reporting a need for Welsh language skills were asked to look at a Welsh Language Skills chart against an Occupation Grouping Grid and to identify which skills were relevant to which job levels (see Appendices 2 and 3), Groups A, B, C and D. The overall results are shown in Table 6 below. Please note that all percentages in this section relate to the proportion of employees or companies with a requirement for Welsh language skills, rather than in the sectors covered in the survey as a whole.
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Table 6- Levels of Welsh language skills required by Occupational Group (%) SPEAKING / LISTENING
Occupationa l Group
READING / WRITING A 28 8 17 14 33 2.14 B 36 15 24 13 11 1.48 C 31 32 14 10 13 1.53 D 59 20 7 11 3 0.80
A 19 9 13 21 38 2.49
B 19 13 33 22 14 1.99
C 17 21 35 12 15 1.85
D 35 19 23 8 15 1.48
Level 0 Level 1 Level 2 Level 3 Level 4 Mean
Base: 252 Businesses with a stated need for Welsh language skills Source: FSW Welsh Language Skills Needs Survey 2004
In general it would seem that a higher level of Speaking and Listening Skills is required by businesses than Reading and Writing Skills. For both Speaking/Listening and Reading/Writing, the Occupational Group most likely to require the highest level of skills is Group A (Directors, Partners, Professionals) and the Occupational Group least likely to require any Welsh language skills or higher level skills among those businesses with a need for Welsh language skills is Occupational Group D. This last group is also least likely to need skills in Reading and Writing. A great deal of detail emerged from this exercise, which for the purpose of reporting in full can be seen in Appendix 10. However, owing to the fact that only 252 businesses reported a need for Welsh language skills, it has not been possible to overlay detail by sector, geographic area and size of company in the main body of this report as base sizes will not allow this. Headline themes emerging from the findings in this section are: Speaking and Listening skills are more important to private sector employers than Reading and Writing skills overall. The higher the Occupational Group, the higher the level of skills needs. For example jobs in Occupation Group A such as Accountants, Dentists, Vets, Production Managers and Civil Engineers are more likely to need to give presentations and contribute to meetings in Welsh, write and handle reports and complete forms through the medium of Welsh than jobs in Occupation Group D. Members of Group D such as Waiters, Cleaners, Farm Hands and Shop Assistants are more likely to need a more basic level of Welsh such as using greetings and
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holding basic conversations as well as writing simple notes or reading simple documents in Welsh. Occupation Group A This Occupation Group includes Managing Directors, General Managers, Chief Executives, Partners, Professionals, Senior Managers, and Company Secretaries. Examples of these jobs vary from sector to sector and include Doctors, Dentists, Vets, Civil Engineers, Accountants, Property Managers, Proprietors, Solicitors, Heads of Finance, Stockbrokers and Production Managers. 38% of companies with Occupation Group A in their companies said that they needed level 4 Welsh language skills for those Occupations. For example 38% of occupations which include Doctors, Dentists, Civil Engineers and Production Managers need to be able to give presentations, contribute to meetings, be confident and comfortable to speak and answer questions at length in Welsh, and able to understand complex or technical conversations in Welsh. 33% of Group A jobs also need level 4 Welsh language skills in Reading and Writing. Therefore 33% of jobs including Doctors, Dentists, Civil Engineers and Production Managers need to be able to read and understand complex/technical documents and instructions in Welsh and need to be able to write, proofread or translate complex or technical documents in Welsh. 21% of companies with jobs in Group A needed level 3 Speaking and Listening skills for these jobs. Therefore for 21% of Dentists, Vets, Civil Engineers and similar level jobs, the highest level of Welsh language skills required is to hold a conversation, provide information, answer questions and make contributions to formal and informal meetings in Welsh. 14% of the same companies said that the highest Welsh language skills level they needed for these jobs in Reading and Writing was level 3 - to read and understand complex documents within their own field and simpler documents outside their field in Welsh, respond to/initiate correspondence through the medium of Welsh, write and translate simple reports and complete forms on familiar subjects in Welsh. 21% of companies with Group A jobs needed level 1 or 2 Welsh language Speaking and Listening skills for these jobs. Therefore for 21% of Dentists, Vets, Civil Engineers and similar level jobs, the highest level of Welsh language skills they need is to use basic greeting such as Bore Da or hold a basic conversation with clients and customers and to be able to follow the general flow of conversation in Welsh. 25% of the same companies said that the highest Welsh language skills level they needed for these jobs in Reading and Writing was level 1 and 2 which is to read and
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understand simple documents on familiar subjects and write simple notes or short letters in Welsh. This group is the most likely of all the Occupation Groups to need this level of skill in Welsh. Also, of companies with jobs in Occupation Group A, 72% stated that they were unlikely to need higher levels of skills in Speaking and Listening for this Occupation Group in five years time, and 18% stated that they would need higher levels. For Reading and Writing, 76% said they would not need higher levels in five years time for jobs in Group A, and 14% said they would need higher levels. Those companies who already have the highest levels for this Occupation Group would presumably answer that they do not need higher levels, so it could be concluded that in five years time more than 38% of companies would state that jobs in Occupation Group A would need level 4 Welsh language speaking and listening skills, and that more than 33% would state that they needed level 4 Reading and Writing skills in five years time. Occupation Group B This Occupation Group includes Middle Managers, Supervisors, Team Leaders, and Controllers. Examples of these jobs vary from sector to sector and include Marketing Managers, Head Gardeners, Fitness Instructors, Bar Managers, Distribution Managers, Sales Managers, Warehouse Supervisors, Buyers, Quality Assurance Managers, Food Technologists, Business Managers, Trainee Solicitors, Branch Managers, Mortgage Sellers, Senior Care Managers, Matrons, Senior Electricians, Television Presenters, Video Engineers, Graphic Designers, Editors, Translators, Personnel Managers, and Site Foremen. 14% of companies who stated that they had Occupation Group B in their companies said that they needed level 4 Welsh language skills for those Occupations. For example 14% of occupations which include Trainee Solicitors, Head Gardeners, Video Engineers and Graphic Designers need to be able to give presentations, contribute to meetings be confident and comfortable to speak and answer questions at length in Welsh, and able to understand complex or technical conversations in Welsh. 11% of Occupation Group B also need level 4 Welsh language skills in Reading and Writing. Therefore 11% of occupations including Graphic Designers, Food Technologists and Senior Care Managers need to be able to read and understand complex documents and technical documents and instructions in Welsh and need to be able to write, proofread or translate complex or technical documents in Welsh.
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22% of companies with jobs described as Occupation Group B needed level 3 Speaking and Listening skills for these jobs. Therefore for 22% of Graphic Designers, Food Technologists, Senior Care Managers and similar level jobs, the highest level of Welsh language skills they need is to hold a conversation, provide information, answer questions and make contributions to formal and informal meetings in Welsh. 13% of the same companies said that the highest Welsh language skills level they needed for these jobs in Reading and Writing was level 3. This involves reading and understanding complex Welsh documents within their own field and simpler documents outside their own field, responding to and initiating correspondence through the medium of Welsh, writing and translating simple reports and completing forms on familiar subjects in Welsh. 46% of companies with jobs in Occupation Group B needed level 1 or 2 Welsh language Speaking and Listening skills for these jobs. Therefore for 46% of Graphic Designers, Food Technologists and Senior Care Managers and similar level jobs, the highest level of Welsh language skills they need is to use basic greeting such as Bore Da or hold a basic conversation with clients and customers and to be able to follow the general flow of conversation in Welsh. 39% of the same companies said that the highest Welsh language skills level they needed for these jobs in Reading and Writing was level 2, i.e. to read and understand simple documents on familiar subjects and write simple notes or short letters in Welsh. Of companies with jobs in Occupation Group B, 65% stated that they were unlikely to need higher levels of skills in Speaking and Listening for this Occupation Group in five years time, and 20% stated that they would need higher levels. For Reading and Writing, 75% said they would not need higher levels in five years time, and 11% said they would. Those companies who already have the highest levels for this Occupation Group would presumably answer that they do not need higher levels, so it could be concluded that in five years time more than 14% of companies would state that jobs in Occupation Group B would need level 4 Welsh language Speaking and Listening skills, and that more than 11% would state that they needed level 4 Reading and Writing skills in five years time. Occupation Group C This Occupation Group includes Skilled Trades, Administrative and Secretarial, Clerical, Personal Service, Sales and Customer Service and Skilled Manual Workers. Jobs in Occupation Group C vary from sector to sector and include Cooks, Receptionists, Gardeners, Recreational Assistants, Marketing Assistants, Lorry Drivers, Butchery Preparation and Packing Workers, Stock Controllers, Legal
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Secretaries, Accounts Clerks, Lettings Officer, Researchers, IT Programmers, Make Up Assistants Camera Operators, Typesetters, Hairdressers, Beauty Therapists, Bricklayers, Carpenters, Plasterers, Counter Staff, Vet Nurses and Dental Assistants. 15% of companies who stated that they had Occupation Group C in their companies said that they needed level 4 Welsh language skills for those Occupations. For example 15% of occupations which include Cooks, Dental Assistants, Bricklayers and Camera Operators need to be able to give presentations, contribute to meetings be confident and comfortable to speak and answer questions at length in Welsh, and able to understand complex or technical conversations in Welsh. 13% of Occupation Group C also need level 4 Welsh language skills in Reading and Writing. Therefore 11% of occupations which include Cooks, Dental Assistants, Bricklayers and Camera Operators need to be able to read and understand complex documents and technical documents and instructions in Welsh and need to be able to write, proofread or translate complex or technical documents in Welsh. 12% of companies with jobs in Group C needed level 3 Speaking and Listening skills for these jobs. Therefore for 12% of Cooks, Dental Assistants, Bricklayers and Camera Operators and similar level jobs, the highest level of Welsh language skills they need is to hold a conversation, provide information, answer questions and make contributions to formal and informal meetings in Welsh. 10% of the same companies said that the highest Welsh language skills level they needed for these jobs in Reading and Writing was level 3 which is to read and understand complex documents within their own field and simpler documents outside their own field in Welsh, and respond to and initiate correspondence through the medium of Welsh and write and translate simple reports and complete forms on familiar subjects in Welsh. 56% of companies with jobs in Occupation Group C needed level 1 or 2 Welsh language Speaking and Listening skills for these jobs. Therefore for 46% of Cooks, Dental Assistants, Bricklayers and Camera Operators and similar level jobs, the highest level of Welsh language skills they need is to use basic greeting such as Bore Da or hold a basic conversation with clients and customers and to be able to follow the general flow of conversation in Welsh. 46% of the same companies said that the highest Welsh language skills level they needed for these jobs in Reading and Writing was level 1 and 2 which is to read and understand simple documents on familiar subjects and write simple notes or short letters in Welsh. Of companies with jobs in Group C, 69% stated that they were unlikely to need higher levels of skills in Speaking and Listening for
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this Occupation Group in five years time, and 14% stated that they would need higher levels. For Reading and Writing, 73% said they would not need higher levels in five years time, and 14% said they would need higher levels for jobs in Occupation Group C. Those companies who already have the highest levels for this Occupation Group would presumably answer that they do not need higher levels, so it could be concluded that in five years time more than 15% of companies would state that jobs in Occupation Group C would need level 4 Welsh language Speaking and Listening skills, and that more than 13% would state that they needed level 4 Reading and Writing skills in five years time. Occupation Group D This Occupation Group includes Semi-skilled Trades such as Cleaners, Chamber Maids, Waiters, Catering Assistants, Kitchen Porters, Warehouse Staff, Farm Hands, Shop Assistants, Packing Assistants, Domestic Staff, and Laundrette Assistants. 15% of companies who stated that they had Occupation Group D in their companies said that they needed level 4 Welsh language skills for those Occupations. For example 15% of occupations which include Cleaners, Waiters, Shop Assistants and Farm Hands, need to be able to give presentations, contribute to meetings, be confident and comfortable to speak and answer questions at length in Welsh, and able to understand complex or technical conversations in Welsh. 3% of Occupation Group D also need level 4 Welsh language skills in Reading and Writing. Therefore only 3% of occupations that include Cleaners, Waiters, Shop Assistants and Farm Hands need to be able to read and understand complex/technical documents or instructions in Welsh and need to be able to write, proofread or translate complex or technical documents in Welsh. 8% of companies with employees in Group D needed level 3 Speaking and Listening skills for these jobs. Therefore for 8% of Cleaners, Waiters, Shop Assistants and Farm Hands and similar level jobs, the highest level of Welsh language skills they need is to hold a conversation, provide information, answer questions and make contributions to formal and informal meetings in Welsh. 11% of the same companies said that the highest Welsh language skills level they needed for these jobs in Reading and Writing was level 3 which is to read and understand complex documents within their own field and simpler documents outside their own field in Welsh, respond to/initiate correspondence through the medium of Welsh, write and translate simple reports and complete forms on familiar subjects in Welsh.
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42% of companies with Group D employees needed level 1 or 2 Welsh language Speaking and Listening skills for these jobs. Therefore for 42% of Cleaners, Waiters, Shop Assistants and Farm Hands and similar level jobs, the highest level of Welsh language skills they need is to use basic greeting such as Bore Da or hold a basic conversation with clients and customers and to be able to follow the general flow of conversation in Welsh. 27% of the same companies said that the highest Welsh language skills level they needed for these jobs in Reading and Writing was level 1 and 2 which is to read and understand simple documents on familiar subjects and write simple notes or short letters in Welsh. Of companies with jobs in Group D, 76% stated that they were unlikely to need higher levels of skills in Speaking and Listening for this Occupation Group in five years time, and 9% stated that they would need higher levels. For Reading and Writing, 86% said they would not need higher levels in five years time, and 5% said they would need higher levels for jobs in Occupation Group C. Those companies who already have the highest levels for this Occupation Group would presumably answer that they do not need higher levels, so it could be concluded that in five years time more than 15% of companies would state that jobs in Occupation Group D would need level 4 Welsh language Speaking and Listening skills, and that more than 3% would state that they needed level 4 Reading and Writing skills in five years time. Reasons given by businesses for why they would need higher levels of Welsh language skills across all Occupations Groups included: The Welsh language is on the increase or there is a growth in numbers of Welsh speakers (28%) Our customers and clients speak Welsh (25%) To improve the business (11%) To give a language choice to customers or provide better customer service (4%) 4.4 Respondents who do not have a need for Welsh language skills 91% of all respondents who took part in this survey stated that they did not have a need for Welsh language skills in their business at that location. This 91% were asked further questions including questions about the reasons why they had no need and whether they foresaw that the situation would change. Reasons why companies do not need Welsh language skills are seen in Figure 10 below (respondents were asked to agree or disagree with a list of reasons):
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Figure 10 Reasons why businesses do not have a need for Welsh language skills(%)
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Don't speak Welsh Little requirement in line of business Very few of our clients/customers are Welsh speaking None of the these apply Not based in Welsh speaking area No business advantage 3% 66% 84% 70% 83%
81%
Base: 1782 weighted (Companies who have no stated need for Welsh language skills) Source: FSW Welsh Language Skills Survey 2004
36% of businesses without a need for Welsh language skills in North West Wales said that they are not based in a Welsh-speaking area, compared with 78% stating the same in the South East of Wales. This could suggest a certain lack of awareness of the linguistic nature of their greater area, particularly amongst businesses in North West Wales. 94% of construction companies and 91% of financial and business services companies said there was little requirement for Welsh language skills in their line of business. It would suggest either a lack of demand from the public for a Welsh language service or a lack of awareness of the demand. 11% do think that this situation is likely to change over the next five years, 78% do not think the situation will change and 11% didnt know. Responses by sector, region or company size are similar. Jobs where Welsh language skills will increase in the future, according to companies who think the situation will change over the next five years, include administrative jobs, receptionists, retail assistants and managers. 30% said they feel that Welsh will be used more in future, particularly in Retail / Wholesale / Other Services (47%) and Tourism / Leisure (32%). When asked why their requirement for Welsh language skills is likely to change, by far the most popular reason given was that more and
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more of their customers and clients would require a Welsh language service (48% of those who thought that the situation was likely to change), and this result is reflected similarly in each geographical region. Sectors where this view is strongest include Tourism/Leisure (69%), Financial and Business Services (50%) and Retail/Wholesale/Other Services (43%) although sector breakdown is very limited owing to small base sizes. 21% (40 businesses) thought that they would need more Welsh language skills in order to win new customers and clients but further breakdown by geographical area or sector is not possible owing to small base sizes. All companies who have no need for Welsh language skills at present were then asked about methods of recruiting people with Welsh language skills in the future. 38% said they would use a Jobcentre Plus office, 18% the local English language newspaper and 17% word of mouth. 8% would put a notice in the window, 5% would use a Welsh language magazine or newspaper, 4% would use a recruitment agency and The Western Mail and Daily Post attracted only 6% and 3% respectively. Only 1% stated that they would use a Careers Centre and only 1% would use the Internet. 27% of respondents who have no present need for Welsh language skills said that they would not recruit for posts requiring Welsh language skills in the future or said Dont know. 4.4.1 Improving Welsh language skills in Future those without a present need When asked where they would go first to seek advice about improving the Welsh language skills of their workforce if they needed to in future (before prompting), 29% mentioned their local college or University, and all other places followed a long way behind with the WDA and the local community centre mentioned by 3%, ELWa, learndirect, Local Authority, Jobcentre Plus and personal contacts mentioned by 2%. Menter Iaith, local evening classes, careers office, local library, Welsh Assembly, schools, tourist board and the Internet were mentioned by 1%. These results were fairly evenly spread across geographical regions, sectors and size of company. Half (51%) of these businesses did not mention any organisation at the unprompted stage, suggesting that this is not a subject at the forefront of their minds.
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Figure 11. Where would businesses without a present need go for help and advice in future (%)
35% 30% 25% 20% 15% 10% 5% 0%
33% 29%
18%
3% 3% 1% 1% 1% 2% 2% 2% 1% 2% 1% 1% 1% 1%
Base: 1782 (weighted) Businesses without a need for Welsh language skills Source: FSW Welsh language skills needs survey 2004
These results suggest either a high level of confidence in their local college and/or a low level of awareness of other agencies able to help, such as ELWa and Menter Iaith or CYD. Colleges mentioned tended to be the ones local to the company. When a list of organisations who could help was read out to the respondents, the percentage who agreed that colleges and universities could help went up to 69% - around twice the proportion that said they would go to learndirect (38%), ELWa (35%) or Local Community Centres (33%) for help and advice.
Figure 12 - Which of these organisations would you go to for help and advice about training to improve the Welsh language skills of your employees if you needed to in the future (%)
en /U te rI n Lo ait Le EL i h W a ca a l / L rn Lo Co an Dir g m e ca l A mu Init ct u t n it iat h o y iv e rit C e y He / C ntre ad ou nc of fic il Pe e / W D i Ad rs n A ul ona tern tL a ea l co lly W rn nta el in sh g cts C As Jo en s To e m b C tre ur bl en ist y tr Bo / O e f a r fic e d 0% / W ' o TB th Al er s lo * th DB No er s / N wh e o an re sw er
Local College/ University ELWa learndirect Menter Iaith / Language Initiative CYD Local community centre 9% 33% 23% 10% 20% 30% 40% 50% 60% 70% 80% 21% 35% 38% 69% 0%
47
Base: 1782 weighted Business without a need for Welsh language skills
Lo ca lC ol le ge
Would not go for advice from any of these
March 2005

Source: FSW Welsh language skills needs survey 2004
4.5 Attitudes of Businesses to Welsh Language Skills A list of statements was read out to the whole sample of 1,960 businesses in Wales about attitudes and perceptions towards issues surrounding Welsh language skills in business. The results are interesting because some of them they would seem to convey a slightly different perspective regarding the actual use (and importance of) of the Welsh language in businesses from that suggested by the main result that only 9% per cent of businesses in Wales have a need for Welsh language skills amongst employees.
Figure 13 - Attitudes of Businesses to Welsh language use
Many of our employees happen to be Welsh speakers Lack of people with Welsh language skills having an impact on business Can't imagine ever needing Welsh language skills in out business Easy to find right training for employees in learning or improving Welsh language skills Easy to find right training in job-specific skills for employees through Welsh medium Costs too much to train staff through Welsh medium Quality of training in or through Welsh medium is poor Having staff with the right Welsh language skills important to success of our business Our customers like to be offered a language choice of Welsh or English 0% Strongly Agree Agree 20% 40% 60% 80% 100% 120%
Disagree
Strongly Disagree
Base: 1,960(Total Sample) Source: FSW Welsh Language Skills Survey 2004
Most notably, when asked their opinion of the statement Having staff with the right Welsh language skills is important to our business, 20% agreed or strongly agreed with the statement. The proportion acknowledging the importance of their staff having Welsh language skills is over twice as high as the proportion stating earlier on in the interviews that they need Welsh language skills amongst their employees. It is possible to speculate on the reasons for the differences it could be that having a need for Welsh language skills has been interpreted by some businesses as meaning in need of and therefore any who are satisfied with their current level of Welsh language skills would answer no to such a question. Another possible reason is that the Welsh language is not viewed as a skill as
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such but rather as a naturally occurring by-product of their natural ability to speak Welsh. A further analysis of responses to this question reveals that of those companies who had already stated that they had no present need for Welsh language skills at the location, 15% agreed with the statement that having staff with the right Welsh language skills is important to their business. Further, of those companies who have no stated need for Welsh language skills at present, 23% agreed that their customers like to be offered a choice of Welsh or English. Interestingly, 17% of businesses in the Care Services sector (including 30% of hospitals and nursing homes) agree that having staff with the right Welsh language skills is important to their business, yet only 6% of Care Services answered that they had a present need for Welsh language skills. Retail and Wholesale and other Service Activities were another sector with a low stated need for Welsh language skills at 5% but 19% agreed that having staff with the right Welsh language skills were important to their business. Other sectors also give different responses to the two sets of questions also, notably the Media sector, Tourism and Leisure, Agrifood and Financial and Business Services. Furthermore, 29% agreed or strongly agreed with the statement Our customers like to be offered a language choice of Welsh or English, and again a significant difference can be seen in comparison to the overall 9% figure of businesses having a need for Welsh language skills, and again the Care sector is notable in that it has one of the lowest stated need per sector for Welsh language skills at 6% and yet 31% agree that their customers and clients like to be offered a language choice of Welsh or English, with 44% of hospitals and care homes agreeing with this. Again Retail, Wholesale and Other Services are a sector with a low stated need for Welsh language skills at 5% and yet 30% of these businesses agree that their customers like to be offered a language choice. Other notable sectors include Tourism and Leisure, Agri-food and the Media. 23% of respondents also agreed or strongly agreed with the statement Many of our employees just happen to be Welsh speakers, perhaps indicating that some businesses either do not view the ability of some of their staff to speak Welsh as a work skill.
Figure 14 Comparison of responses of businesses to three of the qualitative statements about their use of the Welsh language (%)
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100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
Many of our employees just happen to be Welsh Speakers Having staff with the right WL skills is important to the success of our business Our customers like to be offered a language choice of Welsh or English
Don't Know Strongly Disagree Disagree Agree Strongly Agree
Base: 1960 All respondents Source: FSW Welsh Language Skills Survey 2004
Only 4% of respondents agreed or strongly agreed with the statement A lack of people with Welsh language skills is having an impact on my business, and 42% agreed or strongly agreed with the statement I cant imagine ever needing Welsh language skills in my business, with 49% disagreeing or strongly disagreeing with this statement. A segment analysis of these questions reveals that only 12% of those who agreed that Welsh language skills are important to the success of the business also agreed that a lack of people with Welsh language skills is having an impact on their business. Also, only 15 % of businesses who did not agree that having staff with Welsh language skills is important to their business then agreed that their customers like being offered a language choice of Welsh or English. 89% of businesses agreeing that they could not imagine ever needing Welsh language skills in their business also did not agree that many of their staff happen to be Welsh speakers. This suggests that these businesses do not have staff with Welsh language skills and do not view the ability to speak Welsh as a skill that is needed at work. Training 34% of all respondents agreed or strongly agreed that finding the right training/learning or improving Welsh language skills would be easy, 16% disagreed or strongly disagreed and 51% didnt know.
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March 2005
20% agreed or strongly agreed that finding the right training in jobspecific skills for employees through the medium of Welsh would be easy (e.g. computer skills, food hygiene etc), 17% disagreed or strongly disagreed and 63% didnt know. 11% agreed or strongly agreed that it costs too much to train staff in or through the medium of Welsh, 19% disagreed or strongly disagreed and 70% didnt know. When asked to agree or disagree with the statement The quality of training in Welsh language skills or through the medium of Welsh is poor, 7% agreed, 14% disagreed or strongly disagreed and 79% didnt know.
Figure 15 Comparison of businesses responses to qualitative statements regarding training (%)

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% It's easy to find the It's easy to find the It costs too much to The quality of right training for right training in jobtrain staff in or training in or employees in specific skills for through the medium through the medium learning or employees through of Welsh of Welsh is poor improving their the medium of Welsh language Welsh skills Don't know Strongly disagree Disagree Agree Strongly agree
Base: 1960 All respondents Source: FSW Welsh Language Skills Survey 2004
For the above four statements it is perhaps the dont knows who are the most significant in that awareness of the existence, cost and quality of training would appear to be low. It should be noted however that businesses in the Retail, Wholesale and Other Services sector seem to have a higher level of awareness of Welsh language training, with a significantly lower percentage in this sector answering Dont Know for the first three training-related questions (the first three columns in the graph above) and about the same for
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the question relating to quality of training. Retail, Wholesale and Other Service therefore have a higher awareness than other sectors about the availability and cost of Welsh language and Welsh medium training, but not about the quality of that training. Case Study Wynnstay Arms Machynlleth The Wynnstay Arms is a small public house/hotel situated in the Mid Wales town of Machynlleth. There are two partners in the business and they have an annual turnover of 150,000. The partners moved to Machynlleth eighteen years ago from Hereford and their grandchildren are Welsh-speaking and work in the business during the busy summer months. They also employ two part-time staff all year round, and both staff are Welsh speaking. During the Winter months, their customers are mainly local, Welshspeaking people so having staff with Welsh language skills is viewed as essential. During the summer they have more custom from visitors to the area and the Welsh language skills of staff are less important. They feel, however, that these visitors generally like to hear Welsh being spoken as it makes them feel that they are visiting somewhere different. Ideally all staff would be Welsh speaking although it is a less important skill in the kitchen as there is little interaction with customers. Having staff with Welsh language skills is a definite advantage to the business, because it makes customers feel at home, and welcome, which is crucial in the hospitality business. When advertising for vacant posts they would specifically state that Welsh language skills would be an advantage, and as they feel that there are plenty of Welsh speakers around to fill vacancies they do not foresee a shortage. They feel that in five years time there may be a decrease in their need for Welsh language skills as their Welsh speaking customers will be fewer in number as more and more people move to the area from England. They feel the need for support and information to help them with their Welsh language training needs, and in particular they would like more flexibility. They have tried attending Welsh learners classes but have had to stop as the times clashed with busy periods in the business.
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4.6
Summary of main issues
Overall, 9% of Welsh businesses surveyed report having a need for Welsh language skills amongst employees in their business. The highest stated need for Welsh language skills at 18% was in the Media sector and the lowest was in Retail, Wholesale and Other Services at 5%. At the same time there are indications elsewhere in the survey that demand for Welsh language skills may perhaps be higher than this response would suggest, with 20% of businesses interviewed agreeing that having staff with the right Welsh language skills is important to the success of my business. Fifteen per cent of those who stated they had no present need for Welsh language skills said that having staff with the right Welsh language skills was important to their business. Furthermore, 29% agreed or strongly agreed with the statement Our customers like to be offered a language choice of Welsh or English, again considerably higher than the overall 9% figure of businesses saying they have a need for Welsh language skills amongst employees. One theory that could help to explain this is that employers awareness of how Welsh is used in their business is almost subconscious and that this surfaces more readily when qualitative techniques are used to supplement the quantitative data. Certainly one can draw the conclusion that there is a strong link between Welsh language skills and customer service/customer care, particularly when speaking and listening. Businesses are most likely to have a need for Welsh language skills to provide good customer service (91% of businesses with a need), because a number of our customers/clients are Welsh speakers (92%) or because were based in a Welsh speaking area (87%). Businesses place a greater importance on speaking and listening skills across the occupation groups than they do on reading and writing skills. Speaking to and listening to customers is seen as the main purpose for these skills. This is true for all kinds of occupations although reading and writing is as important to Occupation Group A (professionals, directors, senior managers). Also, the higher the level of occupation, the more likely it is that higher levels of Welsh language skills are needed.
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The need for Welsh language skills varied across the seven main industry sectors. There was most demand amongst the Media sector (18% with a need) a significantly higher need compared with Construction (9%), Care Services (6%) and Retail, Wholesale and Other Service Activities (5%). Medium to Large businesses (over 50 employees at the location) are as likely to have a need for Welsh language skills as micro businesses (2-4 employees). However those with 25 49 employees are significantly less likely to have a need for Welsh language skills compared with all other employee size bands. Region also has a great influence on the level of demand for Welsh language skills. For example, a third of businesses in the North West have a need for such skills compared with just 3% in the South East. Eight per cent of businesses in the South West and 10% in Mid Wales reported having a need for Welsh language skills. A third of businesses with a need for Welsh language skills describe the language of their business to be predominantly Welsh and a quarter use both languages equally. Just under half of businesses with a need for Welsh language skills say that they never assess the Welsh language skills of job applicants when recruiting. However, we do not know whether these employers have methods of assessment for any kind of skills. Thirty four per cent do assess Welsh language skills of applicants for all posts and the method of assessment is most likely to be through asking if they can speak/write Welsh during the job interview. One in ten businesses with a need for Welsh language skills (18 businesses in total) has experienced difficulties in recruiting employees with Welsh language skills. Only 2% of businesses with a need for Welsh language skills have a formal method of identifying the Welsh language skills and training needs of their existing staff. Again employers were not asked whether they have a formal method of identifying any form of skills. Businesses with a need for Welsh language skills are most likely to think of going to a local college or university for advice and help about improving the Welsh language skills of their workforce. Very few businesses with a need mentioned that they would think of going to Mentrau Iaith or ELWa. 7% of businesses with a need for Welsh language skills have provided or funded job specific training through the medium of Welsh to their employees and 7% have provided or funded training to improve the Welsh language skills of their workforce.
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The main reasons for businesses not having a need for Welsh language skills are there is little requirement for Welsh language skills in our line of business (84% of businesses without a need for Welsh language skills), we dont speak Welsh (83%) and very few of our customers/clients are Welsh speakers (81%). Those in the Construction industry and Financial and Business Services were most likely to state that there is little requirement for Welsh language skills in our line of business. Eleven per cent of businesses without a need for Welsh language skills at present think that the situation is likely to change in the next five years. The main reason for this change was more and more of our customers/clients require a Welsh language service (48% of those asked) followed by to win new customers/clients (21%). If they need to in the future, businesses without a need for Welsh language skills are most likely to go to a local college or university for advice about improving the Welsh language skills of their workforce (32% before prompting) When asked, the vast majority of businesses disagreed with the statement a lack of Welsh language skills is having an impact on my business (95% of all respondents). When asked whether they could imagine ever having a need for Welsh language skills, 48% disagreed with the statement compared with 42% agreeing and 10% saying that they didnt know. Disagreement was highest in the North West (77%) and lowest in the South East (40%) and Mid Wales (46%). A high proportion of respondents failed to give a view on some statements about the quality, availability and cost of training through the medium of Welsh. This strongly suggests that most businesses have not had any experience of Welsh medium or Welsh language training and have not sought to be involved with it. Nearly one third (29%) of businesses agree with the statement Our customers like to be offered a language choice of Welsh or English. In terms of sectors, agreement with this statement was highest in Tourism and Leisure (31%), Agri-food (30%), Financial and Business Services (22%) and Retail (30%). Disagreement was highest in the Construction (76%), Financial and Business Services (72%) and the Media sectors (70%). Agreement was also high in the North West (62%) compared to the South East (13%).
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5. Policy Issues Only 9% of the sample base said that they had a need for Welsh language skills in their business. This report analyses some of the sectoral and geographical trends within this finding. Of the 91% of businesses who did not state a current need for Welsh language skills, 11% stated that they foresaw this situation changing over the next 5 years. 20% of the whole sample agreed that having staff with the right Welsh language skills is important to the success of their business. 29% also agreed that their customers like to be offered the choice of English or Welsh. What seems clear is that for those businesses that report a need for Welsh language skills, and for those who see the Welsh language as important to the success of their business, the Welsh language and having staff that can communicate in Welsh has the potential to offer business advantages. There are also clear cultural influences in terms of the level of importance attached to the Welsh language by business owners and managers. These cultural factors come into play particularly when considering customer service levels and in addressing the social/cultural preferences of customers. The issue of Welsh language skills needs creates an interface between cultural and economic considerations. Being in a position to offer language choice improves the businesses ability to address customer needs and is likely to result in improved standards of customer care. This finding is particularly relevant in light of the 2003 Generic Skills Survey, which indicated that customer service and communication skills were highly valued by employers (in both the public and private sectors). Eleven per cent of respondents currently not requiring Welsh language skills stated that they see the situation changing in the next five years. This indicates a slow but incisive trend that some businesses in certain areas/sectors are increasingly seeing the Welsh language as a commercial asset. This would seem to offer clear benefits both in customer retention and winning new business. In policy terms, it seems that there is a general low level of awareness amongst the private sector in Wales as to how the Welsh language can be used to benefit their business. A promotion or communication issue therefore seems to exist, which if addressed effectively could accelerate the process of businesses using the Welsh language to their commercial benefit. This awareness issue seems to have differing levels of relevance and priority in varying parts of Wales. For example, awareness was
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highest in the North West, but was low in the South West and Mid Wales and even lower in the South East. The detailed analysis on the regional trends could be used in terms of informing and enhancing spatially targeted economic development, skills and language planning policy initiatives. The Employer Liaison Phase of Careers Wales Online is the ideal opportunity both to collect further information regarding the Welsh language skills needs of employers in all parts of Wales and to raise the awareness of employers of the potential business benefits of the use of the Welsh language in their businesses. In addition, it is a timely vehicle for disseminating this information to Careers Wales all-age client group thereby making the link between employers skills needs and the skills supply in Wales. What also seems to be a relevant finding is the subtle nature in which the private sector acknowledges the Welsh language. It seems from the differences highlighted in the report that most businesses do not consider the Welsh language to be a skill. Rather, they seem to perceive it as a more naturally occurring attribute. The significance of this should not be underestimated in policy terms. In particular, it needs to be taken into consideration and be reflected in how public sector agencies develop strategies, communicate with and offer support to Welsh businesses. In this context, the Welsh language needs to be an integrated element of wider policy initiatives and programmed mainstream support in both the skills and economic development agendas. The sectoral findings outlined also provide a useful information base to inform and steer future policy and programme interventions that link language and business. The challenge for the Welsh Sector Skills Councils and other sectoral agencies will be to consolidate and build on the potential in sectors such as Agri-food and Media, whilst considering communication and awareness raising exercises in sectors such as Care1 and Retail. The issue of improving the Welsh language skills base of their workforce seemed to indicate a general lack of awareness of support agencies amongst the businesses surveyed. Most noted their local college/university as a source of training and skills development. Very few were aware of other formal and less formal training institutions and organisations that offer support, training or signposting to improve Welsh language skills. Linked to this point is the general lack of Welsh language skills analysis being undertaken by businesses, either in recruiting new staff or in developing their existing workforce. This seems to be
1
Please note that the Care Sector as defined by SIC and used during this survey does not match the footprint for the Care and Development SSC.
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impacting on the way in which Welsh businesses seek and source specific training or other support to improve Welsh language skills. A key policy theme in addressing this would appear to be the need to clearly demonstrate the commercial benefits and business case for having the ability to do business bilingually. This needs to be consolidated by making the training offer relevant to business needs by integrating it with other core skills (e.g. understanding customer needs, ability to follow instructions, communication, team working, adaptability/flexibility or showing initiative). It also reflects the need for information on Welsh language training to be pro-actively targeted towards Welsh businesses in a way that is easily understood and takes account of sectoral and geographic factors. For example this could affect the way in which courses are designed, delivered and promoted to businesses. Promotional material could be made more relevant to regional characteristics by using locally relevant Role Models or Champions. It could also involve dovetailing improving Welsh language skills with areas such as customer care, team working and communication in the way courses are delivered so that employers and employees can easily relate to the relevance of the language in a work context.
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Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Executive Summary Table of Contents 1. 2. 3. 3.1 3.2 Introduction Context... Methodology...

Desk-based research...10 Quantitative Research.14

4.1.1 Business language.

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

4.6 Summary of main issues 47 5. Policy Issues.. 50

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Employment Sector Manufacturing Service Retail Tourism Total

Companies questioned 177 381 183 99 840

Bilingual skills 74 260 114 60 508

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

70% 60% 50% 40% 30% 20% 10% 0%

Base: 6020 establishments

Source: FSW Generic Skills Survey 2003

Fluency in Agriculture, occupations the Mid and survey.

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

hospitality, leisure and tourism pharmaceuticals including bio-science

hospitality, leisure and tourism creative industries social care

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Typical occupations in group

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Interviews Achieved by Main Sector March 2005

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Tourism and Leisure Agri-Food

Business and Financial Services Care

Retail/ Wholesale/ Other Constructio n

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

% of Businesses 10% 12% 10% 46% 22%

No. of Businesses 3,050 3,920 3,345 14,695 7,150

% Welsh Speakers 36.8% 17.5% 50.8% 11% 25.7%

Achieved 396 246 248 545 474 1,909

% Achieved 71% 22.5% 6.5%

No. Achieved 1,358 428 123 1,909

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Size by Employee 2-9 10-49 50+ Total

% of Businesses 76% 21% 4%

No. of Businesses 24,285 6,655 1,220 32,160

Source: Annual Business Index

The results of the sector and employees analysis is summarised below.

Don't know 50+ employees 10 to 49 employees

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

Businesses with Welsh language skills needs

Welsh speaking residents

Future Skills Wales Survey Welsh Language Skills in Seven Sectors

South E ast South W est M id

North W est North E ast