WorkWell Ergonomics Consulting - Case Study
From the Asialink Business Korea Country Starter Pack
When Diana Underwood moved to Korea, she didn't expect to end up establishing a successful ergonomics business.
When Australian Diana Underwood moved to the Republic of Korea to marry her Seoul-based partner in 2003, she didn't expect to end up establishing a successful business as the only foreigner registered to work in the area of ergonomics – even though she does not speak fluent Korean.
Trained as an occupational therapist, Underwood has directed her passion into improving people's wellbeing in the workplace by setting up her company WorkWell Ergonomics Consulting. She is not embarrassed by her lack of Korean language skills, but highlights the importance of learning some basic Korean and also delving into the culture.
"Respecting your host country is fundamental when living and working in Korea," says Underwood. "A great way of showing respect is simply by learning at least a few basic Korean phrases, for example 'hello', 'thank you', 'excuse me'. Koreans see their language as difficult to master and are impressed when foreigners can speak any Korean."
"Don't be deterred by not speaking the language," says Underwood, who sometimes uses an interpreter when working with Korean clients. "It is possible to work in Korea without a lot of Korean but you do need to get local assistance to help you navigate business practicalities such as tax and banking. The assistance of a Korean speaker makes it infinitely easier and more efficient."
"The Korean work ethic is remarkable. You will experience some of the world's best service culture with the most extraordinary deadlines set and met."
Australian business people should also note that in Korea, communication goes beyond simply what language you speak. Korean culture is very hierarchical and indirect – meaning processes are thorough and one needs to be aware that to save face, your counterpart is not going to openly disagree or admit they don't understand.
Underwood advises: "Be extra clear in your communications through stating things in multiple ways which will help verify understanding. Use open-ended rather than simple 'yes/no' questions and avoid negative questions as they may be misunderstood." She suggests not relying only on verbal communication, but also confirming in writing to avoid any confusion and create a permanent record.
As an Australian running a small business in Korea, Underwood also highlights the importance of understanding how Korean culture influences business practices. An example of this is the cultural emphasis on efficient and fast service which in Korea is fast and efficient.
"The Korean work ethic is remarkable. You will experience some of the world’s best service culture with the most extraordinary deadlines set and met. This relates to ppalli ppalli – a Korean phrase which essentially means 'quickly quickly'," explains Underwood.
In managing Korean staff, Australians need to recognise this ethic as their employees will generally demonstrate their loyalty and dedication by putting their manager and organisation first.
"Koreans will work incredibly long hours to meet deadlines, as not doing so is 'loss of face' for the employee and their boss." Underwood says. "For this reason it is important to build and maintain relationships with your Korean employees but also invest in your Korean business relationships as you would in your professional skills."
Networking is therefore fundamental in Korea to build both personal and business relationships, but also your brand.
"I have never felt like I have had to 'market' my business as in the Korean context, it is all about getting new clients through networking and word of mouth." She calls this "one-on-one marketing" and attributes it to simply building trust and respect. A strong online presence is also vital.
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