Build trust with localization: Rover's head of localization

Shaheen Samavati recently had the chance to talk to Barcelona-based Jordanna Ber, head of localization at Rover, the world’s largest marketplace of pet sitters and dog owners. Jordanna joined the company just before it acquired DogBuddy in 2018, and headed the team that localized and launched the product in Europe. Jordanna, who’s originally from Canada, discussed how she landed her dream job, how localizing content across continents can be tricky but rewarding, and why embracing data is integral to success.

You can watch the full conversation in the video above or on our YouTube channel, listen to the podcast on Apple and Spotify, and read our recap below.

Key takeaways

Traditional job hunting wisdom tells you not to put all your eggs in one basket. But if you’re really vying for a particular position, sometimes this approach can pay off. Networking with contacts at the company before applying is one way to boost your chances of landing the role.

Localizing content is a challenging but rewarding process. There are many details to consider—such as language, units of measurement, nuances and legal terms—and things might not run smoothly right away, but ultimately it’s a huge learning experience.

Oftentimes content marketers shy away from diving deep into data, but understanding and utilizing it will help you produce better content. You can draw insights on what content is working (or not) from platforms like Ahrefs, seoClarity and Sprout Social.

Brand trust is critical for every company—and especially Rover, where people put their trust in strangers to take care of their pets. Localizing content helps; when people can read and communicate in their own language, it helps to build trust and familiarity.

Targeted content is the key to reaching specific audiences, such as dog and cat lovers. Posting things that only pet owners would understand and laugh at is one way that Rover reaches its target audience.

How do you build trust? There are many pieces to the puzzle, but language and localization are two big parts of it.

Rapid-fire recs

What’s an app or tool that you can’t work without?

Well, of course I have to say Rover. Now that travel restrictions are easing up, I’ve started to message my sitter on the app again to see when she’s available, so that’s helpful.

Another one that I’ve been using a lot over the past few months is the meditation app Calm. It’s really helped me during the pandemic, while working from home and with all the changes that are happening. I love using it at the start of my day or at the end of the day to unwind.

A channel or account with great content?

I follow an amazing Instagram account called WeRateDogs® where people send in photos of their dogs and other people rate them (spoiler: they’re all 10/10). It’s just for fun, and it’s exactly the kind of lighthearted content we need during this time.

They’ve also started fundraising for people who can’t afford surgeries for their pets or are in other dire situations. People are really supportive and come together to raise money for the animals, which is awesome.

A valuable resource, event or group?

I recently joined a group on LinkedIn called Women in Localization, where everyone shares resources and job opportunities. They have a monthly newsletter, and it’s great to share insights and speak with other people in the same industry.

Connect with Jordanna and Shaheen on LinkedIn.

This post was edited by Mary Kresge, a freelance content creator based in Madrid.