Amazon Career Choice Unlocks Frontline Talent and Propels Careers through Language Learning
Overview
Amazon Career Choice, established in 2012 as a pre-paid learning benefit program, partnered with goFLUENT to implement an innovative English Language Learning (ELL) solution for its 700,000+ eligible frontline employees. This initiative aimed to break down language barriers, enhance career mobility, and create pathways to higher education while accommodating the unique scheduling needs of frontline workers.
3,280+
program completers within 12 months
4.9/5
overall trainer satisfaction score
98%
had improved career prospects
48.1%
were able to enroll in skilled training programs
40.9%
were able to pursue college assistance
The Challenge
As one of the largest employers in the United States with operations across 14 countries, Amazon needed to:
Provide accessible language training for diverse frontline schedules
Break down communication barriers in a multicultural workforce
Scale language training efficiently across multiple time zones
Deliver consistent quality across all learning formats
How goFLUENT Helps
Hyper-personalization & Flexibility
goFLUENT’s Language Academy assessed Amazon employees’ proficiency levels and recommended personalized learning paths tailored to their roles and learning styles. The platform’s mobile-friendly design catered to frontline employees’ needs, while flexible scheduling options accommodated diverse work hours.
Learner support and monitoring
Both goFLUENT and Career Choice prioritize data-driven learning solutions. By tracking learner progress through regular reporting and setting weekly KPIs, they ensure personalized guidance and timely adjustments. goFLUENT’s learning advisors further enhance this approach by providing individual consultations and recommending tailored learning materials.
1on1レッスン
goFLUENT’s Individual Lessons provide a safe space for learners to practice and express themselves. Through speaking with professional language trainers one-on-one, learners get personalized feedback and guidance. This human element accelerates language proficiency and boosts confidence, enabling learners to apply their skills in real-world situations.
The Results
The program’s impact demonstrates its success in transforming workplace communication and career advancement opportunities. Over 3,280 employees graduated from the program since October 2022, with impressive outcomes across multiple metrics.
“We’ve found that a large percentage of Amazon employees are more likely to remain with the company because ESL was offered as an employee benefit. We’ve also seen internally that education, including language classes, improves retention and offers more opportunities for career growth for our frontline workers.”
Jeff Bulanda, PhD
Senior Manager, Amazon Career Choice
The program’s success extends beyond language proficiency, with graduates pursuing various educational opportunities:
10.9%
pursued High School and GED programs
40.9%
enrolled in College Assistance programs
48.1%
had improved career prospects
“It’s the positive impact our Amazon associates see within the workforce… people getting promoted, and people feeling confident pursuing their careers and dream jobs as a result of language training.”
Cindy Gomez
Senior HR Business Partner, Amazon
Employee satisfaction metrics reveal the program’s broader impact:
99%
developed career-advancing language skills
99%
enhanced relevant workplace skills
98%
improved career prospects
97%
developed skills needed for future growth
This partnership between Amazon Career Choice and goFLUENT demonstrates how strategic language training can transform workforce development, enhance employee retention, and create pathways to career advancement. It serves as a model for organizations seeking to empower their frontline workforce through accessible, flexible, and effective language learning solutions.