The power of language

The power of language to engage is nothing new to us. It’s why corporations spend millions each year on their advertising and marketing, testing the ways in which certain words resonate or repel their target audiences. A shift of one word in a sentence can move us from neutrality to engagement, from loathe to love. It’s also why political parties spend hours testing slogans and statements with focus groups, ensuring that the approved words are dropped into speeches and leaflets, time and time again.

Language is powerful, it has the power to change the way in which we think, believe. live and even dream. It can bring us together, or it can push us apart.

Whilst we spend so much time in organisations thinking about the language we use to appeal to consumers, service users or members, we spend so little time focussing on the language that we use with our colleagues internally. In so many organisations I’ve worked in, people who could write an email to their mother which would be warm, engaging and clear suddenly start to write missives to the masses which are almost indecipherable. We use jargon and language which is overly complex and unnecessary, often out of habit rather than intent. You particularly get to see this when you join a new organisation and start to learn the lexicon of the group.

Too often though, when we extend these phrases beyond our “group” they fail to land properly, be understood or to have the desired effect. Either because they’re simply incomprehensible, or because the language that we use does not connect. We write as if we are a business writing to a business, not a human being writing to a fellow human being.

When we talk about making the workplace more human, when we talk about engagement, when we make commitments to inclusion and allowing people to be themselves, we would be wise to start with words. The language that we use sets a tone for who we are, but more importantly it allows others to come along with us. If I understand, if I connect, if I feel, then believing becomes much easier to achieve.

Sometimes it isn’t how clever the message is, it’s how simply you can convey it.

Change your words, change your thinking

I’ve said it before, I’ll say it again –  the language that we use matters. It matters, because through our use of language we convey messages of importance or unimportance, of trust or distrust. Our choice of words conveys more than the simple message we intend to send.

When we talk about our employees or managers as “they”, we differentiate ourselves from them as leaders. “We” think about things one way, but “they” think about it another.  Indeed much of the language that we use in our corporate worlds creates barriers and boundaries that need not necessarily exist. It is the manifestation of an underlying fragmentation in the culture of most organisations.

Let’s take a simple example:

“I have to deal with all these stupid requests from employees, because their managers can’t be bothered”

Whilst the words aren’t exact, this is the kind of phrase I’ve heard throughout my career – and have probably muttered once or twice in the past too!

“I’m helping to find answers to employee problems and support their managers in running their teams”

OK, so I appreciate talking this way sounds and feels a little unnatural – but why? Why should it feel any more unnatural than the first?

Then let’s think about the impact to others of thinking and talking in this way. If your belief system was based on this second statement, how would you think and act differently and what would others see of you in your role? Would you be part of something bigger, or fragmenting yourself into something more isolated?

Choosing our language carefully, every day and in every situation not only changes the way that others perceive us, but it can also start to change the way we think and perform. Our language carries much more importance internally to our belief system and externally to our ecosystem than we sometimes give it credit for.

That’s why language, and the way we use it, really does matter.

In praise of spin

I’ve worked in HR long enough to know that it has an image problem. One that is generally unfair, but probably the result of our own endeavours.

Our knee jerk reaction, like anyone in this scenario, is to tell everyone they’re wrong. That actually they’re missing this whole bunch of important information that they’ve never consider before.

It’s all……a bit whiny.

We whinge and bitch and moan about how we are misunderstood. And all it does is make us look like a whiny, moaning, bitching bunch of people. Let’s face it, would you want to hang around with someone coming across like that?

We don’t work enough on presentation, on delivery, on PR and, yes, on spin. I don’t care what you think, if you believe in the product that you have enough, you should be willing to take any measures necessary to get it delivered.

Rather than being the organisational equivalent of the parent telling their unenthused kids to, “eat their greens” and reminding them they won’t grow or be healthy otherwise, we need to learn to plate up something equally nourishing but more palatable and exciting.

We need to think about the hooks, the positioning, the language, the packaging and the delivery. We need to create excitement and interest in the topics that people have become weary, wary and immune too.

Time and time again I hear of people telling me that their business, their CEO, their leadership team aren’t interested in HR. That’s a total crock. If you speak to any CEO or leader, they will talk about all the things that we are trying to achieve. They just aren’t interested in us or the way that we talk about it.

We all know the famous quote about insanity being the act of doing the same thing and expecting different results.  Sometime we border on the insane as a profession.

We’re full of creative, thoughtful, innovative people. We’re full of people that want to make a difference, that want to help organisations be better, perform better and grow. We’re full of people who care.

So instead of shying away from the dark arts, let’s embrace them. We can reinvent ourselves and our work, but in order to do that we need to think as much about position, delivery and narrative as we do about content, process and structure.

People consume a package, they don’t always want to consume a principle.

Language matters

People at work will often tell me that, “words are important”. I agree, I think language is important and the power of it is underused in a work context. For some reason, the moment we enter the workplace we seem to lose all sense of the human vocabulary that we would normally use to interact with people and develop an entirely different language.

It sucks.

But that’s not really today’s point, I could write diatribe after diatribe on the stupidity of business speak – but neither you nor I have time. No, what really annoys me is the passive dominant language that people use;

“I know you’re on holiday, but” 

I know you’re on holiday, but my issue is more important than your relaxation time….

ICYMI

I am going to assert that whatever piece of nonsense I am propogating is actually something that you would want to read. You cannot possibly have chosen not to read it….

FYI

I think this information is important, I don’t give a shit what you think….

I could go on.

Next time you’re talking to someone, writing to someone, thinking of using any words for any purpose, try to think about the reader. Try for once not to write for yourself, think about yourself or your need. Think about the individual, what do they need, want, desire?

If what you’re writing is interesting, useful and helpful enough, the reader will come to you. And for the love of God. Please stop with the passive dominant phrases.