language

In praise of spin

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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

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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.

Ripping up the writing rules

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As human beings we’re conditioned to use “appropriate” language depending on our setting. In the bar, in a shop, when we bump in to someone on the street and, of course, in the workplace. We choose the way in which we speak, the way in which we interact based not on our conscious decisions, but instead on the way in which society has shaped us.

Similarly, our reaction to the language of others is also conditioned by our expectations of situational appropriateness. When something does meet with these expectations, we take note. Sometimes, with shock, surprise and maybe even joy.

If we want to create more human, more humane workforces, we must never forget the power of the words we use. We need to remember that we are conditioned to write, to talk to employees, to present ourselves in certain ways. There is no rule book, no code of conduct that exists that tells us we need to talk in this way. It’s just years and years of conditioning.

See what I mean:

“We are committed to being a flexible employer as a method of helping us to retain valued employees. We recognise that there may be times when you wish to take an extended period of absence in order to pursue personal interests or domestic duties such as caring for a family member.”

Or,

“We recognise the potential in all of our employees and that talent exists throughout the organisation. Analysis has already taken place across the organisation to map out current activities that support talent management and to identify strengths,weaknesses, opportunities and threats.”

And my personal favourite,

“Here at xxxx our ambition is to create the best environment for all our colleagues to reach their full potential. In doing so, we build the culture, capability and capacity to help the business meet its multichannel growth ambitions.

We are facilitating a simple, honest and human culture that is inclusive, collaborative and connected. Ensuring we work with the right structures and processes, to enable flexibility and a culture that values individual contribution, builds teams and minimises risk for xxx.”

Who actually talks like this? I doubt the author of any of these pieces would ever actually speak this way, yet when they put their work hat on, something else comes out. And the expectations of the recipients are met.

Changing how we think, how we act and how we speak is hard. We’re wired to be one thing and yet we want to be another. It takes commitment and it takes perseverance. But when we do, people are more likely to take note.

“We know sometimes you’ll need to take extra time off to deal with the things that happen in life, and that’s ok”

“We want to help you to use all of your skills and abilities at work”

“We’re trying to be the best we can be and to help you to do the same”

Here’s the challenge. As you’re writing this week, whether it is a policy, an advert, an email or announcement. Ask yourself whether you’re writing as you, or whether you’re writing as you’ve been conditioned. If it’s the latter, try switching it around. Speak like a human, not a Human Resource and see what the reaction is. You might be pleasantly surprised.

I. Am. Human.

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Following the last two conferences I’ve spoken at, I’ve received the following unsolicited feedback,

“You don’t speak like an HR person”

On both occasions, I’ve assumed it was a compliment and taken it as the best bit of feedback I could receive. I hope I don’t look like an HR person either (no tissues in this cardigan baby) but there is always room for improvement.

The serious point here is that language is important. The words we use, the tone we use, the way in which we communicate both verbally and in writing. They matter.

I don’t care what the intention is, if the language sends out a different message. That’s what people infer.

You tell people what they can’t do. Why not tell them what you want them to do?

You tell people what will happen if they don’t behave. Why not tell them what will happen if they do?

We use a whole vocabulary that means nothing to the vast majority of human beings. A dictionary of terms that have been created to make us feel “strategic” as we “partner” with the business to deliver “value adding interventions” to maximise our “human capital” and drive “employee engagement”.

Or instead we could work with you to make this place better, you happier and the business successful.

But then. We might have to explain how.

Which would require us to think. And not produce another strategy document.

Which could prove tricky.

I am not Human Resources. I am human.