Be Aware, Marketing Professionals: Your Jargon Tendencies Might Be Losing Your Brand Millions in Dollars
In today's corporate landscape, it's become commonplace to encounter jargon that leaves you scratching your head. Take, for instance, a memo stating your company is "leveraging operational synergies for a paradigm-shift in workflow" – a phrase that's as pleasant to read as a root canal. But what does it really mean? This might come as a surprise, but you're not alone - a recent study by Kickresume reveals that plenty of professionals can't decipher corporate jargon either.
And therein lies the problem. Corporate jargon has a knack for impairing communication and productivity. According to the results of this study, jargon isn't just making us chuckle; it's causing serious issues when it comes to efficiently conveying information and getting things done. It's like the corporate version of speaking in code.
To understand the degree of the damage, Kickresume conducted an experiment. They crafted two versions of a business memo – one clear and concise, and one laden with jargon. They then asked two groups of people to read the memorials. The results? Those who read the plainspoken version scored better on a subsequent reading-comprehension test and could recall more key points from the memo.
But don't think this communication breakdown is just a minor hiccup; it's having a real impact on the bottom line. Data shows that teams lose an average of 7.5 hours each week trying to make sense of poor communication, which translates into some hefty bills for corporations. Kickresume estimates that a mid-sized company could lose up to $6 million annually due to decreased productivity because of ineffective communication, and the losses could be even more substantial for large corporations.
So, if corporate jargon is costly, tedious, and unpopular (a separate Kickresume survey suggests that as much as 85% of executives aren't keen on it), why on earth are so many professionals still using it?
Tony Maher, the general manager of the U.K.-based Plain English Campaign, chalks it up to self-aggrandizement. "Some people write to impress rather than perform," he explained. The jargon might provide a temporary ego boost, but in the long run, people will tire of deciphering these dense memos, and their messages will be ignored.
Martin Poduska, head of content at Kickresume, notes an additional driver for jargon use: avoidance. If you're not saying much of substance, or if you need to deliver an unpleasant message, slathering it in corporate speak makes it seem more palatable.
Unfortunately, the trend looks set to continue, with AI tools like ChatGPT cranking out florid prose that is chock-full of corporate jargon. It's a vicious cycle in which simple, straightforward language becomes increasingly scarce and valuable.
"I'm always impressed when I read a difficult message that I understand the first time I read it," Maher said. May we all find ourselves in the lucky position of reading clear, concise communications, and may our workplaces reap the benefits in terms of increased efficiency and productivity. And here's a challenge for us all: let's strive to communicate with clarity, and in doing so, elevate the professional conversation.
- The use of corporate jargon in memos, such as "leveraging operational synergies for a paradigm-shift in workflow," can lead to confusion, impairing both communication and productivity within businesses.
- In a study conducted by Kickresume, participants who read a clear and concise memo scored better on a reading-comprehension test and could recall more key points than those who read a memo filled with jargon.
- Inefficient communication due to the use of corporate jargon costs corporations dearly, with a mid-sized company potentially losing up to $6 million annually due to decreased productivity.
- The continued use of corporate jargon can be attributed to self-aggrandizement and avoidance, as some people use it to impress others or to make unpleasant messages seem more palatable. However, clear and concise communication can lead to increased efficiency and productivity in the workplace.
