The Power of Language
UncategorizedPublished March 16, 2010 at 4:03 pm 11 Comments
We often overlook the power of language. We don’t always appreciate the emotional impact a word can have on the dynamics of a relationship – the way the same word can bring 2 people together, or pull them apart. A single word can evoke feelings of excitement, amazement and anticipation in one and fear, denial and regret in another. The selection of that single word can forever change the path and journey you are taking. We forget that as hard as we try, once said, those words cannot be taken back. The impact is out there – the fall out (good or bad) is ours and ours alone to deal with.
There can be nothing more powerful than a single word.
Yet as we go about our daily lives we forget about that awesome power. The way that what we say shapes others perceptions, feelings, mood. It why you choose to by one product over another. Its why a picture of LaCoste can make two people laugh for no reason. Its why we pay $5 for a coffee when we could have one just as good for $2. Its about managing the emotional response through carefully crafted lingustics. Instead, we often pretend like this impact doesn’t exist.
In human resources – no where is the power of language more evident than in your job postings. The way you word a job ad – will make a dream candidate fight for what they want (your job) or by pass it totally. It will give the impression to others of the cultue, mindset and vision for your organization. It will make them know its better than what they have or make them apprehensive and scared to take that next step. It is the language that defines your company for a number of job seekers beyond any branding or website that may exist. It is their reality.
When you are going through your jobs this week – take a few minutes to look at the posts from a job seekers perspective. What words are you using to build or destroy a relationship? What language have you selected that is the emotional catalyst to draw the right people in? Take control of the reality and manage what you say carefully – make sure it is what you mean and you aren’t having to be playing catch up after the fact and explaining yourself later.
You’re so right, Sarah! I’m job-seeking right now and try to send notes of thanks to the precious few companies that write “life” into their job listings—that actually provide a hint about their workplace culture. I have to hold myself back from sending rants to companies that couldn’t even bother spelling the title of a position correctly.
But the language factor doesn’t stop there. The online-application and job-posting systems can also taint a company’s efforts at reeling in the best candidates. I’ve come across jobs I’m qualified for listed under unrelated categories (e.g., an editing position listed under “Administrative Careers”). And I’ve applied for jobs through application systems that are at odds with the preferences of the hiring companies (e.g., the system states three types of resume documents accepted, but the client wants candidates to submit only Word files).
Yes, it’s a lot of language for HR to monitor, but for prospective employees, it’s all part of the same experience. And it’s their first (and, often, last) impression of a company.
Ugh – don’t get me started on bad ATS design…I could do a whole year’s worth of posts on that…
“Actions speak louder than words” – does this still hold true in our digital world?
Andy – Great question – I wonder if your actions are really just your words when it comes to the digital world? Does the way you present yourself on line through your branding – classify as your actions???
hmm….
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Nicely put Sarah.
Thanks Traci
I love words. I love them in books, on billboards, and even in fortune cookies. They are powerful, in their meaning, in combonation with other words, and in the context with how they are used.
When I read, if the words are well chosen, spelled correctly, and combined in a clever fashion, I will hold the writer in high esteem. My favorite blogs are all written by people who are wordsmiths.
It is the same with resumes or job positions. The vast majority will be generic. Reading them will be painful and make me want to pummel and buffet the writer about the pate with a finely aged block of cheese. (I could have said, ‘hit the writer in the head’, but what fun would that have been to read?)
So if one is trying to find a person to fill a job or if one is attempting to stand our from the crowd and be hired, then take some time, choose your words carefully. And then if you have crafted something especially clever, and you think it might elicit an out loud laugh, then please send it my way.
Great post.
Brian – I agree 100% – its why a lot of my favorite blogs aren’t the traditional “how to” guides of the industry – i like to see the personality, feel a connection with what I am reading. So many people now try to clean up stuff to the point of blah that its hard to get excited at candidates resume or job descriptions or a lot of what you read now.
I love this post because it is something I strongly believe and we consult with clients on. We did some research and found on indeed.com in ONE zip code the word *dynamic* was used in 22,000 job postings, *hands on* = 12,000, *motivated* = 10,000 and the list goes on… I’ve had clients say that they aren’t attracting the right type of candidates, and after looking at the job description, it clearly wasn’t written to attract what they’re looking for! I’ve also seen it go the other way where clients use their cultural language in their job description, and throughout the hiring process, and it shows in the quality of their hires.
Words are extremely important. Great post Sarah!
Jill – Good point! I think i’ll expand your comment into a post next week! There are a lot of words i’d like to see leave job descriptions!