Poor communications results in an average of $62.4 million wasted per company every year. There are many factors that contribute to poor communications. One notorious example is excessive use of business buzzwords. Such jargon consists of technical terms that are so overused that they have lost meaning, such as “ideate” and “disruptive.” Many business buzzwords started as industry terminology, but have lost substance through widespread use.
Why Do People Use Jargon?
Approximately 65% of American workers use jargon at least two to three times a week. People use this language to emulate how others in their industry talk or shorthand for communications. However, more common reasons for why people actually use business buzzwords are:
- They want to sound professional or intelligent.
- They want to hide unpleasant messages or dodge questions.
- They are trying to be politically correct.
- They find it easier than thinking of a more precise word.
Why Should You Stop Using Jargon?
Jargon results in in vague messages. In a 2017 survey by American Express, 88% of respondents admitted they only pretend to understand office jargon. Meanwhile, nearly 50% of this group also said that they use such phrases frequently. “The single biggest problem in communication,” said playwright George Bernard Shaw, “is the illusion that it has taken place.”
Avoiding buzzwords in business writing can be beneficial. Your communications will have a greater impact:
- You will sound more sincere. A study by New York University found that subjects perceived complex sentences with jargon to be less truthful than clear and concise sentences.
- You will minimize confusion. With so many ways to interpret jargon, it is likely that your recipient walks away with a different understanding of what you had intended.
- You will connect more personally. Using jargon with someone from outside your industry can make them feel excluded. Overuse of jargon can also make you sound robotic and inhuman. Even in business, people expect a more conversational tone. Meet employees where they are.
- You will sound less pretentious. Jargon-filled language can seem annoying and fake. If your messages are filled with double talk, employees might not be receptive. That can lead to a breakdown of trust.
How to Improve Your Communications
For heavy users of jargon, changing your ways won’t happen overnight. Start to pay closer attention to what you say or write. Often, a second look will help you avoid buzzwords in business writing.
When you create communications, remember the following tips to better connect with your audience:
- Know your audience. If you are talking to a technical audience about a technical subject, then, of course, incorporate technical language. However, if your audience is a mixed group or if your communication is about a non-technical matter, keep it simple. No matter whom you’re talking to, nobody wants to have to read your sentences twice in order to understand them.
- Use simple language. Be clear and concise. Limit your use of jargon, acronyms, and abbreviations. A good rule to follow for general communications is to make sure that a ninth grader or lower can understand you. Popular media, like Reader’s Digest, is written at that grade level. Microsoft Word will tell you the reading level of your document.
- Take a communication audit. Look at the last email that you sent. Do you spot any of The Hartford’s “60 Business Buzzwords to Delete from Your Vocabulary”? If so, maybe it’s time for a change.
Think carefully about your word choices. Don’t isolate your audience with business buzzwords.
A benefits content calendar helps you communicate to employees about their benefits. As a communicator, a content calendar also helps your sanity. This document organizes all the messages you want to deliver this year in a single place. This makes collaboration easier. You won’t struggle for ideas or skip important milestones.
A benefits content calendar is a great way to plan for the future. It’ll keep you on track to send information year round. You determine what employees need to know and when. Create messages that educate and involve employees in how to choose and use their benefits.
This is crucial, because you want employees to make smart decisions. The results of a recent study Maestro Health survey of 1,000 people found just 33% completely understand their health care coverage. You, as a communicator, bridge that gap between confusion and knowledge.
If you don’t already have a one, there are lots of ways to create this document quickly and easily. Here are some tips for building your benefits content calendar.
First, create a structure for your content calendar that works for your team. Spreadsheets are a simple yet efficient option. Or you can try a collaborative online program with more features, like Asana or Trello.
Think of each column header as a step to complete on the road to final delivery of your message.
Step 1: Topics
Take the time to create a list of the topics you want to cover. Next, match them to specific times of the year. For example, messages around how to use new benefits should be communicated early. By January, employees may forget about the benefits they signed up for in October. If you have grace periods for flexible spending accounts, add reminders when building your benefits content calendar to create messages about those March deadlines.
You can also tie the calendar to outside health and wellness events. May is healthy vision month, a great time to remind your employees how to use their vision benefit. If you offer a critical illness voluntary benefit that includes incentives for certain health screenings, add reminders to distribute information during the appropriate months. For instance, communications on the importance of mammograms are a good fit for breast cancer awareness month in October. Skin cancer screening reminders can go out in November, which is healthy skin month. If you struggle over what to write, consult your calendar.
Step 2: Channels and Audience
Choose your delivery methods wisely. Would the message be better received in an email? A desk drop flyer? An article on the intranet? Make sure you reach employees where are.
Who is the intended audience? Some communications are for everyone and some have specific niches. Determine which segment of your population you’d like to reach. Don’t forget about spouses, who, research has shown, play a significant role in benefits decisions.
Step 3: Delivery Dates and Responsible Parties
A benefits content calendar keeps you on track to know when to send certain messages. It also tracks who does what. Remember everyone who needs to touch the content. Does your graphic designer need to create images? Do insurance carriers need to review the language? Include all the steps in the workflow so no details are missed.
Include space for each responsible person to initial when they’ve completed their work. If don’t use a program that automatically alerts the team when a task is completed, ask people to send a notification email. Then the next person in the chain knows to start their task. Once the final person signals their approval, it’s time to publish.
Step 4: Track Performance
A calendar saves you from wondering, ‘Did we already promote this benefit?’ However, publishing is not the last step. When building your benefits content calendar, be sure to include a column for analytics. Track how different pieces performed. Partner with your carriers to obtain utilization data. See if there was an uptick in employee actions after they read certain messages.
If you didn’t get the desired results, add a note to your benefits content calendar to push out the message in another channel. Remember, employees have different communications preferences that affect how they process information.
Step 5: Repeat
Sprinkle important messages throughout the year. Once is often not enough, repetition is key. Psychologists refer to the mere-exposure effect. Repetition leads to familiarity and familiarity leads to preference. Hearing or reading pertinent information multiple times leads employees to make choices. And choice puts benefits control in their hands
It’s rare that employees will understand information on the first pass. They need to hear it and see it many times and in many different ways. In other words, when you start to get sick of the message, they’ve just started to get it.
Strong communicators understand the importance of to-do lists and deadlines and metrics. Your content calendar helps you organize all three. Stay on top of messages to create clear, focused communications that teach employees the value of their benefits.