Corporate buzzwords? Buzz off!
“Hello JARGON my old friend, I’ve come to visit you again.”
What a difference a month makes.
In my last Wordsmith’s World blog I was cheerfully celebrating the opening lyrics to music tracks by the likes of Simon and Garfunkel.
But, following on from Jane’s Addiction and Jay-Z in April, jargon is my new jam for May.
It’s a subject that has irked me before and no doubt inspired several previous blogs in HRM’s archive.
And it’s back in my copywriting crosshairs again, and not just because ‘too many buzzwords’ made the grade in PR Daily’s recent 8 great ways to make sure your content never gets published.
Buzzwords and jargon are not just limited to the media and communications industries, it turns out. It’s becoming a real problem across all sorts of sectors, to the point where young people are being put off applying for jobs because of ‘talked up’ roles and ‘impenetrable’ business jargon.
Terms such as ‘fulfilment service’ and ‘SLAs’ left many 16-to-24-year-olds in the study unsure about their suitability for a job, simply because many organisations were ‘making them needlessly complicated or creating unrealistic expectations’, the report by Business in the Community and City and Guilds found.
A word of warning, however, to those industry leaders who manage to decipher the job advert and secure themselves a ground-breaking role. When the time comes to move on to professional pastures new, LinkedIn is cautioning those in marketing, in particular, against cluttering up their CVs with jargon.
Apparently, you risk your prospective employer playing ‘Buzzword Bingo’ thanks to your creative, strategic expertise.
Still, maybe I shouldn’t be too anti-jargon, as I did get name-checked as the ‘deceptionist’ in this recent round-up of 20 bits of corporate jargon we just might embrace…