At LinkedIn, we recently revealed the most common terms seen on our users’ profiles.
However, businesses have now been caught red-handed as they too have been found using a series of repeat corporate buzzwords. For a lot of people, the beginning of the year represents the best time to make a fresh start in their career. It’s a time when professionals typically consider their ambitions and plot their next career move, so it’s no coincidence that these first few weeks are a busy time for members updating their LinkedIn profiles. This spike in activity is great news for businesses looking to hire. However, businesses can’t be complacent and assume that a peak in job seeking means the best talent will come to them. Today’s job market is a two-way street with candidates using the huge amounts of information available online and through their contacts to interview employers as much as employers are interviewing them. Our aim at LinkedIn is to help our members find the best possible jobs and opportunities. The flip side of that is helping businesses find the top talent they need to succeed. With a peak in people looking for jobs at this time of year, we’re able to use our data to guide businesses on how they can attract top professionals, whilst effectively communicating their organisation’s brand and personality – that means avoiding corporate buzzwords. As such, we’ve analysed the millions of company pages of businesses on LinkedIn to find the corporate buzzwords that businesses are guiltiest of overusing. So when it comes to corporate buzzwords, the of the top ten worst offenders are:
(1) Solutions (2) Unique (3) Leading (4) Expert (5) Vision (6) Great (7) Innovative (8) Creative (9) Platform (10) Strategic Sound familiar? Now, you may be wondering why this is important: surely there are bigger hurdles than corporate buzzwords when it comes to attracting talent? Possibly, but the truth is that the first time a candidate is likely to come across your employer brand is online, be it on LinkedIn or your company’s website or in a job ad
. Do you really want their first impression to be determined by corporate speak? By relying on jargon, you may be throwing away the opportunity to stand out and attract your next star hire. So, while it is fine to believe that your company has a unique vision, with a creative strategy for finding solutions and building new platforms, it’s important to understand that simply stating that is not enough. There are hundreds, if not thousands, of other companies describing their employer brand in the exact same ways. Instead, you need to explain what it is that makes your vision unique and tell the story behind your business. Wherever and whenever you have the opportunity, use it to demonstrate how the culture and values shapes the work you do, to showcase employees who embody that vision, and to explain the impact your company wants to have on the wider community. If you’re a business owner, now is the time to take a moment to consider whether your business is talking about itself the way it should, or whether you’re guilty of relying on corporate buzzwords. Some simple changes can make all the difference and it means that the next time a top candidate happens across your website – or LinkedIn company page – they might just be inspired enough to apply for a job. Jon Addison is head of Talent Solutions at LinkedIn UK Image: Shutterstock
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