In the dynamic business world of today, employer communication skills can make the difference between business success and business failure. Today's global marketplace is a market of many cultures, languages, customs and traditions. Rising stars on the economic horizon include India, Indonesia, China, and Pakistan and Peru. Businesses both large and small are conducting massive numbers of sales with these economic powerhouses on the Internet as well as the sales office every day. The importance of good customer service, and good communication skills, will continue to be the hallmark of companies that succeed instead of fail.
In our multicultural and pluralistic business world, it is critically important that every CEO and manager understand the importance of communications as a skill requirement for business success. A look at the demographic makeup of most companies confirms that inside, as well as outside the company walls, there are many different people representative of our multicultural society. There are occasionally strong religious and philosophical differences between groups, but as employees most are maintain some degree of loyalty to their employer as long as the employer is respectful of the differences. The best way for an employer to avoid misunderstandings and potential disruptions to productivity is to recognize the need for clear, unambiguous communications without the color of cultural bias. If cultural bias appears in oral or written communications, it is quite likely to have a negative effect on employee morale and adversely affect business productivity.
Biased language is defined as "words and phrases that assign qualities to people on the basis of their gender, race, religion, or physical ability" (Rozakis, 2000). Beyond the inadvertent use of sexist language, meaning the common practice of using "he" and "man" to refer to both men and women, biased language includes "language that denigrates people." Businesses that fail to carefully audit their communications for the presence of biased language risk productivity problems and employee unrest.
For example, the media's coverage of the Presidential Election has made the need for good communication skills evident. An unintended slip of the tongue during a debate is thought to reveal cloaked bias and, according to pundits, proves that there are secret agendas and unresolved issues hidden deep within the candidate's psyche. Whether or not this is so is not the purpose of this article. It merely serves to prove the point that even unintended consequences and damage to the businesses' image can result if a business fails to be continuously aware of the quality of their business communications. Without proper training and guidelines to follow, many front-line supervisors, mangers, and even CEO's risk failure if they unintentionally reveal their personal biases when communicating with employees and customers.
These types of communications problems are not unique to large business, either. They appear in government, the military, and virtually every other business, even those that claim to not be biased. Bias is a natural human condition, one that is best managed through cultural sensitivity training and education. Training on how to write clear, direct and unbiased communications should be a job skill requirement for employers and employees alike. In many progressive businesses these days, it is and it is supported by a company policy statement that supports it. Unfortunately, in some instances, a policy is only as good as long as productivity goals are being met. If productivity fall off, for whatever reason, it's sometimes expedient, although not correct, to place the blame on employees and customers that we have difficulty communicating with. The real reasons for productivity issues are misunderstood or ignored at the expense of maintaining good customer service and employee relations. The need for further training and education should become apparent that this point and new training initiatives should be undertaken to remedy the situation.
As the economy slows and reorients itself for the current recession, good business communication skills will become a far more valuable asset. Training seminars, focus groups and in-house training are just three ways for a business to stay on top of the ever shifting economic wave. Staying focused to the needs of the consumer and understanding who the consumer actually is and how culture affects buying decisions is just one example. Consequentally, employers and managers at all levels should carefully examine their internal and external communications for the presence of biased language and unintended messages. In today's dynamic marketplace, a word or phrase that sends the wrong message could cause serious damage to the businesses' bottom line.
Communication skills in business are extremely important for ensuring business success. As the workplace and the global market change dramatically over the coming decade, businesses that maintain their awareness of this fact will survive, those that fail to maintain a good perspective on the value and cultural differences of their employees and their customers risk failure. Investment in developing communications skill is an important human resource investment as well as a vital business investment.
Resources: Rozakis, Laurie PhD. The Literate Executive: How to Write Like a Leader. (2000) McGraw Hill. New York.