Alexandra Levit's Water Cooler Wisdom

Effective Writing is More Important Than Ever

Good writing is infrequently considered a business skill, but when practiced, it can make everything from brand building to email marketing more effective. It's especially important now that businesses have been relying on digital channels to stay connected to their customers during the pandemic, finding themselves competing for attention with virtually every brand that has a social media presence.

Now is an excellent opportunity to hone your writing skills and craft a style that stands out in the era of social distancing — not to mention emoji, images and acronyms. 

1. Make your communication easy to digest.

Writing may not have been your strongest subject in school, and English might not be your first language—but as a business owner, your credibility depends on steering clear of grammatical pitfalls.

While you can absolutely take advantage of the “smart” features in word processors or presentation software to catch spelling and grammar errors, don’t rely on them exclusively. When in doubt about a word, phrase or sentence, check out online resources like Grammarly, 5 Minute English, FluentU and Grammar Girl.

If you’ve ever received advice for giving a memorable presentation, you might have heard this rule: “Tell them what you are going to tell them, tell them, then tell them what you told them.” This guidance applies to every form of written and oral communication. If you want your reader to absorb the message, share what you're about to say and why, explain the details and then summarize the key points.

Aim to get to your main idea quickly. Pretend you only have less than 30 seconds to sell a product to a just-browsing customer in a store, and make your document easy to scan with large headings.

2. Know your audience.

Your content and tone will vary depending on the target of your communication — for example, is your audience an investor, a customer segment or a group of frontline employees?

Think through what this audience wants to hear from you. What is this group worried about? What answers to do they need?

You may need to do some research via survey and interviews to determine where and how your audience consumes content. If your audience will be more receptive to certain messages and completely turned off by others, you want to know that before you start writing. A few questions to consider asking:

• Do people read an internal blog or e-newsletter?
• Are they on public social channels or is real-time instant message more their thing?
• Do they value expert advice?
• If they visit multiple channels, what would they most prefer to read on each one?
• Is there a particular type of content that your organization is best suited to deliver? 

Remember that your communication must strike a balance between what you need to say and what your target audience wants to hear. This is admittedly tough, so even if you are writing to a large population, it may help to imagine a single person reading the communication.

For the rest of my tips, head over to the AMEX Business site.

Americans Feel Their Employers View Them As Disposable

A new DeVry University study conducted for Labor Day found that at a time when American workers should feel recognized and celebrated, more than a third felt their employers could take or leave them.

Thirty-six percent of DeVry respondents said that based on their employers’ actions since the start of the pandemic, they believe their employers view them as disposable. This perception resonated  more with younger workers than older ones, with 47 percent of Gen Z-ers (born after 1996) and 42 percent of millennials (born 1980-95) saying they felt disposable compared with 28 percent of Gen X-ers (born 1964-79) and 32 percent of baby boomers (born 1946-63).

Respondents agreed that in today’s workforce, tenure, education, and industry experience do not matter as much as hard work,  meeting goals and deadlines, and having a positive attitude.

If you’re an employee, being disposable is clearly not the ideal status as it makes you vulnerable to layoffs, consolidations, or random turns in your marketplace. Fortunately, you can protect yourself from natural evolution and future disruptions by focusing on your career durability, or your ability to sustain gainful employment over a long period of time. The five components of career durability include:

Soft skills are interpersonal attributes that you need to collaborate successfully with others at work. As machines take over more work tasks over the next 10 years, soft skills like empathy, intuition, diplomacy, judgment, and problem solving will set human employees apart. You can hone yours through personality assessments/recommendations, classic business books such as those by Stephen Covey and Dale Carnegie, and on-the-job experience.

Hard skills are those in a specific area for which learning can be measured (i.e. you either know it or you don’t). If you’re applying for a given job, employers will expect you to perform the requisite functions. For instance, if you’re a phlebotomist, you must know how to insert an IV. You can acquire the hard skills you need via degree programs, online courses, certifications/microcredentials,  and employer training.

Applied technology skills represent the ability to leverage people, processes, data, and devices to do a job more efficiently. In all occupations, digital technology exists to augment human work. But do you know, for example, what software is available in your role and how to use it? You might increase your base of applied technology skills with employer training, mentorship, solo exploration, and investigation.

Institutional knowledge is industry specific expertise gained through experience and/or tenure. Organizations are facing a brain drain caused by the retiring baby boomers. Some things can only be learned by facing similar scenarios multiple times over a career lifespan. You typically acquire institutional knowledge by staying with one company or in one industry and gaining cross-functional and adjacent expertise via job shadowing, informational interviewing, and volunteering.

A growth mindset is the positive attitude that influences how an individual sees their world, and that motivates them to learn and change. Today’s learner must be continuous and self-directed, and curiosity, agility, and drive to improve will win the day. You can enhance your growth mindset through self, peer, and manager evaluations, acceptance of failure, implementation of constructive feedback, intrapreneurship, and inspirational books and podcasts.

Employee actions are only one piece of the puzzle, however. What if you’re an employer, and you’re rightfully concerned that so many of your talent employees feel disposable? Improved benefits and greater pandemic safety measures are essential, but don’t get to the heart of the disposability issue. The key  is to show appreciation early and often. The DeVry survey respondents indicated that the most effective ways are through pay increases (69 percent), awards (34 percent), and greater schedule flexibility (30 percent).

This year especially, Labor Day is an appropriate time to take the right steps so employment is beneficial and satisfying for all sides.