Words At Work

Some are shorter, some are longer, but words can have outsized influence—a key insight for B2B leaders, who are always looking to connect more deeply with the people who matter most. The opportunity to drive positive change and create value through choice of words is real. As reported in The Wall Street Journal, seminal studies in cognitive science show that language “profoundly influences how we see the world…. It turns out that if you change how people talk, that changes how they think.”

We are constantly amazed by the power of words when it comes to that first, all-important B2B audience: employees. When strategically made, even seemingly small tweaks in language can lead to meaningful changes in their perceptions, morale, and even behavior. It all comes down to communicating the ideas they need to hear in language that moves them to feel seen and appreciated—words that inspire them to believe in a shared future in which their role is vital.

At the most basic level, when employees have a sense of meaning and purpose—particularly one that aligns with their own personal values—they have a real reason to get out of bed and go into the office in the morning (aside from the paycheck, of course). And, as found in a landmark study from Harvard Business Review on employee satisfaction and productivity, when employees feel valued, they have a greater level of trust and security at work—driving them to focus their efforts on creating value. Furthermore, when employees feel respected, they feel significantly more engaged, and the business is more likely to retain them.

If words can foster those feelings and deliver those results? Learning to harness their power should be a priority for every leader.

A Culture-Driven Brand

We witnessed the power of language when partnering with a challenger technology brand looking to stand out and compete more effectively against industry behemoths. Attracting and retaining top-level employees was as important to the firm as attracting and retaining new clients, so they needed to find the words to persuade candidates to apply and team members to stay.

Research uncovered that for a whopping 90% of employees, the firm’s unique culture was a major factor in their decision to join the company. Employees were drawn to the firm’s family-like atmosphere, passion for project success and encouragement-to-speak-your mind culture—a stark contrast from the often “factory-like” and “anonymous” feel of larger competitors. This strong culture translated into a clear benefit for the technology firm’s clients as well, who appreciated the unusually long tenure of employees and better overall experience of working with the firm.

Clearly, our partner’s inclusive and empowering culture was a true differentiator. But we were surprised to learn that it was not being communicated in a meaningful way to internal or external audiences. They had an exciting opportunity to bring their impressive culture to the fore and make it a core pillar of their brand.

Creating A New Vocabulary

To help the technology firm demonstrate their corporate culture in an authentic and compelling way, we created a glossary of brand-driven words to help communicate what was different—and better—to key stakeholders, including employees, recruits, clients, and prospects. We suggested subtle changes to words they commonly used to describe their process and staff that better conveyed the strategic value they delivered to their clients.

Employees weren’t just a team, they were “an elite corps”. Recruits didn’t participate in “training” but “immersion in the company way.” We even coined a new term derived from the company’s own name to replace the word “employees.”

Not only did the team find the new vocabulary fun, but it also provided them with a greater sense of the value of their own roles—and a stronger connection to the company itself.

How To Make Words Work For You

Just as there is no one-size-fits-all when it comes to different companies’ mission, vision, and values, the same amount of consideration and customization must be given to the rhetoric, tone, and word choice in brand communications.

As we’ve written about before, research plays a critical role. You can’t engage employees unless you know what they care about. And when employees feel engaged in the rebranding process itself, they are usually more willing to share their perceptions and insights. We’ve found that talking the right talk to employees not only fosters positive internal perceptions and company culture, but also makes it a whole lot easier to walk the walk and communicate brand value externally.

It will take curiosity and investment, but you can find the language to connect with your team—fostering belonging and making everyone feel valued and respected. What follows is the deeper engagement and loyalty that drives better customer service and transforms people from team members into stakeholders in your success. Shared purposed and accountability, built one well-chosen word at a time.

Want to discuss leveraging the power of language to strengthen your culture and drive employee engagement? Let’s talk.