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Communicating with Employers: A
Paradigm Shift for Service Providers
If you’re used to social service or
non-profit lingo, communicating with employers might be a bit of a
culture-shock. Employers can appear very direct and to the point, as well as
assertive and focused. The key word here is "appears." This difference isn't
personal, just a result of the different environment employers work in. To
communicate with employers more effectively, consider the following tips:
Use Simple Language
Those of us in the social service
field tend to write in complex and lengthy sentences. After all, this is the
norm when writing grant proposals and project reports, right? The audiences that
read the proposals or reports generally have the time to read through them and
are often interested in even the smallest detail. Those details could mean the
difference between being awarded a contract and not being awarded one.
Employers, on the other hand, have limited time. They usually need to come up
with a concrete plan of action rather quickly. So, the faster they can
understand a point, the better. They’re also more interested in the here and
now; details like historical impact would probably be considered "TMI" (too much
information).
When writing a proposal or sharing
information with your employers, use short sentences (give or take 7 words) and
short paragraphs (3-4 sentences). Stick to the major points; get to the "bottom
line" right away. Make all statements self-explanatory. For instance, instead of
saying "this program will mitigate the negative impact of the global economic
recession on a commercial system’s attrition rate," you can just say "this
program will decrease employee attrition."
Discuss things in measurable and
quantifiable terms - employers tend to respond to numbers and statistics. Don't
talk about things that can't be measured or shown. For example, don’t just say
hiring a diverse workforce is beneficial. An employer wants to know how this is
going to produce measurable results.
Use Bullet Points
Research has shown that business
executives often write information using bullet points instead of several long
paragraphs. I've watched my husband prepare for meetings hundreds of
times...and, I can tell you that it's always in PowerPoint using bullet points
and graphs. In the social service field, we like to tell the story. While a
story can be compelling (I know some GREAT storytellers) and is appropriate in
some instances, employers, because of their limited time, prefer things to be
short and to the point. A benefit of using bullet points is that they're easier
to manage; Employers can respond to each point as you go along, which eliminates
any guess work. If you’re unable to review all of the key points, you’ll know
where you left off so you can discuss it next time.
Create your Elevator Speech
The elevator speech, often referred
to as the 30-second pitch, is a verbal pitch that's meant to grab the attention
of its audience within the time frame of an elevator ride (about 30-seconds). In
the case of workforce development professionals, it’s telling who you are, what
you do, and what you can do for the person you’re talking with. This pitch must
be confident, catchy and memorable.
Most people think that talking for
30-seconds or 150 words is a "piece of cake." Wrong! As my business has evolved,
I couldn't tell you the number of revisions my pitch has undergone! If you
listen to the introductions of most people, they generally include their name,
title, agency, and job description. Does that grab your attention? Does it make
you want to take action? Does it communicate a concrete benefit or competitive
advantage? The answer is no, no, and no! Even though we're in the service field,
whether we care to admit it or not, we're in sales. You only have one
opportunity to make a first impression, and people who meet you are already
making assumptions about you - even before you open your mouth! Your goal should
be to stand out from the rest. It would be worth the effort to invest some time
in developing your pitch. A quick search on Google will yield a number of
websites devoted to helping you craft your pitch. Be sure to check them out!
Practice, Practice, Practice
Communication, like many other things
you do, is a skill; it can only be polished with practice. If changing your
communication style feels strange or awkward, you may need to put forth some
additional effort to make it happen. Maybe you just need to reformat a few
materials or update and practice your verbal pitch. Whatever it is, keep your
eye on the prize and continue polishing your skills. You’ll be glad you did!
Would you like to reprint this article?
You may as long as you include this blurb in its entirety:
Lisa Jordan
is a disability and workforce development expert. Lisa uses her keen ability to
identify challenges and develop solutions so
that workforce development professionals can increase their comfort level,
productivity and effectiveness when working with a diverse clientele. Download
Lisa’s White Paper on 5 Easy Disability Tips to Immediately Increase Agency
Accessibility by visiting
http://www.human-solutions.net.
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