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How business bingo threatens employee confidence

If you’ve spent any of your professional life in an office setting, you’re probably familiar with corporate jargon. Verbs like ‘touching base’, ‘aligning on the workflow’, or industry specific abbreviations can be unclear for the uninitiated. It’s easy to laugh at or ridicule, but a new study shows the use of jargon can actually harm your internal culture.

In the experiment, “participants were asked to imagine starting a new job and received an email containing either jargon-laden or jargon-free language. The results suggest that the use of jargon not only impairs processing fluency but also undermines employees’ confidence in their self-efficacy to complete work tasks.” In other words, corporate jargon negatively impacts (new) employees by breaking down their confidence in their own abilities. It confuses them about their tasks and what is expected of them, and therefore makes them question themselves.

The obvious solution would be to ask for clarification when you don’t understand the jargon, but not every co-worker is as comfortable doing this. Especially new employees potentially fear they are conceived as stupid or lacking common knowledge. The researchers found that young people were especially impacted. Even though they are more likely to know the meaning of jargon words, they are less likely to ask for clarification; something that older employees are more willing to do. 

In a time wherein many companies are desperately trying to simplify the lives of customers (through clear communication and easy UX), it’s easy to forget the importance of internal simplification. Yet this study shows that simplifying the employee experience, for example through your company lingo, also leads to more confident employees.

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Douwe Knijff

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Tabea Höllger

Partner

Tabea Höllger specializes in brand positioning in saturated markets and measuring brand success. One of her key areas of expertise is the FMCG sector, where she focuses on topics such as product launches and the impact of packaging.

Tabea sees herself as a bridge-builder at the intersection of the FMCG market, sustainable brand management, and emerging technologies. She firmly believes that knowledge transfer between these three perspectives is essential for successfully addressing the challenges of the future.

In addition, Tabea has established herself over many years as an expert in creating engaging and memorable brand experiences. She helps companies inspire their employees to embrace and champion the brand strategy.

After gaining experience in market and advertising research and spending time abroad in the United States and the Philippines, the trained business psychologist returned to BrandTrust in 2016.

Kees Elands

Founder & Strategist

Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

Kees consults global brands like

  • Disney
  • The Coca-Cola Company
  • Asics
  • Discovery Channel
  • Swiss Life
  • Vodafone

and many more.

Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.

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Kim Pillen

Consultant

Before Kim Pillen started as a trend consultant at TrendsActive, she worked for four years as a creative strategist at Dept. For brands such as Philips, bol.com, Beiersdorf, JBL, and the Consumers’ Association, she built (online) campaign, brand, and social media strategies. After four years, she decided that she wanted to better understand people and society in order to advise brands more effectively. That’s how she ended up at TrendsActive. Here, she can do what she loves most: digging into people’s needs and then working with brands to see how and where they can be relevant and meaningful.

Douwe Knijff

Researcher

Douwe is fascinated by how people work. With a background in Interdisciplinary Social Sciences (Bachelor) and Psychology (Master) and an analytical mind he tries figure out how societal shifts manifest themselves through social culture and human behaviour.

Aljan De Boer

Keynote speaker

Aljan has been widely recognized as an inspiring professional speaker on the critical trends that will shape society in the decades to come. He works as the Head of Inspiration at TrendsActive, a trend consultancy from the Netherlands using social science to human-proof business decision for brands like

  • Disney
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Next to his role at TrendsActive he is the Community Director at the Institute for Real Growth where he inspires and connects a global community of +400 CMOs.  

He has been on the board of the Dutch Platform of Innovative Marketing for almost a decade. Regular speaker and moderator for the Dutch Marketing Awards and 3 times winner of the best of MIE. 

Kees Elands

Founder & Strategist

Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

Kees consults global brands like

  • Disney
  • The Coca-Cola Company
  • Asics
  • Discovery Channel
  • Swiss Life
  • Vodafone

and many more.

Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.

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Kees Elands

Founder & Strategist

Kees Elands

Founder & Strategist