Page 46 - How to write effective business English your guide to excellent professional communication by Fiona Talbot

Writing across generations – for colleagues as well as clients 35

CASE STUDY Communicating complex ideas simply

Let’s look at wording used at Nationwide, the world’s largest mutual
financial institution. In the past we would have expected traditional
writing there. But if we analyse their current language we find an
inclusive strapline: ‘Everyday people, helping everyday people.’ This
inclusivity concept is consolidated in articles on their website that
contain a strong community slant.
In very simple terms they manage to communicate complex ideas:
the mark of really effective business writing. Their mission and values
are summed up as PRIDE (in itself an acronym that cleverly implies
diversity), as follows:

What are our Pride values?
Putting our members and their money first
Rising to the challenge

Inspiring trust
Doing the right thing in the right way
Excelling at relationships

It’s valuable to tune in to how companies are successfully adapting
yesterday’s language to today’s needs. You’ll find it a real eye-opener.

Writing must underpin the candidate experience

It’s staggering how many organizations can get this so wrong – and
the generations who know how to use their voice will quickly share
this with others. Posting a great ad is only part of the candidate
experience that you will be judged on. Effective writing is courteous
and it’s really expected throughout the recruitment process. It ac-
knowledges applicants’ submissions, keeps them in the loop as to
how their application is doing, with all time frames set out and