Part 2: The problem with jargon in graduate job ads and why you should avoid using it

–This is the second and final article in this series discussing jargon in job adverts. Click here for the first article in this series.

A new study by online design and publishing tool Canva, where they analyzed thousands of graduate job ads for some of the most popular and most confusing ‘business terms’ and ‘candidate descriptions’, found that 28% of graduate job ads in the US contain jargon. The study also found that Washington is the U.S. state most guilty of using jargon and buzzwords in job ads and that finance and business is the worst industry for it. A professor in linguistics shares his insight into why jargon should be avoided and how to do so. 

So why is using jargon such an issue? As part of the study, Canva spoke to Professor Michael Handford of Cardiff University, who specializes in Applied Linguistics and English Language. He said: “Language not only reflects reality but can also construct it. Business jargon can help construct a particular way of seeing the world. If you use language (especially jargon and metaphors) that is very focused on marketing, profit, and growth, then this will prioritize certain practices and devalue others.”

The problem with jargon

There’s no real benefit to using jargon in job ads. Multiple studies have shown that it puts applicants off from applying because they don’t understand it, particularly those in the 16-24 age group and those from disadvantaged backgrounds. As a result, many suitable candidates for a job won’t ever apply because of a badly worded advert.

Outside of the job market, one 2020 study published in the Journal of Language and Social Psychology showed that even with definitions for technical jargon provided, a jargon-heavy piece of text is off-putting to many readers. Lots of confusing language can make people feel excluded and less intelligent, which is detrimental to helping others learn and understand a topic.

Jargon can also be a challenge for non-native speakers who would benefit from plain English. A person with a learning disability might benefit from plain language as well. Plain language is so important that many governments around the world have embraced it for their official websites and legal documents. In the US, where the average person reads at a 7th- to 8th-grade level (ages 12 to 14), the Plain Language Action and Information Network (PLAIN) exists to ensure official government writing is as clear as possible.

Why do businesses and professionals feel the need to use complicated and unnecessary jargon? Professor Handford defends the use of jargon in some cases. He explains: “The businesses and professionals who use jargon don’t necessarily see the language they use as unnecessary! While they might agree it is complicated, they may be able to justify that. A job advert does a lot more than just announce the job to the general population. It also targets the ‘right’ type of candidate, which may not just relate to the type of degree the graduate has, but also the extent to which their values align with the organisation in question’s values. And the more that they align, the more likely the candidate will be successful in their role. So expressions like ‘entrepreneurial mindset’, or ‘think outside the box’ may attract particular types of people, not only those who are creative but also those who buy into a particular neo-capitalist mindset about how public institutions like politics should be managed.” 

Professor Handford emphasizes how one of the main functions of jargon is as a gate-keeping tool. “If we take a broad definition of jargon to include all kinds of specialized language, then this becomes clear. If I write an advertisement and the phrase ‘applicant must have expertise in corpus linguistics, and be fluent in such’, then this jargon will perform a very important and justifiable gate-keeping role – this is what the job requires, so there’s no point in applying if you don’t have those skills. I don’t think anyone has a problem with this type of jargon.” 

The problem with jargon, he says, is the alienating effect it can have. He elaborates: “One big issue is that such language can sound vacuous, superficial. Also, it can turn people off, so potential candidates that may be highly creative, potentially very collaborative, great communicators etc may find the language very off-putting. If potentially suitable candidates do not apply because they do not understand or feel intimidated by the language in the advert, that is clearly a loss to both the candidate and the organisation.”

How to avoid using jargon 

Depending on what you’re writing, some language that could be called ‘jargon’ (for example an acronym for something) is impossible to avoid, but there are plenty of ways you can simplify your writing and make it more accessible to readers. In general, avoid using a piece of popular jargon (like ‘action-oriented’) that could be explained in simpler language (‘good at taking quick action’). If you use an acronym, consider writing what it stands for in brackets as well to make sure everyone reading it is on the same page. 

Short sentences are easier to read and digest for most readers. The UK government website even has a rule that sentences should be written in 25 words or less, as comprehension drops beyond that. Some people may worry that plain language can come across too casual and unprofessional for use in the workplace. 

Professor Michael Handford: “All types of highly idiomatic language, including jargon, can be difficult to understand because they are used by some communities and not others. Being aware of idiomatic language, abbreviations, department-specific jargon and so on can definitely help. Explaining yourself in clear language need not risk sounding unprofessional if you consider the following key things: ‘What audience am I talking to?’, ‘What is their background knowledge?’, ‘Are they specialists in this area or not?’, ‘What do they want from this communication?’.”