Glaswegian accents affect success of winning jobs

 I read the following press release yesterday: this was describing the results of a survey on accents and employability.
http://www.responsesource.com/releases/rel_display.php?relid=6525

As we all know, discussing accents is an emotive subject for many people. An accent does identify where the speaker is from and class - which for many British people is key. But certain accents provoke prejudice, which I believe could be the cause of the results. My views on accents and where I rank them are different to these results, as I am sure readers would also agree. If I'm analysing the results, I might suggest that there was regional (southern) bias in the research: I doubt if anyone from the north would consider an Essex accent the most preferable accent to have.

 However, the whole issue of accents is interesting when considering 'employability'. In fact a number of well known presenters have said that their middle class accents was a disadvantage when working at the BBC where regional accents are now favoured. To a certain extent, it is 'horses for courses'; a Public School accent for a business with many people of that background would be an advantage, but wouldn't work so well, if they were targeting Liverpool clients. Yet the lovely Ashley in Michel Roux's "Service" demonstrated that he didn't need to speak RP to engage some very posh guests at a country hotel: his warm, endearing personality was a winning formula.

When I first taught in London, the headmistress of the prep school I was working at was incredibly posh. However, upon meeting her family, it transpired that they didn't present themselves in that way, and she had consciously 'lost' her scouse accent between Liverpool and Euston station, to advance her career. Another headmistress I have met: a dynamic, successful primary head, was told to 'get rid of her brummie accent if she wanted to get on' - and this was in Essex.

In the end, it is about being understood; speaking clearly, effectively and appropriately. A thick accent whether it be Public School posh; Glaswegian or Scouse is more difficult to understand than a voice with 'a little' accent, which still provides interest and individuality. However, poor grammar - of the Louise Rednapp/Alesha Dixon "You was great" variety, does not give a good impression; rather it shows the person is lazy and poorly educated. Would I employ them - or even buy from them: no. Would I employ or buy from someone who has a Glaswegian accent - yes, if they spoke clearly, with good grammar!

Clever Girl: Cheryl Cole works with a voice coach

I read an interesting report in the Daily Mail today, saying that Cheryl Cole, who has just won a huge contract to appear on American TV is having vocal coaching.

http://www.dailymail.co.uk/tvshowbiz/article-1360171/X-Factor-USA-Cheryl-Cole-flies-LA-meet-voice-coach-role-preparation.html

I like Cheryl's voice and in particular her accent. The Geordie accent is a warm, friendly, happy accent. However, unless you are familiar with the accent and slang words, it is a challenge to understand what is being said. The same applies to any strong accent, whether it be UK Posh; Texas or even Sarah Palin.

Cheryl has made a very smart move; she is wanting to be a success in USA, so she is modifying her accent and vocabulary for the new audience/environment. Instead of saying 'biscuits' apparently she'll be saying 'cookies' and 'pants' for 'trousers'. She will also be working on her diction and vowel sounds so that her speech is much clearer for the audience.

She is making it easy for her audience to listen to her. By making her accent clear to them, and changing her vocabulary, they won't have to work so hard to listen and understand her. This is a positive, successful approach. How many times have you listened to someone speak in meetings, at conferences or on the TV where it is hard work listening and understanding their accent? Do you switch off too? I certainly do!

Cheryl is doing the right thing by modifying her speech. I wish her the best of luck!

Executive Voice also do 'Accent Calming' services for individuals and teams. Go to our website http://www.executivevoice.co.uk or call 0844 576 3015 to discuss your vocal requirements.

BBC Radio too middle class?

Oh dear; the BBC are really losing the plot aren't they? We have had a senior BBC Exec accuse the BBC of being too 'middle class' in their programming. Apparently Radio 4 isn't listened to by significant numbers of people from the North. (The question is, is Radio 1?) In another report 'Outnumbered' the award winning sit com is considered too middle class and 'Southern' for the BBCs audience and isn't relevant to many people's lives. This same exec has been involved in cultural highlights such as 'Snog, Marry, avoid' that personally i feel irrelevant to my life.

http://www.telegraph.co.uk/culture/tvandradio/bbc/8279381/BBC-Radio-4-too-middle-class-and-London-centric.html

I agree that the BBC - particularly in its news reporting is very London focused. Major news in other regions of the country is often barely featured in the national news. But the report is somewhat naive; people in different parts of the country have different tastes and habits and there is nothing wrong with that. Many people in other regions listen to local radio because they feel it covers news and their lives more effectively. The BBC has some fantastic local radio stations. Radio 4 is a national radio and has to cover different material and subject matter.

There is a place for different regional accents - provided they speak clearly, just as RP must be spoken with good diction. What I can't forgive the BBC for, is using presenters and judges that are not able to speak English clearly; I will throw something at my TV if I hear another "You was' from Louise Redknapp or Alesha. That isn't being middle class; it is about providing good clear, English.

Are you less employable if you have a strong accent?

At the weekend I read an article about a gentleman that was not employed for a particular job. On asking for feedback from his interviewers, they revealed that his accent was one reason why he wasn't selected.
http://www.dailymail.co.uk/news/article-1353606/Shemi-Leira-turned-job-African-accent-rich-customers.html

This area is always of interest to me. Accents provoke emotion in everyone; certain accents make you feel negative about them, others positive. It could be based on expectation or whether or not you can understand them easily.

On two separate occasions Executive Voice have provided training for individuals and teams, where one of the issues was 'accents'. In the first, a highly qualified and valued professional received training due to his accent resulting in more work for the support staff. Part of his job required him to dictate information via a telephone line and his secretarial team were not able to understand what he was saying. This resulted in errors; more time being spent on his documents and unhappy clients. Clients also had difficulty communicating with him by telephone. The company valued him very highly and were aware that this had become a major issue and was affecting the business. Through training the gentleman learnt how to dictate more effectively; slowing down his speech and being more precise with his diction. He maintained his accent, but was able to modify it for workcase situations.

In the other instance, we worked with an inspirational team of estate agents based in the North East. Their warm, friendly approach to clients - many of whom were based in the South East or who were foreign, was seen as over familiar for a client/supplier relationship. Clients also found it quite difficult to understand the team on the phone and often there were 'unprofessional' conversations in the office that were clearly audible in the background when clients were on the phone or in the office. Whilst not wishing to dampen the natural positive characteristics of the team, we made them aware of professional and private behaviour, relationships and conversations. We also focused on how to modify the voice with clearer diction on the telephone, so that clients were able to understand more easily. Again, there was a marked increase in sales once the training was implemented.

If we regard Michel Roux's Service, all of the trainees had accents: yes, RP is an accent. They all modified how they spoke; what they said; their behaviour and body language to work in a Five Star environment. Their accents weren't an issue as it was the overall package that counted.

So here are the top tips for ensuring you are employable, whatever your accent is:

• Speak clearly and if necessary slow down your speech to ensure people understand you.
• On the telephone, take special care to listen and speak very clearly.
• Develop rapport with good eye contact and positive, open body language.
• Check the environment you are going to work in; is it an environment you are familiar with or wish to work in? If not, look for another opportunity.

http://www.executivevoice.co.uk

Lost in Translation: we need subtitles please!

I am a great fan of regional accents and always champion this rather than getting clients to adopt a "RP" accent. However, I also promote good, clear diction and where necessary, slowing down when you speak. However, several situations last week made me laugh - and prompt me to write this short newsletter.

At the weekend Prince William struggled to have a two way conversation via satellite with the latest England Football captain. The Prince looked bewildered whilst the footballer waffled on in a very thick dialect, at record speed. The Prince looked rather like a French Exchange student on the first day with his family; confused and unable to understand anything; he eventually started nodding and saying "Good luck".

Obviously it was very funny, but this is a figurehead for England Football; if an English person couldn't understand the captain, who could the foreign media? It does no favours for this country or for English Football.

In fairness, I heard a brief interview yesterday, and clearly the captain had had some media training: he had slowed down his speech, and his responses to questions were very short. Whilst his diction was still very sloppy, I could vaguely understand what he was saying...

When we speak to people, we want to make it as easy as possible for them to listen; by making them work hard to understand you, there is every possibility that they will switch off and not pay attention. So my message to you is, when you speak to people - particularly on the phone, take your time and pronounce words clearly!

The curse of the answerphone message!

Recently, I have been contacting a variety of organisations and companies. On a number of occasions I have been confronted by the dreaded answerphone! Now I understand that individual people aren't at their desks 100% of the time, but an answerphone can be the first contact a potential customer has with a company or service.

Answerphone messages varied from totally inaudible speaking, to messages that were so fast, one wondered whether the person was running out of the room as they recorded it! Other telephone numbers were largely inaudible and I did not receive much confidence in the companies' services.

There was even an accountancy company: with 20+ employees, that had an answerphone system that invited you to select 'speaking to an operator' as an option - only to be put through to - ANOTHER ANSWER PHONE!! In this case, the argument for a diversion service to a key person in the organisation, whilst the operator was busy, was quite a strong one. I certainly wouldn't bother about rephoning and I wouldn't bother to buy into their services.

There are a number of issues surrounding answerphone messages. Yes, companies need to have a number that people can contact them outside office hours. Individuals are not going to be at their desk for 100% of the time. However, any message a customer receives when they contact an individual or company should reflect positively on that company - otherwise the customer will be lost.

Key ways of ensuring your answerphone message is effective:

1. Speak clearly and slowly, pronouncing key words carefully.

2. Any other contact telephone numbers should re recited clearly and repeated to give the caller time to take the number down.

3. Take your time to compose yourself before leaving the message on the answerphone: a stressful person records a stressful message!

4. If you are leaving a message from your mobile phone, make sure you speak very clearly; if reception is not very good, this will be reflected in the recording.

5. Consider redirecting your personal number to a VA or a colleague to ensure the client receives a human/personal contact.

I think there is more blogging potential from this topic - including getting organisations and departments to take responsibility for answering calls effectively and also leaving answerphone messages more clearly! There will be more soon!