When literacy and communication matter, employ your peers
Finding people with the skills to write clear and comprehensible copy has become a major problem for businesses and other institutions
December 19, 2013 | By:
Only half of young people link good writing skills with employability. Many employers disagree, says Martin Thomas, and turn to our generation to fill roles where written communication is key
Business. Communications skills. Over 50s. Stocksy

Our generation is so write-on!

We live in a visual world. A world of selfies, infographics, Instagram and Snapchat. A world in which visual literacy is prized above all else. But where does this leave the power of the written word?

Are words important any more? Does the ability to write even matter in a world obsessed with the visual image, when the longest thing most people will write will be a 140-character tweet?

In a recent National Literacy Trust survey of children and young people, only 56 per cent linked good writing skills with the ability to get a better job.

It is difficult to avoid coming across as one of those disgruntled people from the shires when criticising the writing standards of younger people. The letters pages of our national broadsheets regularly feature beautifully written prose bemoaning the way grammar, punctuation and spelling appear have become optional extras in today’s visually-obsessed world.


However, a survey of more than 600 university lecturers by Cambridge Assessment identified writing skills as one of the main areas in which new undergraduates are under-prepared.

Professor David Abulafia of Gonville and Caius College, Cambridge, was quoted in The Daily Telegraph as saying: “People no longer know how to write. It is a society in which fewer and fewer people read. What they do write tends to be short messages in a sort of metalanguage, with meta-spelling, on Twitter and Facebook.”

But is he missing the point? Has the rise of text-speak replaced what we used to think of as ‘good’ writing? Has the culture of informality in the workplace obviated the need for a disciplined approach to our use of language?

Has the rise of the geek, immersed in the language of technology and computer code, made traditional writing skills redundant?

The evidence from the world of business would suggest otherwise. In a research poll of employers, conducted by Northeastern University in Boston, communication and writing skills were rated as more important than technical skills, “despite the recent focus on STEM (science, technology, engineering and mathematics) degrees”.

The volume of written content has never been greater. Proposals, tender documents, reports, presentations, speeches, instruction manuals, emails, social media updates: the list is seemingly endless.

Also, it is difficult to argue that our ability to process this information has changed over time. We have always liked our communication to be, at the very least, clear and concise. It doesn’t have to be Pulitzer Prize-winning material, but it has to be comprehensible. Even a humble tweet has to make some sort of sense.

Unfortunately, finding people with the skills to write clear and comprehensible copy has become a major problem for businesses and other institutions.

“Where can I find a recent graduate who can write?” has become their desperate cry. Direct mail specialists struggle to find people capable of writing long-copy. Website editors tear their hair out with frustration when trying to make sense of the garbled output from their hot, young writers.

Many businesses have come to the realisation that they need to look elsewhere for the solution and have started recruiting writers and editors in their forties, fifties and older.

The redoubtable Jeremy Bullmore, former chairman of advertising agency JWT and the Advertising Association, continues to deliver brilliant, insightful and pithy prose for Campaign, Management Today and The Guardian, at the grand age of 84.

With people such as Bullmore, the power of the written word remains in safe hands. The adage may be that ‘a picture tells a thousand words’, but don’t write off the authors of those thousand words just yet.