‘Everyone is circling back’, read the LinkedIn posts on January 2nd as we returned to the office. The popular meme gained traction this year as a playful poke at so called ‘corporate jargon’.
In fact a recent survey by Zerobounce cited the top five most hated corporate phrases as:
- Reaching out – 6,117 emails (0.61%)
- Follow up (all variations) – 5,755 emails (0.57%)
- Check in (all variations) – 4,286 emails (0.43%)
- Aligned (all variations) – 1,714 emails (0.17%)
- Please advise – 1,459 emails (0.15%)
Joking aside, this kind of language goes far beyond funny as it not only serves to undermine trust but also to alienate younger audiences at work who struggle to understand or accept the bizarre phrases.
In corporate narratives the rise of AI has prompted a flurry of LinkedIn thought leadership calling out tell-tale signs such as em dashes, rhetorical questions, triplet framing and sudden bridges to inspirational or unrelated content — who doesn’t love an em dash? Fast, efficient and fun. Like a light breeze on a summer morning.
Recent research makes the direction of travel clear. When content feels overly AI generated, brand authenticity can take a hit, and audiences are quick to disengage.
Adobe’s research reinforces this, highlighting growing uncertainty about what is real online and a rising expectation for transparency around how content is created.
Wild.
Rampant.
Everywhere.
Contrast this copy to flawed, human content, punctuated with narratives devoid of iambic pentameter or random segues and what you’re left with is authentic and honest.
If you’re considering your corporate tone, our number one piece of advice is to ditch the AI and shoot from the hip.
Some tips to keep it simple
Human storytelling works best through consistency of tone and honesty.
- Make it about people: Put experts, teams and partners front and centre. Show decision-making processes and share updates with transparency.
- Keep it clear: Drop the jargon and shorten sentences to mitigate confusion.
- Be culturally aware, not trend-chasing: “Human” does not mean “trying to be Gen Z.” It means being relevant, curious and tuned in.
Need help tightening up corporate narrative and sharing the story? Get in touch.
About the author
Simarin Tandon | Senior Digital Marketing Manager
Having worked with brands across the Beauty &Wellness, FMCG, FinTech, and Home & Lifestyle sectors, Simarin focuses on driving acquisition and growth, whilst managing the performance team at brandnation.
A curious marketer, Simarin is always on the pulse when it comes to performance and digital updates across both paid and organic platforms.
