How language influences corporate culture
Words are not neutral: they construct meanings, generate mental images and help define how we perceive reality. In the workplace, language not only transmits information, but also reflects the culture and values of the organisation. The way we name people, roles and teams influences how reality is perceived both inside and outside the company. For decades, the use of the generic masculine was accepted as a neutral norm. However, current sociolinguistic reality shows us that what is not named can hardly occupy a visible place in the collective imagination. When language uses exclusively masculine forms to refer to mixed groups, the mental image that tends to be generated is also masculine, which can contribute to making women and other gender identities invisible, whose presence becomes diluted in the collective representation.
Examples of under-representation in corporate communication
A common example of this under-representation is corporate document templates. In many organisations, these templates are configured in the masculine by default and cannot always be easily modified, which limits inclusivity in official communications. Something similar occurs with forms, usage instructions or internal communications, where masculine terms are used by inertia. Even in corporate emails or messages, the way the team is addressed may not explicitly reflect the diversity of the people who make up the organisation. These cases show how everyday tools can reinforce patterns of unequal representation if they are not consciously reviewed.
Towards more representative communication
With the aim of advancing towards more representative communication, we have compiled a series of linguistic resources that make it possible to avoid the use of the generic masculine without losing clarity or naturalness in texts. This practical guide is intended as a reference resource for companies and communication departments, and offers tools that facilitate the adaptation of internal and external messages. Each organisation can select the strategies that best suit its context and apply them consistently within its own style guide so that its communication tangibly reflects its values.
Collective | The employees The civil servants The researchers The doctors The engineers The technicians The managers | Staff / The workforce The civil service Research staff The medical team The engineering team Technical staff Management |
Double | Seeking audiovisual translator The employees must sign the document | Seeking audiovisual translator or translator (female) Female employees and male employees must sign the document |
Eliminating | The undersigned (he) declares… The course participants (male)… | The undersigned declares… Each course participant... |
Prepending | The users Interested parties | People who use the service Interested persons |
Avoid | My name is Laura and I am the chairman of the company María is the chief engineer (male title) | My name is Laura and I am the chair of the company María is the chief engineer |
Omitting | The applicant (he) must fill out the form The employee (he) must submit the report | The form must be filled out Fill in the form The report must be submitted |
Using specific | The managers, Marta and Javier, approved the plan The directors of marketing and sales attended the meeting | Manager Marta and Manager Javier approved the plan The marketing director and the sales director attended the meeting |
Using | The association called its members All those responsible … where none of its occupants works He who / That man who files the claim… | The association called each member Each person responsible … where no one works Whoever files the claim... |
Slashes, @ or x | All the colleagues (masculine default) | All the colleagues (@) All the colleagues (x) All the colleagues (m/f) |
Adding an | This document refers to women and men; feminine or masculine forms can be used interchangeably. | |
How to choose the right strategy
The choice of one strategy over another will always depend on the context and the channel. In general terms, the most recommended options for professional communication are the use of specific forms, periphrases, collective nouns and invariable adjectives; because they allow all people to be represented naturally and consistently, and they adapt easily to any type of communication. Conversely, resources such as slashes, the '@' or the 'x' should be avoided in formal documents or long texts, as they can hinder reading and reduce professionalism. However, they are useful in more informal or digital contexts such as internal emails or social media. The key is to select the strategies that best suit each type of content and apply them consistently within the organisation's style guide.
We help you adapt your communication
So that your messages are representative and consistent with your company's values, we have created a checklist to evaluate your communication and a downloadable practical guide that compiles the strategies shared in this article, so that you can apply them easily when reviewing documents, websites or internal communications. If you need support in applying these strategies or would like guidance on the most appropriate option for your organisation, we can help you adapt content from any sector or professional field.
RECURSOS
Checklist lenguaje no sexista
Guía de lenguaje no sexista
