Business Communication Essentials (6th Edition)

Business Communication Essentials (6th Edition)
  • Author: Courtland L. Bovee and John V. Thill
    Publisher: Prentice Hall;
    Genres: Business
    Publish Date: January 17, 2013
    ISBN-10: 0132971321
    Pages: 528
    File Type: PDF
    Language: English

Book Preface

Building a Career with Your Communication Skills


This course will help you develop vital communication skills that you’ll use throughout your career—and those skills can help you launch an interesting and rewarding career, too. This brief prologue sets the stage by helping you understand today’s dynamic workplace, the steps you can take to adapt to the job market, and the importance of creating an employment portfolio and building your personal brand. Take a few minutes to read it while you think about the career you hope to create for yourself.


There is no disguising the fact that you are entering a tough job market, but there are several reasons for at least some hope over the longer term. First, the U.S. economy will recover from the Great Recession, although it’s going to take a while before the majority of employers feel confident enough to ramp up hiring significantly. Second, the large demographic bulge of baby boomers is moving into retirement, which should set off a chain reaction of openings from the tops of companies on downward. Third, political and business leaders here and abroad are keenly aware of the problem of unemployment among young adults, both as it affects people looking for work and in the loss of vitality to the economy. For example, programs aimed at helping graduates start companies right out of college, rather than entering the conventional job market, are springing up under government and philanthropic efforts.1

The ups and downs of the economic cycle are not the only dynamic elements that will affect your career, however. The nature of employment itself is changing, with a growing number of independent workers and loosely structured virtual organizations that engage these workers for individual projects or short-term contracts, rather than hiring employees. In fact, one recent study predicted that independent workers will outnumber conventional employees in the United States by 2020.2

This new model of work offers some compelling advantages for workers and companies alike. Companies can lower their fixed costs, adapt more easily to economic fluctuations and competitive moves, and get access to specialized talent for specific project needs.3 Workers can benefit from the freedom to choose the clients and projects that interest them the most, the flexibility to work as much or as little as they want, and (thanks to advances in communication technology) access to compelling work even if they live far from major employment centers such as New York City or California’s Silicon Valley.4

On the other hand, this new approach also presents some significant challenges for all parties. These flexibilities and freedoms can create more complexity for workers and managers, diminished loyalties on both sides, uncertainty about the future, issues with skill development and training, and problems with accountability and liability.5 Many of these issues involve communication, making solid communication skills more important than ever.

These changes could affect you even if you pursue traditional employment throughout your career. Within organizations, you’re likely to work with a combination of “inside” employees and “outside” contractors, which can affect the dynamics of the workplace. And the availability of more independent workers in the talent marketplace gives employers more options and more leverage, so full-time employees may find themselves competing against freelancers, at least indirectly.

As you navigate this uncertain future, keep two vital points in mind. First, don’t wait for your career to just happen: Take charge of your career and stay in charge of it. Explore all your options and have a plan—but be prepared to change course as opportunities and threats appear on the horizon. Second, don’t count on employers to take care of you. The era of lifetime employment, in which an employee committed to one company for life with the understanding it would return the loyalty, is long gone. From finding opportunities to developing the skills you

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