Less Focus, More Creative

LinkedIn shares buzzwords from Australia.

Less Focus, More Creative

Australia & New Zealand

New data from LinkedIn shows that Australian professionals are highlighting skills and experience over personal strengths in describing themselves. These results come from an analysis of the most popular words in member profiles. The result found the word ‘focused’ has dropped out of this year’s list of the top 10 Australian buzzwords.

Instead, LinkedIn’s Top 10 Australian Buzzwords this year are:












Compared to last year’s list, ‘specialise’, and ‘passionate’ continue to remain in the top three, while ‘experienced’ has replaced ‘leadership’ which shows that professionals are keen to highlight their capabilities. Meanwhile, ‘excellent’ and ‘focused’ have completely disappeared from this year’s list in the place of ‘skilled’ and ‘motivated.’

 Shiva Kumar, LinkedIn’s head of brand and communications in Australia and New Zealand said: “Job tenures are getting shorter for many Aussie professionals and we are seeing the rise of gig workers who take on multiple jobs. The language we use to promote ourselves to find the next career opportunity is shifting from highlighting particular personal strengths, towards skills and abilities that can be more specifically categorised.


“More and more we are seeing recruiters use keywords to identify the perfect candidates. As such, it is important that Australian professionals are using the right words in their profiles to ensure they are standing out and putting their best foot forward to land the right job.” 

To help understand the change in language used on member profiles, LinkedIn partnered with sociolinguist expert, Professor Rodney Jones from the University of Reading, to explain what this means for the modern-day jobseeker.


•“This narrowing down from generic terms to words such as ‘skilled’ and ‘specialise’ reflects a change in job roles that are becoming more specific and experience-driven. Roles in the banking and pharma sector, for example, are under increasing scrutiny and as a result require more verifiable skills and attributes,” stated Professor Jones.

•The 2017 global list of buzzwords reveals an increased use of ‘leadership’ in recent years. Professor Jones attributes this to the notion that companies are becoming less hierarchical, with even junior members being expected to demonstrate leadership.



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