Blog in 04 2017.
In most language guidelines, there’s a bit that goes, ‘Don’t say that, say this instead’. Usually, the don’ts are hideous corporate-speak, which then emerge in the ‘do’ column as gleaming paragons of concise simplicity.
Unfortunately, Deliveroo seem to have got theirs the wrong way round, as the FT reports.
In the don’t column: ‘We pay you every two weeks.’ In the do column: ‘Rider invoices are processed fortnightly.’ This is a no-no: ‘Yesterday you were late to start your shift.’ Instead: ‘Yesterday you logged in later than you agreed to be available.’
To be fair, there’s a reason for it. Deliveroo drivers are technically self-employed, so the company’s language needs to reflect the realities of the ‘gig economy’. Whatever your views on the blurring of that particular line, it’s obvious that these guidelines are making a factual distinction: it’s not quite correct to say ‘we pay you every two weeks’ if it’s more of an invoice setup. And they have to refer to ‘branded clothing’, because ‘uniform’ is what employees wear.
Nevertheless, it’s interesting to see what’s happening to the tone in the ‘correct’ examples. Take ‘rider invoices are processed fortnightly’: suddenly they’re using the passive and the third person. They’ve even gone for the more formal ‘fortnightly’. I don’t know the company or how their systems work, but it’s hard to see why they couldn’t have just said, ‘We process your invoices every two weeks’.
At the moment, companies like Deliveroo are facing legal challenges and government scrutiny over whether they can really classify their workers as self-employed when they’re trying to exert so much control over them. It must be making them nervous. And you can see that in their mangled, cautious, shifty language.