Ever wonder why some conversations about your business leave you feeling proud, while others make you cringe? The difference often lies in the fine line between word of mouth and gossip.
In business, verbal communication can either build your brand or slowly erode it from within. At one end of the spectrum, we have positive “word of mouth” discussions, also known as buzz marketing or viral marketing. At the other, we face the damaging effects of negative “gossip.”
If you’re like most businesses, you’re eager to encourage positive word of mouth and deter gossip. But is it possible to fight this battle effectively?
Understanding why people gossip is the first step in creating a workplace where positive communication thrives.
Why Do People Gossip?
People gossip for five main reasons, each rooted in a fundamental human need or reaction:
Connection
People crave connection and will do anything to find common ground with others. In many cases, this leads to gossip, especially when more meaningful topics are off-limits.
At networking events, for example, connection is often sought through simple questions like “What do you do?” or “Where is your business located?”
If personal discussions are discouraged in the workplace, shared experiences—both positive and negative—become the focal point of connection, making gossip a tempting outlet.
Shared Experience
When something happens, people often make sense of it by talking to others. Extroverts need to discuss events to organize their thoughts, while introverts share insights to build bonds.
If the dominant story being shared is negative, others will often contribute their negative experiences to fit in, fuelling a cycle of gossip.
To Boost Self-Esteem
People want to be seen as credible, heroic, or good. Sometimes, they achieve this by sharing stories that paint them in a positive light—often at the expense of others.
This type of gossip allows individuals to elevate their self-esteem by making others look bad or foolish.
Avoiding Direct Conflict or Praise
In many cultures, people are hesitant to complain or offer praise directly. Instead, they tell their friends or colleagues about a problem or great experience rather than addressing the person or business directly.
This tendency can lead to gossip, especially when employees fear negative repercussions or feel their voices won’t be heard.
Seeking Control
When people feel powerless or out of control, they may try to regain a sense of order or influence through their words. Gossip becomes a way to exert control over situations where they feel they have none.
Why Gossip Is Often Negative
Negative gossip is often more prevalent because people find it easier to articulate what they don’t like than what they do.
When asked about their ideal job, for example, people often list things they want to avoid rather than things they desire. This tendency to focus on the negative makes gossip more likely to be harmful than helpful.
How to Stop Gossip at Work
To combat gossip in your workplace, start by identifying which of the five main causes are at play. Are your employees feeling disconnected? Are they struggling with low self-esteem or feeling out of control?
Once you understand the root causes, you can implement targeted strategies to address them.
- Build Connection
Strengthen the bonds within your team by fostering a culture of direct communication. Help your team establish norms around what is acceptable (i.e., talking directly rather than gossiping).
In any case of gossip, you’ll likely find that connection has broken down between team members or between managers and staff.
- Share Positive Experiences
Provide your team with positive experiences to talk about. Facilitate ways for employees to share their stories through staff meetings, feedback processes, or collaborative platforms like wikis.
Positive shared experiences can shift the focus away from negative gossip.
- Enhance Communication and Empowerment
Increase communication on core issues and empower your team to be involved in decision-making processes. When employees feel heard and valued, they are less likely to resort to gossip.
- Praise and Constructive Feedback
Regularly praise good work and provide constructive, useful feedback on performance.
Open and honest communication about performance can reduce the likelihood of gossip stemming from frustration or resentment.
- Model Acceptance and Act on Feedback
As a leader, model acceptance of others’ views and actively seek out feedback. Demonstrating that all voices are valued can help prevent the formation of gossip cliques.
- Address Gossip Directly
If gossip does occur, address it with constructive negative feedback on its impact. Make it clear that gossiping is harmful to team dynamics and will not be tolerated.
Digital Communication: A Double-Edged Sword
In today’s digital age, gossip can spread faster than ever before through emails, instant messages, and social media.
To combat this, implement clear communication guidelines for digital interactions. Encourage transparency and accountability online, just as you would in face-to-face conversations.
Building a Feedback-Rich Culture
Creating a culture where feedback is both welcomed and regularly given can significantly reduce the need for gossip. Regular check-ins, anonymous surveys, and open-door policies can all contribute to a more transparent and trusting work environment.
Legal and Ethical Considerations
It’s also crucial to ensure that your efforts to manage communication in the workplace are culturally sensitive and legally compliant. Missteps in this area can damage team morale and lead to serious legal consequences. For example, workplace gossip that involves sensitive or private information could potentially violate privacy laws or lead to claims of defamation.
Training and Development
Providing employees with training on communication and emotional intelligence can empower them to engage in more meaningful and positive interactions. This reduces the temptation to gossip and promotes a healthier workplace environment.
The Bottom Line
If your business is plagued by gossip rather than positive buzz, it’s a clear sign that something isn’t working.
Your communication and feedback mechanisms may need an overhaul, and relationships within the team may be strained. Take the time to address the root causes, and you’ll be well on your way to creating a workplace where positive word of mouth flourishes, and damaging gossip fades away.
Reflect on the communication culture within your business. Are you nurturing positive word of mouth, or allowing gossip to fester?
