Module Business English

Learning Materials
English for Business
Author:
Dr. Fetty Poerwita Sary, M.Pd.
Language Center
Telkom University
2014
Disclaimer:
Some of the contents in this course book are taken from published
sources and they are acknowledged properly in the reference. No
part of this document may be copied, reproduced, printed,
distributed, modified, removed, and amended in any form by and
means without prior written authorization of the Language
Center of Telkom University.
Copyright © LaC Telkom University

Table of Content
Page
CHAPTER 1: INTRODUCING YOUR COMPANY 1
CHAPTER 2: PRESENTATION SKILLS 12
CHAPTER 3: BUSINESS LETTERS 17
CHAPTER 4: TELEPHONING 25
CHAPTER 5: DESCRIBING TRENDS 35
CHAPTER 6: RECRUITMENT 45
CHAPTER 7: JOB INTERVIEW 55
REFERENCE 63
CHAPTER 1
INTRODUCING YOUR COMPANY
Objectives: Students are expected to be able to create a company profile and use English correctly.
DISCUSS WITH YOUR PARTNERS!
1. What is a company profile?
2. Why should a company use the logo?
3. What are the advantages of the logo?
4. Why do a company need an organizational structure?
A. DESIGNING THE COMPANY LOGO
The Business Logo

Business logos are design patterns created to represent a business. A computer company might have a small
computer logo, an entertainment company might have a film or musical logo design; there are thousands of
businesses that make use of a logo. Business logos can be considered as the visual illustration of the business.
Importance of a business logo

1. It helps to attract customers, especially when your business is just starting. Your business logo should be
designed to attract attention and help to create an impact.
An example of a very striking logo is Nike. The „swoosh‟ is a prefect model of a well designed, simple, yet
highly effective logo. This single swoosh is enough for people to know that your shoes or your clothing is from
Nike and that you are a quality conscious consumer.
2. It helps to set your business apart from the competition. A professional business logo can assist a company
in creating an image that is distinct. Your logo should be aesthetically pleasing and evoke feelings of trust
and reliability.
The Corporate Logo

Every business owner should be aware that corporate logos perform a key function in the sales of a company.
The logo attracts the customer‟s attention to the company‟s product. Some well known examples are Versace,
McDonald‟s, and Nike. If a customer plans to purchase jeans and t-shirts they check the tags for products made
by these companies.
The following are advantages of a logo:

1. Creating an identity
A logo creates an identity in the market for a product such as the Nike „swoosh‟. Wherever this sign is printed,
the product is recognized to have the quality associated with Nike.
2. Helps in business
The logo also helps in business providing an emblem of recognition for the company. For example, the
abbreviation for Donna Karen New York is DKNY. This makes it easier for customers to recognize and
remember.
[Language Center of Telkom University] Page 1

3. Comfort
Rather than using a full company name on a product, such as Versace, the company will develop a logo. The
Versace logo is a lion‟s face, which is easily recognized by the customer.
4. Saving cost
A logo saves on the cost of printing. For example the company Federal Express first considered as a logo its
full name, but changed it to „FED EX‟ which saved money and made the logo simpler.
Using the Logo

The corporate logo is used in:
1. Business cards
2. Brochures
3. Web Sites
4. Business gifts
Logo Design
1. A logo design should be unique for the identification of a particular business, not a typecast logo.
2. A logo design should be eye catching and simple. It should be designed using simple color pattern and short
text. It should not appear cheap or showy. A business should avoid heavy decorations and different
combinations of color in the logo design.
3. It must be suitable.
4. It is necessary that the trademark logo be registered under the brand-name to ensure that no other business
can use your logo to promote their businesses.
Your Logo in Action

A company logo is a company‟s emblem, trademark, or identity. Logos are of extreme value because they
present the company‟s brand and style. Logos must be unique from others in every respect. It must be effective,
attractive, recognizable, and should stir an emotional response.
Examples:
1. The cell phone company, Nokia; the logo depicts two hands touching each other. It represents telephones as
a means of connecting people.
2. Coca cola and Pepsi; Coco cola uses red, Pepsi uses red and blue. The motive of the logos is to attract
consumers because they will desire the refreshment given by the product just by glancing at these logos.
3. Mercedes; the logo is made of silver and represents the high quality and decency of their cars.
The 4 Types of Logo Designs

1. Textual logos
Textual logos are simple text used in a logo format. The font type can appear in various shapes and sizes to
convey your message. A thick font conveys your business‟ power or strength; a fancy script font conveys
style and elegance. A good example of a textual logo is that of IBM.
2. Illustrated logos
Illustrated logos are illustrations used as logos. These illustrations can be as simple or as complicated as you
like. It is better to keep your illustrations simple and to the point because a company logo should at all times
signify your business‟s professionalism. A good example of an illustrated logo is that of Pepsi.
3. Symbolic logos
A symbol can be used to portray an abstract representation of the company. A good symbolic logo is that of
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Nike.
4. Combination logos
A combination logo is a mixture of any or all of the other elements. A good example of a combination logo is
America OnLine.
Taken from www.smallbusinessbible.org
Exercise 1
What can you describe from these logos?
B. DESCRIBING COMPANY’S STRUCTURE

The most common verbs dor describing structure are:
consists of contains includes
Is composed of Is made up of Is divided into
For example:
The company consists of five main departments.
The marketing departments is made up of three units.
The sales department is divided into two sections.
Other verbs frequently used to describe company organization include
to be in charge of to be responsible for
to support or to be supported by to assits or to be assisted by
to be accountable to to be responsible to (who do you report to?)
For example:
The marketing department is in charge of the sales force.
The marketing department is responsible for advertising, sales promotions, and market research.
The five department heads are accountable to the Managing Directors.
Exercise 2
Now write a description of the organization chart above, in about 100-150 words.

Exercise 3
Match us the words on the left with the definitions on the right.
a system of authority with different levels, one above

1 autonomous A
the other
a specific activity in a company, e.g. production,

2 decentralization B
marketing, finance
Independent, able to take decisions withput

3 function C
consulting a higher authority
4 hierarchy D People working under someone else in a hierarchy
Dividing an organization into decision-making units

5 Line authority E
that are not centrally controlled.
Report to The power to give instructions to people at the level

6 F
below in the chain of command
To be responsible to someone and to take

7 subordinates G
instructions from him or her.
C. PRODUCTS
Give three examples of brands to which you are loyal (i.e. which you buy without giving it a moment‟s
thought). Why are you loyal to them?
Are there any products for which you have no brand preference or loyalty but are what marketers call a
„brand-switcher‟?
Can you think of any products for which the name of the brand is totally unimportant, so that you do not even
notice it? (There may be some in your bag or briefcase.)
Give an example of a product line (a group of related products made by the same company). Think of
clothes, cosmetics, food, and so on.

Exercise 4
Exercise 5
Read the following text and write a brief heading for each paragraph
PRODUCTS AND BRANDS
1. ............................................................................
Marketing theorists tend to give the word product a very broad meaning, using it to refer to anything capable of
stisfying a need or want. Thus services, activities, people (politician, athletes, film stars), places (holiday resorts),
organizations (hospitals, colleges, political parties), and ideas, as well as a physical objects offered for sale by
retailers, can be considered as products. Physical objects can usually be augmented by benefits such as
customer adivice, delivery, credit facilities, a warranty or guarantee, maintenance, after-sales service, and so on.
2. ............................................................................
Some manufacturers use their name (the „family name‟) for all their products, e.g. Phillips, Colgate, Yamaha.
Others, including Unilever and Procter&Gamble, market various products under individual brand names, with the
result that many customers are unfamiliar with the name of the manufacturing company. The major producers of
soap powders, for example, are famous for their multi-brand strategy which allows them to compete in various
market segments, and to fill shelf space in shops, thereby leaving less room for competitors. It also gives them a
greater chance of getting some of the custom of brand switchers.

D. COMPANY PROFILE

VOCABULARY

Exercise 5:
READ THIS ARTICLE THEN COMPLETE THE NOTES
Exercise 6
WRITE COMPANY PROFILE FOR TESCO BY USING THIS NOTES!

Exercise 7
FILL IN THE BLANK WITH THE CORRECT FORM OF VERB

NOW, IT’S YOUR TURN TO CREATE YOUR COMPANY PROFILE!
When you want to introduce your company, you should address the following issues:
Who Are You?" – Provide a brief history of your company
• Decide what is the name
• the address
• the phone number
• email
• websites of the company
Why You?” –What are the company capabilities that give you a competitive advantage over others?
• Talk about the vision of the company.
• Why is your product or service innovation important?
• Discuss your target market. Who are our customers today? Who will be our customers tomorrow?
• Discuss the image your company projects and your employees. Who are our employees? What
distinguishing features do we look for in new hires…entrepreneurial, reliable, educated, experienced,
friendly?
• Pinpoint what makes your company different. What separates us from the competition?
Discuss with your group to create the logo of the company, the company profile, the organizational
structure, and product of the company. Then, you have to present the result in front of the class room!

CHAPTER 2
PRESENTATION SKILLS
Objectives: Students are expected to be able to present their company well and correctly.
In modern English, Presentations tend to be much less formal than they were even twenty years ago. Most
audience these days prefer a relatively informal approach. However, there is a certain structure to the opening of
a Presentation that you should observe.
1. Get people's attention
2. Greet the audience
3. Introduce yourself
4. State the purpose of your presentation
5. State how you want to deal with questions
How to get people’s attention and welcome them
These are some examples of how to get people‟s attention and welcome them:
If I could have everybody's attention.
If we can start.
Perhaps we should begin?
Let's get started.
Attention please, thank you.
Well, since everyone is here and we have a lot to discuss today, let‟s get started.
Greet the audience
Hello, everyone. Thank you for coming today.
Good morning everyone. First, before starting the meeting, I‟d like to welcome you all.
Thank you all for coming at such short notice.
I really appreciate you all for attending today.
Example:
Smith:
Good morning everyone. First, before starting the meeting. I‟d like to welcome you all and thank you very much

for coming today, especially at such short notice. Since we have a lot to discuss and I know we are all very busy,
so it‟s better to start the meeting.
Introduce yourself:
Example:
My name's Jane Shaw. I'm responsible for travel arrangements.
For those of you who don't know me, my name's Tom Stotter.
As you know, I'm in charge of public relations.
I'm the new Marketing Manager.
If there is a new member at that meeting or there is a guest, the person in charge of the meeting should
introduce this person or ask this person to introduce himself/herself.
Example:
I‟d like to take a few minutes to introduce our new head of marketing department.
Please join me in welcoming Smith, our new HRD manager.
Lucy, would you like to introduce yourself?
Hi, everyone. I‟m Gabbie. I‟ll be acting as Smith‟s assistant while Nia is away on maternity leave.
I‟d like to introduce our new secretary, Sally.
Stating the Principal Objectives of a Meeting
We‟re here today to talk about (our training development program)
Our objective is to (discuss the new marketing strategy)
Today, I conduct this meeting, which is not in our regular meeting schedule because there is an
important issue in finance department.
By the end of this meeting, I‟d like to have a solution for our problem.
This morning I'd like to present our new processor.
Today I'd like to discuss our failures in the Japanese market and suggest a new approach.
This afternoon, I'd like to report on my study into the German market.
What I want to do this morning is to talk to you about our new mobile telephone system.
What I want to do is to tell you about our successes and failures in introducing new working patterns.

What I want to do is to show you how we've made our first successful steps in the potentially huge
Chinese market.
State how you want to deal with questions
Example:
If you have any questions, I'll be happy to answer them as we go along.
Feel free to ask any questions.
Perhaps we can leave any questions you have until the end?
There will be plenty of time for questions at the end.
Of course, these are only suggestions and other language is possible. Even within this limited group of
phrases, just choose a few you feel comfortable with and learn and use those.
EXERCISE 1

READ THIS ARTICLE
WHAT ARE THE KEY CONSIDERATIONS INVOLVED IN PREPARING A PRESENTATION?

CHAPTER 3
BUSINESS LETTER AND MEMO
Objectives: Students are expected to be able to write business letter and memo in English and
undertstand the expressions used in Business Letter.
Business letters are formal paper communications between, to or from businesses and usually sent through the
Post Office or sometimes by courier. Business letters are sometimes called "snail-mail" (in contrast to email
which is faster). This lesson concentrates on business letters but also looks at other business correspondence. It
includes:
letter
memo
fax
email
Who writes Business Letters?
Most people who have an occupation have to write business letters. Some write many letters each day and
others only write a few letters over the course of a career. Business people also read letters on a daily basis.
Letters are written from a person/group, known as the sender to a person/group, known in business as the
recipient. Here are some examples of senders and recipients:
business «» business
business «» consumer
job applicant «» company
citizen «» government official
employer «» employee
staff member «» staff member
Why write Business Letters?
There are many reasons why you may need to write business letters or other correspondence:
to persuade
to inform
to request
to express thanks
to remind
to recommend
to apologize
to congratulate
to reject a proposal or offer
to introduce a person or policy
to invite or welcome

to follow up
to formalize decisions
Read through the following pages to learn more about the different types of business letters, and how to write
them. You will learn about formatting, planning, and writing letters, as well as how to spot your own errors. These
pages are designed to help you write business letters and correspondence, but they will also help you learn to
read, and therefore respond to, the letters you receive. You will also find samples that you can use and alter for
your own needs.
Business Letter Formats
There are certain standards for formatting a business letter, though some variations are acceptable (for example
between European and North American business letters). Here are some basic guidelines:
Use A4 (European) or 8½ X 11 inch (North American) paper or letterhead

Use 2.5 cm or 1 inch margins on all four sides
Use a simple font such as Times New Roman or Arial
Use 10 to 12 point font
Use a comma after the salutation (Dear Mr Bond,)
Lay out the letter so that it fits the paper appropriately
Single space within paragraphs
Double space between paragraphs
Double space between last sentence and closing (Sincerely, Best wishes)
Leave three to fives spaces for a handwritten signature
cc: (meaning "copies to") comes after the typed name (if necessary)
enc: (meaning "enclosure") comes next (if necessary)
Fold in three (horizontally) before placing in the envelope
Use right ragged formatting (not justified on right side)
Formatting Business Letters
Block format is the most common format used in business today. With this format, nothing is centred. The
sender's address, the recipient's address, the date and all new paragraphs begin at the left margin, like this:
Wicked Wax Co. Ltd « SENDER'S ADDRESS

22 Charlton Way « may be printed company logo and address
London, SE10 8QY
5th December, 2006 « DATE

Ms. Maggie Jones « RECIPIENT'S ADDRESS
Angel Cosmetics Inc.
110 East 25th Street
New York, NY, 10021
USA
Your ref: 123 « RECIPIENT'S REFERENCE (IF ANY)

Our ref: abc « SENDER'S REFERENCE (IF ANY)
Dear Ms. Jones, « SALUTATION
Forthcoming Exhibition « SUBJECT
First paragraph...
Second paragraph... « BODY OF LETTER
Third paragraph...
Sincerely, « CLOSING
Morris Howard « SIGNATURE (HAND-WRITTEN)
Morris Howard, President « NAME, TITLE (TYPED)
cc: Brian Waldorf « COPY TO
Enc: catalogue « ENCLOSURE
This are other, slightly different ways of formatting a business letter, where for example paragraphs are indented
or the date is typed on the right hand side. You can see examples of these in the sample letters.
Formatting Envelopes for Business Letters
It is best to type an envelope for a business letter. Most word document programs contain an envelope labelling
function to help you. All you need to do is indicate the size of envelope you are using and type the correct
information in the appropriate fields, for example:

Sending company's name and address
is sometimes printed here Postage
stamp
Ms. Maggie Jones

Angel Cosmetics Inc.
110 East 25th Street
New York
NY 10021
USA
Formatting Business Memos
Memos are short internal business letters, sent to other staff within the same company. A memo (or
memorandum) may also be posted somewhere inside a company for all to see. Memos are becoming less
common as electronic mail becomes more common. In contrast to letters, memos do not usually contain
salutations or closings, and may be typed or hand-written. The text portion of the memo is generally in block
format. Memos should include "From", "To", "Date", "Subject" and the message itself, like this:
[Company logo]
MEMORANDUM
From: [name or initials]
To: [name or initials]
Date:
Subject: [short description]

Message starts here...
often with bullet points

A- Work with a partner. Are these statements about memos true (T) or false (F)?
1. A memo is short for memorandum. _________
2. It cannot be send without a salutation. ___________
3. A memo is usually sent to more than one person. __________
4. Memo‟s are usually short and to the point. ___________
5. A memo is usually sent to people in a different company. _________
6. A memo has a specific date format. _________
7. You should always reply to a memo. _________
8. A memo usually has one specific format. _________
9. Memo writing is similar to letter writing. __________
10. You can write a memo on paper or as an email. __________

BASED ON THREE MEMOS ABOVE, WRITE SHORT ANSWER TO THE QUESTIONS BELOW:
Formatting Business Email
When using email in business, most of the guidelines for standard formatting in business letters apply. Here are
a few differences:
Choose a subject line that is simple and straightforward. Refrain from using key words that might cause
an email to go into another person's trash box.
Repeat the subject line in the body of the email, beneath the salutation (as with a letter).
Use the "cc" address line to copy more than one person with your correspondence.

You can request a receipt for important letters. The system will automatically let you know when
someone has opened your email.
Instead of a signature, include your typed name, and below it include your email address, business
name and address, phone and fax number, and website if appropriate.
Remember that people often print out emails, so your own email address and the subject line would be
lost if you had not included them in the body of the email.
Internal electronic mail may be formatted more like a memo than a formal letter.
Business Letter Vocabulary Quiz
bullets letterhead recipient memo tone

grammar proofread an enclosure indent Modified block format
1 Before you seal and send your letter, make sure to ________ it.
As soon as your certified letter reaches the ____________ you will be

2
notified.
Choose _____________ if you want to put the date and closing in the
3
center of the page.
4 Set off the list of "Do's and Don'ts" by using _____________.
The envelope indicated that there was______, but in fact there was
5
only a letter inside.
The _________ of the first paragraph was optimistic, so I wasn't

6
expecting the bad news in the middle.
I decided not to interview her, because her cover letter contained very
7
poor ________.
The _____ about the meeting was posted on the bulletin board for
8
everyone to read.
9 Our address and phone number are shown on our _______.
10 In block text format, you do not ________ each paragraph.

WRITE BUSINESS LETTER BASED ON THE SITUATION BELOW:
1.
2.

CHAPTER 4
TELEPHONING
Objectives: Students are expected to be able to make a business phone call in English and understand
the expressions used in telephoning.

Telephone language and phrases in English
Answering the phone
Good morning/afternoon/evening. York enterprises. Elizabeth Jones speaking. Who’s calling please?
Introducing yourself
This is Paul Smith speaking.
Hello, this is Paul Smith from Speakspeak International.
Asking for someone
Could I speak to John Martin, please?
I’d like to speak to John Martin, please.
Could you put me through to John Martin, please?
Could I speak to someone who. . .

Explaining
I’m afraid Mr. Martin isn’t in at the moment.
I’m sorry, he’s in a meeting at the moment.
I’m afraid he’s on another line at the moment
Putting someone on hold
Just a moment please.
Could you hold the line, please?
Hold the line, please.
Problems
I’m sorry, I don’t understand. Could you repeat that, please?
I’m sorry, I can’t hear you very well. Could you speak up a little, please?
I’m afraid you’ve got the wrong number.
I’ve tried to get through several times but it’s always engaged.
Could you spell that, please?
Putting someone through
One moment, please. I’ll see if Mr. Jones is available.
I’ll put you through.
I’ll connect you.
I’m connecting you now.
Taking a message
Can I take a message?
Would you like to leave a message?
Can I give him/her a message?
I’ll tell Mr. Jones that you called.
I’ll ask him/her to call you as soon as possible.

Dialogue:

Then write the message in the notes below!

Write the dialogue in the box!
Complete the dialogue based on the story below:

CONCLUSION

CHAPTER 5
DESCRIBING TRENDS
Objectives: Students are expected to be able to describe trends and use correct expressions.

Look at some of the nouns and verbs used to describe changes in price, quantity and amount, for
example:

CHAPTER 6
RECRUITMENT
Objectives: Students are expected to be able to write an application letter and CV correctly.

VOCABULARY

DISCUSSION
1. Follow the instructions and answer each question.

2. In pairs, discuss your answer to the questions. What do you think the answers would tell an employer
about your personality?
3. What do you think of this type of testing?
FILLING A VACANCY
Insert the following words in the gaps in the text below:
applicant application Application form apply

candidate CV or resume Employment agencies interview
Job description Job vacancies refernces Short-listed

Many people looking for work read the (1) _____________advertised in newpapers by companies and (2)
__________________. To reply an advertisement is to (3) _________________for a job. (You become a (4)
______________ or an (5)__________________). You write an (6) __________, and send it, along with your (8)
__________ an a covering letter. You often have to give the names of two people who are prepared to write (9)
___________ for you. If your qualifications and abilities match the (10) _____________, you might be (11)
_____________, i.e. selected to attend an (12) ______________.
A. The Curriculum Vitae: Fill the blank.

Compare, Are your CVs in your country presented differently?

B. The Application Letter

CASE STUDY

5.

CHAPTER 7
JOB INTERVIEW
Objectives: Students are expected to be able to answer questions in job interview, understand do(s) and
don’t(s) in job interview.
0ne of the best ways to lower your stress level and avoid those sweaty palms and wobbly knees as you face a
job interview is to prepare well. Knowing you are well prepared, your self confidence will soar. You‟ll be better
able to concentrate on communicating your strengths to the employer rather than merely trying to impress the
interviewer with the “right” answers to questions. You will feel better about yourself, and you will do better in the
interview. Thorough preparation takes time and involves some practice, but it is a critical step to a dynamite
interview.
There is no substitute for solid preparation. Don‟t risk interview failure by attempting to take shortcuts and
assuming that because you are glib you will wing-it when you get to the interview. You may be able to fill silent
spaces with talk, but your responses will most likely lack coherency and focus, Overall, without preparation, most
people engage in what could best be termed “a stream of consciousness” and appear disorganized and inept.
Prepare for the Interview

To get a better understanding of what‟s involved here, let‟s begin by dividing interview preparation principles into
five categories:
 Assess your strengths and relate them to employers‟ needs.

 Conduct research on the field of work you hope to enter as well as conduct research on organizations in
your targeted community that hire for these types of positions.
 Prepare for the verbal interchange.
 Prepare your nonverbal strategies.
 Deal with logistics.
Assess Strengths and Relate to Employers‘ Needs

If you have not already done so, you should assess your work-related strengths and consider ways to relate
these to the employer‟s needs. Before you talk to an employer - in fact, before you even write your resume - you
should have a clear understanding of what you do well and enjoy doing. What are your major skills? How have
you demonstrated them in your past work? Can you elaborate your seven major achievements and relate them
to the needs of the employer? What are your major weaknesses? Remember, employers are interested in hiring
your strengths - those things you do well and enjoy doing. They will be looking for indicators of your weaknesses
in the way you answer questions. Some may even ask, “What are some of your weaknesses?” From the very
beginning of your job search, you should have identified your strengths and communicated them clearly to
employers in your resumes, letters, and networking activities. The job interview enables you to further
communicate your strengths to the employer. But you will only be able to do so if you first conduct a thorough
assessment of what you do well and enjoy doing. Don‟t begin looking for a job until you first complete this self
assessment.
Research Your Field of Work and Related Organizations

If you want to work for a large corporation you will be able to obtain some information from written sources -
business directories available in the reference section of your local library as well as public relations brochures

you can obtain from the company. If you are interested in worlung for a small local firm there will be less
available in printed publications, but this does not preclude you from doing research. Check the Internet. Most
firms, regardless of size, have websites that offer a great deal of information about their organizations. Whether
you are researching a small local firm or a huge multinational corporation, information gathered by talking with
people who are familiar with the company will likely yield the most useful information.
Do you lnow someone who works for the company or who has worked for the company recently? These are
important people to talk with. If you don‟t lnow anyone who is or has been an employee, ask your friends if any of
them do. Put the word out that you are interested in finding out more about the company. Chances are someone
you know will know of someone who can answer many of your questions. These personal contacts will provide
insights not normally available in company publications or in business directories.
Prepare for the Verbal Interchange

You need to anticipate and prepare for the kinds of questions you are most likely to be asked. You do not need
to be a mindreader or have powers of clairvoyance to do this. Just as the president of the United States can
anticipate the likely areas of questioning he will encounter at a press conference and prepare accordingly, you,
too, can identify the kinds of questions you are most likely to be asked.
The most common areas of questioning for job interviews tend to deal with your education, work experience,
interpersonal skulls - ability to work with others, follow directions given by others, as well as tale a leadership role
when the situation warrants. Personality considerations, including questions dealing with how well you work
under pressure, whether you tale initiative, or assume responsibility, are important for many positions. Your
answers to questions relating to your career goals - whether you will be happy in a position that may not allow for
rapid advancement, your level of dedication to your work (will you put in long hours when necessary?) , and how
loyal you will be to your employer – are of concern to many employers. You can expect questions - direct or
indirect - to be posed in an attempt to assess how you would fit into the job as well as the organization.
Nonverbal Elements of Success

So much is written about the verbal interchange that applicants sometimes forget that their nonverbal behavior
may communicate at least as much to an employer as what they say. Some studies indicate that approximately
two-thirds of a message is communicated nonverbally, so it is an important aspect of any interview. Planning how
you will dress for your interview is an important aspect of interview preparation - one that can further or sabotage
your interview goals. Chapter 6 will deal with proper attire to promote your interview goals along with other ways
to promote yourself nonverbally.
Deal With Logistics

There are many details that can male or break how well you present yourself to employers. Having the essentials
ready by your phone so you can respond to questions or schedule an interview will help
you create a positive impression. Once you have an interview scheduled, male certain you know where it is to be
held, how to get there, and how long it will tale to get there at the time of day you will be going. You may even
wish to make a “practice run‟‟ in order to assure yourself that there will no surprises the day of the interview.
Try to get a good night‟s sleep the night before your interview. Do your preparing ahead of time and get to bed at
a decent hour so you will be rested and can think clearly. Eat lightly - whether it be breakfast or lunch - prior to
your interview. You probably won‟t be very hungry anyway. By eating lightly, your energy can be focused on the
interview rather than used in the process of digesting food.
Avoid alcohol. It won‟t calm your nerves, and it won‟t help you answer questions better - you‟ll just think you
have!

Do and Don’t in the Job Interview
Do:
Arrive 10 minutes early. Go alone to the interview.

Greet the interviewer with a warm, confident "Hello" and a firm handshake.
Be well rested.
Dress and groom yourself with perfection. (Appropriate business attire, make-up, deodorant).
Maintain good posture.
Emphasize positive things about yourself.
Be honest about your background and experience.
Ask a few appropriate questions.
Remain calm and alert to answer all questions.
Thank the interviewer for his/her time.
Send a thank you note.
Do Not:
Bring a friend or relative with you.

Arrive late.
Use excessive perfume or make-up.
Ask about the salary unless the interviewer brings it up.
Look hesitant when asked tough questions - think before answering.
"Bad mouth" a former employer or past co-workers.
Appear anxious to end the interview.
Answer Questions
MOST OF YOUR ATTENTION WILL BE FOCUSED ON answering specific questions raised by the interviewer.
In preparation for these questions, you need to know what questions are most likely to be asked and how you
should best formulate answers for greatest impact. Keep in mind that the interviewer is looking for indicators of
your expertise, competence, motivation, interpersonal skills, decision-making skills, interest in the job,
personality, and likability. You will express many of these qualities when you answer questions posed by the
interviewer. He will look for verbal clues of both your strengths and your weaknesses. How you answer the
questions will largely determine whether or not you will be invited back for another interview and eventually
offered a job.
Interview Phases
Your verbal encounter with the interviewer will most likely pass through several distinct interview phases. Most
interviewers will more or less sequence the interview into the following seven phases:
1. Greeting and small talk
2. Establishing common groundicebreakers
3. Indicating purpose of interview
4. Drawing out information through the exchange of questions and answers:
• General and specific questions
• Brief and drawn-out answers
• Conversations to clarify questions, explain answers, and reach mutual understanding

5. Summarizing information and understanding
6. Indicating next steps to be taken
7. Closing
The interviewer will be prepared with different types of questions and comments for each interview phase. You
should be prepared to respond positively to each of these phases. Expect the greeting to be short. It will go
something like this. The interviewer will extend her hand and say
How doyou do Mr. Anthory. I’m Sarah White. Glad you could come in this morning.
The next thing that usually happens - just before the interviewer explains the purpose for the interview - is that
you engage in a few minutes of small talk. This brief period gives both of you a chance to feel more at ease with
each other. If you lnow something about the interviewer‟s interests - either from information gathered in your
research or because of something you see in the office - you might use this topic to establish common ground.
Small talk for establishing common ground is important. For example, we know a young women who applied for
a teaching position at a community college. A few weeks earlier, she had read Mager‟s book on behavioral
objectives for instruction. At the beginning of the interview, she noticed a copy of Mager‟s book lying on the
interviewer‟s desk and commented about it. The interviewer was pleased to learn she was familiar with it. She is
convinced to this day that it was a major factor in getting the job offer. It established common ground and set her
apart from the many other people applying for the same position.
Interviewer‘s Concerns and Techniques

Always keep in mind what interviewers are trying to achieve through the verbal interchange. They know hiring is
a risky and expensive business. They never know what they are really getting until the individual starts
performing in their organization.
The employer wants someone who can do the job well – someone worth the salary and benefits. The employer
also wants someone who will be a good representative to others outside the organization. The person should be
able to get along well with supervisors and co-workers inside the organization. Translating these concerns into
questions, most interviewers want to know:
• Why should I hire you?
• What kind of person are you?
• What kind of employee will you make in our organization - willingness to take responsibility as well as
directions, be productive, loyal, creative, entrepreneurial, enthusiastic?
• Do you have a demonstrated and sustained interest in this work?
• Do your credentials demonstrate that you are a purposeful individual who gets things done?
• Do you have a clear pattern of accomplishments?
• How much will you cost us?
• What haven‟t you told us about yourself?
• What are your weaknesses?
• Will you be able to work with your supervisors and other employees in this organization?
• How long will you stay with us before you start looking for another job?
While most interviewers will not bluntly ask you these questions, they will seek answers by asking other
questions which may give them clues to your behavior.

Above all, they have invited you to the interview because they need information that goes beyond both your
resume and a telephone screening interview. In this face-to-face conversational situation, interviewers will be
looking for indicators of your
• expertise and competence
• motivation
• interpersonal skills
• decision-making skills
• interest in the job
• personality and likability
What you say will give the interviewer information in determining if you are the appropriate person for the
position. Therefore, male sure all your answers are oriented toward these indicators. They must be formulated in
such a way that they communicate both positive form and content.
While some interviewers may purposefully put you under a great deal of stress, most trained and experienced
interviewers will conduct the interview in a professional manner. These interviewers usually follow six rules when
conducting interviews:
1. The interviewer will be sensitive to the candidate, respect his or her intelligence, and not act superior.
2. The interviewer will try to put the candidate at ease rather than create stress.
3. Following the initial “icebreakers,” the interviewer will state the objective of the interview.
4. The interviewer will try to get the candidate to talk as much as possible without drilling him or her with
questions.
5. The interviewer will seek valid information and not interject personal opinions into the interview. He or
she will be professional at all times.
6. The interviewer will know when and how to close the interview.
This includes clearly summarizing the candidate‟s interview statements so there will be no misunderstandings
about what was communicated.
It is vital that you have prepared answers for frequently asked questions that you may be asked to answer.
Answering common interview questions articulately takes practice and preparation. The interviewer will not
ask random questions, but rather will have prepared a specific set of questions. Frequently asked job interview
questions are used to establish whether or not the job seeker does indeed possess the required skills set and
experience relevant to the job vacancy.
These are the questions commonly asked by the interviewer:
Tell me about yourself?
Suggested Job Seeker Response:
Although your first instinct might be to start by describing your interests and hobbies, remember where you are.
You are in a job interview with the sole purpose of being hired. The information that you should detail when
asked this question is to begin by describing yourself in a work situation. Prepare a summary of your work
experience as well as your career achievements. Briefly detail your education accomplishments as well as any
other accomplishment or transferrable skills that are relevant to the job vacancy. Only once you have discussed

information that is specific to the available position, should you then give a short explanation about your interests
and character traits.
Describe your working experience?
Study your CV prior to your job interview and indentify areas of your work experience that is specifically
relevant to the job that you are being interviewed for. Be sure to scrutinise the job advert as this will guide your
answer and provide you with clues on what exactly the recruiter is looking for in a candidate. Your answer should
be concise and relevant; the recruiter has already seen your Curriculum Vitae and already has a good idea of
your experience. Try to get the recruiter to specify what areas they would like you to discuss so as to avoid
digressing off the topic with long winded explanations. The reason why the recruiter is asking this question even
after having seen your CV application is because they want to hear how you would describe your experience
verbally and to ensure that your verbal explanation is consistent with the information detailed in your CV.
What are your strengths and weaknesses?
Although this question may seem as though you should answer with a positive answer for your strengths
and a negative for your weaknesses, try to give two positive answers. When discussing your strengths
highlight roughly three positive attributes or strengths that specifically apply to the available post based on what
you consider to be the recruiter's specific requirements. When indicating your weaknesses, never detail a
character defect or poor performance areas that have no opportunity to be improved on. Rather, try to explain
where you identified a problem area where you were able to remedy this and explain how you did so.
How do you deal with conflict or criticism?
Always answer this frequently asked question with a positive approach. Explain where you may have
experienced conflict in the workplace in the past and how you dealt with it. Explain in a positive light, how you
managed this conflict and what you learnt from the experience. The job interviewer is looking to identify areas
where you may experience a problem when working with difficult personalities and how well you handle negative
situations and reverse them into positive ones. Never say never and always be open to the idea that you are
willing and able to learn from each working experience - whether positive or negative.
What do you know about our company and why do you want to work here?
You will need to prepare for this typical job interview question far in advance in order to ensure that you are
comfortable discussing the employers company. Don't be a know it all, you are talking with someone who may
have been part of the company for several years and will know greater detail that you will. Never argue about
details and be open to correction should you have interpreted research information incorrectly. When answering
the reason for you wanting to join their establishment specify what interests you about the industry or company
and how you feel you could contribute to its longevity. Express admiration and respect for the company and

include an explanation as to what value you feel you will be able to bring to the company that other candidates
may not be able to. Try to get a good understanding of the company's objective as well as their vision and
mission and how you plan on sustaining this or improving on it, based on your relevant skills and attributes.
Describe a short term goal you have set for yourself and how you intend on achieving this goal?
A short term goal generally falls within a one to two year delivery period. The goals that you describe should
be career focussed, based on areas where you would like to improve on a skill or achieve a qualification that
will boost your career growth. When answering to how you intend on achieving these goals to the employer,
never leave a door closed. Opportunity and drive is your number one objective in order to achieve any goal and
this is why your explanation needs to be realistic and attainable within this short period. By displaying your
enthusiasm and desire to succeed, this will indicate to the employer that you are a motivated and inspired
employee.
Where do you see yourself in five years?
When answering this typical job interview question stay focussed on career goals and aspirations. Potential
employers don't want to hear about your plans to 'Take over their company' nor your desire to become a pro
golfer. Keep these career aspirations realistic and attainable within a 5 year period. Discuss ways in which you
anticipate attaining your career goals as well as steps you have already taken to reach these career goals.
What are you looking for in a job?
This may seem like an easy common interview question to answer, it is in fact a tricky job interview question.
While the interviewer is asking you what you are looking for in a job, in actual fact they want you to
answer with what they are looking for from you. Again when preparing for this question, be sure to have the
job ad close at hand in order to assess in precise detail what the recruiter is looking for in a candidate. Answer
this question the way you think the interviewer wants you to answer it, by describing desires that the job you
have applied for will be able to deliver to the candidate.
What are your salary requirements?
Prepare ahead of time prior to your job interview on how you intend on answering this question. A good place to
start is to research the industry standard or market related salary that employees in similar roles are earning.
Generally this information can be found on the internet or alternatively recruitment agents will be able to give you
a good indication of your market related salary. In your interview, try not to discuss exact figures but rather give a
ball park figure that you will be able to negotiate on later on should the employer makes you an offer. Never
discuss your salary goals unless asked by the interviewer.

Do you have any questions?
When asked if you have any questions about the role or the organisation, always have a few questions
prepared to ask the interviewer. It is important to ask questions as this will illustrate your enthusiasm and
desire to join their company. As with the other typically asked job interview questions, research and prepare
some typical interview questions for the recruiter. You will find tons of content and guidelines to assist in
preparing ahead of time to ask the interviewer and display your interest in the company as well as joining the
team.
As mentioned before there are no set structures to any job interview and every interview will be completely
unique and different to your last. Preparing in advance and familiarising yourself with frequently asked job
interview questions will give you the confidence you require in order to outshine any other candidate by
emphasising your skills and accomplishment relevant to the job. Try to relax and remember to be yourself and
the jobs.co.za team wishes you the very best of luck in securing your dream job.

REFERENCE
Krannich, Caryl Rae; Krannich Ronald L. 2003. Nail The Job Interview!. Impact Publication: Manassas Park
Virginia
MacKenzie, Ian. 1997. English for Business Studies (A Course for Business Studies and Economics Students).
Cambridge University Press.
Sweeney, Simon. 2000. English for Business Communication. Cambridge University Press.
Tullis, Graham; Trappe, Tonya. 2006. New Insights into Business (Student’s Book). Longman

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Learning Materials

English for Business

Copyright © LaC Telkom University

CHAPTER 1: INTRODUCING YOUR COMPANY 1

CHAPTER 2: PRESENTATION SKILLS 12

CHAPTER 3: BUSINESS LETTERS 17

CHAPTER 5: DESCRIBING TRENDS 35

CHAPTER 7: JOB INTERVIEW 55

INTRODUCING YOUR COMPANY

DISCUSS WITH YOUR PARTNERS!

1. What is a company profile?

2. Why should a company use the logo?

3. What are the advantages of the logo?

4. Why do a company need an organizational structure?

A. DESIGNING THE COMPANY LOGO

The Business Logo

Importance of a business logo

The Corporate Logo

The following are advantages of a logo:

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Using the Logo

Your Logo in Action

The 4 Types of Logo Designs

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Taken from www.smallbusinessbible.org

What can you describe from these logos?

B. DESCRIBING COMPANY’S STRUCTURE

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consists of contains includes

Is composed of Is made up of Is divided into

The company consists of five main departments.

The marketing departments is made up of three units.

The sales department is divided into two sections.

Other verbs frequently used to describe company organization include

to be in charge of to be responsible for

to support or to be supported by to assits or to be assisted by

to be accountable to to be responsible to (who do you report to?)

The marketing department is in charge of the sales force.

The five department heads are accountable to the Managing Directors.

Page 4 [Language Center of Telkom University]

a system of authority with different levels, one above

a specific activity in a company, e.g. production,

Independent, able to take decisions withput

4 hierarchy D People working under someone else in a hierarchy

Dividing an organization into decision-making units

Report to The power to give instructions to people at the level

To be responsible to someone and to take

[Language Center of Telkom University] Page 5

PRODUCTS AND BRANDS

Page 6 [Language Center of Telkom University]

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READ THIS ARTICLE THEN COMPLETE THE NOTES

WRITE COMPANY PROFILE FOR TESCO BY USING THIS NOTES!

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FILL IN THE BLANK WITH THE CORRECT FORM OF VERB

Page 10 [Language Center of Telkom University]

Who Are You?" – Provide a brief history of your company

• Decide what is the name

• the phone number

• websites of the company

• Talk about the vision of the company.

• Why is your product or service innovation important?

[Language Center of Telkom University] Page 11