Student's writing skills as a factor enhancing the company brand

Abstract

The aim of the paper is to identify the problems faced by students when writing different types of texts in professional life. The study is based on a qualitative 5-question survey conducted at the Turku University of Applied Sciences and on the analysis of the results of a writing course. The survey revealed that students have difficulties in distinguishing various types of texts. They were mostly familiar with literary genres and texts which they were required to write in the course of their studies, such as reports and blogposts. They knew that they needed good writing skills and were aware of their difficulties in producing different types of texts. Few students realized that they would need the ability to write several types of texts in professional life. The major writing problems included inaccuracy of the idea, unaddressed message, incoherence of style, and failure to take the reader into account. Many students seemed to lack planning, writing, and editing skills. They need to improve their style, knowledge of the different types of texts, and ability to evaluate the information sources. Discussing the subsequent versions of texts helped the students to find their personal voice as authors, which, if it corresponds to the company values, could serve to enhance the company brand.