Ditch the fluff: RFBI’s Anna-Maria Wade on email openers that damage trust

It’s phrases such as ‘I hope you’re well’, to complete strangers, that have become the flinch-worthy norm in corporate communication. With many intending the phrase to be polite, Anna-Maria Wade, of aged care group RFBI, sees it as having the mantle of far more unhelpful connotations. Not only are the widely used boiler plate openers “hollow”, there are worse implications for thoughtless phrases when seeking to build professional and trusted relationships.

Alienating potential contacts and colleagues with insincere openers, particularly when you don’t know them from a bar of soap, may not only impede relationships but stymie them altogether. Wade critically calls out a practice that, with a small decisive change, can mean a competitive edge in building rapport, respect and trust between aged care professionals and growth for providers.

Checkbox script

Wade recently publicly shared her frustration with the “hollow” greeting of ‘I hope you’re well’ and the need to shift out of this habit. She notes, “that phrase had been grating for a while. Over time, it has registered less as a genuine opener and more as a checkbox on someone’s email script.”

“What led me to post was realising how little connection it actually created – in most cases, it’s just filler, not real engagement.”

As Chief of People and Culture at RFBI she has decades of experience in the aged care industry and working with the people at its heart. The problem of the checkbox script is widespread and with its sheer volume the compounding impact is keenly felt for many professionals.

Wade shares, “it’s absolutely everywhere. I see it in my inbox maybe 10 times a week. It might seem polite on the surface, but it’s an empty, forgettable expression.”

Global phenomenon

The irony is that with the opening move in the professional chess game of connection, building relationships or trying to even build rapport within an aged care organisation, many are making their recipients flinch with insincere openers.

Wade notes that in Australia, “there’s sometimes a tendency to blur polite convention with familiarity”, but for those you have never met, generic ‘I hope you’re well’s’, “can result in a diluted opener which is neither warm nor authentic.”

The issue, and potential damage to professional relationships and reputations is when, “it comes across as box-ticking, not as an attempt at genuine connection.”

“I don’t believe it’s isolated to Australia either. I receive emails from people overseas and it’s just as common. It’s become a universal safe greeting in professional communication.”

Leaning from diverse cultures

One of the benefits of working in an industry with a highly diverse talent pool is the opportunity to learn from other approaches to professional engagement.

Dutch business-culture is well renowned for getting straight to the point. For professionals in the aged care profession, there is an opportunity to leverage this approach to yield communication attitudes of directness, sincerity and trust. Wade does see the potential for a national and cultural shift to shed the boilerplate opener. While a more ambitious goal for the sector, and particularly leadership, getting straight to the point should not be seen as rude.

“[Shift needed] Absolutely. Sticking with the facts and getting straight to the point isn’t rude at all. We’re all busy in our work days and directness (with please and thank you where appropriate) is, in my opinion, a necessity and likely welcomed by most professionals.”

Throwaway is a cousin of laziness

In her central role managing, assessing and shaping the culture of RFBI Wade is well placed to gauge the impacts that throwaway opening lines, as well as the ‘fluff’ of emails, can have on the critical components of aged care relationships and reputation.

To not see the impact of distancing in the professional is to lose the opportunity to gain a competitive edge when doing the vital work of aged care.

“Autopilot openers and phrases come across as careless – hollow, throwaway words. Your opening line is an opportunity to create genuine connection and value; using a stock standard every single time just seems lazy and inattentive, a wasted opportunity.”

Aged care is paramount to the nation. It is some of the most important work in the country, and as those who are on the ground, doing the work day-in-day-out to run and provide the best of services, carelessness and insincerity is not just jarring, it is remembered and used in future professional decisions.

In a moment of good-natured levity, Wade shares, when receiving the ‘I hope you’re well’, she has instinctively done the, “[the ] eye roll – yes! I catch myself thinking: “Do you actually hope I’m well or is it just your standard line?”.

Professional implications

For those that have been in the industry for decades, the potency of communication and respect is not one that has to be persuaded.

In terms of future professional relationships, with the likelihood of receiving grants, with the building of trust and rapport, it is the small things that don’t just peak volumes, they can turn the rudder of an entire project.

In an age where professionals are being bombarded by insincerity, particularly with AI generated emails, the need to differentiate is long past critical for professionals and providers.

Informal generic openers in an email can and have impacts on professional relationships and outcomes, in short, they have the potential to affect a provider’s operations, even bottom line.

“The opener sets the tone, and if I’m rolling my eyes at those four words, it’s not a good way to start a working relationship if I don’t know the sender. If I do know the sender, it’s disappointing to see that generic approach. Real rapport is built on sincerity, not scripts.”

AI cannot replace “genuine connection… and our own intentional efforts”

Wade directly notes the rise and implications of AI on humans and aged care leaders who want to stand out from the crowd, “with the rise of AI-generated emails, letters etc., it’s more important than ever to keep your messages clear, purposeful and personal.”

“Direct, focused communication isn’t just efficient, it demonstrates respect for your recipient’s time. Instead of relying on standard phrases, aim for concise messaging that gets to the heart of your intent.”

Wade is clear and reasoned when it comes to the temptation to outsource email construction to AI, “while AI can manage routine tasks, genuine connection and a reputation for clear, honest communication are established through our own intentional efforts.”

“Choosing clarity and purpose not only benefits your inbox, it elevates business relationships and professional reputation.”

Decisive policy shift

The move to establish expectations for executives and clinical leaders in an aged care setting, when it comes to sincerity and professionalism of communication, should be a worthwhile priority for aged care heads.

Standing out in terms of respect, trustworthiness and simply time spent sending an email, can mean real world implications of higher employee retention, better clinical outcomes, higher resident satisfaction, and importantly as demand grows, ability to expand business operations.

The area of the email, and oftentimes opener on a call, is an area of policy that is prime for competitive edge.

“Our inboxes are often overflowing. Emails that get to the point – using please and thank you where appropriate and keeping the message brief when possible – stand out in a sea of autopilot. Intention and honesty set you apart.”

Wade notes that it is not just the opener that can be changed from thoughtless to intentional. It is a communication devoid of ‘fluff’ or pretention, it is an opportunity for leaders to show they have truly listened to staff, peers, government and residents. This investment in listening and respect has made or dismantled business operations in the past, and it will continue to do so.

“Leaders should put real effort into clarity, listening and respecting people’s time. Building a culture of clear, timely and thoughtful communication is good practice for any team.”

Cutting through the noise

The aged care sector is not for the faint of heart. It is complicated, relentless, tough and importantly the only structure positioned to care for and champion some of the most frail and vulnerable in the nation.

Improving relationships, improving respect, improving rapport is not just beneficial to providers and the consistency of quarterly profits but the sector and nation as a whole.

Investing in attitude and behaviour shifts may yet go a long way to building and solidifying a sustainable sector that is able to grow and consistently meet the rights-based, dignity-centred needs of those at its heart.

“The best communication cuts through noise, keeps things human and isn’t afraid of plain-language honesty. Honest, respectful and direct communication sets the tone for stronger organisations and the sector.”