Focusing on external communication skills, the proportion of people considering “knowledge of particular products or services” essential rose from 35% in 1997 to 41% in 2006. Similarly, “advising or caring for customers or clients” increased slightly from 36% to 39%, while “dealing with people” was the most valued skill, growing from 60% to 65%. In contrast, “selling a product or service” was the only skill that decreased, dropping from 24% to 21%.
Regarding internal communication within companies, all listed skills became more important over time. “Listening carefully to colleagues” experienced the largest increase, from 38% to 47%. Other notable rises include “analysing problems together with others” (20% to 26%) and “instructing or training people” (25% to 30%). Skills such as “persuading or influencing others” and “making speeches or presentations” also increased, albeit more moderately, while “planning the activities of others” showed only a slight rise from 14% to 15%.
In summary, the data suggest that while most communication skills became more valued between 1997 and 2006, interpersonal skills, especially dealing with people externally and listening internally, were increasingly recognized as crucial in the workplace.