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I’ve lived in Germany for over 30 years, and in that time, I’ve become accustomed to something known as Denglish – a charming yet slighly confusing blend of English and German that has slipped into international business communication. It often looks and sounds fine to German eyes and ears, but it can make native English speakers pause and think, ‘Wait, what?’
As a native English copywriter in Germany, I spend my days spotting and smoothing out those little Denglish moments for clients.
In this article, I’ll explain what Denglish is, why it matters in business communication, and how working with a native English copywriter can help your company connect with an international audience.
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What is Denglish?
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Denglish is a mix of German and English where words look or sound English but don’t actually exist or mean the same thing in English.
In many cases, the use of Denglish is seen as negative, and some criticise it as ruining or corrupting the German language. Duden defines it as ‘a pejorative term for German with too many English expressions mixed in’.
I see it less critically – it’s basically a continuation of something that happens in every culture. We have been borrowing and bartering words from other languages for a long time. From an article I wrote on AI and communication for Unequity:
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We’ve always used loan words in our languages.
In English, we might wish a friend “bon voyage!” as they leave their bungalow to go on a caravan holiday. Our kids go to kindergarten with their yoghurt for lunch in their rucksacks.
Did you even know these weren’t regular English words?
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Denglish is slightly different. Unlike a loan word, Denglish would not be recognised by a native English speaker. And that’s what makes it problematic when used in international business communication. But what are these words? Let’s take a look.
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Common Examples of Denglish in Business English
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You might be familiar with some of the words on this list, and know that English speakers don’t use a Handy or a Beamer, and that they don’t drive an Oldtimer. I’ve written about the use of Home Office to mean ‘working from home’ here. Some of the others may be new to you. Here are some of the most common examples of Denglish that I come across as a copywriter in Germany – and what native speakers actually mean.
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|
Denglish
|
Meaning in Germany
|
English definition
|
|
Handy |
Mobile phone / Cellphone |
Useful, convenient |
|
Beamer |
Video projector |
British abbreviation for BMW |
|
Oldtimer |
Vintage/veteran vehicle |
Elderly person |
|
Home Office |
Working from home (WFH) |
UK Interior Ministry |
|
Flipper |
Pinball machine |
A shoe for swimming |
|
Jobticket |
Employee benefit / public transport |
Not used |
|
Jobbike |
Employee benefit / bike leasing |
Not used |
|
Mobility |
Employee benefits / commuting |
Relocation assistance |
|
Peeling |
Face or body scrub |
To remove skin from fruit or vegetable |
|
Pony |
Fringe / Bangs |
A small horse |
|
Public Viewing |
Public screening of event |
A funeral related custom (USA) |
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As you can see, many Denglish words look and feel English, but have meanings that either don’t exist or have a totally different meaning in native usage. That’s where things can go badly wrong in marketing or HR communication.
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Why Denglish can prevent your message being understood
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Ok, so taking the most extreme of the above – if you invite US customers to a ‘public viewing’, they might be quite surprised. In the USA, a public viewing is a public ‘laying out’ of a deceased person in a funeral home to allow friends and family to pay their respects.
But there are some Denglish terms that are less well known, but regularly crop up in my work. Here are some that I’ve come across in my work for Unequity – an agency for internal corporate communication – as they are often used in German HR departments.
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Dengish in HR communciation
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Jobticket – Job and Ticket. Sounds English, right? In Germany, a Jobticket is an employee benefit that provides a public transport pass at a reduced price. The word ‘jobticket’ isn’t English, and non-German speakers probably won’t understand it.
Jobbike – Again, sounds English, but this employee benefit is used in the DACH region to help employees purchase or lease a bike to commute to work. Also sometimes called ‘JobRad’. In the UK, the government-sponsored scheme is called Cycle to Work. In my research, I couldn’t find anything similar in the USA at present.
Mobility – In German HR departments, ‘Mobility’ is often used as a translation for ‘Mobilität’, to mean benefits around getting to and from work. Like a Jobticket or Jobbike. Yet, in the US and the UK, when HR departments talk about mobility, they generally mean assistance provided when employees move between jobs, particularly when relocating to a new city or country.
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How misunderstandings can affect recruitment
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These benefits are sometimes known as ‘commuter benefits’ or ‘transportation benefits’ in English, though they have different meanings in each country. In the US, commuter benefits refers to the ‘tax treatment that is provided to employers and employees in relation to certain commuting costs’.
And this is where Denglish can harm communication. German companies are increasingly aiming to recruit international employees due to the shortage of skilled workers. A strong Total Rewards package with extensive employee benefits can help immensely to attract candidates. But if the potential employees don’t understand the excellent perks on offer, they might not apply. And current international employees may also miss out on excellent benefits.
For international companies, clarity matters more than ever. Small misunderstandings can weaken your message, confuse candidates, and make your Employer Brand appear less professional.
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Denglish quick tip: Unsure if a word is Denglish? Try googling – see if it only comes up on the English version of German company websites.
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Does Denglish really matter though?
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Of course, I’m not saying that a company that occasionally uses a Denglish word in their international communication will be unable to attract candidates, or that a client would walk away from a deal if the salesperson talked about working in Home Office this week. In a international business environment, we are used to language quirks and mistakes.
However, if I read a website from a company that presents itself as a global leader, and it has noticable mistakes, then I might doubt whether the organisation is as professional as they claim.
In international business, words are your brand ambassdors – and they deserve to speak fluent, native English.
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How an English copywriter can help your company avoid Denglish detours
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If your company communicates in English – on your website, in HR marketing, or customer marketing campaigns – a native English copywriter can ensure your words build trust, not confusion.
I help German companies write English that is clear, culturally adapted, and persuasive to global audiences.
Get in touch to find out how I can help you improve your English communication and avoid those little Denglish detours.
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