The Quiet Power of Language in Social Care Tenders
We often obsess over word counts, structure, and compliance in social care tenders. But what if the most telling part of your response is the language you use without thinking?
Language isn't just about communication — it’s about culture. The words you choose tell commissioners how your organisation thinks, what it values, and how it relates to the people it supports.
🌱 Words That Reveal Culture
Consider the difference between these phrases:
- "We let people choose..."
- "We enable people to choose..."
- "We support people to lead..."
- "We co-design care plans with individuals..."
Each line tells a different story about power, autonomy, and attitude. 'Let' implies control. 'Enable' suggests empowerment. 'Support' offers partnership. 'Co-design' signals equality.
Commissioners read between these lines — and so should you.
🔍 The Unintentional Red Flags
There are some language patterns that raise concerns, even if unintentional:
- Referring to people as ‘cases’, ‘users’, or ‘recipients’
- Writing more about policies than people
- Using passive phrases like “care is delivered” instead of “we support...”
These signals suggest a service-centred model, not a person-centred one — and that can cost marks in a tender evaluation.
✍️ Write Like It Matters
Take time to review your draft for tone and assumptions. Ask:
- Are we speaking with warmth, clarity, and respect?
- Would someone with lived experience feel recognised in this response?
- Does our language reflect co-production, not command-and-control?
Small tweaks to your language can transform how your service is perceived — not just in tenders, but in inspection reports, websites, and everyday communication.
🧠 Final Thought
Language is never neutral. It reflects your mindset, your values, and your approach to care. In tenders, commissioners aren’t just looking at what you do — they’re listening to how you talk about it.
Choose your words with care. They speak volumes.
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Updated for Procurement Act 2023 • CQC-aligned • BASE-aligned (where relevant)