Why firms put an accent on speech

The Scouser and Brummie who believe the world is prejudiced against them because of their accent may be right.

People with strong accents are often discriminated against at work or when applying for jobs, according to a survey of recruitment firms.

Some members of the Institute of Personnel and Development advised anyone wanting to get on in life to adjust their vowels as necessary.

"I would advise anyone with a `redbrick' or industrial accent to upgrade. Politicians and lawyers do it so why shouldn't others?" said one London- based recruitment consultant. "[Accent] communicates background, education and birthplace and, frankly, some backgrounds are more marketable than others."

Accents were seen as important by many employers and people with strong regional or working-class accents were most likely to suffer discrimination, the IPD members said.

Companies took accents seriously because they could project an organisation's image. An institute spokeswoman said: "People in front-of-house positions, from telephonists to account managers, are therefore expected to speak, as well as dress, in a particular way."

Some of the consultants were more direct. "Let's face it, people with a Scouse accent sound whiny and people with Brummie accents sound stupid," said one.

The Glaswegian accent, along with those of Liverpool and Birmingham, also figured in the "negative" category.

But cut-glass English was not always an advantage. In Scotland, an upper- class English accent "incites hostility", according to the chief executive of one recruitment firm.

A Dorset woman questioned for the survey said she had no idea how strong the attitude to accents was until she moved to London. "As soon as I opened my mouth, people would be queuing up to do Worzel Gummidge imitations," she said.

The survey also found that some people encountered discrimination because of factors such as their size or sexual orientation. Dianah Worman, the IPD's equal opportunities policy adviser, said: "Decisions about people's suitability for jobs, promotion or training should only ever be based on merit and ability, not petty prejudice."