{"id":70182,"date":"2016-03-19T14:46:24","date_gmt":"2016-03-19T14:46:24","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/how-to-speak-tone-of-voice-in-recruitment-marketing\/"},"modified":"2016-03-19T14:46:24","modified_gmt":"2016-03-19T14:46:24","slug":"how-to-speak-tone-of-voice-in-recruitment-marketing","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-speak-tone-of-voice-in-recruitment-marketing\/","title":{"rendered":"How to speak: Tone of voice in recruitment marketing"},"content":{"rendered":"

You may have noticed an interesting wave of change in the way companies are interacting with their clients and consumers. What was once a world of vapid corporate-speak and gobbledygook jargon has transformed. Now we\u2019re seeing chatty banks, funny and eccentric consumer brands and recruiters trying to help us, not hunt us.
\n\"20160309160639-recruitment-blog-1\"
\nVerbal identity is just as important as visual identity for recruiters
\nThis change has come with the realisation that a verbal identity is just as important as a visual identity for any brand. It\u2019s called a \u2018tone of voice<\/a>\u2019. It\u2019s a crucial part of who you are and how you connect with people. A way to speak your values to specific audiences across all of your communications. For recruitment companies in particular, a tone of voice is critical. Increased demand for talent has expanded candidate\u2019s options when evaluating potential employers and recruiters, so to make yourself heard, it\u2019s important to speak in your candidate\u2019s language.
\nHow to \u2018tone of voice\u2019
\nYour tone of voice should leap off the page as much as any visual identity. It\u2019s the most expressive and emotional element of your brand. Done right, it\u2019s an opportunity to connect with people in a way that no logo, colour or typeface can. Creating a tone of voice starts with understanding who you are and what you want to say.
\nThe hard part done, it\u2019s important to then establish guidelines that show specific examples of copy that embody your traits and those that do not. Applying this consistently across your communications can help you to attract the right candidates, acting as the perfect culture test for you and them. If reflected accurately, it allows your candidates to evaluate whether they\u2019re a good fit for you, and for you to judge their fit by the tone of their response.
\nAt Stratton Craig, we\u2019ve helped clients like Clydesdale Bank and Metro Bank to develop their tone of voice to be more relatable for their customers. We also work with leading recruiters like Robert Walters and Resource Solutions to apply their verbal identity across a broad scope of communications.
\nA holistic approach
\nWhile there is no argument that companies respect the value of a unique tone of voice, a lot of them fall into the trap of investing in its creation only to tuck it in a drawer never to be seen again. The more savvy marketers will apply it to their immediate \u2018designed\u2019 layer of communications. But, look a little deeper to candidate and client letters, template job adverts or within your own HR function, and you will find a fusion of old and new tone.
\nJust like your visual identity, a holistic approach should be applied to your tone of voice. The more consistent you are applying this across all of your content, the easier it is for people to recognise you. So, whether you\u2019re writing a tweet, a blog, a job advert, your corporate website<\/a> or even an email, it should echo your tone of voice.
\nSpread the word
\nOnce applied, your brand and comms teams should live and breathe your tone of voice. But do you work with a content agency, like us, or a freelance copywriter? Is it recruitment staff writing your job adverts or your marketing team? There\u2019s no template for everything you write, and how a verbal identity is interpreted will be different every time. Without proper training to implement your tone of voice, your investment will wind up worthless.
\nWriter training is crucial in teaching teams to write effective communications in their correct tone of voice. In our writer training workshops<\/a>, we\u2019ll walk you through suitable and extreme examples of different verbal brand traits, so you understand what works and what doesn\u2019t. We\u2019ll even train you to train others, encouraging you to include brand language training as a part of your own induction process. By doing this, it becomes a part of your culture and who you are and not just something you said.
\nIf you want to talk to our team about your firm\u2019s own tone of voice (or lack of), please pick up the phone and call us on +44 (0)203 3013300<\/p>\n","protected":false},"excerpt":{"rendered":"

You may have noticed an interesting wave of change in the way companies are interacting with their clients and consumers. What was once a world of vapid corporate-speak and gobbledygook jargon has transformed. Now we\u2019re seeing chatty banks, funny and eccentric consumer brands and recruiters trying to help us, not hunt us. Verbal identity is […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[414],"tags":[],"class_list":["post-70182","post","type-post","status-publish","format-standard","hentry","category-tone-of-voice-us"],"acf":[],"yoast_head":"\nHow to speak: Tone of voice in recruitment marketing - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-speak-tone-of-voice-in-recruitment-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to speak: Tone of voice in recruitment marketing - Stratton Craig - Global Copywriting & Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"You may have noticed an interesting wave of change in the way companies are interacting with their clients and consumers. 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