BACKGROUND
This project was for a client in the recruitment industry. The goal was to close the gap between how the brand actually operated, with genuine care for candidates and clients, and how it sounded in writing, which was indistinguishable from every other recruitment firm in the category.
I started with a full audit of the existing content across the website, job postings, candidate emails, and social media, which surfaced the specific patterns making the voice generic: sentences that led with the brand rather than the reader, abstract adjectives substituting for specific evidence, and candidate-facing templates that made human moments feel like system notifications. The new voice was built around four words with precise meanings, each accompanied by a before-and-after example showing exactly what the shift looked like in practice across the highest-impact touchpoints.
The result was a refresh grounded in three specific business problems rather than a desire to sound different for its own sake, with implementation guidance sequenced by where the old voice was doing the most commercial damage first.
