Brand Guidelines

Personality and Writing

Key Message

HR, and Talent Acquisition especially, isn’t just a workflow – it’s a business accelerator. We believe that the right talent is what will give an organization a competitive edge going into the future. Today, recruiting is viewed as a cost center, and that perception needs to change. Recruiting is an investment, the best and most important one any business can make. Hiring Success IS business success.

Brand Positioning Statement: You are who you hire.

Personality

An intelligent and future-oriented colleague. Someone you go to for help, who understands the everyday pain-points of recruiters, but also sees the bigger business-picture. A thought leader who hasn’t lost touch with the challenges of the “every day”, and can easily connect to both recruiters and the c-suite.

Tone

  • Positive: When we say “positive” we don’t mean Pollyanna. We know there are problems and pain points, we just think there are solutions. We assume everyone is trying their best and wants to do well, and we are excited about how tech will serve that goal. We aren’t doomsday predictors, we don’t talk poorly of our competition, we don’t employ snark or sarcasm, we are the people who you go to to get something done.
  • Informative: We are a source of knowledge and insight. We want to educate, provide tools, and give advice. We know the latest news and developments from the greater story and see how they relate to recruiting, and talent acquisition. We are the colleague you go to to get perspective and we support all our statements with facts/figures/data/quotes.
  • Empathetic: We get the world isn’t perfect, there are definitely pain points in our industry. We earn trust through knowing/acknowledging/working-to-fix the everyday struggles. We never dismiss or belittle – we bolster and support. We consider every perspective!
  • Passionate: We are excited about the industry, the possibilities, and the future. We think technology will play a positive role in the future of work. We believe in the ability of HR to shape organizations for the better.

No-nos

Talking badly about competitors, prospects or customers. Snark and negativity are unwelcome. Platitudes and cliches are bad.

Informative context: white papers, website, press release, and reports

A more formal side to our brand that seeks to share information as directly as possible. Beware of jargon, rather, lean on clear/simple language with examples and data to communicate the message. There isn’t too much room for fluff.

Expressive context blog and social media.

Room for wit and a touch of fun, we “nerd out”. Lot’s of data, facts, and quotes. It’s ok to point out the mistakes/bad things, but we always do so in a learning context.

  • Blog
    • Industry news, best practice, how-tos, tips, digested reports, and interviews. This is a space where we celebrate TA leaders and put world/economic/tech/business news into a recruiting context so TA practitioners know how this news affects their jobs. The occasional humorous pieces like ‘Bad cases of text recruiting’ to connect to recruiters where their pain-points are.
  • Social
    • Facebook: albums, event pages, share other posts tag companies (not people). If tagging, you must schedule the post in Facebook (not coschedule). Facebook Live cannot be pre-scheduled without special download on the device, pre-scheduled live-videos cannot be activated from a mobile device.
    • Twitter: headlines, hashtag, share other posts, and tag people/companies. If tagging you can schedule in coschedule or directly through Twitter.
    • LinkedIn: Cannot share others’ posts on the company page, cannot use company page from a mobile device, hashtag, tag people/companies. If tagging, you must schedule the post in LinkedIn (not coschedule).
    • Instagram: Company culture showcase. Tag companies (generally not people), hashtag. Posts cannot be scheduled via coschedule, must be done directly through the Instagram platform.
    • Hashtags
      • Primary: #HiringSuccess
      • Secondary: #YouAreWhoYouHire
      • Event: #HIRE19 #hireEU
      • General: #ATS #Compliance #CRM #GDPR #HRTech #Recruiting #RecruitingAI #RecruitingHacks #RecruitingTech #RecruitingSaaS #TalentAcquisition

Style: Chicago, American English.

  • Third-person singular can be referred to as they/them instead of he/him/she/her, especially in a general context, to promote inclusivity. Example: If a recruiter finds themselves in this situation, they could use the word ‘they’ instead of ‘he’ or ‘him’.”
  • At SmartRecruiters we like people, technology, and Oxford commas.
  • Numbers FAQ

Audience

The head of TA in major corporations, 500 employees and up.
Their boss – the CHRO. And his/her boss's boss, the C-Suite.

Our primary target audience, Talent Acquisition leaders at Enterprise-sized companies, act as their companies’ talent vision and set the skills and technology requirements necessary to realize that vision. Their biggest pain point is figuring out how to demonstrate the value of TA and prove its impact on business metrics.

The TA leader audience can be categorized into three groups along the product adoption curve:

  1. Innovators
  2. Early-Late Majority
  3. Laggards

As a modern, cloud-based solutions provider, SmartRecruiters appeals most strongly to the Innovators group; however, the reality is that most TA leaders fall into the Laggards group where they are either risk-averse or buy based on features. It is our challenge to inspire a dialogue that reinvigorates a sense of passion for laggard TA leaders to drive business success through their function. SmartRecruiters can arm them with an end-to-end solution to achieve hiring success, as well as tools to persuade other organizational stakeholders (i.e., IT, C-Suite, Hiring Managers) that hiring success = business success.

Boilerplate

As a global leader in enterprise recruiting software, SmartRecruiters offers a cloud-based Talent Acquisition Suite that allows businesses to attract, select, and hire the best people. More than 4,000 companies worldwide rely on SmartRecruiters to drive hiring success, including brands like LinkedIn, Visa, Bosch, Skechers, and Avery Dennison. Built on a modern cloud platform, SmartRecruiters offers full functionality for recruitment marketing and collaborative hiring, with an open marketplace of 400+ pre-integrated vendors. For more information on how we connect people to jobs at scale, follow us at @SmartRecruiters, on LinkedIn or our website https://www.smartrecruiters.com.

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