RoleFerry Brand Voice and Tone

Keep copy consistent across agencies

Voice Traits

Clear

Plain English, no jargon unless defined

Practical

Focus on outcomes, not features

Human

Conversational, not corporate speak

Tone Presets

Staffing Agency (Business Development)

Strategic, revenue-focused, client acquisition-oriented

Dos

  • Emphasize client acquisition
  • Focus on ROI and revenue growth
  • Highlight market signals and first-mover advantage

Don'ts

  • Focus on candidate sourcing
  • Use ATS-centric language
  • Over-promise on individual placements
"Win 3 new client accounts this month by leveraging AI-powered market signals."

Recruiter (Efficiency)

Direct, results-focused, time-conscious

Dos

  • Use metrics
  • Emphasize speed
  • Mention ROI

Don'ts

  • Get bogged down in process details
  • Use vague language
"Land 1-3 qualified client intros in 14 days, or you don't pay."

Hiring Manager (Competence)

Professional, detail-oriented, quality-focused

Dos

  • Highlight expertise
  • Mention qualifications
  • Focus on fit

Don'ts

  • Oversell
  • Make unrealistic promises
  • Ignore requirements
"Get candidates who actually match your requirements, not just keywords."

Executive (ROI/Strategy)

Strategic, high-level, business impact focused

Dos

  • Use business metrics
  • Mention competitive advantage
  • Focus on outcomes

Don'ts

  • Get into technical details
  • Ignore business context
  • Use buzzwords
"Transform your hiring process from cost center to competitive advantage."

Sales (Results)

Achievement-oriented, success-focused, outcome-driven

Dos

  • Use success stories
  • Mention wins
  • Focus on results

Don'ts

  • Make unrealistic claims
  • Ignore challenges
  • Oversell
"Close more deals with better-qualified prospects who actually need your solution."

Efficiency (Process)

Streamlined, systematic, optimization-focused

Dos

  • Emphasize workflow improvements
  • Mention time savings
  • Focus on process

Don'ts

  • Overcomplicate
  • Ignore user experience
  • Focus only on features
"Eliminate the guesswork and automate the repetitive parts of job applications."

Custom Tone

Specify the desired tone in 1-2 sentences

Dos

  • Be specific about personality
  • Mention target audience
  • Give examples

Don'ts

  • Be vague
  • Ignore context
  • Use conflicting traits
"Professional but approachable, like a trusted advisor who gets results."

Style Rules

Language Guidelines

  • Use plain English. Short sentences. Define acronyms.
  • Avoid vendor-specific AI names (e.g., GPT, Claude, Gemini); use 'LLMs/AI'.
  • Reinforce 'relationship-first' messaging in all communications.
  • Use "pain point," not "pain point."
  • Use benefits before features.
  • Avoid buzzword salad and corporate jargon.
  • Write like you're talking to a colleague, not a boardroom.

Content Structure

  • Lead with the problem, then the solution
  • Use specific numbers and outcomes
  • Include social proof when available
  • End with clear next steps
  • Keep paragraphs short and scannable

Examples by Use Case

Landing Page Headlines

  • Staffing Agency: "Win 3 New Client Accounts This Month"
  • Recruiter: "Land 1-3 Qualified Intros in 14 Days"
  • Hiring Manager: "Get Candidates Who Actually Match"
  • Executive: "Transform Hiring from Cost to Advantage"
  • Sales: "Close More Deals with Better Prospects"
  • Efficiency: "Eliminate the Guesswork"

Email Subject Lines

  • Staffing Agency: "Unlock New Client Partnerships with AI"
  • Recruiter: "Your Next Qualified Client Introduction"
  • Hiring Manager: "Stop Wasting Time on Unqualified Applications"
  • Executive: "ROI-Focused Agency Growth That Works"
  • Sales: "Better Prospects, Higher Close Rates"
  • Efficiency: "Streamline Your Client Acquisition"

Call-to-Action Buttons

  • Staffing Agency: "Start Winning New Clients"
  • Recruiter: "Book Your Pilot Intro"
  • Hiring Manager: "Get Better Candidates"
  • Executive: "See the Business Impact"
  • Sales: "Close More Deals"
  • Efficiency: "Streamline Your Growth"
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