Today, in 2017, many companies have a house-style guide, which lists the corporate colours, explains how to use the logo and details which fonts to choose for titles and texts. Does your business have one too? Great! It’s the perfect way to showcase your corporate style. But have you also thought about your tone of voice? Does everyone who communicates both inside and outside of the company know what ‘the business’ should sound like?


Compare your vision with your vacancies

Many vacancies include the corporate mission and vision. But you know what’s even better? Pouring them into a matching tone of voice. How, you ask? Well, it’s pretty simple. Does your vision include the word ‘innovation’? Then make sure your texts really sound up to date. Use modern words and avoid long, complex sentences. Do you guarantee a ‘pleasant working environment and a creative corporate culture’? Then include a surprising heading and address your candidates personally. In a nutshell: how you write is just as important as what you write. We might be echoing Sinek here…

Address your dream candidate

Writing for a broad target audience is no easy feat. Are you looking for a marketing manager? Then you’re probably tempted to write a text addressing precisely that – marketing managers. Make things easy on yourself: first of all, think of your ‘dream candidate’. Or to use fancy jargon: define a ‘persona’. Who’s your ideal candidate? Have you figured it out? OK, now put yourself in their shoes. How do they think? How do they react? Which books and music do they like? Focus on a specific person. The result? Your text will automatically sound more personal and genuine.

Our company is active in 37 countries

A traditional vacancy kicks off with a description of the company: the year it was founded, the number of employees and sites etc. Logical, right? After all, potential candidates want to know where they might end up working. Now let’s think outside the box!

Fancy a drink?

Picture this: you’re a single woman who is actively looking for a partner. You’re sitting at the bar when a handsome man offers you a gin and tonic. “Hi, my name is Peter. I was founded in 1978 and I am active in 37 countries.” Followed by another 5 minutes of rambling about himself. Right, you get the picture...

Missed opportunity! Unfortunately 50% of vacancies are written exactly like that. Don’t shy away from addressing your potential candidates directly and speak of your company in terms of what it can offer them. A golden tip: try to avoid using the words ‘us’ and ‘we’, and replace them with ‘you’. Success guaranteed!


- In your house-style guide, also focus on your writing style.
- How you say something is just as important as what you say.
- Pour your corporate values into a matching tone of voice.