CarerBuilder Branding

Tone of Voice

Download the Brand Guidelines

“I want to sound like every other company out there,” said no one ever. Voice is one of the most powerful tools we can use to differentiate our brand. It plays a very important part in how others perceive, engage with and recognize our company in relation to everyone else in the marketplace. Even if we are sharing a message that is similar to that of a competitor, having a well-defined, consistent voice ensures that our audience will always know it’s us.


CareerBuilder Voice Attributes

We Sound...

But Never...

Knowledgeable

We are well-read and well-spoken. We are professional without sounding like professors. When we communicate, it is clear that we are smart, and are the “go to” experts in our space.

We Sound...

Experienced, informative, insightful, smart, credible

But Never...

Arrogant, “know-it-all,” overbearing, dry

Engaging

CareerBuilder talks to you, not at you. We speak in written communications the same way we would speak to you in person. We avoid jargon. Instead of sounding “corporate,” we communicate in a clever, down-to-earth way that feels familiar and inviting.

We Sound...

Clever, conversational, optimistic, relatable

But Never...

Silly, unprofessional, trying too hard

Deliberate

We always communicate with a clear objective. We want to help our users and are candid with them about how to get desired results. We don’t beat around the bush. We are concise and precise and get to the point quickly.

We Sound...

Focused, purposeful, Straightforward

But Never...

Pushy, narrow-minded, intense

Bold

CareerBuilder does the unexpected. Our approach to communication is eye-catching and can feel unconventional at times, but it is grounded in purpose. We push the envelope with humor or other devices where appropriate to inform or “infotain” our audience.

We Sound...

Fresh, original, contemporary, nontraditional

But Never...

Trendy, over the top