# HeyJobs Brand Voice

> Empowering, straightforward, and empathetic toward the modern worker.

## Positioning
HeyJobs is a job platform specifically designed for essential talent and vocational workers. It positions itself as a streamlined alternative to traditional job hunting, focusing on higher earnings and better conditions for people in roles ranging from apprenticeships to full-time positions.

## Voice principles
*   **Empathetic:** Acknowledges the frustrations of the job hunt, such as ghosting or being undervalued.
*   **Direct:** Uses clear, simple language to explain processes and benefits without corporate jargon.
*   **Action-oriented:** Focuses on the immediate next steps for the user, like finding a job in their region or earning more.
*   **Transparent:** Prioritizes showing "important details up front" like salary and shifts to build trust.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Inspirational and personal (e.g., "You are meant for more"). |
| Functional/Search | Simple and helpful (e.g., "What job are you looking for?"). |
| FAQ/Support | Reassuring and explanatory (e.g., "We actively follow up with recruiters"). |
| Error States | Technical and brief (e.g., "Fehlercode: 404"). |

## Lexicon
- **Use:** Essential talent, straightforward, streamlined, ghosting, meant for more, earn more, region, apprenticeships.
- **Avoid:** Not evident from captured copy (likely avoids "corporate," "headhunter," or "human capital").

## Messaging do's and don'ts
*   **Do:** Use "You" to speak directly to the candidate's ambitions and frustrations.
*   **Do:** Highlight the speed of the process (e.g., "less than 3 minutes").
*   **Do:** Mention specific benefits like salary, shifts, and location early on.
*   **Don't:** Use complex professional terminology that might alienate vocational or essential workers.
*   **Don't:** Ignore the emotional side of job hunting; acknowledge that not hearing back is "frustrating."
*   **Don't:** Make the process sound daunting; emphasize that it is "straightforward and transparent."

## Evidence
*   "You are meant for more" (Inspirational/Empathetic)
*   "HeyJobs provides better jobs for essential talent" (Positioning)
*   "It's frustrating not hearing back after you've put in the effort to apply" (Empathy/Ghosting)
*   "We've streamlined the application process to be as quick as possible" (Direct/Action-oriented)
*   "Tired of your job, looking to earn more" (Direct address of pain points)