Voice and tone
We help people — not resumes or robots — get jobs. People.
So let’s talk in a way people understand and relate to. Let’s make sure people from all backgrounds feel welcomed.
Voice characteristics
Voice is central to the personality of the brand. It stays consistent. Like a person’s personality. Our voice is based on our core values.
Conversational, not overly casual
A good conversation starts with everyone being comfortable. That’s why we speak in simple, everyday language. When in doubt, ask this: How would I say it over a cup of coffee or tea?
We help all people get jobs. So all people need to have their voice heard. We consult with inclusion resource groups. We let people tell their own stories, even if it’s not strictly our brand voice.
Inclusive, not patronizing
We use respectful terms. Accessibility is a priority not an afterthought.
Modern, not complicated
We speak to the current world of work. So we use the latest data and terminology. But we avoid slang and technical jargon that wouldn’t be understood by all audiences.
Bold, not brash
We’re more than a job search engine. We’re the voice of better work. So we take stands. We make brave statements. We even use wit at the right times. But we always remain respectful.
Tone
Choosing the right tone
While our voice is grounded and steady, our tone is constantly shifting. Sometimes we’re serious, other times lighthearted. We can reassure people at times. Or inspire them at others.
Most importantly, we serve diverse people — both employers and those looking for jobs. That means we offer flexibility with our tone to meet the needs of everyone, in every moment.
Accessible language
Inclusive language
Inclusive writing means using the most current, respectful terms. It shows respect, and helps address barriers in the job search. When writing, here’s a good rule of thumb: People don’t want to be defined by their barrier. First and foremost, they are people.
For more guidance, please request our inclusive language guide.
Grammar
In most cases, we use sentence case for headlines. Only the first letter of the headline and proper nouns are capitalized.
Career Guide, /LEAD, and the Hiring Lab use title case for their articles. Our YouTube and digital content also uses title case. Title case is also used on the title of certain large-scale initiatives (i.e. Ready to Work, Careers in Care).
Indeed uses the serial comma (also known as the Oxford comma, the Harvard comma, and the series comma).
When possible, write from the point-of-view of the jobseeker, not Indeed.
Example: “The Indeed Mobile App lets me search for jobs anytime, anywhere.” not “Search for jobs anytime, anywhere on the Indeed Mobile App.”
Hyphens (-) connect compound modifiers (wishy-washy) or dates (1954-1959).
En dashes (–) should not be used.
Em dashes (—) are used to — emphasize — part of a sentence. Em dashes have spaces around them. Use sparingly.
When citing a source, mark all footnotes with a corresponding superscript numerical1. If there is a single footnote, an asterisk* is acceptable. If superscript is unavailable, wrap the numerical in brackets[1].
1 Article title, author name, source name (if needed), version or edition, issue number, publication date.
Use exclamation points sparingly, and never more than one in a row. When in doubt, leave it off.
Emoji should be predominately used in emails and social media. When using emoji, place them at the end of a sentence when possible. Emoji do not take the place of periods or other punctuation. Do not use more than two emoji consecutively.
Some emoji (such as 🩺 and 🔍) require additional spacing. Use your best judgment.
Try to align the emoji to the topic at hand as closely as possible.
Example: use “ 🧑🏫” only in educational messaging.
Writing about people
Indeed strives to help job seekers who face barriers. When writing for the brand, you’ll often write about these barrier-specific groups. It’s important to use the most current, respectful terms.
A good guideline is that people don’t want to be defined by their barrier. First and foremost, they are people.
neurodivergent
someone with a neurodivergence
confined to a wheelchair, bound to a wheelchair
uses a wheelchair
the disabled, handicapped
person with a disability
normal person, healthy person
person without a disability
handicapped parking or bathroom
accessible parking or bathroom
addict, substance abuser
someone with a history of substance abuse
ex-con, felon
people, candidates with criminal records. (When writing to employers about this group)
a homosexual
gay man, gay person, lesbian (When writing to this group of job seekers)
a bisexual
bisexual person
unisex
all gender, gender neutral they (use this gender-neutral pronoun unless gender is known)
sexual preference
sexual orientation
sex change
transition
“he/she”
all gender, “they” (use this gender-neutral pronoun unless gender is otherwise known)
Words to avoid
Understanding the history of words helps reveal how deeply embedded bias can be. Here are some common terms to avoid when writing for Indeed. But don’t be hard on yourself if you make a mistake. As culture changes, language evolves. We’re all learning and working to be better.
blacklist
do not allow list, blocked list
sold down the river (origin: slavery)
betrayed, double-crossed
peanut gallery (origin: the cheap seating area in vaudeville acts reserved for marginalized groups)
audience, hecklers
grandfathered (origin: suppression of black voters)
legacy, pre-existing
master
primary, main trunk
pow-wow
meeting, huddle, jam sesh
stakeholder (origin: American and British colonialism)
supporter, interested party, partner
tribe
team, friends, chosen family
bossy, feisty, nag, irrational, hysterical
guys, gals, ladies (when referring to a group of people)
folks, people, friends, everyone, y’all (don’t assume everyone uses the same pronoun)
stand up, all hands meeting
forum, town hall, team meeting
trigger warning
content warning
These are partial lists. For more guidance visit the AP Stylebook.
Principles for digital media
People who are blind often use text-to-voice screen readers. Keep these tools in mind as you write.
Don’t use references to direction.
Avoid “See below”
Use “In the following section”
Use descriptive alt text for images.
Avoid repetitive or generic alt text. If it does not offer value then it can be marked as decorative.
Write what makes the image important to the content or valuable to the user.
Example of generic alt text: “someone looking nervous”
Example of descriptive, inclusive, direct, and concise alt text: “a person looking uncomfortable as the only black, non-cisgender applicant at this job fair.”
For hashtags, use camel case.
Avoid #betterworkforall
Use #BetterWorkForAll
This is a partial list. For more guidance visit the W3C Web Accessibility Initiative.
Translation and localization
When writing for multiple countries or cultures, keep these guidelines in mind:
- Avoid reference to country-specific pop culture or sports.
- Avoid idioms and puns. They often don’t translate well.
- Use contractions sparingly.
- Avoid using synonyms for the same word in the same sentence.
- Avoid unnecessary abbreviations and acronyms.
Examples
Better hiring begins here
This award-winning campaign for India pulls from the insight that people still often rely on their own referral networks to hire, despite the shift to online recruitment for small and medium businesses. Our campaign highlights the humorous situations that might occur in these scenarios.
Job Search Stories
This YouTube series pairs expert career advice with authentic, relatable perspective, including a touch of humor rooted in the real-life pitfalls of job seeking. Social channels demand realness and relatability, and this video series delivers on both by flexing Indeed’s tone to meet the audience.
Rising Voices
The Rising Voices program combines an inclusive and visionary perspective of the world of work, rooted in Indeed’s understanding that while talent is universal, opportunity is not.