Tone of voice development

Tone of voice as employer branding for Vets Now.


  Read an ad (PDF).

Read an ad (PDF).

I repositioned this national vet's employer branding using language. And a penguin.

Vets Now, a chain of UK emergency vets, wanted employer branding that would make them stand out from their competitors to attract the best talent. They were keen to use a penguin as their ‘voice’, as penguins are loyal, committed and determined – all qualities they wanted to reflect. And the animal connection makes sense for a vet. 

Creating an employer brand.

Unsurprisingly, writing from the point of view of a veterinary penguin allowed for the use of humour. This became a vehicle for making the advert more relevant to the lives of the readers than the stern ‘you will have X years’ experience, you will report to…’ style of recruitment advertising.

Getting results.

After the new ads, Vets Now saw a significant increase in the number of skilled, enthusiastic applicants for their jobs. That's the difference a more effective tone of voice can make. So if you need good recruitment advertising, you know who to call.