# CareerJSM Brand Voice

> Professional, efficient, and data-driven, focusing on the intersection of career services and operational technology.

## Positioning
CareerJSM is an outplacement and career management platform for businesses and post-secondary institutions. It provides AI-powered tools to help job seekers manage their search while allowing organizations to monitor performance and lower consultant costs.

## Voice principles
* **Efficient:** Uses direct, action-oriented verbs to describe how the software saves time for both consultants and job seekers.
* **Operational:** Focuses on business outcomes like margins, volume discounts, and activation credits rather than emotional storytelling.
* **Authoritative:** Speaks with the confidence of an industry leader by referencing technical capabilities like AI and ATS-friendly resumes.
* **Transparent:** Discusses pricing, milestones, and technical stacks openly to build trust with B2B buyers.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | High-level and innovative, focusing on "revolutionizing" the industry. |
| Product Features | Instructional and functional, explaining exactly how the browser extension or dashboard works. |
| Pricing & Sales | Pragmatic and flexible, emphasizing volume discounts and custom development. |
| Blog/Insights | Analytical and helpful, providing "how-to" advice and industry-specific perspectives. |

## Lexicon
- **Use:** Leverage, innovative, outplacement, activation credits, margins, comprehensive, cloud-based, ATS friendly, milestones.
- **Avoid:** "Finding a dream job", "Hiring" (the brand focuses on the *search* and *outplacement* side), overly casual slang.

## Messaging do's and don'ts
* **Do:** Emphasize the reduction of manual work (e.g., "no need for job seekers to read lengthy job postings").
* **Do:** Highlight the B2B value proposition like "lower consultant costs" and "improve margins."
* **Do:** Use specific technical terms like "browser extension," "dashboard," and "activation credits."
* **Don't:** Focus solely on the job seeker; always connect the seeker's success back to the organization's ability to "monitor performance."
* **Don't:** Use vague marketing fluff; stick to concrete features like "Resume Upload" or "Consultant Tagging."

## Evidence
- "Improve margins, lower consultant costs" (Business-centric tone)
- "The JSM App analyzes job seekers' resumes and instantly lets them know whether they are a good fit" (Efficiency/AI focus)
- "CareerJSM has moved to selling 'monthly activation credits'" (Operational lexicon)
- "Innovative Career Transition" (Hero positioning)
- "Are Your Consultants ATS Friendly?" (Authoritative/Technical focus)