# Boon Brand Voice

> Agile, punchy, and disruptive, Boon speaks like a tech-forward partner that values speed and community over corporate bureaucracy.

## Positioning
Boon is an AI-driven referral recruiting platform for businesses that want to ditch traditional, slow hiring methods. It leverages network effects and community-driven sourcing to find passive talent faster and cheaper than job boards or legacy systems.

## Voice principles
*   **Agile and Fast:** Use short, active sentences that emphasize speed and immediate results.
*   **Disruptive:** Position the product as a modern alternative to "old" ways of working like annual contracts, rolodexes, and manual admin work.
*   **Confident:** Speak with authority about the power of AI and network effects without using overly academic or dense language.
*   **Community-Centric:** Focus on the collective power of networks, employees, and external advocates rather than just individual recruiters.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold, high-energy, and benefit-driven. |
| Feature Descriptions | Practical and efficiency-focused, highlighting "how it works" simply. |
| Competitive Comparisons | Direct and slightly provocative toward "other solutions." |
| Call to Action | Urgent and inviting, focusing on ease of starting. |

## Lexicon
- **Use:** Community-driven, agile, supercharge, network effects, passive talent, unearth, AI-driven, frictionless, stack up, buzz.
- **Avoid:** Traditional, manual, slow, legacy, recruitment agency, long-term commitment, complex (Not evident from copy, but implied by "agile" and "trash your rolodex").

## Messaging do's and don'ts
*   **Do:** Use active verbs like "Tap," "Ditch," "Trash," and "Supercharge."
*   **Do:** Highlight the speed of implementation (days, not months).
*   **Do:** Focus on the financial and time-saving benefits (ROI, cheaper, faster).
*   **Don't:** Use passive voice or corporate jargon that suggests a slow implementation process.
*   **Don't:** Focus on "job boards" as a primary solution; frame them as a place where you "waste time competing."
*   **Don't:** Use "annual contracts" as a selling point; emphasize flexibility instead.

## Evidence
*   "Boon gets you moving fast while other solutions require 4 to 8 weeks of onboarding."
*   "Ditch that referral program no one is using."
*   "Trash your rolodex, network effects are here."
*   "Supercharge talent acquisition in days, not months."
*   "Don’t get locked into an annual contract."