# Magnet.me Brand Voice

> Empowering, modern, and direct, acting as a smart career companion for the next generation of talent.

## Positioning
Magnet.me is a "smart network" designed for students and young professionals to discover career opportunities. It bridges the gap between talent and employers through AI-driven matching and proactive networking.

## Voice principles
*   **Empowering:** Uses active verbs that put the user in control of their "success story" and career growth.
*   **Intelligent:** Highlights technology and "smart" choices without using overly complex jargon.
*   **Direct:** Gets straight to the point with clear, benefit-driven headlines and concise instructions.
*   **Accessible:** Maintains a professional yet approachable tone that feels relevant to both students and established corporations.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | High-energy and aspirational, focusing on building a future. |
| Product Features | Practical and tech-forward, emphasizing ease of use and "smart" tools. |
| Career Advice/Blog | Educational and supportive, providing actionable tips for professional development. |
| Error States | Neutral and functional, explaining the issue without personality or humor. |

## Lexicon
- **Use:** Slimme (smart), Ontdek (discover), Connect, Matchende (matching), Succesverhaal (success story), Jouw ideale (your ideal), Bouw aan (build on).
- **Avoid:** Not evident from captured copy, but the brand avoids formal "U" pronouns in favor of the more personal "Jij/Jouw".

## Messaging do's and don'ts
*   **Do:** Use active verbs like "Bouw", "Maak", and "Ontdek" to start sentences.
*   **Do:** Emphasize the breadth of the network (e.g., "30.000 vacatures", "6.000 werkgevers").
*   **Do:** Frame AI as a helpful "coach" rather than just an algorithm.
*   **Don't:** Use passive language or focus on the difficulty of job hunting.
*   **Don't:** Use overly formal or stuffy corporate language.
*   **Don't:** Be vague about locations or sectors; use specific categories to show variety.

## Evidence
*   "Bouw aan je carrière op Magnet.me" (Empowering/Active)
*   "Het slimme netwerk" and "Maak slimmere carrièrekeuzes" (Intelligent/Tech-forward)
*   "Chat met jouw AI coach" (Accessible/Supportive)
*   "Maak van jouw carrière een succesverhaal" (Aspirational)
*   "Vind jouw ideale stage, afstudeerstage, traineeship of baan" (Direct/Comprehensive)