RiseSmart Editorial Style Guide
0-6985000-60960025666700-5429253029585RiseSmart Editorial Style GuideGlobal Messaging, Voice, and ToneProprietary and ConfidentialUpdated May 2019RiseSmart Editorial Style GuideGlobal Messaging, Voice, and ToneProprietary and ConfidentialUpdated May 2019Table of Contents TOC \o "1-3" \h \z \u 1 Introduction PAGEREF _Toc9332177 \h 22 Boilerplates PAGEREF _Toc9332178 \h 22.1 Full Boilerplate – 150 words PAGEREF _Toc9332179 \h 22.2 70 Words or Less PAGEREF _Toc9332180 \h 23 Tagline and Branded Phrases PAGEREF _Toc9332181 \h 24 Our Brand Promise PAGEREF _Toc9332182 \h 35 Our Pillars PAGEREF _Toc9332183 \h 4The three pillars of our organization are: PAGEREF _Toc9332184 \h 45.1 True Business Partners PAGEREF _Toc9332185 \h 45.2Human Centric PAGEREF _Toc9332186 \h 45.3Innovative Solutions PAGEREF _Toc9332187 \h 46 Style, Voice, Tone, and Word Choice PAGEREF _Toc9332188 \h 56.1Style Guide PAGEREF _Toc9332189 \h 56.2 Audience: B2B/First Sale PAGEREF _Toc9332190 \h 56.3 Audience: B2C/Second Sale PAGEREF _Toc9332191 \h 77 Blog and Social Media Best Practices PAGEREF _Toc9332192 \h 87.1 Blog best practices PAGEREF _Toc9332193 \h 87.2 RiseSmart Corporate Twitter Best Practices PAGEREF _Toc9332194 \h 87.3 Facebook Best Practices PAGEREF _Toc9332195 \h 97.4LinkedIn Best Practices PAGEREF _Toc9332196 \h 98 Glossary PAGEREF _Toc9332197 \h 101 IntroductionAs a leader in talent mobility solutions and the global representative of outplacement for Randstad, RiseSmart needs to present a unified message, voice, and tone to customers, prospects, participants, and media worldwide. In this guide, you will find instructions for everything from high-level messaging to specifics on tone and word choice. Please refer to this guide in creating any content related to RiseSmart’s services globally. 2 BoilerplatesRiseSmart’s boilerplate is its high-level “elevator pitch.” This is used for press releases, award submissions, and any situation in which you are to provide a brief summary of services. These boilerplates were updated in April 2019.2.1 Full Boilerplate – 150 wordsRiseSmart, a Randstad company, is the leading provider of outplacement and talent mobility services for organizations in more than 40 industries and 80 countries. As a strategic business partner to businesses across the globe, RiseSmart delivers industry-leading results and lifetime support to HR teams and employees. Through innovative methodologies and a blend of high-touch and high-tech delivery, RiseSmart’s contemporary approach empowers companies to move talent into, within, and out of their businesses with ease. With a 98 percent satisfaction rating and landing rates exceeding 80 percent, RiseSmart has been able to help its customers improve employee engagement, increase productivity, and generate greater growth and profitability. Founded in 2007 and now a top global firm, RiseSmart has earned awards and recognition for innovation and company culture from more than a dozen organizations, including Bersin by Deloitte, Gartner Inc., the Brandon Hall Group, and Fortune magazine. For more information, visit 2.2 70 Words or Less RiseSmart, a Randstad company, is the leading provider of outplacement and talent mobility services for organizations in more than 40 industries and 80 countries. As a strategic business partner to businesses across the globe, RiseSmart delivers industry-leading results and lifetime support to HR teams and employees. RiseSmart has earned awards and recognition for innovation and company culture from more than a dozen organizations. For more information, visit 3 Tagline and Branded Phrases3.1 TaglinesPeople Shape Your Business. We ease workforce changes as people move into, within, and out of your organization3.2 Branded Phrases and DescriptorsTalent mobility? We partner with companies across the globe as they flex, adapt, and transform their businesses. Our innovative approach to talent mobility moves people into, within, and out of organizations to generate greater growth, increased productivity, and profitability.Five-star employee experienceAn exceptional workplace experience that would lead to five-star reviews on Glassdoor and other social rating sites. It can be any number of things, but most likely means the employer lives out initiatives with an "employee-first" perspective.The Employee Relationship Economy?Coined by RiseSmart, this term describes the rapidly evolving employee journey into, within, and out of companies. It is being driven by technological advances, the gig economy, and a rapidly changing global economy that is altering the way people work and their view of it. It incorporates “boomeranging” employees who return to work with previous employers, either as employees, freelancers, or partners. In the Employee Relationship Economy, workers seek meaning and mobility, the flexibility to work remotely, and the ability to pivot between careers—or even between work and professional development4 Our Brand PromiseWho we are: We are leaders in global talent mobility solutions.What we do: We empower our customers to engage their employees, strengthen their brands, and become employers of choice through global, contemporary, and compassionate talent mobility solutions.Our Promise: We’re not in the business of simply sourcing new jobs. We create careers. We value trust and transparency above all else. Companies can take comfort that we will take care of their employees throughout their careers. We’ll create accountability with industry-leading transparency and results.We tailor our services to give employees at every level the personalized experiences they require for success. We pursue the most efficient and effective combination of human touch and technology. With speed and simplicity, companies can maximize the value of their spend, and employees can find their next career steps faster. RiseSmart does not think of workforce restructuring as endings. Instead, we guide companies and their employees from beginning to beginning.5 Our PillarsOur customers improve engagement, strengthen their brands, and become employers of choice through RiseSmart’s contemporary global talent mobility solutions. Our partnership with Randstad, a leading HR services provider in the world, provides a combination of technological agility and the ability to address the rapidly changing nature of talent mobility around the world.We are human centric, and technology enabled. The three pillars of our organization are: 5.1 True Business Partners RiseSmart creates business partnerships for life and continues to provide services that matter to HR leaders, including benchmarking, best practices, and cost-saving recommendations. Our 98% service satisfaction rating is a testament to how a partnership with RiseSmart strengthens brand and improves ROI. 5.2Human CentricWe understand the need for an empathetic ear and the kind of personalized support and guidance that comes only from a team of dedicated and highly qualified professionals who have the time get to know your company and your employees. 5.3Innovative SolutionsWe make investments in innovations that matter and create contemporary solutions to meet today’s workforce challenges. Our blended delivery model provides better results and experiences for our customers and their employees. How our technology sets us apartRiseSmart’s technology has been developed to meet the needs of today’s employers and their workforces. Our award-winning technology not only helps participants discover fitting new roles quickly; it also helps employers maximize their outplacement investment with transparency, visibility, and security. Our technology has been crafted and continually refined by a team of Silicon Valley product designers, in conjunction with HR practitioners, to provide the most effective and innovative tools for RiseSmart’s participants and the HR teams who work with us. And, we were the first ones in the industry to build a technology platform from the ground up—a scalable solution that is not encumbered by legacy software. For HR leaders: RiseSmart Insight? provides HR leaders have access to real-time analytics and a clear line of sight into performance and results. Easy-to-read reports allow HR to see the value of their spend based on program results. Bank-level encryption ensures that sensitive data is protected. For program participants: RiseSmart delivers personalized support from a team of three experts in coaching, branding, and job sourcing, so that transitioning individuals can focus their efforts on activities that will help them land the right job fast, whether redeploying within the organization or finding a new role or opportunity. RiseSmart Spotlight?, a cloud-based platform gives participants the ability to streamline and accelerate the job search process through a visual, intuitive dashboard; the ability to schedule coaching appointments anytime and from anywhere; the flexibility to participate in online coaching sessions; and 24/7 access to the latest career resources, including tip sheets and webinars, and job search tools.RiseSmart SmartMatch? machine-learning AI understands the intent behind a job search. Our proprietary algorithms align job seekers with the roles best suited for them.6 Style, Voice, Tone, and Word Choice6.1Style GuideRiseSmart generally follows AP Stylebook, with the exception of the Oxford (serial) comma, which we use. Please consult the latest edition of AP Stylebook (2018) or AP Stylebook Online.6.2 Audience: B2B/First Sale ProspectsOur prospect is the HR professional.Marketing materials are usually written in second person or third person.Second person is reserved for emails and calls to action.Most marketing materials, including data sheets, whitepapers, brochures, etc. are written in the third person. The tone is always respectful of our target audience. Our tone is more reserved and less playful, although we try to keep the content engaging and fresh. The tone is conversational, helpful, suggestive not prescriptive, empathetic, and knowledgeable (e.g., “Have you thought about…”; “Here are some helpful hints…”)Please note: When discussing our position in the market, we can say that we are “one of the world’s largest outplacement providers” or “one of the world’s largest suppliers of career transition services.” You can use “career transition services” and “outplacement” interchangeably; however, career transition services also include services like redeployment and even exit surveys, so that is actually a larger umbrella than just our outplacement services. Use at your discretion. Words and phrases that reflect what we do, how we do it, and who we are: Talent mobilityCareer transition (rather than laid-off)Five-star employee experienceFull-talent continuumIn tune with today’s world of workContemporary ModernCollaborativeGlobalHigh impactHuman centric, tech-enabledBlended approach: high touch and high techResults oriented Industry-leading resultsTrusted partner; true business partnerCollaborativeCompassionateProactiveResponsiveFlawless implementation98% overall participant satisfactionEmpowerEngageInsight/insightfulAgilityAccelerate (i.e., time to land)Flexible/customizableEase and speed of transitions (i.e., for the participant) Pro-activeUnmatched valueEmployee journey, even upon exitInnovative/innovation Flawless implementationProprietary Outcome-drivenClear line of sight into performance and resultsTransparencyStrengthen employer brandThree times (3x) more coaching time (i.e., than competitors)From beginning to beginning Anytime and anywhere (i.e., access to coaching résumé, and job search resources, and via mobile app)Impacted, affected, or transitioning employeesDo the right thingMature worker/workforce Workforce restructure/restructuringDuring times of change; workforce transformations (i.e., M&A, RIF)Our word choice is also sensitive, as are aware of the highly sensitive nature of layoffs, and we want to show our audience that we treat them as such. We avoid directly naming specific companies that are holding layoffs or directly stating that a particular company will be engaging in layoffs.We may imply that a company should be prepared for a layoff at any time, now and in the future.In direct outreach and middle-of-the-funnel marketing (such as in industry-related data sheets), we often employ industry trends data as a means to increase urgency with engagement of our materials, such as a click or a form-fill.Examples of this would be including statistics about current trends in the industry or overall market that are related to layoffs, mergers/acquisitions, or economic downturns, or asking the direct question, “How would you want to be treated if you were laid off today?” Customers All of the language choices for prospects apply to customers. Other items to note: We keep our messaging positiveMost customer communication is upbeat and direct, such as sharing news about a product launch. Specific marketing requests from customers are filtered through Sheila Tobin (for example, a speakership request or a request for a quote). 6.3 Audience: B2C/Second Sale Our secondary audience is the customer’s employees who are given RiseSmart as a benefit after a workforce restructuring, and job seekers in general. The former audience is also referred to as “program participants,” “transitioning,” or “impacted employees.” To participants, we say “your job search.”The tone for this audience is compassionate, friendly, and warm; however, it retains an air of professionalism. We portray ourselves as the experts. We also want to be highly sensitive to these audiences at this time, as they have just been laid off.Words/Phrases to UseComplimentary services provided by your employer at no cost to youLearn more (call to action)Get started (call to action)PersonalizedTailoredUnlimitedProfessional branding expertsRésumé support Expertly craftedHand-picked (roles/jobs) Relevant job leads on-demandJob concierge (i.e., who delivers handpicked leads, not roles)Career transitionTransition to your new careerLand your dream jobFaster landingsServices for lifeWords/phrases not to use:Free services (use sparingly—we want to portray our services as having value, even if the employee is not paying for them) Résumé rewrite (we avoid discussing specifics on résumés, as some packages do not include a full rewrite)Communication with this audience is usually coordinated with the Outreach team (notification brochures, engagement emails/letters/incentives), the SRM team (notification brochures), and Practice Strategy (incentives containing Tip Sheets or other Practice-related materials and notification brochures when new programs or features are released). We also directly address job seekers through blogs, media, and the RiseSmart website.7 Blog and Social Media Best Practices7.1 Blog best practicesRelease two blog posts per week, or 8-10 blog posts per month.Posts should be no less than 1200 words. Ideal blog post length is 1200-2000 words. (80% to HR professionals; 20% to job seekers)Use sub headlines, lists, and other methods of breaking up the text so it’s easier to read.Work with an SEO company or define keywords; base posts around or ensure the use of these keywords. Post about trending HCM topics. Include posts about career development. We are currently leveraging our coaches and résumé writers to showcase our team’s expertise. Put internal links to the website, to other posts, and external links to stats or expert opinion on the blog so those landing on the blog from a search can proceed to these sources 7.2 RiseSmart Corporate Twitter Best PracticesAsking a question tends to elicit more engagement.Add a photo or video to your tweet to attract attention.Stay to 240 characters or fewer, including hashtags and links. If you need to shorten a long URL, use .Tweet multiple times per day, but don’t overshare. Two to three times per day, spaced out to ensure that people logging in at different times, is enough.Link to influencers in the space using the @ symbol and their username. Do not tag them unless you are sharing an article of theirs, mentioning them in an article of yours, or responding to something they tweeted. Use Twitter to join Twitter chats or to comment on events that you hold or attend. For example, using the #HRTechConf tag when you’re at the HR Tech Conference will ensure that your tweets are a part of the conversation. Use hashtags sparingly—the tweet still needs to be readable. one or two per post is fine (but make sure that they’re relevant.) Use short links to conserve space in your promotional posts. Use scheduling tools like Hootsuite or Buffer to release posts on the brand’s Twitter throughout the day. This will save you time, and you will be able to schedule multiple posts at once. When possible, have your executives or sales people actually use Twitter, rather than automating their personal accounts. Twitter is best used for conversation from personal accounts, not one-sided promotion. Share your weekly RiseSmart blog post on Twitter. You can do this multiple times throughout the week. Hashtags: #SmartTalkHR for HR audience; #RiseSmartLife for employees/job seekersExamples:Discouraged by too many rejections during your #jobsearch? @RiseSmart #Career Coach, @wendybraitman suggests having a safe place to vent and then moving on with some productive and positive actions. via @ForbesIf an employee asks “are we #restructuring or going to #layoff staff?” (and you know that you might have to in the future), be honest. Gentle, but honest. via @jmillermerrell on RiseSmart's blog. Advice for #HRFor additional information, see RiseSmart Social and Media Guidelines [link to doc]7.3 Facebook Best PracticesUse a scheduling tool to share posts throughout the week. One post per day is fine, but don’t post more than two per day. Use images to create more engaging posts. People interact with images and video more than links and text. Tag influencers if you mention them in the post. Monitor your messages and answer any requests promptly. Address any feedback or ratings that you get on the page. If you receive negative comments or ratings, ask to resolve the issue privately and make good on the resolution. Share your blog post on Facebook. You can do this multiple times throughout the week, but try not to overshare in relation to the other posts. LinkedIn Best PracticesUse a scheduling tool such as HootSuite, Sprout Social, or Buffer to queue up posts to share throughout the week. Share your weekly blog post on LinkedIn. Have an executive write posts through LinkedIn Pulse. You can re-share those posts on the LinkedIn company page. You can also link to those posts on Facebook and Twitter. If you participate in groups, you have to do so from your personal profile. Avoid using groups for blatant promotion or you will look like a spammer. Engage in thoughtful conversation, answer questions, and only link back to RiseSmart if it’s relevant. 8 Glossary3:1: RiseSmart’s team of experts surrounding each participant is comprises three subject- matter experts to 1 participant versus 1 to 1. The team consists of three SMEs: the transition coach, résumé writer, and job concierge (JCR).ACC/PCC/MCC: Three coaching paths offered by the International Coach Federation (ICF): Associate Certified Coach, Professional Certified Coach, Master Certified Coach.Accompanying Partner Program: Program in which RiseSmart assists the participant’s spouse in finding a job if the participant is relocating for employment (offered only for select coaching programs).Adaptive learning: Used in reference to SmartMatch? technology, which is software that uses participant feedback about their job matches to adjust future jobs presented.Alumni program: Participants are considered alumni after completing the RiseSmart program. They continue to receive access to the technology (Spotlight?) and either one coaching session or one résumé critique per year. They are also invited to participate in our LinkedIn Group to continue receiving valuable career content and opportunities for networking.Alumni sentiment rating: Similar to a Net Promoter Score, it identifies which transitioning employees are likely to be detractors, passives, or promoters of your brand.Career transition solutions: Terminology used to describe outplacement that is sometimes considered a contemporary description. The goal of career transition solutions is to help participants transition to their next opportunity, which may or may not be a new job. Contact Discovery Engine: Using SmartMatch semantic search, our Contact Discovery Engine identifies people participants already know who can help them land a job, and people whom they should know. The Contact Discovery Engine integrates with participants’ social networks to uncover people within their first- and second- degree networks who are related to the roles they are targeting. It also contains a “suggested contacts” module that identifies highly influential people the participant may not know, such as hiring managers and others connected to target roles, and provides the participants with contact information, such as email addresses and phone numbers.Creative retirement: Employees nearing the age of retirement may explore options including becoming entrepreneurs, consulting, or mentoring.Customer: The organization that purchases RiseSmart talent mobility/outplacement solutions to assist newly laid-off employees.Executive Advisory board session: Executives are connected with member(s) of our advisory board, which is composed of (but not limited to) entrepreneurs, VC funding specialists, compensation specialists, start-up specialists and executives with industry expertise.Executive Bio/ Executive summary: Branding materials for executives that allow the necessary audiences (e.g., recruiters, board of directors) to quickly digest a brief narrative of the executives’ career, and which showcases accomplishments effectively.HCM (Human Capital Management): A set of practices related to people?resource management. These practices are focused on the organizational need to provide specific competencies and are implemented in three categories: workforce acquisition, workforce?management,?and workforce optimization.ICF (International Coach Federation): The world’s largest organization of professionally trained coaches providing independent credentialing for coach practitioners.Intelligent ranking: SmartMatch? technology uses intelligent ranking to score the job opportunities provided to our participants. Jobs are ranked based upon information the participant provided in their profile and feedback entered into Spotlight for jobs saved or declined. The technology is also adaptive, meaning it will learn over time, based upon the how the participant responds to each intelligently ranked job.Job concierge: RiseSmart’s term for the member of the participant’s team who researches and recommends hand-picked job opportunities, contacts, and organizations, as well as provides the participant with requested research reports. The concierge works directly with the coach, not the participant.Job market report: Provides an analysis of a participant’s position in the job market and takes location, education, and other factors into consideration. The report provides an in-depth look at demand for similar positions in local and other markets.Landing rate: A key outplacement metric, landing rate is calculated using the following formula: Percent who opt-in to the program who report landing a job. In addition, RiseSmart researches unreported landings (e.g., via LinkedIn) instead of automatically counting results as “unknown.”Participant: Laid-off employee who receives RiseSmart services provided by the former employee’s company.Practice management: Design and implementation of solutions that serve to optimize workforces, increase internal mobility, and ease workforce transitions.Relationship manager: In Elite-level coaching packages (for EVP, SVP, and C-level executives), the relationship manager serves as an executive assistant to the participant, providing white-glove service for all executive needs, research, and communications. Redeployment: Moving an employee to a new role within the employee’s existing company (as an alternative to layoff).RIF (Reduction in force): More commonly known as a layoff.SHRM (Society for Human Resource Management): The world’s largest HR professional society, representing 300,000 members in more than 165 countries. The Society has been the leading provider of resources serving the needs of HR professionals and advancing the practice of human resource management.SRM (Strategic Relationship Manager): The SRM works with the customer (typically HR) and RiseSmart account team to track success, provide answers and daily support, address challenges, and deliver timely support.Talent mobility: RiseSmart’s term for the process by which an employee moves into, within, and out of a company. ................
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