Retail copywriting for Muller Wiseman two audiences one leaflet

Blog content writing for Craneware.

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Writing blog content to help a successful software company develop their employer brand.

Craneware is an innovative and thriving software company. But they don’t shout about it.

So when they wanted to recruit 30 new IT people, they faced the challenge of competing with well-known local peers such as Skyscanner and Tesco Bank. They needed to engage with their audience.

Getting the voice right.

Even though Craneware is a brilliant employer, their existing copy didn't reflect that. They provide private healthcare and dental care, flexible working patterns, life assurance, travel insurance, competitive salary, share options…the list goes on.

So it was only right to create a warmer, more human tone of voice to reflect this caring approach.

Applying the voice to content – telling the story.

I was commissioned to write three blog posts, to give readers a feel for working at Craneware. They needed to sound down-to-Earth and ‘real’, stating the facts clearly rather than coming across as propaganda. 

Interviews with people already working at Craneware helped me to write for the mindset of the intended audience. I learned what they looked for in their jobs, why they work for Craneware and most importantly why they stay at Craneware (their employee churn turned out to be particularly low – always a good sign).

The results.

The blog content was incorporated as part of a wider social media campaign, resulting in the successful recruitment of top IT people. And now Craneware has an employer brand to build on for recruitment and retention too.

So if you need a freelance blog writer, here comes a button: