Voice & Tone.

Direct. Trust-first. Unhyped. Werklist writes as a competent operator. The voice is constant; tone modulates by scenario. Verbs over adjectives. Concrete numbers over vague time frames.

08.1

Voice

Direct

Declarative imperatives. Submit your CV. not: you might consider submitting your CV.

Trust-first

An auditor's voice with institutional warmth. Specifics beat claims.

Unhyped

Verbs over adjectives. No exclamations in UI. No three-adjective triads.

08.2

Tone matrix

Ten scenarios. Tone modulates by context; voice stays the same.

Scenario

Tone

Example

Marketing heroDeclarative, pithyVerified people, verified companies.

Sales deck coverConfident, specificEnd-to-end solution for global and local hiring. Hire faster. Compliant. Fully connected.

Product navTransactional, 1–2 wordsHire workers · Browse jobs · Apply · Submit CV

CTA on cardDirect verbApply · View details · Quick apply

Form labelsBare, politeFull name · Email · CV

ErrorSpecific, no blameEnter a valid email address.

Empty stateHonest, shortNo roles match your filters.

SuccessConcrete, no exclamationApplication received.

Conversational footerRelational, warmEverything starts with a conversation.

Legal / disclaimerInstitutional, italicizedThis offer constitutes a non-binding document of an informational nature…

08.3

Verbatim canon

Preserve these phrasings exactly unless a strategic rewrite is approved by brand@werklist.com.

01
“Verified people, verified companies.”
02
“Recruitment network with end-to-end services for local and international hiring.”
03
“Everything starts with a conversation.”
04
“Leave workforce management to us.”
05
“To bring simplicity to global work.”
06
“Hire faster. Compliant. Fully connected.”
07
“European cross-border staffing. Verified workers. Verified employers.”
08
“We take care of the right talent, so you can achieve the right results.”
09
“No fees for workers.”
10
“Werklist screens company backgrounds, contract fairness, safety standards and payment history.”

08.4

Prefer / avoid

Prefer

verified
structured
transparent
end-to-end
operators
workers
employers
roles
placements
relocation
compliance
ownership
infrastructure
system

Avoid

unlock
leverage
synergy
solutions (vague)
journey
seamless
game-changer
revolutionary
next-generation
AI-powered (unless WerkAI)
hassle-free

08.5

Capitalization

Sentence case for all headings, buttons, labels, menu items.
Exceptions: proper nouns, WerkOS, WerkAI, GDPR, ISO 27001, Type D Visa.
UPPERCASE reserved for eyebrows. 11 px, tracking 0.14–0.16em.
No title case anywhere in UI or body.

08.6

Languages

Primary: English. Product surfaces localize into Croatian, Serbian (Latin), Slovenian, Italian, Portuguese, Romanian, Bosnian. Internal team comms are English by rule (per Manifesto §Rules). Translation must preserve the tone , verbatim-canon phrases are drafted to survive translation.

ENHRSRSLITPTROBA

08.7

Do / Don't

Don’t

You might want to consider submitting your CV.

Submit your CV.

Don’t

Quickly.

Up to 30 days to the final candidate.

Don’t

Resources are deployed.

We coordinate every step of the worker's relocation.

Don’t

Let's revolutionize your hiring journey!

Hire faster. Compliant. Fully connected.