Collateral examples

11
Copy/Tone of voice
Headlines
These work on a simple construct; talking about the candidate’s
personal attributes in the context of RBS and the skills they bring
from their personal life (please see examples).
e.g. Relationship Manager with a strong set of banking skills.
And vocal chords.
Secondary headings
Job title, salary and location – it's as simple as that.
Tone of voice
What we're saying is every bit as important as how we say it.
We should use language that reflects the attitude and values of our
organisation and speak directly to our candidates about the things
that are important to them as individual. Copy should be short and
concentrate on the individuals needs and where we can take them
- rather than go into a lot of detail about the roles themselves – this
detail can be found on the website www.jobs.rbs.com (where the
call to action in recruitment collateral drives the candidate).
For any group of people to be effective, its individual members
need to feel that their achievements are recognised and rewarded,
and that their voices are heard. So we look for any way we can to
acknowledge the importance of individuals within the wider context
of our organisation.