Brand Voice in CLEO defines how your company sounds across all employer branding and recruitment marketing content. It ensures that every job description, social post, career site update, testimonial, or thought leadership article consistently reflects your organization’s:
Values
Tone
Personality
Messaging intent
Brand Voice in CLEO is EVP-powered, meaning it is derived from your Employer Value Proposition documents and refined through structured voice snippets for specific use cases.
Why Brand Voice Matters
A well-defined brand voice helps you:
Maintain consistency across global teams and regions
Reduce off-brand content created by different recruiters or agencies
Scale content creation without losing authenticity
Align AI-generated content with your employer brand standards
Improve trust, credibility, and candidate perception
How Brand Voice Works in CLEO
CLEO pre-builds six brand voice:
1. Core Employer Brand Voice (EVP-Driven) is your foundational voice is inferred from uploaded EVP documents.
2. Use case specific Brand Voice is targeted voice rules that adapt your core voice for different content types (e.g., job descriptions vs thought leadership).
Creating a Brand Voice
Step 1: Navigate to Brand Voice
Go to CLEO Home
Select Brand Voice from the left navigation
Step 2: Upload EVP Documents
In My EVP Documents, upload one or more EVP files:
Supported formats: PDF, DOCX
Multiple files can be uploaded
These documents help CLEO understand:
Your culture and values
Growth and learning philosophy
Leadership principles
DEI commitments
Employer promise
Tip: Use your most up-to-date, leadership-approved EVP documents for best results.
Step 3: Pre-defined Brand Voices Created
Once uploaded, CLEO uses your EVP and created 6 different Brand Voice Snippets
Brand Voice Snippets Explained
Brand Voice Snippets allow you to fine-tune your voice by use case, while staying aligned with your EVP.
Thought Leadership
Career Site Content
Job Descriptions
Employee Testimonials
Employer Value Proposition
Social Media
Each snippet acts as a voice rulebook for that specific content type.
Editing a Brand Voice Snippet
When you edit a snippet, you define structured preferences that guide AI generation.
Fields Explained
Purpose
What this content should achieve
Example:
Establish the company as a thought leader in innovation and responsible technology.
Primary Audience
Who this content is written for
Example:
Current and prospective employees inspired by innovation and growth.
Secondary Audience
Additional stakeholders
Example:
Clients, partners, and technology enthusiasts.
Tone
The overall style of communication
Examples:
Inspirational
Forward-thinking
Inclusive
Confident
Human
Emotion
How the content should make the reader feel
Examples:
Empowered
Motivated
Optimistic
Trusted
Character
The personality your brand represents
Example:
An innovative pioneer committed to responsible technology and meaningful impact.
Syntax & Sentence Structure
How sentences should be formed
Examples:
Clear and concise
Story-driven
Plain language
Executive-ready
Saving and Applying Brand Voice
Click Save to apply changes
Snippets are automatically used when generating content in CLEO
User can manual change the selection during generation of content
Previewing Your Brand Voice (Recommended)
To validate your Brand Voice:
Navigate to Generated Content
Choose a content type (e.g., Job Description, LinkedIn Post)
Generate content
Review tone, clarity, and alignment
Refine Brand Voice Snippets if needed
Iteration is expected—Brand Voice improves over time.
Brand Voice Visibility & Governance
Workspace-Level Control
Brand Voice applies across the workspace
Ensures consistency for recruiters, admins, and hiring teams
Enterprise-Ready Governance
EVP-based foundation
Structured voice rules
Repeatable and auditable setup
Reduces risk of off-brand or non-compliant content
Best Practices
Upload leadership-approved EVP documents
Keep snippets concise and specific
Avoid conflicting tone or emotion across snippets
Review Brand Voice quarterly or after major brand updates
Align Brand Voice updates with EVP refresh cycles
Common Use Cases
Consistent job descriptions across regions
Scalable social media campaigns
Leadership and innovation storytelling
Employee testimonial scripts
Career site copy standardization
Summary
Brand Voice in CLEO allows you to:
Codify your employer brand
Scale content creation with confidence
Maintain authenticity while using AI
Align every piece of content with your EVP
It is the foundation that powers on-brand, enterprise-ready AI content generation across the entire talent lifecycle.