HiBob

HR technology is a crowded category, and buyers hear plenty of similar promises. HiBob was a front-runner, with a strong people-first point of view and a distinctive voice. The job was to bring both through clearly across a wide range of subjects and formats.

Some briefs involved nuanced HR questions that needed careful research and room to breathe. Others had to earn attention quickly, communicate a single idea, and give the reader a clear reason to act.

Whatever the format, the copy needed to be accurate, commercially useful, and natural to read. It also had to feel consistent with the work HiBob’s internal team was producing around it.

The relationship began with long-form content covering the challenges HR and business leaders face every day. I worked from detailed briefs, research, and subject-matter expertise to find the clearest route through each topic.

The strongest angle usually came from looking beyond the product and starting with the reader’s real problem. From there, I could organise the detail, bring out the useful ideas, and make every section earn its place.

That approach helped turn complex subjects into articles, guides, and thought leadership that felt informed, approachable, and aligned with HiBob’s voice.

As the relationship developed, the work expanded beyond long-form content. I reviewed HiBob’s messaging through an AI-search lens, helped shape campaign strategy, and turned central campaign ideas into ads and landing pages.

Each element had a different job. The strategy needed to give the campaign a clear foundation. The ads had to say something original, make the problem feel relevant, and do both in very little space. The landing pages then had to build the argument and guide people towards the next step.

Keeping those pieces connected meant the campaign could stay focused from the first impression to the final call to action.

HiBob already had a warm, personable, and direct way of speaking. My role was to understand that voice closely enough to use it across very different briefs.

That meant knowing when the copy could be playful, when the subject needed more care, and how to keep the language clear without losing the intelligence behind it.

The result was copy that could sit naturally alongside HiBob’s existing work, whether it appeared in a detailed article, a punchy paid ad, or a conversion-focused landing page.

Over the course of the relationship, the work grew from long-form content into a broader mix of messaging, strategy, and conversion copy.

That expansion gave HiBob an external copy partner who could get to grips with a complex subject, work within an established voice, and carry one clear idea across multiple channels.