HR Tech Copy

**A small-but-mighty HR tech communications consultancy run by Ettie Holland. **

HR Tech Copy works with HR technology and recruitment technology businesses who need some help communicating more effectively using the written word. 

That means stuff like... advertising and marketing copywriting; content marketing; content strategy; comms strategy; internal comms and copywriting training.  

Everywhere you need your words to be read, heard and acted on – HR Tech Copy can help. 

Grab me at ettie@hrtechcopy.com or check out www.hrtechcopy.com.

Director, Writer-in-Chief

- Freelance

I help businesses communicate their message more clearly in writing, so people are more likely to do what you want. Like click. And call. And reach for their wallets. 

Grab me at ettie@eaholland.com or check out my website and 'folio at www.eaholland.com

Copywriter, Content Marketer, Communications Strategist

Hoxo Media

I worked with the Hoxo writing team for a few years on a long-term retained basis, delivering conversion-orientated copy and content to help global recruitment agencies grow. 

That’s stuff like… eBooks, reports, blogs, infographics, case studies, newsletters, storyboards, landing pages, social media, e-courses and email marketing workflows. 

It’s a cool team with a cool vision – to help recruiters move away from their traditional outbound-only approach and embrace inbound. To attract more, better-qualified leads into the business (whether that’s clients, candidates or recruitment consultants) and nurture them through to “sale”. (Or placement, or employment).

Copywriter, Content Writer (Freelance)

Silx

I spent several years writing thorough, unique and engaging articles that drove measurable results for Silx Digital's portfolio of international clients. 
 
It worked fantastically because I know five things: 

1 - Deadlines are lines in the sand. 
2 - Good manners mean returning emails fast. 
3 - Sources should be credible and original.
4 - Clients need consistency. 
5 - Good writing transcends business sector. 

I like working with agencies. Get in touch.

Content Marketing Writer (Freelance)

ContentETC

ContentETC are a leading content and training consultancy with a broad international client portfolio, including Time Inc, Allianz, Rolls Royce, Harrods, Warner Bros, BBC, Transport for London and Softcat. 

Working with ContentETC on a long-term freelance basis, my work here covered both strategy and implementation across the marketing communications spectrum. I also led a team of other writers to ensure consistency, quality and timely project delivery. 

Deliverables included:

Content strategy development
Content auditing
Content planning
Brand development
TOV & style guideline development
Web copy
National & regional press releases
Content creation
Social media strategy & implementation
Email marketing
Campaign development
Landing page copy
Regional advertising
Internal communications
Recruitment marketing
Direct marketing

Lead Copywriter (Freelance)

LearnSignal

Another long-term freelance copywriting client, I worked closely with the LearnSignal marketing team. My mandate was to grow the LearnSignal community through impactful use of copy and content. From strategy through to execution, I helped establish LearnSignal as a leading e-learning provider for business professionals.

My major responsibility was running the LearnSignal blog, as well as other copywriting activities like email marketing and website copywriting ad hoc.

[Achievements]

-> Increased organic blog traffic by 1450% in >6 months by creating and delivering on audience-centric content strategy;
-> Took ownership over SEO strategy, achieving first page ranking for multiple business-critical key terms;
-> Redeveloped blog proposition, realigning content focus to audience pain points, for example developing popular interview series targeting different audience segments;
-> Drove consistently increased organic social reach and engagement, seeing organic social engagement increase 1548% and page likes increase 597% in >6 months;
-> Increased blog conversion rate by 17% by building compelling, human narrative around clearly defined CTAs;
-> Increased email subscription rate by 1500%, feeding leads into email lists and enabling progression through funnel, achieving consistent open and click rate more than double industry standard;
-> Increased open-rate by 24% and CTR by 20.6% through creation of customer activation email series;
-> Achieved average open-rate of 38% and average click rate of 10.4% throughout email sequence, nurturing trial customers through to conversion;
-> Aided corporate outreach strategy by creating targeted business whitepapers, aiming to establish thought-leadership and generate corporate leads.

Content Marketing & Copywriting Consultant (Freelance)

We Are Models

We Are Models is one of several long-term clients I've worked with as a freelance copywriter. I led the Editorial Team for almost a year, where I designed content strategy and delivered all elements of customer-facing communication during an exciting rebranding project. 

The We Are Models ethos is to deliver an insightful, inspiring and genuinely career-changing service for professional and aspiring models, while creating lucrative partnership opportunities for a thriving model Influencers and Brand community.

My work involved:

·      Interviewing industry influencers and building content bank;
·      Building and honing SEO content strategy to drive organic traffic;
·      Developing email marketing campaigns to inspire, activate and retarget;
·      Plotting user journey and writing on-brand website copy;
·      Collaborating with founding team to develop and refine strategy;
·      Attending events where relevant, reaching out & interacting with senior influencers.

Head of Editorial (Freelance)

Propel London

I joined this digital recruitment agency because I wanted to work with creatives instead of engineers, and the consultative environment Propel offer appealed to me.

Client management was much more hands-on here. I spent a lot of time on-site with senior creatives, developing briefs and building relationships. This ability to work one-on-one with clients to craft best-fit solutions has been critical to me as a freelance copywriter: success starts with the brief.

The parallels between copywriting and recruitment are abundant. Recruiters must be good at several things: direct response, to attract candidates from cold copy; lead nurturing, to propel clients through the sales funnel; relationship building and networking; sales; marketing; branding; strategy...

A move into copywriting was so obvious, I was the only one who didn’t realise I should make it.

Consultant

Spencer-Ogden

After an ill-advised stint as a truck driver, I decided to build a career in recruitment. Bright eyed n’ bushy tailed, I joined Spencer Ogden as a Technical Recruitment Consultant in the Oil and Gas industry.

I recruited for technical safety engineers in the offshore C&I world: it’s as dense as it sounds. The upshot is that you need to be able to pick up complex ideas quickly, so you can speak with credibility to potential clients. That, paired with a natural ability to build rapport, meant client management was an immediate strength for me. I worked comfortably with clients from oil-rig to C-Level, representing Spencer Ogden in client meetings across Europe.

Client management aside, a large chunk of my role was dedicated to writing articles, emails, social media, job descriptions and job adverts. Recruitment copywriting is intoxicatingly results-orientated: Spencer Ogden’s exceptional sales training still serves me well today.

lastminute.com

Freelance role while at university, writing ~500 word destination overviews to build SEO collateral and increase brand awareness.

-> Adhering to strict style guidelines to ensure consistency
-> High-volume, fast-paced work on a tight turnaround
-> Achieving target keyword density without sacrificing human voice...

SEO Copywriter (Freelance)

HR Tech & RecTech copywriter & content strategist

I help HR tech and recruitment tech companies communicate the right message to the right people, so they're more likely to do what you want. Like click. And call. And reach for their wallets. (Or, you know, their budget spreadsheets). 

You want a writer and thinker who gets results. Not just a “creative type” who “loves words”.

I am both those things. But not just those things.

Way back when, I studied Psychology and English Literature, which means I know how to press people's buttons with language. Then I went into recruitment for a couple of years, and I've done enough sales training to sink a ship with Zig Ziglar on it. 

Since then I've spent nearly a decade working with B2B businesses, from start-ups of 15 to multinationals of 15,000. That's a whole lot of time rubbing up (and sometimes chafing) against all those big buying processes you need to understand to sell. 

That's the magic combination I bring to the table. 

That could mean... a value proposition that's actually valuable. A brand story that captures what your founders wish they could. A pitch deck that makes investment a no-brainer. Emails that get meetings booked. A website that does your brand justice. Campaigns that keep your sales team busy. Blog content that's properly funnel-shaped. Even internal comms that *actually* engage your people. 

If you need a hand crafting, refining, or communicating your message, let's chat. 

• “Ettie’s brilliant – hire her!”
• “Ettie is immensely talented .”
• “Ettie is the ideal writer for any agency or client.”
• “Ettie is first class. In her own league.”
• "Ettie outshines her competition every time.”
• “Ettie has made a huge difference to us.”
• “Ettie gets B2B like few writers do – and brings real swagger to it.”
• “Ettie masters the art of writing B2B sales email that gets responses”
• “Ettie is a highly talented and exceptional wordsmith.”
• “Ettie’s skills to understand a product and the audience shone through instantly."
• “Ettie was an absolute pleasure to work with. You're in good hands!"

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