From one-off think pieces to sprawling campaigns and most things in between, Ettie's worked on lots of cool stuff for lots of cool HR tech and rec-tech teams all over the world. People've said lots of nice things.

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Carmi Heyman

Content Marketing Lead

Uber for Business

"Ettie was amazing in helping bring our value proposition to life with our marketing materials. She understood how to make our content sing.

Ettie does a deep dive and isn't afraid to get her hands dirty—no matter how nuanced the subject matter. I highly recommend working with her. A fantastic experience."

20 articles in two months for Uber for Business Eats campaign
Global campaign support for multiple years across multiple business units
Six lead gen assets for different audience segments and promotion collateral
Email marketing support

Cathryn Newbery

Head of Content Marketing

Ciphr

"Ettie has exactly the right mix of expertise and credibility: she’s been fantastic to work with. She just ‘gets’ what we do and what we’re trying to achieve. She knows the industry and sector inside and out, so she needs very little input to get stuck in. She always delivers her work on time and the copy is really clean, which makes my life much easier as an editor.

I’d definitely recommend Ettie to any business who needs a specialist HR tech sector writer."

Building out several key search clusters
Positioning eBook for C-suite leaders

Catherine Thurtle

Customer Content Manager

Qualtrics

"We value quality copy at Qualtrics, and Ettie’s expertise in the HR tech space stood out.

Ettie’s great at taking complex subjects and making them feel digestible and engaging. She interviews our in-house experts and then creates beautifully crafted copy that resonates with our audiences.

A fantastic experience, I would 100% recommend HR Tech Copy."

Subject-matter expert interview-based thought leadership content
Regular ebooks and lead gen assets

See how HR Tech Copy helped Adience shift from boring-to-boring to punchy and challenging, with brand messaging that made a splash

Read the case study now

Client: Tribepad

Details: HR Tech Copy has been part of Tribepad’s growth journey since 2019, supporting their content and copy ecosystem as a long-term partner. Think. ..blogs, eBooks, case studies, brochures, tone-of-voice, event collateral, email marketing, UX, award entries. Anything and everything.

Challenges: Engaging busy recruiters with great thought-leadership content that stands out. Working with customers to solicit case study stories that do everyone justice. Working with sales to develop enablement content and build alignment.

Case study: Tribepad + Well Pharmacy

Article: Keeping DEI on the agenda

Client: Investors in People

Details: IIP have historically had great brand awareness but brand understanding has been low, hurting sales and retention. HR Tech Copy crafted a brand narrative to codify IIP's value proposition, plus various materials to guide consistent roll-out. We also created a sales and marketing playbook to bring the messaging to life and an 80-page printed hero book to launch the messaging at IIP's annual event. Phew.

Challenges: Operational structure of the business makes change particularly challenging. Lots of stakeholders, lots of competing priorities, lots of moving parts. Plus the organisational feat of corralling many stakeholder groups for workshops and interviewing 30+ clients.

Book: Making Work Better

Claire Rahmatallah

Director of Marketing

Sova Assessment

"We love the knowledge and expertise Ettie brings to the table - her experience in the HR tech industry means she's able to challenge our thinking, which is hugely valuable.

She's helping us find our voice in an accessible, personable, and expert way."

Value proposition, messaging hierarchy, brand story, tone of voice development and comms strategy
Hero story eBook to land the above

Ruta Sudmantaite

Fractional CMO

"Ettie’s work is above and beyond anything I’ve seen in my career. We worked together on a sales performance tech client where she delivered an outstanding messaging, content plan, and tone of voice project.

Her final delivery was much more than I expected."

Messaging guide and content strategy
Tone of voice strategy and guide
12-month campaign plan

Louise Berry

Head of Content

Veremark

"It’s so lovely to come across someone who can actually write, and who knows the recruitment sector so well. We’re extremely pleased."

Six-month contract for content production support to land proposition in new segment
Same again for a second segment

“I love working with HR Tech Copy. Highly recommend!"

Mikaela Clavel
Head of Brand
Winningtemp

Client: CoderPad

Details: CoderPad make technical hiring fair, fast, and real – to power brilliant teams who create brilliant products. HR Tech Copy partnered with the team to deliver regular strategy-aligned content to fuel growth.

Challenges: Speaking to multiple different personas within complex buying groups with different priorities and concerns. Translating complex multi-faceted product functionality into themes and content that resonates. Strengthening the acquisition funnel and backfilling content gaps.

Article: GenAI for technical hiring - friend or foe?

Article: Cheating prevention in technical interviews: integrity vs CX

Client: Visier

Details: HR Tech Copy supported Visier through their expansion into EMEA, with content, email marketing, paid ads, and some extra odds and ends like event support thrown in for good measure.

Challenges: Translating a complex story into engaging content for a whole range of personas with radically different problem/solution awareness. Gathering input from internal experts and weaving into a story; ghostwriting that does internal and external stakeholders justice.

Article: 3 Ways to Succeed with People Analytics

Six Questions to Guide CEOs through Business Transformation

Jude Jarvis

Global Brand Director

ClearRoute

"Ettie is a joy to work with. She's a brilliant interface between marketing and tech: she is strategic and marketing literate yet can adeptly interview, understand and play back technical content with our most senior engineers. We have been very impressed by her ability to process an enormous amount of information and organise it into a coherent narrative.

She always delivered far exceeding our expectations - I would highly recommend Ettie. She made complex, daunting projects seem easy to manage!"

Positioning elevator pitch and creds deck
Developing and creating major industy report
New website
Thought-leadership content
Case studies
Content strategy and 3-month plan

Johnny Meagher

Founder

LearnSignal

"Ettie is first class. In her own league.

She makes the experience of explaining complicated and heavy topics very simple, and can pull real insight from casual conversation.

We wanted someone who could translate the ideas we had into insightful content for our audience, and that’s exactly what Ettie did. She helped us create a high-value blog that has attracted a lot of attention, and has helped us and our tutors to communicate more effectively with our community."

Ground-up marketing support to scale brand and support funding journey
Content strategy and content production

Simon Clark

Director of Finance

360GSP Training and Recruitment

"Over the previous couple of years we'd been struggling to find a solution to our lack of good content – we came across Ettie and she impressed from day one. Her skills to understand a product and the audience shone through - we've been really pleased.

We would highly recommend Ettie and will continue to work with her in the future."

Email marketing campaign
Website rebuild
Brochure content
Content strategy
Marketing consultancy