Charisma Charity Recruitment
Matchmakers for changemakers
It takes a special kind of person to work for a non-profit. Dream candidates aren’t in it to get rich quick. They don’t want the fame or the glory. For them, it’s not just a career, it’s a calling. But how do you find them? Charisma.
This paragraph 👆 is just one of the ways that tone of voice maestro Mel Barfield helped us un-beige the website copy of the third-sector recruiter Charisma, specialists in executive search for the likes of trustees, chairs, CEOs and directors for over two decades.
Founder Adam Stacey came to us with 13 pages already written for their new website, and admitted that it needed a fair bit of oomph: “The copy is pretty plain (boring I guess!) and I want it brought to life to help us stand out from the crowd.”
A story full of heart
Charisma have been in the charity recruitment game for yonks, launching around the time Will Young won Pop Idol. So their about us page needed to reflect their evolution, without wanging on about “innovative recruitment solutions”.
And they genuinely do spend lots of time and effort getting to know clients and candidates (totally unlike the big corporate recruiters), making our authentic storytelling that bit easier.
Impactful headlines
Charisma recruits roles across leadership, governance, fundraising, faith, healthcare, social care, heritage, arts and culture. So each of their specialism pages needed to speak to niche audiences.
We went bold, with clarity-first headlines that roll off the tongue. Supported by reassuringly benefit-led subheaders beneath each one.
And a little something for their faith-based recruitment page…
She’s good, that Mel Barfield.
And values that actually mean something
On a list of Laziest Things To Stick On Your Company Website, “brand values” is pretty close to the top.
Don’t tell people that you’re dedicated, hard working, efficient or *shivers* passionate. Show people how.
See… with the right tone, you you can even get away with talking about yourself for a bit (which is a big no-no in general).