Candidate Brand Guidelines

Our Brand Impact

We are here for the 50% of young people who don’t go on to higher education.

We want everyone who has had contact with us to feel impressed and pleased with their experience, whether it’s working with us for months or just saying hello. We strive for our audiences to feel that we are:

  • Inspirational and innovative

  • Relevant and relatable

  • A leader in our field

  • Trustworthy

  • Disruptive and defying expectations

This is an overview of how and why we communicate with our candidates, supporting them towards an amazing future✌️

If Future was a person 👋

Imagine Further My Future as a person, rather than a business. If this were the case, we would be:

  • Someone to look up to and admire

  • Successful and confident, but not cocky

  • Authentic and real

  • Ambitious and enthusiastic

  • Charismatic and chatty

  • Open minded

We’re not here to tell people what to do! We give people choice.

We’re not a rule-book or a scary teacher telling candidates where they should be… no, no, no!⛔ We’re here to suggest amazing options, which they can take or leave. By candidates giving us details such as their skills, interests and ambitions, we can match them  to ideal apprenticeship opportunities… but if they don’t want to take things further, then that’s okay. No hard feelings! 🤝

So, how do we do it? That’s where voice and tone come into the equation…

Tone & Voice - Future Style

What are voice and tone and what’s the difference?

Before we get started, we want to get things straight between the differences of ‘voice’ and ‘tone’, because it can be a little confusing. Essentially:

Tone = Our expression and feel, dependent on who we’re talking to, where and when.

Voice = Our character and personality.

What does voice mean to us?

Further My Future’s brand voice is are real, relatable and familiar. Being authentic, genuine and understandable for everyone is key; we are inclusive and trustworthy.

We want to explain what we do and help people in a way that is easy, accessible and informal - like having a conversation with a friend, not an organisation👍  We’re all about opening peoples eyes to what careers are out there for them, without being formal, confusing or overwhelming.

It’s important to us that we remain:

  • Funny and friendly, but not try-hard 😂

  • Confident and knowledgeable, but never forceful👌

  • Casual, but not careless🤔

  • Here whenever you need, but not overbearing!🙄


What does tone mean to us?

Like we said before, it’s important to us that we communicate as friends - not too formal, boring or strict. Who wants that?💤

Our tone should be based empathetic, responding to the needs of the audience.

Despite this, we are clear and simple in the way we communicate, because we want you to fully understand what we’re doing for candidates, providing a consistent persona throughout all communications. When writing, especially in emails, blog posts or social content, it’s important that we always bring you back to what we do and how we can help you… all whilst keeping you entertained and content.😃

It’s important to us that our tone shines positivity - positivity is everything.☀️

Our blog needs to relate to our youth, keeping candidates hooked in with comfortable language, humour… and maybe a touch of sarcasm. Guilty…😳

How we use language

We always stay positive and use active language. Why do we do this? Because there is always something to be positive about and there’s no room for negative energy around here!👎  No matter how worried, lost or unsure our candidates may be feeling, they’re not alone and have no reason to panic - we’re on hand to help.

Let’s be active

We want to be a driving force for change in how new talent finds a route into a great new apprenticeship role, so action here is key! There’s far too much passive and ambiguous language in the apprenticeship sector, so let’s commit to using ‘active language’.

Active v. Passive Language

This would be a passive communication - “A decision has been made to cease support in finding you an apprenticeship.”

Here Further My Future isn’t owning the decision and taking responsibility. Secondly, we’re not saying who has made that decision, our candidates deserve more than that, and the decision we make need to be owned to prevent future problems.

This would be an active communication - “The candidate team at Further My Future has decided to cease support in finding you an apprenticeship.”

How monkeys are our friends 🐵

To help you spot a passive sentence, see what happens when you add ‘by the monkeys’ to the end of the message. Basically, if it still makes sense you’re being passive. For example:

  • A decision has been made to close your account …by monkeys

  • This error  will be fixed in the next 7 days monkeys

  • Any complaints will be escalated to a complaint specialist monkeys

If you try the same thing with the active versions, they don’t make sense. That’s how you know they’re active.

  • We’ve decided to close your account monkeys

  • We’ll fix this error in the next 7 days ... by monkeys

  • We’ll ensure any complaints are  escalated to a complaint specialist monkeys

Trust in the our monkey friends 🐒🐒🐒


Sub headings

Subheadings are key in breaking up larger bits of text, so don’t be afraid to use them. They’re easy to understand and give you a good idea of what something is about without going too far into it.

Bullet Points

Why do we love using bullet points? It’s simple - they’re consistent and easier to read than massive paragraphs of text. We keep them short and snappy.

Oh, and a word about Emojis

Emojis bring personality, fun and youthfulness to our communications -  but there are some rules!

  • Don’t use emojis to replace text as this could cause confusion if they pop up in the middle of a sentence. Instead, use them to add flavour to a sentence.

  • Make sure you consider your audience. If they’re using emojis, make sure you do the same. If they’re not, leave them out.

  • Consider the context - for instance, if you’re talking about sensitive topics, then emojis may not be the best addition to your communication.

Basically, trust your judgment. Consider your audience and how they’d receive the information and you’ll be in great shape

What does inclusivity mean to us? 🌍

We want to stay relevant and interesting to our audience, and that means being inclusive and accessible to every candidate, regardless of gender, background, culture or personality. We are fair and diverse.

Inclusivity is vital to us - we’re here for everybody, not a specific group. That’s why we always use simple, clear language, structured in way that is easy to read with subheadings, bullet points and paragraphs.