Last Updated: 11.25.2019
Contact: [email protected]


Style Guide

Save & Submit

Brand Voice

Approved Sources

Glossary of Important Terms

BOLD’S Style Guide Instructions

BOLD’s Content Quality Guidelines

Examples of Category Pages

Use these examples to help guide you. They contain edits provided by the client. 

(Clicking on the buttons below will download the example article.)


LiveCareer BRAND OBJECTIVE: Our brand LiveCareer focuses on getting the job. Please focus your writing on getting the job; don’t use phrases like “taking the next step in your career.”

The goal is to align Product, SEO, Content, and Customer Engagement on LiveCareer’s target audience, how we can win this group, and content and marketing strategy.

Category Pages are high-level content with a focus on producing high-quality and unique content for career categories for LiveCareer readers. All content should be approached “category-first”; no generic content.

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Style Guide

Each page MUST be category-specific and UNIQUE. Please take as much time as needed to do the proper amount of research and craft the content in a unique way that makes the page clearly about your assigned category and no other.


Download the Category Brief in column D. You can write the content directly in the brief; if you do this, you MUST delete the client instructions before you submit your work.



Follow the detailed instructions for each blade (aka “section”) in your assigned brief. Instructions on the brief trump everything else.


Download this Brand Guidelines PDF to reference as you write: LiveCareer Brand Guidelines PDF

*We highly recommend keeping the Brand Guidelines open as you write the content and refer to it often to see if your wording matches the requested brand voice.*

Basic Tone/Voice Required: 

  • Informal but professional language (as if you are talking to a young teacher, for example). Authoritative, Mentoring, and Authentic.
  • Expert but not condescending.
  • Authoritative and approachable.
  • Sense of ease, thoroughness, comprehensiveness
  • “Job seeker” is TWO words.

Remember to follow the detailed directions in the brief. If you have ANY questions or are unsure about some instructions, or if you have trouble accessing the folders, please email Britainy at [email protected]


Fluff Be as succinct as possible!
Questions Don’t use questions in the body content. No: “So, how can you include this information?”
“OK” Please spell out “okay.” (This is against AP’s guidelines. BOLD wants this)
“%” Write out “percent.” (This is against AP’s guidelines. BOLD wants this.)
Generalities All content MUST be as category-specific as possible. Never use general information that applies to every job. (Use O*NET and Indeed and the other resources listed in the brief to research specifics for any job title).
Punctuation after bullet points Bulleted lists should NOT include ending punctuation. (Ex: No periods, semicolons or exclamation points)


Active voice Reword passive phrasing to be active and succinct. Use this free grammar checker.
Source links See the brief for approved sources and sources to avoid.
Applicant Tracking System” only once, then “ATS”

When introducing the Applicant Tracking System (Blade 6), follow it up with the parentheses “(ATS).” Then refer to it as “ATS” for all subsequent mentions. (This also goes against AP style but is a request from BOLD.)

Ex: “Known as applicant tracking systems (ATS), these programs scan resumes for preset keywords and then create a shortlist. LiveCareer’s Resume Builder helps you beat ATS by pinpointing the right skills for food service.”

All “Do’s” together In Blade 5, keep all the “Do’s” together and all the “Don’ts” together.
The BOLD SG Instructions Become familiar with “BOLD’s Style Guide Instructions” (linked at top of page) before you begin writing.
LiveCareer Brand Guidelines Reference this guide as you write: LiveCareer Brand Guidelines PDF

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Save & Submit

  • Save as: LC Category Page – Category
  • Example: LC Category Page – Retail


Please send content to [email protected].

Your email subject should be LC Category Page – Category.

Example: LC Category Page – Retail

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Brand Voice

Brand Brief – LiveCareer’s brand voice is highlighted in red. DOWNLOAD THE UPDATED LC BRAND GUIDELINES HERE:

BOLD Mission

The mission of BOLD is to provide the world’s workforce with the guidance, resources, and

connections they need to achieve career fulfillment and financial wellbeing.


Value Proposition/Brand Objective

Resume-Now provides the best tools for job seekers to achieve career fulfillment and financial wellness. My Perfect Resume is the best place for job seekers to make customized work documents.

LiveCareer is the top destination for job seekers to find the guidance, resources, and services they need for their career.


LiveCareer can get you the job you want.


Resume Builder Positioning Statement

For job seekers who need a job, Resume-Now’s Resume Builder is the fastest way to create a job-winning resume. For job seekers who need to customize their resume, My Perfect Resume’s Resume Builder is the easiest way to build perfect resumes that are targeted for specific jobs.

For job seekers who don’t have a lot of experience with writing resumes,  LiveCareer’s Resume Builder is the simplest online solution to help them create a job-ready resume.


LiveCareer offers the best, most up-to-date choices for a resume template. Our advice can help you


LiveCareer’s Resume Builder offers the best  selection of job-winning resume designs for a variety of industries.

Key Messages



Instantly create job-winning resumes.





Build the perfect resume.


Easily make customized resumes for each job you apply for.



The easiest way to create job-ready resumes.


Anyone can make a job-ready resume.


Create a resume


Job-winning resumes

Build a resume


Customized resumes

Personalized resumes

Create a resume


Job-ready resumes


Recruiter-approved templates


Stand out with a scannable template, approved by recruiters.

Employer-tested templates


Employer-tested templates are designed to be easy to customize for every job.

Fool-proof templates


Fool-proof templates adapt to what you write so you make fewer mistakes.


Recommended skills and phrases written by industry experts


Use recommended skills and phrases written by industry experts to fill out each section of your resume.

Pre-written examples crafted by career experts


Build each section with pre-written examples crafted by career experts.


Job-specific bullet points


Resume Builder helps you write each section by suggesting job-specific bullet points





Our professional tips will help you understand exactly what employers are looking for.



We’ll be there for you every step of the way with expert advice.



Get simple guidance to create a resume that best highlights your skills and qualifications

CTAs Create Resume Build Resume Create Resume



Job Search

Get the job 2x as fast with Resume-Now. Get hired 33% faster with My Perfect Resume. Find everything you need to get hired all in one place.
Search for jobs that match your experience. Expert tools for every stage of your job search.
The better way to land a job.


Cover Letter

Cover Letter TBD TBD TBD
Resignation Letter

Leave on the right note with a positive resignation letter


Every proven template has all the information you need to leave on the right note.


It’s easy to tailor your letter by filling in the blanks. You’ll be done in no time.



Leave gracefully and professionally with a polite resignation letter.

Create Cover Letter


Create Letter

Build Cover Letter


Build Letter

Create Cover Letter


Create Letter



(TBD) Land the interview with My Perfect Resume. LiveCareer can get you the interview you want.



Voice and Tone

Job seekers are looking to us for knowledge and expertise. Use active voice rather than passive. Use familiar and understandable words. Avoid technical jargon. Text should build trust and confidence.


Plainspoken language as if they are talking to a school counselor.


Concise and direct but not rude.


Helpful but not overbearing.

Casual language as if they are talking to a coworker.


Conversational but not sloppy.


Friendly but not long-winded.

Informal but professional language as if they are talking to a young teacher.


Expert but not condescending.


Authoritative and approachable.

Primarily second-person voice but use other voices when necessary. Primarily first-person voice but use other voices when necessary. Primarily second-person voice but use other voices when necessary.

Sense of immediacy


Key terms – immediate, instant, now, in minutes

Sense of perfection


Key terms – perfect, best-in-class, first class

Sense of ease, thoroughness, comprehensiveness


Key terms  – ease of use, simple, thorough, comprehensive, complete, step-by-step guidance, helpful


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Approved Sources

Some approved sources are listed below. Writers should also utilize other sources, especially sources with .edu in the URL. We encourage you to cite statistics as it relates to resumes/cover letters and hiring that you include in your content. You do not have to cite general resume tips (general tips should be avoided). Please also refer to recommended sources listed in your brief!

Please Avoid the Following:
Please do not cite from our competitors, which include the following

a. ResumeGenius
b. Novoresume
c. JobScan
d. CareerOneStop
e. Zety
f. TheBalance
h. TheLadders

If you are unsure if your source is a competitor, just ask.

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Glossary of Important Terms

  • Resume format refers to how a jobseeker organizes information in a resume. There are three main resume formats: chronological, functional, and hybrid
  • Resume file format refers to how your resume is saved, i.e. in a Word doc, as a PDF, or as simple text (.txt)
  • Resume samples and examples refer to pre-made resumes that LC users can study to get ideas for what to include in their own resume. Samples can be found here. Examples can be found here.

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BOLD’s Style Guide Instructions


 Follow AP Stylebook, unless where indicated.

  • AP’s preferred dictionary is Webster’s New World College Dictionary.
  • AP Stylebook and Webster’s dictionary available at (must have subscription to view this information).
  • Use US-English spelling and punctuation (i.e., commas and periods inside quote marks).
  • Tone and style: friendly, personable, colloquial language.

You can download BOLD’s style guidelines here:

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BOLD’s Content Quality Guidelines

Please make sure all BOLD work follows these guidelines! You can download these guidelines here: (The same content is explained below.)

Defining Our Standards for Quality

Quality can be a hard concept to define, so we’ve outlined what we’ll be looking for in each piece of content we create before publishing.

(Click on a category to learn more.)

Be the Authority

We are authorities and experts within the resume space, and each piece of content we create needs to re-enforce this. Although we should always properly cite any sources in our content, wherever possible we’ll want to be the source, and back it up with data or research. Refrain from negative openings or writing. No duh and question statements.

  • Poor example: “According to experts, it’s important to include a cover letter to be considered for a position”
  • Fair example: “We recommend including a cover letter for any positions you seriously want to be considered for.”
  • Good example: “In 2018, we surveyed 200 recruiting managers, and 80% of them responded that they’re less likely to consider an applicant without a cover letter.”
Source Citation Guidelines

When we don’t have proprietary data (or it doesn’t make sense to be the expert) Including expert sources in our content can improve how trustworthy we seem, both to users and to bots.

  • Don’t quote competitors, including:
  • Cite credible industry thought leaders
    • Industry associations
    • Research groups
    • Federal and state government (workforce, unemployment reports)
  • Frequency
    When it comes to frequency of sourcing, there’s no hard and fast rule or limit, but our goal is to be an authority, adding our voice to the conversation while sourcing experts along the way. What we want to avoid is being a “hub” that links to other experts, regurgitating their opinions without adding our voice to the conversation.
  • User Journey
    Where possible, we want to avoid interrupting the flow of the user while on the page, so we will default to explaining the source material within our content, instead of requiring the user to click off-site.
  • Linking
    Our preferred approach is to add superscripts within the content, that anchor-link to a sources section at the bottom of the page, which lists sources in full. This helps to avoid interrupting the user flow. There may be instances where this doesn’t make sense, use your best judgement. Quote sources such as Forbes, New York Times, Wall Street Journal mentioning the title of the article and date published. Quote and link to research studies, white papers.
Write Content to be Read, not Ranked

During our research, we use keywords as a way to better understand the questions and needs of users, but when writing content, we want to focus exclusively on the user. No keywords, no word count, just an honest attempt at fully addressing a question or need. In the poor and fair examples below, notice how we force all of the keywords together or repeat them unnecessarily.

(Keyword Example: “Free Microsoft Template Downloads”)

  • Poor example: “We have Free Microsoft Template Downloads available for you to download and use in Microsoft Office.”
  • Fair example: “If you’re looking for free Microsoft Template Downloads, check out our library below.”
  • Good Example: “Here are a handful of free templates that we specifically designed to work within Microsoft Word. With these, you can easily edit and customize your resume.”
Add Value in Each Sentence

People don’t read how-to pages for entertainment. They need experts to provide knowledge and value that they don’t already have. So let’s avoid fluffy content that states the obvious, or speaks vaguely about a concept, and help educate and assist our readers with each sentence we write.

  • Poor example: “It’s important to have a strong opening summary in order to stand out to recruiters.”
  • Fair example: “Crafting a summary that focuses on action based statements instead of “I” statements can help recruiters see the value you bring to the table.”
  • Good Example: “In order to stand out to recruiters, remove any “I” statements (which can subconsciously come across as self-centered) and focus instead on action-based accomplishments (which can help recruiters envision you accomplishing similar tasks in the role).”
Provide Context and the “Why” Whenever Possible

One of the best ways to make content more thorough, authoritative, and helpful is to ask the question “why” 5 times (like a 5-year-old would). This will help you provide the reader with not only the high-level answer, but the context around why it’s the answer, or why it matters.

Poor example: “The functional resume focuses on skills relevant to the position which is handy.”

Fair example: “The functional resume is handy for people with a strong skill set, but an inconsistent work history.”

Good example: “The functional resume ensures that your skills are front and center when recruiters get your application. This emphasis can be helpful if you have an inconsistent work history but you feel confident that you’re qualified for the job.”


Add a Table of Contents (TOC) - When Necessary
  1. Create a TOC when necessary – This is the guide for the reader. Only include the most valuable content. Remove sections that don’t belong in the TOC, such as “How It Works.”
  2. Does the TOC make sense – Does each TOC make sense to someone coming in to the page cold. Is the page ordered correctly in terms of the most valuable content at the top.
  3. TOC and H2s should match
  4. Make the TOCs creative/compelling – They must be clear, answer search intent and encourage the reader to click on it. There is a balance here  – sometimes plain and to the point is best. We also need to consistent on sections you will find on all pages such as FAQs headers, and other important standing sections
Ask Yourself if You'd Send the Content to Your Friend

Finally, consider – Would the page pass the “send to a friend” test – Would you send the page to a friend or relative interested in the topic or would you send them to a competitor page? If the answer is the latter – edit the content accordingly.

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