Tone of voice

How we speak, is who we are

The voice we use forms the basis of how our members and partners connect with us. It’s how we build relationships, perceptions and credibility. On our best day, that means we’re:

  • Modern and relevant
  • Purposeful and inspiring
  • Engaging and switched-on
  • Holding high standards
  • Making our members proud

Our voice traits

Proud advocate

Member-first

Clear-cut

Proud advocate

Confident and down-to-earth

  • A matter-of-fact confidence that never strays into arrogance
  • Warm supportive language that champions members

OLD

We are pleased to have you as part of Engineers Australia – the largest network for engineering and technology professionals in the country. We are 100,000 members strong!

NEW

Welcome to Engineers Australia. You’re now part of a 100,000 plus membership organisation wholly dedicated to helping engineering and technology professionals like you solve the world’s problems.

Member-first

Understanding what our audience needs

  • A focus on providing solutions, not our own achievements or abilities
  • Considering what we can offer: think less ‘we’ and ‘our’, more ‘you’ and ‘your’

OLD

We are the Australian government’s approved authority to assess skills and competencies for the engineering profession.

Our work with the Department of Home Affairs, migration agents and other international organisations streamlines the migration process.

NEW

As the official organisation trusted by the Australian government to assess and assist overseas engineers, we’re here to help streamline your Australian migration journey — whether it’s a short-term stay or a long-term goal.

Clear-cut

Simple, not simplistic

  • Cutting down of vernacular and jargon — we take a sophisticated approach to making the technical accessible.
  • An awareness of repetition or redundancy — it’s often possible to achieve the same outcome with fewer words.

OLD

Our Assessors will view your Self-Assessment and Industry Review results, CV & CPD Log, in preparation for an Evidence Discussion with you. Once your assessor has completed their review of your submitted documentation they will contact you on your preferred contact number.

The Evidence discussion will incorporate a review of the proposed evidence you noted in support of your Self-Assessment rating and your Industry Review.

NEW

Thanks for submitting your documentation. We’ll assess everything and call you soon to organise a follow-up chat about your eligibility.

Audience VoiceMap

How our tone flexes for different audiences

A map showing the correct tone of voice for three different audiences.

The VoiceMap unpacked

 

Energy: Switched-on.

That means crisp, clear and to the point.

  • We pull back to allow our more professional tone to come through for B2B and partner audiences.
  • To inspire students and graduates, there’s room to add to this energy and become more upbeat.
Humility: Confident.

We look at all angles, but provide assured and decisive insights. We’re sure of our expertise.

  • We demonstrate a pragmatic certainty for B2B audiences.
  • This adapts to be an encouraging reassurance for students and graduates.
Familiarity: Close-knit colleagues.

We treat our members as if we know them well – with warmth and friendliness.

  • In the B2B space, we’re more professional – still warm, but with our language taking on a more formal tone.
  • For graduates we take a more close-knit approach to help us build a lasting connection.
Attitude: Politely challenging.

We don’t hesitate to take a perspective and share opinions within our areas of expertise, without being overbearing.

  • We take a softer approach with our B2B audiences.
  • With graduates we can be more challenging as a means to capture their attention, and make them feel we’re strongly in their corner.
Accessibility: Considered.

We’re a smart organisation, engaging with audiences who are equally thoughtful. But we don’t overplay the cleverness.

  • Our tone and language choice can be more sophisticated for B2B.
  • For graduates we aim to be more relatable, using more accessible, everyday language.
Humour: Gentle.

Any humour we use in the member or internal space should be light, and well considered.

  • For B2B we don’t use humour at all.
  • For graduates and students we have a lot more latitude. This could be a pun or play on words in an environment like event invitations, or socials.

We support the engineering profession in every capacity. Representing it in policy and advocacy, upholding professional standards, nurturing talent, and celebrating achievement.