A brand for what’s next
Guidelines
Looking for a logo? Need messaging help? We've created detailed guidance and direction on how to use the visual and messaging identities.
See the full visual guidelines
Logo
Find the tools and templates you need
Download templates for decks, business collateral and other assets to keep our brand consistent.
Go to resources
A hiring software company like no other needs a brand identity like no other. Just as our products and services push the boundaries of the hiring industry, so does our look and feel. Use this site to find the tools and information you need to best represent the Greenhouse brand.
Product branding
Color
Typography
Photography
Illustrations
Icons & infographics
Motion & video
Visual guidelines
Our language
Our tone
Our voice
Descriptions
Definitions
See the full messaging guidelines
Messaging guidelines
Writing style guide
Resources
Showcase
Brand story
Back to main menu
Overview
We show business leaders of today and tomorrow proven ways to hire so they know how to do it right. Because when leaders believe in their hiring abilities, they can chase better opportunities, dream bigger and bolder, and become more successful.
Why we do what we do
Give leaders the confidence to accomplish anything
Greenhouse is more than a hiring software company. We hold a set of beliefs and values that drive every decision and product we make. This is what we stand for and the mark we hope to leave on the world.
Why we’re here
Companies need people more than people need companies.
Today’s most valuable assets aren’t tangible goods. They’re ideas. Software. And algorithms. We can no longer value only the skills to make and the hands to craft. Instead, we need brains to think and people to dream. Today, our most valuable asset is talent.
It’s not enough to hope you get hiring right.
Companies need to know it.
People in the right roles can do amazing things for a business. Our goal is to give companies the right technology, know-how, and support to find and hire the people they need. Every. Single. Time.
Help every company become great at hiring
How we make an impact on the world
When companies turn hiring into their advantage, they can take on whatever tomorrow brings – no matter how they’re looking to build, grow or win. We will keep them at the forefront of hiring through it all – and be there when they need us – to take on what’s next.
Hire for what’s next
What we enable in our customers
Open
Brave
Driven
Our characteristics
We are bold and principled. We stand for people and what they are capable of. We are unafraid to speak the truth about the business world and our industry. Because of this, our words and actions have gravity.
We are curious and accessible. We love asking questions, and strive to be inclusive and create a sense of belonging. We ground our beliefs in people and respect their potential.
We are clear and focused on what we are trying to accomplish and how to do it. Every decision we make is grounded in purpose. And we are deeply committed to the relentless pursuit of better hiring practices.
Competition for the best talent has never been greater. So hiring can no longer be administrative and tactical. It will become the most strategic corporate function – more so than finance, sales or marketing. The companies that harness the power of hiring will have a clear advantage.
Hiring has never been more important.
The business world has transformed. But hiring hasn’t. Today, 66% of managers regret their hiring decisions. And 46% of new hires will fail within 18 months. It’s easy to see why when hiring is based on no more than instincts, private networks and hunches.
But hiring practices are stuck in the past.
Hiring managers don’t know what to look for. Recruiters don’t get good feedback. And business leaders don’t trust that they can move fast enough. Everyone knows there’s a problem, but not how to fix it. Without a repeatable, scalable, proven hiring solution, companies limit their true potential.
Uncertainty is holding business leaders back.
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Back
Our brand look and feel is purposely distinct and we strive to create experiences and touch points that are uniquely Greenhouse. Here are some examples.
We believe in the power of hiring.
Have a request?
Starting a new project or need an asset created? Fill out the form and the Greenhouse Brand Team will be in touch.
Fill the out the form
Need help?
If you have questions or need help using the brand, please email us.
Templates
Everyone at Greenhouse is responsible for our brand. That's why we've created a toolkit of assets and templates to help you become a brand steward – it's up to you to keep our identity strong and distinct. Have questions? We're here to help.
Google Slides templates
Greenhouse presentation template
Greenhouse overview deck
Customer stories library
Enterprise Sales slides library
Business collateral
Letterhead
Office signage
Other
Google Forms template
Social media
LinkedIn header and copy
Facebook profile image
Twitter banner
Assets
Desktop backgrounds
brand@greenhouse.io
Business cards
Brand training and office hours
Sales proposal templates
Get the most out of our brand by attending a brand training session. And for a more 1:1 format, stop by the Creative office hours. Every other Tuesday between 10:30am–12:00pm EST
Email signature formatting
Zoom backgrounds
Product features library
Vertical document template
Vertical document temlpate
Next: Logo
Our visual identity pays homage to our journey as a company. It has evolved as Greenhouse has grown. It makes our mission and purpose tangible. And it provides us with a distinct and consistent way to tell our story.
Our visual identity is human and warm. Each communication should be simple and direct. We strive to make our experiences distinct but always remain consistent with our design system. No matter whether the form is formal, casual or even a little weird, we always embrace the things that are uniquely Greenhouse.
Product Branding
Next: Product branding
Do not rotate
Do not apply patterns
Do not apply effects
Do not outline
Do not use unapproved colors
Do not distort the logo
Do not alter the wordmark. Avoid the following treatments.
Wordmark don'ts
Use the width of the “e” as a guide for clear space when placing other elements around the wordmark.
Clear space
Use the logo consistently
If other Greenhouse branding is present or the user has already been introduced to the brand, the icon may be used.
If no other Greenhouse branding is present or the user is being introduced to the brand for the first time, use the wordmark.
Choose the right asset
The “g” icon can be used as shorthand for the full wordmark, but never as a decorative element.
Download
Icon
When on a dark color, use the wordmark in white
When on a light color, use the wordmark in green or dark green
Wordmark on dark background
Wordmark on light background
At the center of the Greenhouse identity is our wordmark. It’s how our audience recognizes our name and quickly associates our message with our brand. It is one of our most sacred assets.
Wordmark
Our logo is connected and conveys the notion of growth through the rounded elements that emerge from one letter to the next.
Next: Color
Do not diminish the product brand. Avoid the following treatments.
Do not alter type color
Do not alter type size
Guidance
Use the following as a guide for when to use the full and short product treatments.
When no other Greenhouse branding is present, use the full treatment. For example, a piece of Greenhouse Recruiting collateral.
Usage
When other Greenhouse branding is present, use the short treatment. For example, the website homepage.
The full treatments for Greenhouse Recriting and Greenhouse Onboarding are the only two product logos in our system.
Full Recruiting treatment on white
Full Onboarding treatment on white
Full Recruiting treatment reversed
Full Onboarding treatment reversed
Full treatment
Product treatments
Recruiting treatment on white
Onboarding treatment on white
Recruiting treatment reversed
Onboarding treatment reversed
Short treatment
Greenhouse is a platform, not a series of one-off products. Individual product treatments create a consistent brand experience without color-coding, icons or other added elements.
Never create new treatments
Do not stack
Next: Typography
#0C0C0C R: 12 G: 12 B: 12 C: 74 M: 67 Y: 66 K: 85
#252626 R: 37 G: 38 B: 38 C: 72 M: 65 Y: 64 K: 69
#3D3D3D R: 61 G: 61 B: 61 C: 68 M: 61 Y: 60 K: 49
#7C7C7C R: 124 G: 124 B: 124 C: 53 M: 44 Y: 44 K: 9
#999999 R: 153 G: 153 B: 153 C: 43 M: 35 Y: 35 K: 1
#B5B5B5 R: 181 G: 181 B: 181 C: 30 M: 24 Y: 24 K: 0
#D8D8D8 R: 216 G: 216 B: 216 C: 14 M: 11 : 11 K: 0
#EFEFEF R: 239 G: 239 B: 239 C: 5 M: 3 Y: 3 K: 0
#B52617 R: 181 G: 38 B: 23 C: 20 M: 97 Y: 100 K: 2
#D8372A R: 216 G: 55 B: 42 C: 9 M: 93 Y: 98 K: 1
#E3564B R: 227 G: 86 B: 76 C: 6 M: 81 Y: 72 K: 0
#E8736B R: 232 G: 115 B: 107 C: 4 M: 68 Y: 53 K: 0
#EE9089 R: 238 G: 144 B: 137 C: 2 M: 53 Y: 37 K: 0
#F3ACA7 R: 243 G: 172 B: 167 C: 2 M: 39 Y: 25 K: 0
#F9C9C5 R: 249 G: 201 B: 197 C: 0 M: 25 Y: 14 K: 0
#FFE5E3 R: 255 G: 229 B: 227 C: 0 M: 12 Y: 6 K: 0
#D44A00 R: 212 G: 74 B: 0 C: 12 M: 84 Y: 100 K: 3
#FF6519 R: 255 G: B: 25 C: 0 M: 75 Y: 99 K: 0
#FF7B39 R: 255 G: 123 B: 57 C: 0 M: 65 Y: 84 K: 0
#FF8F59 R: 255 G: 143 B: 89 C: 0 M: 54 Y: 68 K: 0
#FFA274 R: 255 G: 162 B: 116 C: 0 M: 44 Y: 55 K: 0
#FFB490 R: 255 G: 180 B: 144 C: 0 M: 35 Y: 42 K: 0
#FFC6AC R: 25 G: 198 B: 172 C: 0 M: 26 Y: 29 K: 0
#FFD9C7 R: 255 G: 217 B: 199 C: 0 M: 17 Y: 18 K: 0
#FF8500 R: 25 G: 133 B: 0 C: 0 M: 58 Y: 100 K: 0
#FFA52E R: 255 G: 165 B: 46 C: 0 M: 41 Y: 91 K: 0
#FFB756 R: 255 G: 183 B: 86 C: 0 M: 32 Y: 75 K: 0
#FFC77D R: 255 G: 199 B: 125 C: 0 M:24 Y: 57 K: 0
#FFD093 R: 255 G: 208 B: 147 C: 0 M: 20 Y: 46 K: 0
#FFDAA9 R: 255 G: 218 B: 169 C: 0 M: 15 Y: 36 K: 0
#FFE3BE R: 225 G: 227 B: 190 C: 0 M: 11 Y: 26 K: 0
#FFECD4 R: 255 G: 236 B: 212 C: 0 M: 7 Y: 16 K: 0
#054AB2 R: 5 G: 74 B: 178 C: 95 M: 79 Y: 0 K: 0
#3574D6 R: 53 G: 116 B: 214 C: 78 M: 55 Y: 0 K: 0
#578BDD R: 87 G: 139 B: 221 C: 65 M: 40 Y: 0 K: 0
#78A3E3 R: 120 G: 162 B: 227 C: 51 M:28 Y: 0 K: 0
#90B4EA R: 144 G: 280 B: 234 C: 41 M: 21 Y: 0 K: 0
#A7C4F1 R: 167 G: 196 B: 241 C: 31 M: 16 Y: 9 K: 0
#BFD5F8 R: 191 G: 213 B: 248 C: 22 M: 10 Y: 0 K: 0
#D6E6FF R: 214 G: 230 B: 255 C: 13 M: 5 Y: 0 K: 0
#031C17 R: 3 G: 28 B: 23 C: 82 M: 60 Y: 69 K: 79
#15372C R: 21 G: 55 B: 44 C:89 M: 50 Y: 76 K: 60
#335247 R: 51 G: 82 B: 71 C: 77 M: 48 Y: 67 K: 38
#526B63 R: 82 G: 107 B: 99 C: 69 M:44 Y: 57 K: 21
#6C837C R: 108 G: 131 B: 124 C: 61 M: 37 Y: 49 K: 9
#879C95 R: 135 G: 156 B: 149 C: 61 M: 37 Y: 49 K: 9
#A1B4AD R: 161 G: 180 B: 173 C: 38 M: 20 Y: 31 K: 0
#BBCCC6 R: 187 G: 204 B: 198 C: 27 M: 11 Y: 21 K: 0
#008561 R: 0 G: 133 B: 97 C: 87 M: 24 Y: 74 K: 9
#24A471 R: 36 G: 164 B: 127 C: 78 M: 11 Y: 64 K: 1
#4CB398 R: 76 G: 179 B: 152 C: 68 M: 6 Y: 51 K: 0
#73C2B0 R: 115 G: 194 B: 176 C: 55 M: 3 Y: 37 K: 0
#90D1C2 R: 144 G: 209 B: 194 C: 43 M: 0 Y: 29 K: 0
#ADE1D4 R: 173 G: 225 B: 212 C: 43 M: 0 Y: 29 K: 0
#C9F0E6 R: 201 G: 240 B: 230 C: 20 M: 0 Y: 12 K: 0
#E6FFF8 R: 230 G: 255 B: 230 C: 20 M: 0 Y: 12 K: 0
The expanded palette should be used in more complex visual applications, such as infographics or diagrams.
Expanded Palette
Use the extended palette when additional color hierarchy is needed.
Extended palette
Green and white are the primary brand colors. Supporting colors should be used as accents. The primary palette is organized here by size. The bigger the block, the more frequently it should be used.
Color usage proportion
RGB: 21, 55, 44 CMYK: 89, 50, 76, 60 Hex: #15372C Pantone: 5467 C
Evergreen
RGB: 36, 164, 127 CMYK: 78, 11, 65, 1 Hex: #24A47F Pantone: Green C
Greenhouse Green
RGB: 255, 165, 46 CMYK: 0, 41, 91, 0 Hex: #FFA52E Pantone: 137 C
Marigold
RGB: 53, 116, 214 CMYK: 78, 55, 0, 0 Hex: #3574D6 Pantone: 660 C
Iris
RGB: 221, 57, 43 CMYK: 7, 93, 96, 1 Hex: #D8372A Pantone: 7620C
Poppy
RGB: 255, 101, 25 CMYK: 0, 75, 99, 0 Hex: #FF6519 Pantone: 1585C
Zinnia
RGB: 239, 239, 239 CMYK: 5, 3, 3, 0 Hex: #EFEFEF Pantone: Cool Gray 1 C
Ground
Our primary color palette are the key colors used most often in our branding. Variations are provided in extended and expanded palettes. If there is a need, such as creating color hierarchy or increasing readability, the other palettes may be used. File formats are in .ASE (Adobe Swatch Exchange). If you need a different format, contact the Brand team.
Primary palette
Our color palette is inspired by modern and historical botanicals found throughout the world.
About accessibility: The text color used in each color block meets the Web Content Accessibility Guidelines (WCAG) 2.1 AA for people with low vision. Whenever you put text on top of these solid colors, make sure to use the correct text color to ensure optimal contrast. Note that the darkest text color should always be set in #15372c (Evergreen), not black.
Evergreen 1
Evergreen 2
Iris 1
Iris 2
Marigold 1
Marigold 2
Zinnia 1
Zinnia 2
Poppy 1
Poppy 2
Ground 6
Ground 7
Aa
Greenhouse Green 1
Greenhouse Green 2
RGB: 36, 164, 127 CMYK: 78, 11, 64, 1 Hex:#24A47F
RGB: 21, 55, 44 CMYK: 89, 50, 76, 60 Hex: #15372C
RGB: 53, 116, 214 CMYK: 78, 55, 0, 0 Hex: #3547D6
RGB: 255, 165, 46 CMYK: 0, 41, 91, 0 Hex: #FFA52E
RGB: 255, 101, 25 CMYK: 0, 75, 99, 0 Hex: #FF6519
RGB: 221, 57, 43 CMYK: 7, 93, 96, 1 Hex: #D8372A
RGB: 239, 239, 239 CMYK: 5, 3, 3, 0 Hex: #EFEFEF
RGB: 0, 133, 97 CMYK: 87, 24, 75, 9 Hex: #008561
RGB: 76, 179, 152 CMYK: 68, 6, 51, 0 Hex: #4CB398
RGB: 3, 28, 23 CMYK: 82, 60, 69, 79 Hex: #031C17
RGB: 51, 82, 71 CMYK: 77, 48, 67, 38 Hex: #335247
RGB: 5, 74, 178 CMYK: 95, 79, 0, 0 Hex: #054AB2
RGB: 87, 139, 221 CMYK: 65, 40, 0, 0 Hex: #578BDD
RGB: 25, 133, 0 CMYK: 0, 58 100, 0 Hex: #FF8500
RGB: 255, 183, 86 CMYK: 0, 32, 75, 0 Hex: #FFB756
RGB: 212, 74, 0 CMYK: 12, 84, 100, 3 Hex: #D44A00
RGB: 255, 123, 57 CMYK: 0, 65, 84, 0 Hex: #FF7B39
RGB: 181, 38, 23 CMYK: 20, 97, 100, 2 Hex: #B52617
RGB: 227, 86, 76 CMYK: 6, 81, 72, 0 Hex: #E3564B
RGB: 216, 216, 216 CMYK: 14, 11, 11, 0 Hex: #D8D8D8
RGB: 181, 181, 181 CMYK: 30, 24, 24, 0 Hex: #B5B5B5
Next: Photography
For G Suite (Google Docs, Slides, Sheets) use Merriweather Serif for Untitled Serif and Nunito Sans for Untitled Sans.
G Suite equivalents
Go to Google Fonts
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 #+_@=%/>([?!])
Regular
Merriweather
Nunito Sans
At Greenhouse we believe companies succeed because of great people. We help every company become great at hiring. Learn how at greenhouse.io
Use the following as a guide for using our type families in the correct proportion and hierarchy for different use cases.
Headline Untitled Serif Regular Body copy Untitled Sans Regular
Great hiring starts here
At Greenhouse we believe companies succeed because of great people. We help every company become great at hiring.
Build a better hiring culture
Subhead Untitled Sans Medium
Body copy Untitled Sans Regular
Headline Untitled Serif Regular
Untitled Sans Regular
Sentence case Tracking set to 0
Always left align
This is used for supporting body copy.
Copy
Give your team the confidence to grow. Great hiring starts with Greenhouse.
Untitled Sans Medium
This is primarily for subheads and section titles.
Subhead
Hire for what’s next.
Untitled Serif Regular
This is primarily for headlines.
Headline
It is important to maintain a consistent typographic voice for various types of information. Be sure to use the correct typeface for each use case.
Hierarchy
Untitled Sans
Untitled Sans is our utility typeface. It should be used for everything except headlines. When in doubt, use Untitled Sans.
Untitled Serif
Untitled Serif is our brand voice typeface. It should be used for headlines only. Never set subheads, body copy or any long text in Untitled Serif.
The Greenhouse brand identity includes two typefaces – no other fonts should be used. The following outlines the use cases for each typeface.
Request access
Type families
Our sans serif typeface is designed for functionality, while our serif typeface adds a human element. In general, keep typography as simple as possible by using minimal styles.
Text should only be set in the following colors:
Evergreen on white/light backgrounds
White on dark backgrounds
Text color
Use the following rules for line spacing when setting text:
Line spacing
Headline Type size x 1
Regular Italic
Medium
Medium Italic
Light
Light Italic
Example Type size 72 pt Line spacing 72 pt
Example Type size 28 pt Line spacing 35.56 pt
Subhead Type size x 1.27
Typesetting
Example Type size 20 pt Line spacing 26 pt
Body copy Type size x 1.3
Here are a few examples of typography in use.
Hierarchy examples
Headline Untitled Serif Regular Subhead Untitled Sans Medium Body copy Untitled Sans Regular
Title Untitled Sans Light Body copy Untitled Sans Regular
Untitled Serif Regular Sentence case Tracking set to 0 Always left align
Untitled Sans Medium Sentence case Tracking set to 0 Always left align
Untitled Sans Regular Sentence case Tracking set to 0 Always left align
Title Untitled Sans Light
Headline Type size x 1 Example Type size 55 pt Line spacing 55 pt
Subhead Type size x 1.27 Example Type size 28 pt Line spacing 35.56 pt
Subhead Type size x 1.3 Example Type size 20 pt Line spacing 26 pt
Next: Illustrations
Daniel Chait CEO
Jon Stross President
Carin Van Vuuren Chief Marketing Officer
Mike Boufford Chief Technology Officer
Sarah Bernard Chief Customer Officer
Colm O'Cuinneain General Manager, EMEA
Cheryl Roubian VP of People
Pat Leahy Chief Financial Officer
Please use the following photographs of the Greenhouse Executive Team. Do not use photos found in social media or internet searches.
Executive headshots
These photos are approved to use in various assets such as presentation decks and customer-facing communications. Please contact the Brand Team if you have specific photography needs.
Photo library
Photos should feel natural and human. Subjects should be engaged and project a sense of warmth.
Sean Murray Chief Revenue Officer
Kristina Nieves VP of Professional Services
Greenhouse photography should tell a story
Greenhouse brand photography is Confident Focused Natural Warm Inspiring Diversely human
Photography principles
Confident The people we showcase in Greenhouse photography should appear driven, passionate and hardworking, not bored or aimless. Subjects should be engaged with the camera, another person or work.
Focused Our brand photography should feel intentionally captured, not caught in an awkward pose or daydream. Candid photos are OK as long as they feel purposeful.
Natural From clothing, hair and makeup to the workplace setting, Greenhouse photos should feel authentic and not like a set with models and props.
Warm The people in Greenhouse photos should appear welcoming and friendly, even if in a serious meeting or having a tough conversation.
Inspiring Our brand photography should depict professionals that viewers can aspire to be, regardless of their role, title or rank.
Diversely human Imperfections are what make us real. Our photos should show as many different shapes, sizes, colors, and types of people as possible.
Lighting
Natural light should be prioritized over artificial lighting. This will help photos feel authentic and not staged. Photos taken in daylight hours should be prioritized as the standard work time is during the day. With that in mind, night photography is OK as long as it is clear the subjects are working.
Color and tone
Greenhouse photos should have a consistent look and feel, regardless of the office environment or subject matter. Greenhouse photos should always be used in color, and should feel light and bright. Photo saturation should be slightly muted to create consistency across photos with warmer and cooler tones.
Composition
Greenhouse photos should feel like genuine workplaces and settings with authentic props. Including quirky personal items in the shot is OK, as long as it’s not overly cluttered or busy. People should tell the story in our photos, not objects. Whenever possible, try to select photos that have greenery or plant life present.
Portraits
When selecting photos of individuals, prioritize portrait-style shots whenever possible. Portraits should not be seated studio headshots, but attention should be focused and directed at the camera. Portraits should be captured in work or work-like environments. Solid backgrounds are OK but should have some texture. Poses can vary and should be confident, heroic and strong.
Individuals
There will be times when you need to select photos of individuals that are not portrait style. When doing this, please keep our photography principles in mind.
Groups of people
For photos showing groups of people, they should appear active and at work. Avoid selecting photos that feel like a moment in passing. Whenever possible, subjects should be looking directly at the camera or in the direction of the camera. When selecting photos of groups, prioritize images with a diverse group of people, rather than people of the same age, race, or gender.
Devices
Photos of technology can be used to showcase the brand website, guidance content, or our products. Images of desks and screens can look slightly more staged, but should still feel human, and have personality. Props should seem like real items someone would own. Desks should feel as though someone just stepped away, but should not be messy. Any devices featured should be current and modern.
If two photos are layered, the overlap should be slight. It should not distract from any key elements of an image and take place over white space or the background. If both photos have people, the people should either appear to be either roughly the same size, or distinctly different sizes. Do not layer more than two photos together.
Layering photos
Good and bad examples of photography principles
Confident
Focused
Natural
Warm
Inspiring
Diversely human
Confident Focused Natural Warm Inspiring Diversely human
Next: Product illustrations
Do not misalign illustrations
Do not overlap illustrations to distort clarity
Fingerprint + botanical don'ts
Do not use more than two illustrations
Do not use different scales of illustration
Do not use a botanical, fingerprint and photo
Do not misalign the subjet and illustration
Botanical + photography dont's
Do not cut off illustrations
Do not place botanicals over photography
Do not overscale illustrations
Do not use illustrations as decoration
Fingerprint + photography don'ts
Do not use more than one fingerprint
Full library
Our style for botanical illustration utilizes watercolor and pencil techniques, creating a balance of recognizability and detail.
Botanical illustrations are used to reinforce Greenhouse’s existing brand equity and emphasize both the technical and organic aspects of growth.
Botanicals
The fingerprint sits inside the leaf silhouette and should maintain the inherent texture of the print. The silhouettes should feature multi-segmented or multi-leaf shapes to ensure they are seen as both a leaf and a fingerprint.
A scaled set of fingerprints has been created in three different sizes to ensure they are in proportion with the size of the collateral.
Our illustration style combines the silhouette of a leaf and the texture of a fingerprint. This brings together plants and a human element to create a distinct visual language.
Fingerprints
Classical botanical illustrations, a key part of the Greenhouse heritage, can be combined with fingerprint leaves. This adds a unique and human element to our visual language.
Botanical illustrations can be combined with photography using three layers.
Botanicals + photography
Middle layer: Botanical illustration sits behind the photo
Top layer: Photography
Bottom layer: Text and other information
Middle layer: Illustration follows subject in photo
Composition example
Fingerprint illustrations can be combined with photography using a three layer approach.
Fingerprints + photography
Top layer: Fingerprint sits over photo
Middle layer: Images are full bleed
Top layer: Composition follows subject
Use illustrations with similar characteristics
Align compositions
Botanical and fingerprint illustrations can be combined using the principles outlined below.
Fingerprint + botanical illustrations
The top layer is for text and information
Overlap at the point of similarity
Botanicals always sit below information and fingerprint layers
Fingerprint always sits on top
Layering
Scale
Full set
In use
Small Small scale illustrations are meant for use in print and digital collateral that is roughly smaller than a postcard.
Medium Medium illustrations should be used most frequently.
Examples: Website, sales booklet, posters
Large Large illustrations should be used for very large scale applications only, where content is primarily seen from a distance.
Examples: Billboards, large screens, environmental graphics
Examples: Business cards, mobile website, conference name tags
Next: Motion & video
Typographic information
Timeline
Bar chart
Donut chart
Line chart
Dot chart
When visualizing data, use simple infographics. Keep them in our brand colors, use a circular theme and connect elements when possible. Additional infographic assets and guidance is being developed. Please contact the Brand Team if you have an infographic question.
Infographics
Utility icon library
Our utility icon library is used in smaller, more frequent applications such as navigational cues, in-product, app and web applications. Utility icons should never be used in place of a primary icon. Utility icons should never be larger than 0.25".
Utility icons
Greenhouse value driver icons
Primary icons library
Icons should be used when they are additive to the information presented. Never use icons as decoration or to fill in blank space. Brand icons should never be smaller than 0.5".
Our primary icon library is built using the same geometry as our wordmark. If you require an icon that is not currently in the library, please contact the Brand Team.
We have a limited set of custom primary icons that represent key concepts, functions and ideas having to do with Greenhouse products and offerings. Never introduce your own or create new icons. Icons should be used very sparingly.
Primary icons
Our icons and infographics pick up the curvature and connection of the Greenhouse logo. Do not use icons and infographics as decoration.
Jobs
ATS
Dashboard
Integrations
Scorecard
Hiring
Data
Security
Process
Interview
Candidate
Tasks
New hire
Identify talent
Hiring decisions
Measure
These are some examples of common infographics:
Wordmark + tagline animation
Wordmark animation
Icon animation
Typography, messaging and other graphic elements should come into frame from below, always growing upward.
Growth movement
Shapes, illustrations and other content can grow out from a singular point.
Growth shape
Animation should feel fluid, intentional and controlled. Base animations on the growth of shapes and upward movements.
Animation
Motion should be very simple. Movement should imply fluid growth and a sense of organic, upward momentum.
Our brand in motion is built on two growth principles:
Animation examples:
Animation examples
Motion
Transitions
Intros
Overlays
Lower-thirds
Sections
End cards
End cards + call to action
Social
Greenhouse product illustrations should be used in most marketing situations, and anytime you need to communicate general ideas about product concepts, features and functions. Product illustrations should never be used in a "how-to" scenario of when the audience needs to see very specific details and content. In this case, use Product Team approved UI images.
When to use
A simplified approach to product imagery helps us communicate overall concepts and features without getting too in the weeds.
Product illustrations
Use product illustrations
Use product UI screenshots
Product landing pages Product benefit presentations
Explanations of structured hiring, reporting or candidate experience
Descriptions of how to use the product Support articles Step-by-step instructions Detailed presentations of features
Recruiting
Onboarding
Quality over quantity Choose 1-2 key product moments that best communicate the intended objective. If an additional key data detail is desired, a third moment can be included, but shown at a smaller scale. Avoid over-cluttering the layout with more than 1-2 key moments, as the messaging will lose focus and clarity. Be clear Highlight only the most important product moments you want to feature. Use simplified styling for non-essential content to round out the illustration. Keep text and data points to a minimum. Avoid extraneous detail, as key moments have the potential to become lost and overrun. Scale is important Be mindful of scale and legibility, as illustration assets will need to be experienced at a variety of viewport sizes. Remember that going too large will overwhelm the viewer, and going too small will make it difficult to appropriately experience the narrative.
Dos and don’ts
Next: Icons & infographics
Active voice, serial commas, address formatting – we’ve created this guide to address everything you need to write on-brand, consistent copy.
View the writing style guide
Be clear and concise
The words we use and the linguistic choices we make are a direct reflection of our brand.
Get to the point. Start with your key takeaway. Put the most important thing in the most noticeable spot. Make choices and next steps obvious. Don’t get in your own way.
Keep it simple
Simpler is always better. Break up and layer sentences. Use shorter sentences and fragments for easier scanning and readability. Prune excess words and thoughts.
Talk like a person
Choose conversational language. Use short, everyday words. Contractions and sentence-style capitalization are your friends. Avoid jargon and acronyms like the plague.
Make it inclusive
Acknowledge diversity, convey respect for all people, be sensitive to differences and promote equal opportunities in whatever you communicate.
Bold not aggressive
Confident not boastful
Expert not arrogant
Smart not robotic
Purposeful not militant
Supportive not reliant
Conversational not casual
Curious not silly
While our voice does not change, the tone of our voice should adapt to fit the context, content and our customer’s state of mind.
Communicate confidence, awareness and expertise
Insightful
Talk like people because we believe in the power of people
Human
Be frank and straightforward, but not unprofessional
Candid
Project curiosity and an openness to learning new things
Optimistic
Our message is what we say. Our voice is how we say it. Our voice stays constant regardless of who we’re talking to or what we’re saying.
We’re the hiring software company.
Short
Greenhouse is the hiring software company. More than an ATS, we create the right technology, know-how and support that businesses need to be great at hiring.
Greenhouse is the hiring software company. More than an ATS, we help businesses be great at hiring through our powerful philosophy, complete suite of software and services, and large partner ecosystem – so businesses can hire for what’s next.
Long
Ever wondered how to tell people what Greenhouse is and does? You’re not alone. Here are three ways to do it (depending on how much time and space you have).
Talent acquisition software (TAS) An applicant tracking system (ATS) TAS meets CRM A software platform A software company A technology startup Recruiting specialists HR specialists
Our tenets for great hiring A complete suite of software and services A large partner ecosystem
Greenhouse is the leading hiring software company. We give companies what they need to become great at hiring – not just a single piece of technology or point in the process.
What we offer
We are more than
Who we are
We help companies become great at hiring with a powerful platform that includes:
This is how we define ourselves: who we are, what we do and what we offer.
Our messages must be confident: insightful and candid, but also human and optimistic. We're experts in the field of hiring, but we never preach. We're proud of our mission and what we've achieved, but we never brag. Our outlook is optimistic, so we focus on the positive rather than the negative. Most of all, we are conversational and speak like people, not machines or advertisements.
Our writing style is a culmination of our mission and values. It’s human and confident. And by creating a unified voice, we can make the greatest impact on the world.
Active voice, serial commas, address formatting – we’ve created this guide to address everything you need to write on-brand, consistent copy.`
The war for talent has never been more intense. There are clear winners and losers.
Talent is our most valuable asset.
Overly aggressive sales messages can turn off prospective customers
Only Greenhouse enables you to build a winning hiring culture.
Build a better hiring culture with Greenhouse.
No one likes a braggart. Even in business.
There’s only one company that can help your business be great at hiring – and that’s Greenhouse.
We know how to help companies be great at hiring.
Focus less on a “been there done that” mentality. Think more like “we’ve got you”.
We won’t stop until every company is great at hiring.
We believe every company can be great at hiring.
We have a set of beliefs but will also listen to others.
Instead of this
Try this
Why
Need help processing new hires fast? Our new bulk onboarding feature will do it for you.
Our new bulk onboarding feature can help you process new hires faster.
Offer partnership – not doing the work for them.
Great onboarding = a refined process, fresh swag and flavorful activities that are heavy on inclusion.
Great onboarding starts with having a process and making new hires feel they belong.
Being too casual connotes immaturity.
Sourcery: Adding a little magic to your sourcing strategy.
How to create a powerful sourcing strategy.
Connect to people through empathy, ambition and passion instead of jokes.
Some practical examples of our voice in action
Staying a step ahead of the competition for talent requires company-wide engagement.
Hiring is a team sport. Everyone needs to play.
Uplevel functional ideas into magnetic points of gravity.
This incident has been resolved.
Solved it.
Technical doesn’t have to be impersonal.
We’ll give you the keys to great hiring.
Being great at hiring isn’t a secret. It just takes practice.
Addressing things head on builds trust and authenticity.
Today’s businesses are in an all-out war for talent.
Hiring has never been more competitive.
Create a world people want to belong to, not reject.
Some practical examples of our tone in action
Harness the power of research-proven practices to reduce bias in your processes and create the most diverse team possible.
Reduce bias in your process and create diverse teams with proven practices.
Put the most important info first and then prune.
Utilizes a platform that’s specifically built to be flexible for scale.
Built to flex for scale.
Fewer words = more powerful ideas.
Drive consistent improvement by tracking insightful measurements over time to evaluate your process.
Keep improving and learning from insights over time.
Competency does not equal complexity.
The world doesn’t just need manpower. It needs brainpower.
The world doesn’t just need horsepower. It needs brainpower.
Avoid exclusive language.
A software company A technology startup Recruiting specialists HR specialists
Greenhouse is the hiring software company. We give companies what they need to become great at hiring – not just a single piece of technology or point in the process.
Next: Greenhouse and DE&I
Inclusivity is a core Greenhouse tenet across every touch point, and how we communicate that is essential. This always-evolving guide will help ensure you’re helping us reach every audience effectively – and respectfully.
Inclusive communications guide
You’re probably here because you want to make sure whatever marketing, branding or communication piece you’re working on is inclusive. Let this document be your guide.
You’ve come to the right place.
Accessibility
Content guidelines
Guidelines by demographic
Messaging
Inclusivity basics
Greenhouse and DE&I
This guide will walk you through how to ensure our brand reflects a culture of belonging and inclusivity. This is an important document, but also a dynamic one: As marginalized communities continue to express and fortify how they should be addressed and represented, we will adjust in kind. So refer back as often as you need. While we believe there’s great value in reviewing the entire document, feel free to jump to the sections that are most relevant to whatever you’re working on at the moment. And remember: When in doubt, just ask!
How to use this guide
Media defines culture, and culture defines change. The number one influencer in how we see ourselves are marketers. They have the power, the budget, and the influence to create meaningful and lasting change.”
“
Forbes – “The Inclusion Imperative: Why Media Matters”
Greenhouse is dedicated to being an inclusive company – it’s imperative our brand lives up to that standard. It’s also what people want to see. Studies have shown that today’s consumers want to see marketing and advertising that accurately portrays the diverse community makeup and world they live in. Inclusive design goes beyond visuals and ensures greater accessibility for audiences of all stripes and abilities. Ultimately, inclusive marketing is all about respect. It’s how we can contribute to the kind of world we want to live in.
Why inclusive communication matters
We want to hear from you if something looks off or needs updating. Please send any comments or questions to brand@greenhouse.io. Bonus points if you’ve already reached out to the relevant employee resource group (ERG) for collaboration and/or confirmation.
Got feedback?
Your commitment to getting this right is part of why you’re here at Greenhouse – we all want to get it right, to meet the moment. And it’s important that our brand reflects that commitment. Don’t worry: you’re already off to a great start. This guide will help you the rest of the way.
Next: Inclusivity basics
At Greenhouse, our commitment to DE&I and building belonging is at the center of everything we do. It’s how we fulfill our mission to make every company great at hiring. It’s how we create an inclusive and equitable culture at our own company. And it’s how we contribute to the kind of world we want to live in.
DE&I mission statement
Want to know more about our approach to DE&I and how to talk about it externally? Start here.
Greenhouse offers the widest variety of embedded DE&I and bias mitigation tools. The platform is built around the structured hiring philosophy, which helps mitigate unconscious bias by promoting consistency and accountability throughout the hiring process. The product offers functionalities that promote more equitable and inclusive hiring processes through guardrails in structured decision making, in-the-moment interventions and data collection and reporting. These range from anonymized take-home exercises to hiding candidate sources to promoting evaluations based on merits and skills. Greenhouse features are built to influence the dozens of intentional touchpoints with a candidate from the moment that they apply, through their first day and beyond. Learn more about how we're putting our DE&I philosophy into practice in our product.
Approved blurbs for PR/external use
Building a culture of belonging – where every person is supported to bring their most authentic self to their work – is how we unlock it and enable them to do the best work of their life.
We believe human potential is the most powerful force for progress and success we have. Building a culture of belonging – where every person is supported to bring their most authentic self to their work – is how we unlock it and enable them to do the best work of their life. At Greenhouse, our commitment to DE&I and building belonging is at the center of everything we do. It’s how we fulfill our mission to make every company great at hiring. It’s how we create an inclusive and equitable culture at our own company. And it’s how we contribute to the kind of world we want to live in.
Building belonging means creating a culture that doesn’t just tolerate differences, it actively embraces them. To support these efforts, we’ve launched an internal DE&I Council and Ethics Committee made up of representatives across the organization and across positions to help hold ourselves accountable internally to this important work. We’re also training our executives and managers in foundational DE&I principles that connect back to our work, and supporting the growth of our employee resource groups (ERGs) and virtual realities facilitators. As a company that provides technology for other companies, we’re continuing to invest in DE&I-driving product enhancements and interventions. Some of these features include nudges, hiding prejudicial data, assessing algorithmic bias, enhancing our DE&I feature set metrics and creating an even more equitable and inclusive candidate experience via our candidate name pronunciation feature and pronouns projects. We’re also taking additional concrete steps like implementing a diversity sourcing strategy for every job search and setting dedicated DE&I KPIs for our talent acquisition team.
Resource
Diversity, equity & inclusion solutions
All external-facing communication should, ideally, get approval from Marketing. But in the instances where you need pre-approved language to describe Greenhouse’s approach to DE&I, here are some options for you.
Candidate name pronunciation
Blog post
Sourcing nudges
Support article
DE&I: A company perspective
At Greenhouse, our commitment to DE&I and building belonging is at the center of everything we do. It’s how we fulfill our mission to make every company great at hiring. It’s how we create an inclusive and equitable culture at our own company. And it’s how we contribute to the kind of world we want to live in. Check out these resources to learn more about our philosophy on diversity, equity and inclusion.
Ebook: Inclusive hiring strategies for everyone at your company
Downloadable resource
Greenhouse ethical principles
Our DE&I journey to build belonging at Greenhouse
DE&I in our product
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Next: Messaging
Design
Here’s a quick way to help make sure your content or asset meets Greenhouse inclusivity standards. Please keep in mind that no community, person or fully inclusive effort can be reduced to a “checklist.” To that end, we offer more detailed do’s, don’ts and context for various marginalized communities in the “Copy and messaging” section – but even that cannot cover everything. These basics should serve as a good “gut-check” to make sure you’re on the right track.
Be sure to
Use photography that features diversity in its subjects
Include descriptive alt tags that describes what any image conveys
Select accessible typography styles and sizes for easy readability
Don’t forget to
Ensure CSS rules don’t hide element attributes from screen readers
Choose photography that accurately depicts the identities represented
Subjects in photography depict a realistic environment
Save time and space by simply using popular acronyms for various demographics without spelling them out (e.g., LGBTQ+, BIPOC, API, etc.)
Avoid gendered language for a mixed group and gendered titles
Capitalize all races/ethnicities
Inclusivity basics checklist
Download a PDF version of these checklists to print out and/or to keep a copy at hand.
Use high color contrast for an easier viewing experience
Add closed captioning to videos
Be mindful of word choice and spelling when writing for British audiences or for content that will be translated
Keep sentences short for readability – ideally a max of 70-80 characters
Check all content for “no-fly list” words (see the complete Messaging section for a list)
Don't forget to
Next: Guidelines by demographic
Above all else, we are marketing to people, and should always recognize and honor their humanity. If we are focusing on DE&I or a certain underprivileged community, keep the focus on the person, and not their minority status. The tl;dr? Avoid stereotypes, utilize preferred identification and terminology, and maintain Greenhouse’s commitment to inclusion. And as always, consult our brand messaging guidelines for specific voice and tone direction.
General writing guidelines
While our brand messaging guidelines cover our brand voice and tone, these directives will help keep your communication inclusive and professional – and, yes, on brand.
Cultural appropriation
It’s easier to spot instances of cultural appropriation in visuals like photography or design. But language can be trickier – words and phrases can become mainstreamed on social media at a rapid pace, blurring the lines of language that’s appropriate for everyone and language we haven’t earned as a corporation. Also worth noting? Nearly every use case here falls outside our typical brand voice, so sticking with that should keep you in the safe zone. There are some places where we can push our tone a bit more (e.g., subject lines, social media captions), so we did want to address this. Here are some such phrases to watch out for: × ain’t × fam × guru × ninja × spill tea / throw shade × spirit animal × woke
No-fly words
Blurb about what no-fly words are and why they shouldn't be used. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Here's a list of no-fly words and suggestions for alternatives terms to use. Hover over each box to see the alternative terms.
If a word is mainstream on social media, it’s ok to use it in our communications/content.
Check your knowledge
False
True
Correct!
Incorrect, try again.
Greenhouse tends to avoid positioning itself along any political ideologies that fall outside the scope of our values and mission. For example, DE&I topics and related issues of equality directly relate to our efforts to promote better, fairer hiring practices, while something like a presidential race does not. It’s important for us to be mindful of the breadth of our audience and their potential viewpoints and own political values, and not wade into territory that could unnecessarily alienate key audiences. As we expand our footprint, it’s imperative that we become aware of regional politics and hot-button issues so we can either craft specific messaging or ensure we remain effectively neutral. An example of this could be including something as seemingly innocuous, from an American perspective, as the Irish flag without considering the complex history that imagery holds for the people of that region, which would include fellow Greenhouse employees and customers alike.
Politics
tribe
social group, friends
rule of thumb
rule, guideline
powwow
meeting, get together
(when referring to a person or emotion)
normal
typical
master
primary
man-made
machine-made, invented
lame
boring, uninspired
gyp/gypped
ripped off, cheated
crazy
unbelievable
blacklist / whitelist
no-fly / approved
Avoiding ageist language is key to avoiding stereotypes, discrimination and exclusion based on age. This often presents itself as an age bias against older adults, but can affect any age group. Use actual ages when possible to avoid phrases like “older” or “younger” (e.g., “adults over 50,” “minors,” “66-year-old,” etc.). You can also present ages as relative by using “older than” and “younger than.”
Age
Here you’ll find insights and guidelines for specific audiences and communities. As marginalized communities gain greater visibility and agency, the appropriate language and visual approach may evolve – and we commit to evolving along with them.
Do
Use specific ages when possible (e.g., “adults over 50,” “minors,” “58-year-old”, etc.) Present age as relative (“younger than” or “older than”) Swap age descriptors for more specific, relevant language (e.g., if you want to highlight their experience, do so with examples not their age or years at the company) Show diversity and realism in imagery, without limiting older populations to sedentary or lonely examples (unfun fact: less than 5% of media images show older adults using smartphones in spite of their widespread use in real life)
Use phrases like “the elderly,” “senior citizens,” “old school,” etc. Use over-homogenizing terms like “millennials” or “boomers” Use age as a descriptor for positive or negative attributes (“young at heart,” “older and wiser,” “golden years,” “over the hill”) Forget that ageism works both ways – research shows that discrimination for being “too young” is at least as common as discrimination for being “too old” in the workplace
Use “API” to describe Asian/Pacific Islander audiences in general. While “AAPI” (Asian American/Pacific Islander) is more commonly used in the U.S., we want to be inclusive of our Dublin and international employees, as well. The API community is a broad and diverse group in and of itself, and it’s important to not only be inclusive of this oft-underrepresented group of people, but mindful of each group’s different identities.
Asian/Pacific Islander community
Proper terminology
East Asian Chinese, Japanese, Korean, Macanese, Tawainese Southeast Asian Bruneian, Burmese, Cambodian, Filipino, Hmong, Indonesian, Laotian, Malaysian, Singaporean, Thai, Timorese, Vietnamese South Asian Bangladeshi, Bhutanese, Indian, Madivian, Nepali, Pakistani, Sri Lankan Native Hawaiian/Pacific Islander Fijian, Hawaiian, Melanesian, Micronesian, Palauan, Polynesian, Samoan, Tongan West Asian/Middle Eastern Bahraini, Emirati, Iranian, Iraqi, Israeli, Jordanian, Kuwait, Lebanese, Omani, Palestinian, Qatari, Saudi, Syrian, Turkish Central Asian Afghan, Armenian, Azerbaijani, Georgian, Kazakhstani, Kyrgz, Tajik, Turkmen, Uzbekistan
Don’t
Communicate in a way that could be construed as perpetuating the model minority myth (e.g.g, that members of the API community don’t face the same discrimination, that they are harder working and/or quieter than others, etc.) Use the API descriptor to refer to/write about the community as a monolith Turn API representation into caricature by portraying them as “foreigners”
Be specific and intentional about their ethnicity when available and appropriate (e.g., “Chinese” or “Afghan” instead of “Asian”) Be mindful of API holidays and cultural celebrations (e.g., Chinese New Year, Diwali) Present an array of skin tones and styles for Asian models in photography Present API people who are confident, influential and in leading roles
Use “POC” or “person of color” when referring specifically to Black people; those terms are not interchangeable Appropriate Black culture or language without context or consideration Limit conversation/communication of the Black experience solely to racial injustice or structural oppression – highlight the positives and contributions, as well
Capitalize “Black” when referring to a person’s identity Use specific, individually chosen identifiers when referring to a person’s descent when available (e.g., “Nigerian-American” rather than simply “Black”) Include Black LGBTQ+ representation Be inclusive of people who speak multiple languages, come from different socioeconomic/ethnic backgrounds, and practice different faiths Show a variety of skin tones and hair textures/styles Show Black people, especially women, in positions of leadership
Be sure all content and communication works to reflect the nuance of Black identities and experiences when appropriate. Much of that begins with using the correct language to address this diverse community with specificity and respect. Use the abbreviation “BIPOC” (Black Indigenous People of Color) when referring broadly to all communities of color. Black Most inclusive and preferred term to refer to this community • Includes people from the African diaspora (e.g. Afro-Latinx people) - Includes Black immigrant populations outside of Africa, such as the Caribbean or Latin America • Includes Black people who prefer to identify with their respective ethnicities ore than their American identity Be sure to capitalize “Black” when referring to people in a racial, ethnic or cultural context African American Often used to refer to U.S.-born people who were the descendants of people who were once enslaved Only use when appropriate for the person or entire community being referenced
Black community
Refer to existence of Indigenous people in the past tense Use the word “native” as a descriptor of non-Indigenous people (e.g., “native New Yorker,” “native application,” etc.) Use “Native American” or “American Indian” to describe Indigenous people Don’t use dated terms like “Eskimo” or “Aborigine” to describe certain Indigenous populations Don’t use culturally appropriative terms that have been integrated into American English, such as: powwow, chief, totem pole, tipi
Use “Indigenous” to refer to the global community of Indigenous people Use specific tribe or nationality names when available and accurate to the person/community being referenced Ask for permission before taking/using photos of traditional regalia, ceremonies or practices Show images of Indigenous people in positions of leadership and authority Show images of Indigenous people in modern settings, using technology
Whenever possible, refer to specific community and/or tribe names/titles over broader terms like “Indigenous.” However, when those details aren’t known or you’re referring to more than one community, use “Indigenous” or “Indigenous people” over more outdated phrases like “Native American” or “American Indian.” Indigenous communities are not only diverse in ethnicity, geography and spirituality, but also vary in how and when they prefer to be introduced or included publicly. When in doubt, obtain permission.
Write certain familiar words in Spanish unless it is a direct quotation Don’t use “Hispanic” and “Latino” interchangeably in a campaign or asset unless it is necessary (provide context for the change)
Be mindful of ethnic origin, racial identification and geographic specificity when representing this community Embrace the diversity of ethnicities among Hispanics and Latinos (including the oft-overlooked Afro-Latino group) Show Hispanic/Latinx people in positions of leadership and authority Refer to this group as “Hispanic/Latinx”
The Hispanic/Latinx population includes numerous and distinct communities, nationalities, ethnicities and languages. It’s important to be specific and accurate whenever possible. Latino/Latina/Latinx “Latino” refers to Latin American heritage, including communities and geographies where Spanish isn’t the primary language (e.g., Brazil, Haiti). The gendered terms “Latino(s)” and “Latina(s)” refer to men and women of Latin American descent, respectively; “Latinos” is traditionally used to refer to multi-gendered groups. “Latinx” is a gender-neutral alternative to Latino/Latina to be more inclusive of gender identities. It’s worth noting that, as of 2020, the term was still unpopular among Latinos and Hispanics, but is more popular with younger people. Hispanic “Hispanic” refers to those descending from Spanish-speaking countries, including Latin American Spanish-speaking countries. So someone from Mexico can be both Hispanic and Latino/Latinx, whereas someone from Spain is Hispanic but not Latino/Latinx.
Hispanic/ Latinx community
Use needlessly gendered language like “boy” or “girl” when “child” or “individual” would work Use limited or outdated groupings of people, such as “gays and lesbians” (LGBTQ+ is preferred) Bring attention to anyone’s gender identity or sexual orientation without permission from the person or without relevance to the content Conflate gender identity, gender expression and sexual orientation, in imagery or copy Use the term “preferred” when talking about someone’s name or pronouns
Use “gender expansive” (over “gender non-conforming”) Proper acronym for marketing/branding materials: LGBTQ+ “What are your pronouns?” over questions of how one “identifies” or what one “prefers” Be mindful of the complicated history of the word “queer” and use intentionally in LGBTQ+-dominated spaces only Show LGBTQ+ people in positions of leadership and authority
Gender identity, gender expression and sexual orientation are all distinct identities within the LGBTQ+ community, and it’s important not to confuse or conflate them. Gender identity Gender identity is one’s personal, internal sense of one’s gender, and it is up to that individual who they choose to share this identity with. Gender expression Gender expression is how that person communicates their gender externally, including clothing, behavior, hairstyle, etc. Sexual orientation Sexual orientation encompasses the romantic, emotional and/or physical attraction to members of the same or different gender, including lesbian, gay, bisexual, straight, pansexual and asexual (no sexual attraction to any gender). Here is a comprehensive list of the myriad LGBTQ+ orientations and identities.
LGBTQ+ community
Use “handicapped” as a synonym for “disabled”; “handicap” is the disadvantage as a result of a disability Use terms that define people by their disability (e.g., quadriplegics, the deaf, the disabled) Use negative language to describe a person with disabilities or the disability itself (e.g., a victim of…, afflicted with…”) Well-meaning euphemisms like “differently abled,” “handi-capable” as they are seen as patronizing and inaccurate) Assume that imagery of people with disabilities means other types of diversity don’t matter – be mindful of intersectionality and include diversity in ethnicity, gender, sexual orientation, age, etc. Frame every person with a disability in a bravery/worship context
Use the phrases “people with disabilities” (“disabled people” isn’t always problematic, but Greenhouse prefers the people-first version) Use “impairment” to describe a loss, abnormality or injury that limits major life functions (e.g., vision-impaired, hearing-impaired) Ensure media featuring people with disabilities are not simply non-disabled actors or models (to the best of your ability) Show people with disabilities in positions of leadership and authority
Over 1 billion people in the world live with some form of disability, but people with disabilities are often absent from marketing and communications. It’s important to address this diverse group of people appropriately, and that includes making accommodations and adjustments for an audience that you may not know initially has any number of disabilities. There is no common language about how to address disability, as it can mean almost infinitely different things for different people and different disabilities, including: Blind or low-vision Chronic health condition Deaf or hard-of-hearing Learning Neurodiversity (e.g., the autism spectrum or ADHD) Physical Psychiatric/mental Speech
People with disabilities
Address audiences with a gender binary (e.g, ladies and gentlemen, boys and girls) Limit imagery of women to feminine settings, styles and ideals (the same is true for men and traditional masculine imagery) Feed into the stereotype of women being in competition with one another Assume all women are parents or that they are the primary caregivers
Use inclusive, gender-neutral pronouns and language when possible Reflect the diversity of women across ethnicities/skin tones, age, disability status, LGBTQ+ identity and body size/type Show women in positions of leadership and authority Show women outside of traditional motherhood roles/actions
When thinking about communicating with a female audience, think beyond the binary gender spectrum and ensure your messaging wouldn’t be alienating to nonbinary, trans women or other gender-nonconforming audiences. This includes a move to more inclusive, gender-neutral language when addressing groups, such as: People Folks Everyone Guests/passengers Customers Talent leaders Executives Talent Makers
Women
Indigenous community
Hispanic/Latinx community
Being referred to as “too young” in the workplace is not considered discrimination.
Knowledge check
Back to top
“AAPI” should be used to describe Asian/Pacific Islander audiences.
Correct! Use “API” to describe Asian/Pacific Islander audiences in general.
Incorrect. Use “API”. While “AAPI” (Asian American / Pacific Islander) is more commonly used in the U.S., we want to be inclusive of our Dublin and international employees, as well.
“African American” is the most inclusive and preferred term to refer to this community.
Correct! “Black person” is the most inclusive and preferred term to refer to this community.
Incorrect. Black person is the most inclusive and preferred term to refer to this community. African American is used to refer to U.S.-born people who were the descendants of people who were once enslaved.
“Native” should not be used as a descriptor of non-Indigenous people.
Incorrect. Try again.
This group should be referred to as “Hispanic/Latino.”
Correct! Greenhouse’s position is to refer to this community as “Hispanic and Latinx” (or “Hispanic/Latinx”).
Incorrect. Greenhouse’s position is to refer to this community as “Hispanic and Latinx” (or “Hispanic/Latinx”).
You should ask “What are your pronouns?” over questions of how one “identifies” or what one “prefers”
“Differently abled” and “handi-capable” are acceptable terms to describe people with disabilities.
Correct! Well-meaning euphemisms like “differently abled” and “handi-capable” are seen as patronizing and inaccurate, and should not be used.
Incorrect. While these are well-meaning euphemisms, they are seen as patronizing and inaccurate.
Audiences should be addressed with a gender binary, such as “ladies and gentlemen.”
Correct! Avoid using gender-binaries and use more inclusive, gender-neutral language when addressing groups such as “people,” “folks,” “everyone.”
Incorrect. Use more inclusive, gender-neutral language when addressing groups such as “people,” “folks,” “everyone.”
Greenhouse’s position is to refer to this community as “Hispanic and Latinx” (or “Hispanic/Latinx”).
Use these questions as a guide to prioritizing inclusive customer stories:
Case studies
Inclusive communications goes beyond word choice. We need to consider how different audiences engage with our content, and meet them where they are.
Sourcing and creating inclusive case studies
Sourcing inclusive customer quotes
When determining who to source quotes from, prioritize diversity so that not all quotes come from the same social identity in addition to ensuring their role in the organization is relevant and meaningful to the content. While we should be prioritizing diversity, we don’t want to limit BIPOC people to only speaking about DE&I. Make sure their expertise and experience is reflected beyond their community status.
Job posts
Is the organization in good health? Does the organization have a positive public perception? Does this organization primarily serve or cater to a marginalized population? Is this organization led by, or is the primary customer contact who would be featured, a person with minority status? Will this case study highlight a community that we’ve represented in the recent past?
Greenhouse uses Textio to help ensure our job posts are as inclusive and compelling as possible, but here are some general language tips.
Manage, lead, run, handle
Optimal
World-class, premier, elite, special
Language that can increase number of men who apply
A meaningful/significant role
Our team
We believe in, we’re committed to
Language that can increase number of women who apply
Collaborating with others, collaborative culture
Empathetic
Inclusive environment
Contribute, foster
Excellence, perfection, exceptional, uncommon
Outstanding, love
Meaningful role, passionate
New ways of
Cutting-edge
Growing, building
Fast-paced, growing, world-class, hardworking
Language that appeals to people of all ages
Love learning
Encourage
Creative role/tools
A distributed team
Equal opportunity/accommodation language
Specific benefits language (e.g., stock options, equity, flexible vacation, PTO, 401(k), commuter benefits, financial wellness benefits, medical, dental and vision coverage)
Leverage
Triage
Talented, expert
Actionable
Global team
Hustle
Best practices
Stakeholders
Cliche or limiting language to avoid
Live and breathe
BIPOC people should be limited to only speaking about DE&I.
Correct! While we should be prioritizing diversity, we don’t want to limit BIPOC people to only speaking about DE&I. Make sure their expertise and experience is reflected beyond their community status.
Case studies should follow the same messaging and photography guidelines to help maximize inclusivity and diversity.
As with voice and tone, imagery used in marketing materials should be inclusive. When selecting photography, aim to depict a variety of different looking individuals and represent as many different cultures and identities as possible. Use the following pillars to evaluate for diversity in your photos: Race Gender Body type, abilities Age LGBTQ+ Religious and cultural differences Different work environments Difference in socioeconomic status Prioritize human diversity over specific color schemes or composition. As a general rule, photos should feel polished and art directed, but when debating between options, make selections with a diverse cast whenever possible, even if they are slightly off from your brand guidelines. Of course, you never want to select a photo that appears off brand or unrelated to your project, but diversity is more important than an exact design match. When selecting photography, you want to have a design choice that feels authentic while also diverse.
General photography guidelines
Adding photography to marketing materials makes them feel more human, and your goal should be to have as many different types of people feel they relate as possible.
It’s an uncomfortable reality that when it comes to still photography, instant, two-dimensional visual cues are all we really have to understand the people in the photo. The challenge then is how to show diversity in your photography when not every facet of one’s identity is as readily apparent as one might assume? This is where thoughtful, purposeful stereotyping can help. For queer people, people with disabilities and people of varying socioeconomic backgrounds especially, relying on more stereotypical visual cues (e.g., a wheelchair, a rainbow accessory, fashion choices) are important to call out the diversity we’re capturing. The trick is to find images that do this respectfully rather than ones that play into more harmful stereotypes. Here are some examples of stereotyping that work to give image context.
The case for stereotyping
Avoid completely off brand imagery (things that would never align with your company, mission, or design guidelines)
Avoid hurtful imagery or portraying any specific identity in a negative light
Avoid steril or staged photos
Make sure to:
A final photography consideration is your overall project. How many photos will you need, and where will they appear? If you're creating a multi-channel campaign, comprehensive website, or suite of assets, consider how DE&I will show up across the series as well as on each individual piece. For example, if you were designing a set of 10 emails with one image each, it would be nearly impossible to feature every race in each email. However, throughout the 10 emails there would be plenty of opportunities to showcase different types of people interacting together.
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Above all else, we are marketing to people, and should always recognize and honor their humanity. If we are focusing on DE&I or a certain underprivileged community, keep the focus on the person, and not their minority status. The tl;dr? Avoid stereotypes, utilize preferred identification and terminology, and maintain Greenhouse’s commitment to inclusion. Now let’s break that down a bit…
The behind-the-scenes inclusive work is just as important as our words and imagery. Be mindful of our audience’s varying abilities and needs, and make sure our content can be easily received by as many people as possible.
Did you know?
The most common website accessibility issue is low-contrast text.
Sentence length – ideal maximum should be about 70-80 characters
Closed captions for videos
Descriptive alt tags for each image for screen readers
This includes checking for:
Accessible button elements
Css rules don’t hide element attributes from screen readers
75%
of Americans with disabilities use the internet daily
website accessibility lawsuits were filed in federal courts in 2020, a 12% increase from 2019
2,500+
average accessibility errors per home page across the top 1 million website
51.4%
of home pages have low-contrast text, the most common website accessibility issue
86.4%
of e-commerce transactions are abandoned because of web accessibility issues for blind consumers
66%
Sources: Pew Research Center, 2021 Seyfarth, 2021 WebAIM, 2021 Deque, 2019
Next: Inclusivity checklist
Working with these guidelines is a great first step to helping Greenhouse live up to its values of diversity, inclusion and belonging. Thank you for helping us out. Here are some additional DE&I resources to help deepen your understanding and better communicate with genuine inclusivity and belonging.
Greenhouse employee resource groups (ERGs) CEO Daniel Chait’s blog, “Unlocking human potential at work: Our commitment to diversity, equity & inclusion” Director of DE&I Jamie Adasi’s blog, “Our DE&I journey to build belonging at Greenhouse” Inside Greenhouse DE&I resources and FAQs
General resources
The Center’s What Is LGBTQ? and Allyship pages GLAAD’s Ally’s Guide to Terminology The Trevor Project’s Guide to Being an Ally to Transgender and Nonbinary Youth HRC’s Sexual Orientation and Gender Identity Definitions RISE / LA LGBT Center’s LGBTQ Glossary PFLAG’s National Glossary of Terms
LGBTQ+ resources
Here is the full text of the Web Content Accessibility Guidelines for further information. There’s also this guide on creating accessible video content.
Disabilities
