Warm, confident, clear. An optimistic mission-control announcer, not a startup bro. The product is serious, because hiring is a serious decision. The tone stays human and hopeful. Storytelling is literally the product, so our copy should sound like someone telling you a true story from the future.
The short rule
We write like we're narrating an adventure. Because in a way, we are.
We don't predict the future of work. We build it. Every piece of copy should serve that mission. Not with corporate language or brand speak, but with the voice of a storyteller who already knows how this ends.
Personality
Five traits. Felt in the writing, never announced.
T · 01
Visionary
We look beyond the horizon and build toward the future we envision.
In writingCentury-scale thinking. Bold claims. The current way is not the final way.
T · 02
Playful
We don't take ourselves too seriously. There's more to life than just a job.
In writingDry wit. Knowing winks. Observational, never slapstick.
T · 03
Imaginative
Creativity drives everything. We experiment, explore, redefine what's possible.
In writingUnexpected angles. Fresh metaphors. The surprising truth, not the expected one.
T · 04
Optimistic
We believe in human potential and a future that's brighter than the past.
In writingForward momentum. Never cynical. Describe the broken status quo from the vantage of the fix.
T · 05
Retro-Futuristic
Dreamers of old longed for this future. We're building it today.
In writingGolden-age sci-fi optimism. Vintage space posters, not Blade Runner.
Write short. Then shorter.
One idea lands. Then the next one hits.
Planetary Talent writes short. Then shorter. One idea lands. Then the next one hits.
On voice
You'll be matched, not searched for. Not screened. Not filtered. Matched.
On voice
Culture here isn't an afterthought. It's something we actively build together. Part of that is our retro space-age world. Playful on the surface, but it serves a real purpose.
Not Planetary Talent
At Planetary Talent, we are deeply committed to fostering a culture of storytelling-driven talent matchmaking that serves as the connective tissue between our retro-futuristic brand identity and our hiring outcomes.
Mechanics
The small rules that hold across every channel.
Sentence case in headings
Headings, headlines, buttons, nav links. "Start for free," never "Start For Free." Proper nouns and named brand terms keep their capitals.
No em-dashes. Anywhere.
Use a period, a comma, or rewrite the sentence. This page follows the rule too. It's a hard one.
"Humans," not "candidates"
Use humans in place of candidates, people, or users whenever the sentence can carry it. It's a signature move.
Exclamation points are rare
Reserve them for genuinely celebratory moments, "You're in!" Broadcast sign-offs may use one. Body copy almost never does.
"We" and "you," never "I"
"We" when the company speaks. "You" when addressing the reader. Never first person singular.
Oxford comma. American spelling.
Big numbers stay confident and specific. "5,000+ humans," not "thousands of users." No emoji, ever. Use Phosphor icons instead.
What we never do
Hard rules. Break them and the voice is broken.
Never
Don't call ourselves an AI company. We are a hiring accelerator. A story-driven hiring ecosystem that uses AI tooling in service of human outcomes.
Never
Don't use the word recruiting. We do matchmaking. We match talent and employers.
Never
Don't say resources or headcount. People are humans, talent, crew.
Never
Don't abbreviate to PT. Always Planetary Talent, spelled out.
Never
Don't sound corporate, stiff, or jargon-heavy. If it could run as-is on any SaaS site without raising an eyebrow, it needs more edge.
Never
Don't be cynical or dystopian. We are relentlessly optimistic. Describe a broken status quo from the vantage point of people already building the fix.
Never
Don't lead with technology. Lead with human outcomes. The tech serves the humans, not the other way around.
Do / don't
The same idea, on voice and off.
Do
"Hire based on stories, not checklists. Every role is a story. Every talent is a character."
Leads with the human idea. Short. Distinctly us.
Don't
"Our AI-powered platform leverages machine learning to optimize candidate-role fit."
Leads with tech. "AI company" language. "Candidate." Three strikes.
Do
"Hire high-impact talent in days, not weeks. From wish to working in as fast as 14 days."
Benefit first. Specific number. Confident.
Don't
"We strive to significantly reduce time-to-hire through our innovative recruiting solution."
"Recruiting." Hedged. Vague. Could be anyone.
Do
"No bots, aliens, or impostors. Just humans who are genuinely mission-aligned."
A knowing wink that still says exactly what it means.
Don't
"As our crew charts a course through the constellation of global talent, mission control ensures every Planetarian lands at their Outpost."
Whimsy with no clarity. Space gibberish. Too much.
The whimsy balance
The most important calibration in the brand.
The test
A reader should smile and think, "I see what they did there." The space or lore reference lands as a knowing wink, not a detour. Make the writing more memorable without making it less clear.
Good whimsy
"Find incredible humans at warp speed, no matter where in the galaxy you are." · "That's two and a half days gone. Vapor in the atmosphere."
Too much
"As our crew charts a course through the constellation of global talent, mission control ensures every Planetarian lands safely at their Client Outpost."
Format
Whimsy level
What it looks like
Social media
Medium
One poetic or cosmic touch per post. A wry one-liner. An unexpected image.
Blog essays
Medium
Lore flavor woven through. The universe is felt in the scale of the thinking.
Lore chapters
High
Full universe immersion. The whole piece is the story.
Website copy
Low
One-liner touches only. Lore lives in product names.
Sales emails
Low
One warm touch max. Lead with value.
Investor docs
Low
Brand warmth in tone. Clarity above all.
Five registers
The traits are always present. How they show up depends on who you're writing for.
R · 01
Marketing & Product
Website · Ads · Social · CTAs
Short. Direct. Punchy. Benefit-first. Lore in product names only.
R · 02
Thought Leadership
Articles · Op-eds · Founder voice
Visionary. Century-scale. Builds toward a reveal. Lore felt in temporal sweep.
R · 03
Lore & Narrative
PTU stories · Maxwell Jules
Full creative fiction. Novelistic pacing. The brand at its most cinematic.
R · 04
Professional & Formal
Investor decks · Proposals
Analytical. Data-backed. One or two aspirational lines. No PTU vocabulary.
R · 05
Personal & One-on-one
DMs · Onboarding · Internal
Warm. Short. Human. Zero lore vocabulary forced.
Lexicon
Pull from these when they serve the sentence. Drop them when they don't.
Match the tone of the context. Click any line to copy.
Greetings
Broadcast · formal
Broadcast · plural
One-on-oneMatch the tone. Don't force a brand greeting where a human one fits better.
Sign-offs
Broadcast
Formal
Closing an era
Lines that sound like us
When you're stuck, read these. Pattern-match. Click to copy.
Rapidly hire humans from Earth.
Website · Hero Copy
Hire based on stories, not checklists.
Website · Positioning Copy
No bots, aliens, or impostors.
Decks · Brand line Copy
Every role is a story. Every talent is a character.
Positioning Copy
We are building humanity's first hiring accelerator.
Company one-liner Copy
Hire high-impact talent in days, not weeks.
Website · Benefit Copy
The future isn't something we wait for. It's something we create.
Thought leadership Copy
Why not interview every available human on Earth for your role, not just people in your own zip code?
Website · Vision Copy
If civilization advances through builders, then builders deserve better tools.
Investor close Copy
You'll be matched. Not searched for. Not screened. Not filtered. Matched.
Product · Rhythm Copy
Final gut check
When you're unsure.
If in doubt about whimsy, err on clarity.
If it sounds like any startup, rewrite it.
If it's a long sentence, break it into two.
If you used an em-dash, remove it.
If you wrote "PT," spell it out.
If you wrote "recruiting," change it to matchmaking.
If it could run on LinkedIn as-is, it needs more edge.
If someone smiles and says "I see what they did there," ship it.
The Planetary Talent voice is not a costume you put on. It is the natural result of people who genuinely believe the story they're telling. Write from that place and the voice takes care of itself.