Writing Style and Tone

A distinctive brand story helps define and communicate unique personal and business attributes. By using a writing style that is personable and aspirational, we can elicit emotion and promote inclusion. Some things to consider when writing for social media is:

• What is our story? How can we include our brand vision?
• Who are our heroes? How can we highlight our industry leaders and experts?
• What inspiration do we want to provide? How can we share KBR’s solutions, company culture, innovation or global impact?

Facebook

• Platform focus: market the KBR brand and establish brand loyalty.
• Narrative tone – writing for a professional audience, telling the KBR story, and eliciting emotion.
• Use strong imagery and/or links to complement the caption.
• Encourages post engagement, including likes, comments, shares, clicks and views.
• Posts should be 1-3 sentences; the first should grab the reader’s attention. The actual character limit for Facebook posts is 63,206.

LinkedIn

• Platform focus: market the KBR brand, build partner relationships, and recruit employees.
• Professional tone – writing for a professional, career-focused audience; using a more serious tone while telling the KBR story to showcase company culture, work, and people and tout KBR as an employer of choice.
• Use strong imagery and/or links to complement the caption.
• Encourages post engagement, including likes, comments, shares, clicks and views.
• Posts are generally 1-3 sentences; however, longer posts are appropriate on this platform. The first sentence should grab the reader’s attention. The actual character limit on LinkedIn is 700.

X (formerly Twitter)

• Platform focus: market the KBR brand and establish brand loyalty.
• Informal tone – tweets are short sentences or headlines, so writing should be clear, concise and casual.
• Use of strong imagery and/or links and calls to action when applicable.
• Use of emojis when applicable.
• Character limit: 280.