Direct
Not: not blunt
We say what we mean without filler. No recruiter speak, no vague promises. If something can be said in five words, don't use ten.
Voice & Tone
Writing Guidelines LATAM
Voice, tone and writing standards for LATAM Howdy communications.
Brand voice
Our voice is who we are. It stays consistent no matter the channel — whether you're writing a job post, a community email, or an Instagram caption.
Clear
Not: not oversimplified
We make opportunities easy to understand. What's the role, what's the company, what's the next step. No fine print buried in paragraphs.
Human
Not: not casual
We write like a person who genuinely cares — not a recruiter hitting a quota. Warm, real, and never transactional.
Confident
Not: not arrogant
We know what we offer is real. We don't overpromise or undersell — we show what Howdy actually is through proof and community.
Tone by context
Tone shifts depending on the channel and moment. Voice stays the same — tone adapts. LATAM communications tend to run warmer than US ones, but never unprofessional.
| Context | Tone | What that looks like |
|---|---|---|
| Job post | Semi-formal | Clear and inviting. Lead with the role and company. End with a human CTA. |
| Candidate outreach email | Warm | Personal and direct. Use their name. Be specific about why you're reaching out to them. |
| Community email | Warm | Friendly and energizing. Like a message from someone you know, not a newsletter blast. |
| Social media (Instagram / LinkedIn) | Warm | Authentic and community-driven. Stories over stats. People over product. |
| Event communication | Casual | Fun and inviting. Make it feel like something worth showing up to. |
| Internal Slack / Notion | Casual | Conversational and clear. Write for the person reading it, not for formality. |
DOs and DON'Ts
Practical examples of what Howdy LATAM sounds like — and what it doesn't. The biggest trap is sounding like a recruiter. We don't.
Do this
- Candidate outreach “We came across your profile and think you'd be a great fit for a frontend role at one of our US partners. Fully remote, full-time.”
- Job post closing “Sounds like you? Apply below — we'll get back to you within 5 business days.”
- Community email “This month's Howdy House event is in Buenos Aires. Come hang, learn something, meet the crew.”
- Instagram caption “Building something great from Buenos Aires. That's the Howdy way. 🤠”
Not this
- Candidate outreach “Dear candidate, we are pleased to inform you of an exciting opportunity that matches your professional background.”
- Job post closing “Interested candidates are encouraged to submit their CV for consideration.”
- Community email “We cordially invite you to attend our upcoming professional networking event.”
- Instagram caption “Howdy is proud to support the professional development of Latin American tech talent.”
Real examples
Before and after rewrites using real LATAM Howdy copy scenarios.
Job post title
Before
“We are seeking a qualified Senior Software Engineer to join our talent network”
After
“Senior Software Engineer — US healthtech startup, fully remote from Argentina”
Why: Specific, scannable, and human. Tells you everything before you click.
Community email opening
Before
“We are writing to inform you of an upcoming event at our Howdy House facility in Medellín.”
After
“Something's happening at the Medellín Howdy House next Thursday — and you should be there.”
Why: Creates curiosity. Feels like a friend texting you, not a corporate newsletter.
Instagram bio-style copy
Before
“Howdy connects Latin American tech professionals with leading US technology companies.”
After
“Top LATAM engineers. World-class US companies. One community. 🤠”
Why: Short, punchy, and on-brand. The emoji earns its place here — it's Instagram.
