Messaging

The elements in this section will guide you in delivering effective communications. Use them together to develop consistent and cohesive brand messages.

Brand Voice

Voice shapes the distinct tone, manner and style in which we communicate our story and key messages. Think of it as a set of attributes that informs and guides how we sound. Consistency of voice builds trust and loyalty with all of our audiences — employees, clients, communities and shareholders — and sets expectations for when they interact with us.

Attribute

Human

We distill complex information into real talk – because we’re people, too

IT SOUNDS ...

Knowledgeable

Our expertise spans the world’s most specialized and complex industries.

IT SOUNDS ...

Driven

We’re ambitious doers who create actionable outcomes

IT SOUNDS ...

Optimistic

We’re excited about the innovative ways we can change the world for good.

IT SOUNDS ...

Key messages

By looking at our strategic objectives through the filter of our brand platform, we’ve created a set of key messages to help us create a hierarchy of information consistent across our communications.

They guide what we say and how we structure it. You’ll see as we look at how to apply our key messages that they aren’t necessarily copy themselves

THEMES

1. We’re invested in you and your success.

What we solve with our clients is complex and pervasive.

To us, everything we do – whether water scarcity, aging infrastructure, access to life-saving therapies or sophisticated cyberattacks – is more than projects outlined in proposal requests. They’re our challenges as human beings, too.

That’s why we bring a thoughtful and collaborative approach to every one of our partnerships. We know we can help our partners make a positive impact on the world. We lead large project teams with many different companies and agencies – but make sure everyone’s voice has a chance to be heard and respected.

2. The biggest questions spark our curious minds.

At Jacobs, we solve the most important problems, the ones for the real world – making life simpler and more seamless along the way.

Each of us is united by the drive to dream big while keeping our feet planted firmly on the ground. We’re energized equally by the extraordinary as the seemingly mundane – finding nuggets of inspiration in sometimes routine places. And our shared curiosity means we look beyond for insights and ideas.

Our solutions are creative and influence how we live today as well as into tomorrow. We’re some of the smartest minds in the world, which means we always know there’s more to learn.

3. We redefine what’s possible.

It’s one thing to dream up new solutions. At Jacobs, we also deliver them.

To turn abstract ideas into realities that transform the world for good, it takes foresight into what’s possible, courage to create solutions for the unknown, and the knowledge and skills to make them real.

We aren’t reckless, but we are bold. This is what drives the work we do, from protecting the smallest bit of metadata to exploring the infinite expanses of the universe, from preserving a single drop of water to empowering the flow of information across the globe. We’re willing and capable of disrupting the status quo – setting the standards of how we live over and over.

Target audiences

We speak to a number of different audiences, and each has a different relationship with us. With a clear view into what matters to our audiences, we can adapt our key messages to be meaningful and relevant to each while staying true to who we are.

Employees

People who work with us now or those we’d like to join our team.

Clients

The businesses and governments that hire or contract with us.

Community

The people who live in places where our projects are or will be.

Shareholders

People who invest their money in our stock.

Audience: Employees

Who they are

People who work with us now or those we’d like to join our team.

What they value

Employee Messaging

Core message

Design your career with a team and company that inspires and empowers you to deliver your best work – today as well as into the future.

Applying key messages

We’re invested in you and your success.

Our diverse perspectives and unique backgrounds power our collective strength. By supporting one another and through our culture of caring, we all succeed.

The biggest questions spark our curious minds.

We clear the way for inventive thinking and exploration, so you have the support, means and space to deliver the boldest solutions for the extraordinary and everyday.

We redefine what’s possible.

There’s something that drives everyone – and we want you to keep evolving your career, discover unexpected opportunities and ensure you can deliver on tomorrow.

Audience: Employees

Who they are

People who work with us now or those we’d like to join our team.

What they value

Employee Messaging

Core Message

Design your career with a team and company that inspires and empowers you to deliver your best work – today as well as into the future.

Applying key messages

We’re invested in you and your success.

Our diverse perspectives and unique backgrounds power our collective strength. By supporting one another and through our culture of caring, we all succeed.

The biggest questions spark our curious minds.

We clear the way for inventive thinking and exploration, so you have the support, means and space to deliver the boldest solutions for the extraordinary and everyday.

We redefine what’s possible.

There’s something that drives everyone – and we want you to keep evolving your career, discover unexpected opportunities and ensure you can deliver on tomorrow.

Audience: Clients

Who they are

The businesses and governments that hire or contract with us.

What they value

Client Messaging

Core Message

Our global network of expertise and knowledge is yours, so you can create, deliver and succeed — not just today but into tomorrow.

Applying key messages

We’re invested in you and your success.

We’re invested in your questions, your obstacles, your success, working with you to turn challenges into opportunities. Together, we create innovative solutions that solve for today and into the future.

The biggest questions spark our curious minds.

We’re driven by your most complex problems, and just as energized by the seemingly simple. By challenging what’s expected, we’re able to discover a new way forward.

We redefine what’s possible.

Our expertise goes deep and wide across disciplines, geographies and industries. By applying our extensive knowledge to specific needs, we’re able to help you imagine, design and realize for what’s next.

Audience: Communities

Who they are

The people who live in places where our projects are or will be.

What they value

Communities Messaging

Core Message

Thriving communities. Healthy cities. A brighter future.What we do is more than a job, we work every day to make the world better for all.

Applying key messages

We’re invested in you and your success.

We live and play in the communities where we work — so we’re personally invested in the impact, outcomes and promise we deliver. We work together to build a better future for everyone.

The biggest questions spark our curious minds.

We craft solutions that affect the way people live. Whether in our day-to-day or our community work, we solve for better, never losing sight of our responsibility to each other.

We redefine what’s possible.

We envision a world in which all people are celebrated, potential is honored and the planet is flourishing. Through our work and our initiatives, we’re turning that vision into reality every day.

Audience: Shareholders

Who they are

People who invest their money in our stock

What they value

Shareholders Messaging

Core Message

Our smart portfolio management and strategic use of capital fortifies our global expertise, driving sustainable competitive advantage and delivering above-market returns.

Applying key messages

We're invested in you and your success.

Our focused strategic vision paired with a disciplined approach to investing your capital results in innovative solutions and a track record of above-market, risk-adjusted returns.

The biggest questions spark our curious minds.

Our unique culture rewards inventive thinking while maintaining our financial discipline. This combination powers innovation that solves the world’s most-complex challenges.

We redefine what’s possible.

Our deep-and-wide expertise, strong customer relationships around the globe, and delivery of tomorrow’s solutions today mean we stay ahead of the competition throughout economic cycles.

Messaging principles

These principles help ensure you’re always delivering messages that are authentic and memorable.

1. UNDERSTAND YOUR GOAL

Each touchpoint has a different purpose. Having a clear understanding of the goal — whether it’s functional, informational or promotional — can help set the tone for what you want to accomplish.

2. USE CONTRACTIONS

Cut out the formality and create a familiar and dependable tone. This helps us build relationships and trust.

3. MODULATE FOR CONTEXT AND RELATIONSHIPS

Understand the communication you’re creating and apply the Jacobs voice accordingly. Dial up (or down) certain voice attributes based on the context and audience.

4. MAKE IT CONVERSATIONAL

People want to feel like you’re speaking with them, not at them. They want to know what we can do for them. Address their needs and concerns – and open the door for further conversation.

5. MINIMIZE “QUALIFYING” LANGUAGE

We’re not “committed” to doing things — we do them. Other phrases like “striving for” and “dedicated to” can create doubt. We don’t want to over promise, but we want to be clear about the value we provide.

Writing for Jacobs

STEP 1: WHAT’S YOUR GOAL?

Is it functional?

Is it informative?

Is it promotional?

STEP 2: WHO ARE YOU TALKING TO?

Employees

Design your career with a company that inspires and empowers you to deliver your best work so you can evolve, grow and succeed – today and into tomorrow.

Clients

Our global network of expertise and knowledge is yours, so you can create, deliver and succeed – not just today but into tomorrow.

Communities

Thriving communities. Healthy cities. A brighter future. What we do is more than a job, we work every day to make the world better for all.

Shareholders

Our global expertise combined with strategic portfolio management and agile capital deployment drives our sustainable competitive advantage and above-market returns.

STEP 3: WHAT ARE YOU SAYING?

We’re invested in you and your success.

The biggest questions spark our curious minds.

We redefine what’s possible.

STEP 4: HOW SHOULD YOU SAY IT?

Human

Knowledgeable

Optimistic

Driven

STEP 5: AND FINALLY...

Is there a clear call to action?

Does the reader know where to get more information?

Before and after: end markets

Audience:

Clients

Voice:

Human
Simplifies the language

Knowledgeable
Emphasizes the breadth of what we do

Optimistic
Focuses on the opportunities

Driven
Dials up the impact we have on the future

Before

Water
Whether it’s treating, distributing or storing water, Jacobs reaches across boundaries and collaborates to successfully deliver customized innovative solutions.

Transportation
Our clients move people, goods, and freight over land, through the air, across the sea, underground and even through mountains, and we help them achieve it.

Cybersecurity
We are at the forefront of the most important security issues today.

After

Turning the tide for good
A modern storage system for California’s scarcest and most valuable resource. A sewage management system in Hong Kong that converts sludge into electricity. Protection for our world’s coasts against rising oceans. When it comes to innovative, sustainable and comprehensive solutions, the future of water depends on us.

Rerouting the future
Others see aging global infrastructure. At Jacobs, we see an opportunity to build better roads, rails and runways to keep future generations moving forward. We understand the transportation landscape, how it’s regulated and how it’s evolving. When it comes to navigating its challenges and complexities, we’re here to help.

Innovating the impenetrable
Our history is long when it comes to national defense operations. While hackers continue to wage the war for data, we’re constantly thinking up new ways to remain several steps ahead so we can make sure your digital infrastructure – whether it’s on a server, in the cloud or a hybrid – remains uncompromised.

Before and after: employee networks

Audience:

Employees

Voice:

Human
Simplifies the language

Knowledgeable
Uses a smart and confident approach

Optimistic
Conveys our visionary and compelling reasons for investing in our people

Driven
Focused and proud to show how we’re making a difference

Before

At Jacobs, we are committed to creating a Culture of Caring – a workplace that values the safety, positive mental health, and inclusion and belonging of all employees.

Our Jacobs Employee Networks play a critical role in fostering our Culture of Caring in the work they do. These employee-led and employee-organized groups are centered around offering employees an opportunity to collaborate with others around the world who share similar interests and explore opportunities that relate to their specific goals.

The shared mission of our employee networks is to make to celebrate and develop Jacobs’ diverse employee population, provide career enriching development opportunities for all levels of talent, assist in the attraction and retention of top diverse talent, facilitate innovation at Jacobs, and contribute to the communities in which we live and work.

After

At Jacobs, diversity powers our collective strength. Unique backgrounds. Distinct perspectives. Extraordinary experiences.

As part of our Culture of Caring, we unite employees across the globe to foster these differences and amplify each voice through our Jacobs Employee Networks. Discover the employee-led and employee-organized groups that speak to you.

We believe our differences can broaden perspectives, our connections build confidence, and our collaboration inspires growth. Together, we’ll accomplish more than we ever could alone.

Before and after: social media

Audience:

All

Voice:

Human
Simplifies the language

Knowledgeable
Uses a smart and confident approach

Optimistic
Elevates the bigger picture

Driven
Focuses on the impact of our global team

Before

acobs leads the global professional services sector delivering solutions for a more connected, sustainable world. With approximately $12 billion in revenue and a talent force of more than 50,000, Jacobs provides a full spectrum of services including scientific, technical, professional and construction- and program-management for business, industrial, commercial, government and infrastructure sectors. For more information, visit www.jacobs.com.

After

We deliver impactful global solutions to create a more connected, sustainable world — from intelligence to infrastructure, cybersecurity to space exploration. Our 50,000 employees across 50 countries work every day, challenging the expectations of today to reinvent the way we’ll all live tomorrow.