Thought leadership copywriting for AtkinsRéalis
AtkinsRéalis (previously known as SNC-Lavalin) provides engineering, construction and procurement services to various industries.
At SmartRecruiters, I wrote regular thought leadership content for AtkinsRéalis. Given the scale of the company, the articles had to be organised into content clusters, related to different pages on the website. These articles were evergreen and served a dual purpose: to share expertise and insights to position Atkins as an authority and to promote the careers open to candidates.
The challenge was researching highly complex topics and distilling the information into readable and digestible content. I covered subjects such as engineering, artificial intelligence and architecture. The content was planned out in advance, using an extensive calendar that enabled smooth project management and communication with the client. The strategy behind the writing involved using keywords and headings that appealed to the target audience. At the same time, the content needed to be high-value and focused on persuasion to guide readers towards the relevant career pages.
I used a journalistic, factual tone of voice. This was important because of the complexity of the topics, so the content had to sound credible. Overall, the work was demanding but rewarding, and I weaved the company’s values and aspirations in every article. Thankfully, the client always received the content well.
Here are some examples of content that I wrote for AtkinsRéalis below:
· Achieving engineering success in a challenging climate in 2022
· What are the most common aspirations for mechanical engineers?
· Key outcomes from the United Nations Climate Change Conference
· The impact of artificial intelligence on the engineering sector
· What are the building blocks of a successful architecture career?