Campaign Copywriter at Root
We are rewriting the rules of insurance and we’re looking for a copywriter who is up for the challenge of bringing our evolved voice to life.
Campaign Copywriter can mean different things to different people. Here’s what it means at Root. As a Campaign Copywriter, you’ll help create integrated marketing campaigns that communicate Root’s brand story across a range of tactics that span the funnel from building awareness to driving conversion. You’re not only someone who can think conceptually and come up with big ideas, but can always anchor them in strategic insights and human truths that resonate with our customers.
Agency or in-house writing experience is preferred, but if you have a passion for words, can write succinctly and clearly, can marry creativity with strategy, and can use words to break down complicated concepts and make them easy to understand, we want to hear from you.
Root’s creative marketing team is on a mission to disrupt the archaic, trillion-dollar insurance industry. We’re creating powerful insurance products and technology platforms that rewrite the rules for today’s world, promoting fairness, simplicity, and personalization. And we’re just getting started. We’re a tight-knit, collaborative group guided by a highly iterative, user-centered design process. With insights gained through testing, data, and thoughtful critique, we’re driving the strategy that grows our business and will change the insurance industry. You’ll primarily be working with designers, marketing partners, and product managers—but may also collaborate cross-functionally with engineers, customer service specialists, attorneys, and program managers (to name a few).
The voice of Root (that’s you)
As a Campaign Copywriter, you are the voice of everything outside of our app. Your words are seen by every person who tries Root, and might even be their first introduction to us. Your words matter, and as a copywriter you have the opportunity to have a real impact on the business. Root isn’t a typical insurance company. We’re not stuffy, boring, or traditional. We never want insurance to feel scary, overwhelming, hard, or a nuisance. And it’s the copywriter’s job to be sure we never do.
The Root voice (this is what you’ll write)
All of our brand experiences mirror the app that started it all: bold, human-centric, easy. Therefore, the Root voice is simple, direct, and approachable. Yes, we throw in a joke here or there, but it’s always well-placed. We’d rather have one smart-funny (never just funny) line than a bunch of chuckles throughout a piece of content. And we never settle for easy puns—we’re much smart-funnier than that. The insurance industry is riddled with clichés and expected lines. We pride ourselves on rising above that.
Passion for the craft of writing
Strong writing isn’t just the ability to write a great headline or a descriptive piece of prose. At Root, it’s about clarity and humanity. It’s using great writing and grammar to tell our story in a way that is accurate and easy, often with strict character limits. We constantly ask ourselves how we can say more with fewer words. And we prove it’s possible every day.
Due to the nature of our business, copy needs will range from serious and empathetic to fun and light; there will be times for creative copy to engage, and times where copy should be simple and straightforward.
As a Campaign Copywriter, you’ll help distill strategic insights into human truths and creative concepts, then help translate those concepts across a wide range of tactics, including landing pages, digital video, display ads, scripts, print, social, and more.
Deep empathy for the user
You put every effort into understanding what our customers need. Your background gives you a strong gut about how to solve problems for users. What you don’t know, you learn through qualitative and quantitative research, analyzing previous test results, competitive analysis, and whatever other tools are at your disposal.
You bias toward action
We want someone who is not only up for a challenge, but seeks them out. We want someone who can thrive as part of a team, but who is also comfortable working independently. Someone who is interested in researching and learning, whether it’s continued education about UX writing or becoming an expert on a new insurance line Root is offering.
You make the complex simple
You have a knack for taking complex concepts and making them accessible to non-experts. You explain empathetically and never talk down to the listener.
Skill sets required:
Please provide a PDF of relevant work samples or web link to a portfolio. Applications without a portfolio will not be considered.
This is a full-time position. Due to COVID-19, our teams are currently collaborating remotely, so bring your sweatpants. A laptop and appropriate software can be provided.
Root believes diverse teams build better products, and we are looking for people who not only contribute hard skills but also broad perspectives that challenge us to better serve our customers.
- Tight writer
- Grammar expert
- Solid ability to concept and communicate ideas to immediate team and outside stakeholders
- Experience with A/B testing
- Data lover (Our company was founded on data; our job is to translate that to our potential and current policyholders.)
- Part-time strategist (Notice it doesn’t say “strategic thinker.” Of course you’re a strategic thinker, but Root writers connect all of their content back to strategy. And if for some reason there isn’t a strategy to be found, they’re quick to get the right people in the room to make it happen.)
- Skilled collaborator
- 3-5 years of relevant writing/editing experience in a creative, editorial, or marketing environment; agency or in-house experience is preferred
- Strong proofreading skills
- A solid knowledge of copywriting best practices for mobile development, web, and social
- A keen business sense for crafting and editing content that performs
- A deep love of the Oxford comma (happy to support those in transition)
Who we are.
Root Insurance is the nation’s first licensed insurance carrier powered entirely by mobile. We were founded on the belief that the services you need for everyday life should serve you better. That’s why we base insurance coverages on you, not your demographic. It’s the way insurance should be. And it’s all conveniently in an app.
What draws people to Root.
We’re a venture-backed technology company. Our early success is in large part due to our unwavering standards in hiring. We recognize that our product is only as good as the people building and promoting it. We look for individuals who find solutions by going through the cycle of ideation to implementation with curiosity, rigor, and a highly analytical lens. Ask anyone who works here and you’ll hear similar reasons for why they joined:
Autonomy. For assertive self-starters, the opportunities to contribute are limitless.
Impact. By challenging the way it’s always been done, we solve problems that have a big impact on our business.
Collaboration. We encourage rich discussion and civil debate at every turn.
People. We are inspired by the collection of crazy-smart people around us.