We are rewriting the rules of insurance, and we’re looking for a full-time senior copywriter who is up for the challenge of bringing our evolved voice to life.
Senior copywriter can mean different things to different people. Here’s what it means at Root. This role is a magical mix of all things social. From Facebook to Instagram, LinkedIn to Twitter, you’ll be responsible for writing social content that promotes our brands, supports recruiting initiatives, and makes our customer experience easy and uncomplicated. This means taking an ambiguous problem, diving deep into the user experience, and suggesting creative solutions to help our customers. At Root, we’ll never tell you how to solve the problem—so if you enjoy tackling social challenges head on, love the AP style guide, find yourself copy editing social posts in your feed, but are also inclined to write pithy lines on napkins around your house, then this role is for you.
Our team of 8 writers is responsible for all content outside of the Root app. From blogs to billboards, scripts to SEO, our nimble creative team is crafting it. Where would you fit in? Our ideal creative will be able to masterfully update copy to Root brand standards, compose smart, engaging short-form social copy, break down complicated concepts and make them easy to understand, and scour language for style, clarity, grammar, and punctuation—all while staying mindful of a tight production workflow.
Root’s creative marketing team is on a mission to unbreak the insurance industry. 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 be working with designers, marketing partners, product managers, engineers, customer service specialists, attorneys, and program managers (to name a few).
The voice of Root (that’s you)
As a senior copywriter, you are the voice of everything outside of our app. Your words are seen by every person who tries Root. Your words matter, and as a writer 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 stressful, overwhelming, or hard. And it’s the senior copywriter’s job to be sure we never do. We don’t think insurance companies add much value to social users—outside of showing funny ads. You’ll partner with a Program Owner, Social Media Manager, Designer, and Creative Director to create useful, authentic content that does more than entertain.
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. We speak in a clear, straightforward way. We take complicated, highly regulated insurance content and break it down into succinct, clear copy for our customers to understand. 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. You’ll ensure we stay authentic and cliché free.
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 communicate in a way that is accurate and easy, often with character limits. We constantly ask ourselves how we can say more with fewer words. And we prove it’s possible every day. -Your day-to-day focus will be on delivering value to our users by executing all content on our organic social channels.
-You’ll take ownership of the content calendar, alongside the Social Designer, and create the individual posts that reflect our strategies and plans.
-You’ll partner with our Social Media Manager to make sure our posts stay relevant and timely.
-You’ll get data and feedback from our Program Owner and make updates to your posts accordingly.
-You’ll partner cross-functionally with other parts of the Creative organization to support and deliver against broader initiatives and partnerships.
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.
Since this is a newer team, flexibility is important—as we’re in the beginning stages of our social journey. In partnership with the Copy Director, you’ll help to develop and further refine our social copy brand.
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 feedback, 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, following the ever-changing trends in the social environment, 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:
This role reports to the Copy Director.
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.
- Grammar expert
- Tight writer
- Excellent proofreading skills
- Intermediate to advanced knowledge of SEO/SEM
- 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.)
- Accustomed to working with legal/compliance teams to review content
- Skilled collaborator
- Flexible in working style (sometimes design will drive copy, sometimes copy will drive design, and sometimes you’ll volley back and forth)
- 7+ years of relevant writing/editing experience in a creative, editorial, or marketing environment
- 2+ years of relevant writing/editing experience on social platforms
- A solid knowledge of copywriting best practices for mobile development and web
- 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.