My writing comes from my understanding of the brand, and the audience that the brand is targeting.

Without understanding any of that then you can’t build on a solid foundation for SEO, and to stay consistent.

For We Recruit Well, they have a very clear and defined brand - they are personable, knoweldgeabe about leadership, and hiring. Within that, I also looked over their past blogs so that I could ensure that I was mimicking not only how they wrote, but how they structed their blogs and structured their format of writing.

For example, do they use bullet points often or are they people who use numbered lists (you would be surprised at how people stick to one or another)? How do they use their headings?