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Content Creation

Less is more. Keep it simple and always be clear, concise and poignant in your writing for Sitel Group. While details may add color, be mindful of length and others’ time. Long text blocks are time-consuming and often difficult to read online – and do not convey efficiency.

As a service provider, we must portray efficiency, effectiveness, simplicity and excellence.

Before writing, consider the following:

  • Be Clear. Ensure you understand the topic you’re writing about. Use simple words and sentences.
  • Make it Useful. Before you start writing, ask yourself: What purpose does this serve? Who is going to read it? What do they need to know?
  • Stay Friendly. Write like a HUMAN. We are a PEOPLE BUSINESS! Don’t be afraid to break a few rules if it makes your writing more relatable
  • Be Appropriate. Write in a way that suits the situation. Just like you do in face-to-face conversations, adapt your tone depending on who you’re writing to and what you’re writing about.
  • Tell a Story. Be a storyteller using a conversational tone with an active voice. Use strong verbs and always be mindful of the audience to whom you’re speaking whether internal or external.

Word List

Below are some words we encourage you to work into your content that capture the spirit of our organization.

  • Authentic
  • Bold
  • Efficient
  • Empowering
  • Fresh
  • Honest
  • Inclusive
  • Innovative
  • Inspiring
  • Passionate
  • People-centric
  • Valuable

Writing about Sitel Group (Legal)

Our company’s legal entity name is “Sitel Worldwide.” Our trade name is “Sitel Group.” Use “Sitel Worldwide” only when writing legal documents or contracts. Otherwise, use “Sitel Group” or “Sitel.”

Refer to Sitel Group as “we,” not “it.”

When referencing the group without using the full name, do not capitalize “group.”

  • Examples: Sitel Group delivers exceptional customer experience. Our group delivers exceptional customer experience.

Writing about other companies

Honor companies’ own names for themselves and their products. Go by what’s used on their official website.

  • Examples: iPad, YouTube, Yahoo!

Refer to a company or product as “it” (not “they”).

Writing about clients

Before writing about or referencing a client, ensure you have permission from both the Account Manager and Global Marketing & Communications.

Writing Blog Content

When writing for our corporate blog, adhere to our Grammar & Style section. Below are some general pointers, too.

  • Be casual, but smart. Don’t be too stuffy. Include knowledge and a call to action if applicable while trying to casually engage with your readers with conversational language.
  • Be specific. If you’re writing about data, put the numbers in context.
  • Get to the point. Get to the important stuff right away, and don’t bury the kicker. Blog posts should be easy to digest. Break up your paragraphs into short chunks of three or four sentences, and use subheads. Readers are busy and we should always keep that in mind.
  • Link it up. Try to link to our solutions pages on if applicable.
  • Use tags and keywords. In WordPress, add keywords that apply to your article. Look through existing posts for common tags. If you’re not sure if a word should be a tag, it probably shouldn’t.

Voice & Tone

The Sitel tone of voice reflects the brand’s modern, people-focused, experienced and approachable style. We talk with – not at – our audience using familiar language bringing our message to life. Cut the BS – we demonstrate our values day in and day out through all our interactions.

Writing for translation

As a global organization, our associates speak around 50 languages in nearly 30 countries. While our global language is English, we must ensure our content is accessible to people around the world.

Follow these guidelines to help international audiences, including translators, better comprehend your text.


  • Use active voice. We always aim for this, but it’s especially important when writing for translation.
  • Use the subject-verb-object sentence structure. It’s not used by all languages, but it’s widely recognized.
  • Use positive words when talking about positive situations. For example, because a question like “Don’t you think she did a great job?” begins with a negative word, a non-native English speaker may interpret its implication as negative. A better version would be “She did a good job, right?”
  • Consider cultural differences such as holidays, time differences, belief systems, etc.
  • Keep your copy brief, but don’t sacrifice clarity for brevity. You may need to repeat or add words to make the meaning of your sentences clear to a translator.
  • Repeat verbs that have multiple subjects.
    • Example: Customers who have ordered online can pick up their food at the cashier. Walk-in customers should stop by the cashier to order their food.


  • Slang, idioms, colloquial phrases and clichés
  • Contractions (English contractions may not be recognizable to all translators)
  • Shortened words, even if they’re common in English (use “application,” not “app”)
  • Uncommon foreign words (use “genuine,” not “bona fide”)
  • Unnecessary abbreviations (use “for example,” not “e.g.”)
  • Converting one part of speech into another if it isn’t already commonly used (use “Email us” instead of “message us”)
  • Double negatives
  • Synonyms, generally. Don’t use a lot of different words for the same thing in a single piece of writing. Instead of mixing it up with “campaign,” “newsletter,” “bulletin,” etc., pick one term and stick with it.
  • Words with multiple meanings such as “once” and “right”
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