20 years as a voice and on-camera actor. 15+ years running a digital marketing agency. 4 years as a Director of Marketing casting radio and TV spots. Here are my top 10 tips on hiring and working with voice actors as someone who has been on both sides of the table.
Most advice about hiring voice actors comes from one of two places: a producer who’s frustrated with the casting process, or a voice actor who’s frustrated with producers. I’ve been both.
Over the past two decades, I’ve sat in the booth delivering takes and sat in the boardroom approving them. I’ve written the brief, cast the talent, and negotiated the contract — and I’ve been the talent on the receiving end of all of it. That dual perspective has taught me something most people on either side of this process don’t get to see: what actually makes it work well for everyone.
Here’s what I’d tell any marketing professional, casting director, or content producer who wants better voiceover — faster, and with less friction.
- Define the Voice Before You Search for It
As a Director of Marketing overseeing radio and TV commercial production, I learned quickly that vague briefs produce vague auditions. “Professional tone” means something different to every voice actor alive. The casting calls that generated the best responses were the ones that painted a picture: “Think approachable authority — like a financial advisor who actually explains things in plain English.” Reference real voices, real brands, real shows if you need to. As a voice actor, I can tell you that specific direction doesn’t box us in — it frees us up to do our best work.
- Know the Difference Between Style and Skill
A voice can stop you in your tracks and still not be right for your project. Long-form e-learning narration, character-driven commercial copy, and tight broadcast delivery are very different disciplines — and not every great voice has mastered all of them. I’ve auditioned for projects where I was stylistically perfect but honestly not the best fit for the format. The smartest clients ask about experience in their specific use case: “Have you done multi-module e-learning?” or “Do you have broadcast commercial credits?” Style gets attention. Skill gets the job done right the first time.
- Always Request a Custom Audition
Demo reels are highlight packages. They’re carefully curated to show a voice actor at their absolute best – which is useful, but it’s not the full picture. As someone who’s cast dozens of spots, I can tell you the auditions that won were almost always the custom reads of the actual script, not the demos. And as a voice actor, some of my best bookings came from custom auditions where my demo alone wouldn’t have sold it. A 30-second read of your real copy costs very little time, and tells you everything the demo can’t.
- You Get What You Pay For
Here’s the uncomfortable truth I learned from both sides: you get what you pay for. When I was overseeing marketing budgets for large-scale event productions, cutting the talent budget for advertising was always tempting. It almost always cost more in the long run: more revision rounds, more sessions, more time. And as a working voice actor, I can tell you that experienced talent with proven track records have rates that reflect that experience. Consult resources like the GVAA rate guide before posting a job. Fair pay attracts seasoned professionals. Seasoned professionals deliver cleaner, faster, better. Also remember you are often essentially renting a voice actor’s home studio. Many of us have invested thousands (if not tens of thousands) of dollars on equipment, soundproofing, and software (not to mention training). Going in with an industry-standard (or at least close to it) budget will ensure you get not only a good quality performance, but also a high-quality audio file.
- Be Clear About Usage Rights
If there’s one area where I’ve seen deals go sideways on both sides, it’s usage rights. I’ve been the marketing director who had to renegotiate mid-campaign because the original scope didn’t account for a broadcast extension. I’ve also been the voice actor navigating a client who wanted national TV distribution on a rate that was quoted for web-only. It’s uncomfortable for everyone, and it’s entirely avoidable. Define the platform, the geography, and the duration before anyone signs anything. Then put it in the contract. Need a good general template? This customizable option covers all the most important bases: Voiceover Scope of Work Template.
- Give Directed Notes — Not Just Adjectives
“More energy.” “Warmer.” “Faster, but also more relaxed.” I’ve heard all of these, from the booth and from the producer’s chair. The problem with adjective-only direction is that it means something different to everyone in the room. What works is behavioral direction: “You’re talking to a first-time buyer who’s a little nervous; reassure them without slowing down.” That gives a performer something real to play. When I was casting radio spots, the sessions that ran smoothly were the ones where I came in knowing not just the sound I wanted, but the scene.
- Limit the Number of Decision-Makers in the Room
I’ve been in remote sessions with ten stakeholders on the call, each pulling the performance in a slightly different direction. An hour in, we were still on page one. No one was wrong, exactly, the process was just broken. One voice giving direction is a session. Ten voices giving direction is a negotiation that the talent gets stuck in the middle of. Align internally before you get on the call, designate one person to communicate with the talent, and let everyone else submit notes before – not during – the session.
- Treat It Like a Collaboration, Not a Transaction
The best performances I’ve ever delivered as a voice actor came from clients who took five minutes to tell me the real story behind the project. Not just the specs, the purpose. Who’s watching this? What do we want them to feel? What does this brand actually stand for? That context changes everything about how I approach a read. And as a marketer and agency owner, I’ve seen that investment pay off on the other side too. The spots I’m proudest of, the ones that actually moved the needle, were the ones where the creative team and the talent were genuinely in it together.
- Build a Roster, Not Just a Rolodex
Some of my longest-standing client relationships started with a single project. A 5-module e-learning series turned into a 3-year retainer. A 30-second radio spot led to a full campaign. When you find a voice that fits your brand, nurture that relationship. Talent who knows your brand, your audience, and your production preferences is worth more than starting the search over every time. Build a bench of 3–5 trusted voices across different tones. The time you save on casting alone is worth it. Forming relationships directly with voice actors, vs using casting sites, saves time and money for both parties.
- Get Everything in Writing
Scope of work. Deliverable formats. Number of revision rounds. Turnaround time. Payment terms. Usage rights (yes, again – it bears repeating). I’ve been on both sides of the “I thought that was included” conversation, and I can promise you: it’s awkward every time, for everyone. A simple, clear agreement isn’t a lack of trust, it’s a sign of respect for everyone’s time and work. It sets a professional tone from the very first interaction, which tends to carry through the entire project.
The Bottom Line
Twenty years of being in front of the mic and behind the brief has taught me that great voiceover isn’t just about finding a great voice. It’s about building a process that brings out the best in the talent you hire. When clients come prepared, communicate clearly, and approach the work as a partnership, the results show up in the final product – every time.
With these 10 tips for hiring voice actors, I hope you have a smooth experience finding the perfect voice for your project. 🎧 If you need a professional, conversational, warm voice with authority and approachability, check out my demos at www.HeatherNicholsVoiceover.com to see if I’m a fit for your needs.
Are you a fellow VO pro, a marketer, or someone who’s been on both sides of the casting table? I’d love to hear what’s worked — or hasn’t — in your experience. Drop it in the comments.
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