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DIN SPEC 33462: The standard for data-driven personas

DIN SPEC 33462 sets a new standard for data-based target group concepts in marketing and recruiting.

What is a DIN-SPEC (DIN specification)?

A DIN SPEC (DIN specification) is a document that defines standards for products, services or processes. It is published by the German Institute for Standardization (DIN) and serves as a guideline for various interest groups. Unlike DIN standards, which undergo complex development processes, DIN SPECs can be created more quickly and are based on the specialist knowledge of a group of experts.

DIN SPECs are predecessors of a DIN standard. They are flexible and adaptable and help companies to ensure the quality and safety of products and services. They also support the introduction of standardized procedures and serve as a reference for contracts and quality controls.

The DIN SPEC 33462

DIN SPEC 33462 is based on the guiding principles of customer centricity and establishes a standardized and systematized process flow - also applicable to candidate centricity in recruiting. Professionals who want to achieve their marketing goals (and/or HR marketing goals) with greater efficiency and precision are the primary addressees of this standardization initiative. Quick and easy access to high-quality and standardized (HR) marketing methods supports the optimization and acceleration of the desired (HR) marketing goals and establishes a quality standard for data-based personas.

Objectives of DIN SPEC 33462

DIN SPEC 33462 sets out a comprehensive, clearly defined and practicable procedure for the creation of data-based personas, thereby increasing their transparency, consistency and efficiency in practice. The standardized process improves the quality of the results. The guidelines are intended as an orientation aid for the creation and use of data-based personas and should make the process easier for the stakeholders involved. The guidelines can be used as a starting point and can be expanded and adapted according to need and context.

The development of DIN SPEC 33462 on data-based personas

In the first step, DIN reviewed our submitted application. The business plan was then drawn up, which contained the basic ideas of the DIN SPEC. After successful examination of the Business plan and approval by the DIN Executive Board, it was published (27.03.24). It could be viewed for four weeks. Interested parties were able to register their wish to participate. At the end of this period, the DIN SPEC consortium was formed. The structure and manuscripts of the DIN SPEC were created.

After acceptance by DIN, the DIN SPEC 33462 published on DIN Media and has been setting standards for data-driven personas ever since.

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