First DIN standard for data-driven personas published

The Persona Institute and Raven 51 AG are taking a significant step towards the data-based creation of personas in Germany: 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.

What is a DIN SPEC?

A DIN-SPEC is the shortest way to establish standards on the market directly from research. A DIN-SPEC thus forms the basis for a DIN standard. After months of work and intensive exchange between the experts of the DIN SPEC consortium, the SPEC on data-based personas is now available for free download via DIN Media.

What is data-driven personas and why do we need a standard for it?

"data-driven personas are the key to a truly customer- or candidate-centric way of working," explains Stefan Rippler, Managing Director and founder of the Persona Institute. In order to make personas reproducible, transferable and therefore reliable, a standardized guideline for their creation is needed.

"With the DIN SPEC, we want to create clarity and uniformity for companies and institutions," says Udo A. Völke, co-initiator of the DIN SPEC consortium as CEO of the HR marketing agency Raven51. "The data-based approach of the DIN SPEC enables companies and institutions to achieve measurable results more quickly, which leads to sustainable economic success."

The data-based persona methodology described in the DIN SPEC differs from other approaches due to its strict focus on data-driven analyses and defined criteria - so that marketing decisions no longer have to be based on gut feeling.

Prof. Dr. Branko Woischwill, member of the consortium for the creation of the DIN SPEC: "Standardization in the area of data-based personas not only provides companies with clarity on process flows, but also builds trust in the method and its results."

The DIN SPEC is a milestone that is of great importance not only for the marketing sector, but also for HR managers, recruiters and companies that engage in employer branding - keyword: candidate personas. These are personas that companies develop in order to find suitable candidates for an open position. In this way, the search for the right specialists in times of demographic change is based on sound data.

DIN SPEC 33462 "data-driven personas" for free download

The DIN-SPEC on data-based personas can be viewed and downloaded at https://www.dinmedia.de/de/technische-regel/din-spec-33462/383602205.

Contact person

Stefan Rippler
stefan.rippler@persona-institut.de

Udo A. Völke

pr@raven51.de

Persona Institute

The Persona Institute is the first port of call for German companies on the subject of (data-based) personas and their practical use. A Software-as-a-Service (SaaS) solution makes it possible to better understand target groups - to use this knowledge to optimize the customer journey, run performance campaigns without wastage, generate faster and better leads, improve SEO performance, etc. With data-based personas, the Persona Institute creates the basis for unique, needs-based customer experiences and thus promotes company growth and cost efficiency.

Raven51 AG

Positioning employers, inspiring candidates, rethinking HR marketing: Raven51 takes recruiting to a new level. With over 50 years of market experience, offices in Berlin, Frankfurt am Main and Karlsruhe and the combined expertise of more than 170 recruiting specialists, Raven51 is one of the top 5 HR marketing agencies in Germany. The core competencies are employer branding & marketing, job advertising & traffic generation as well as recruiting services with a digital footprint, which are bundled into effective talent attraction strategies. For sustainably improved, efficient personnel recruitment.