People & Culture
Attracting and retaining people, and supporting them through change.
Data-driven candidate, employee, and change personas reveal what different groups need, what motivates them, and what they achieve—throughout their entire relationship with the company.
Three perspectives. A comprehensive understanding.
People change roles, but their needs don't change overnight. Personas provide a common data foundation for recruiting, employee experience, retention, internal communication, and change management.
Candidate Personas
Understand who you want to reach, what attracts top talent, and where relevant touchpoints arise.
- Recruiting & HR Marketing
- Employer Branding
- Job Postings & Career Pages
- Candidate Journey & Media
Employee Personas
Identify the needs, factors that foster engagement, and differences among employee groups.
- Employee Experience & Retention
- Benefits & Employee Development
- Learning & Hybrid Work
- Employee Journey
Change Personas
Identify perspectives, information needs, and barriers to acceptance regarding specific changes.
- Transformation & Reorganization
- Change Communication
- Cultural Change & Participation
- Technology Rollouts
Typical Responsibilities for People & Culture
Don't start with a persona type; start with the decision you want to improve.
Reach the right talent more effectively
Derive well-founded insights into channels, messages, motivations, and barriers for recruiting campaigns.
Strengthen Employee Retention
Understand the different expectations and retention factors among the workforce.
Improving the Employee Experience
Align touchpoints, offerings, and internal services with real needs.
Differentiating Internal Communication
Select content, formats, and channels based on the target audience and situation.
Encourage a willingness to change
Identify barriers to acceptance and develop appropriate interventions.
Bringing Stakeholders Together
Establish a shared, data-driven understanding rather than relying on conflicting assumptions.
One Lifecycle, Many Decisions
Understanding your target audience doesn't end when the contract is signed.
Candidate, Employee, and Change Personas can build on one another, thereby enabling a consistent view of people across organizational boundaries.
PersonaGPT
Chat or talk with Candidate, Employee, and Change Personas.
Persona insights become a dialogue: Employees can type or voice their questions. PersonaGPT responds based on the relevant persona data, making needs, motivators, and potential barriers immediately accessible.
Here's what the result looks like
Examples of a Matrix, Sedcard, and Playbook
Using IT employees as an example, see how target audience data, persona profiles, and operational recommendations all fit together.
Other Offers
Greater Impact Throughout the Candidate and Employee Journey
Enhance your persona work with tools, analyses, workshops, and insights for recruiting, communication, and engagement.
Adopting a Data-Driven Approach to Recruiting
Understand talent, optimize your messaging, touchpoints, and the candidate journey.
Effective Job Postings
Work together to revise a real job posting and take away principles you can apply directly to future postings.
View workshop → Recruiting IntelligenceLocation & labor market analysis
Conduct a thorough analysis of regional labor market dynamics, talent availability, media usage, and expectations.
Learn about analysis → Recruiting CampaignsProgrammatic ads per click
Translate persona data into specific campaign briefs and targeting specifications for Google, Meta, and DSPs.
Activate target groups → Quality AssuranceVerify personas
Review and enrich existing Candidate, Employee, or Change Personas using representative data.
Discover Verification → KnowledgeE-books & White Papers
Practical knowledge on candidate personas, recruiting, job postings, target audience strategies, and other applications.
View Publications →Data Instead of Gut Feelings
Which people in your organization would you like to understand better?
We'll work with you to determine whether Candidate, Employee, or Change Personas are the right fit for your project—and what data is relevant for each.