Julie, The Cost-Cutting VP of HR at Acme Health Group Julie’s Story: Julie is the VP of HR at Acme Medical Group’s headquarters near Cleveland, OH, where she’s been [job description] for several years. She used to work at [likely previous company or previous title]. She’s doing well as VP of HR, but she’s having trouble [defining job challenge] and wonders how she stacks up with others. IN THIS PARAGRAPH WE WANT TO DISCUSS THINGS LIKE HER CAREER HISTORY, OTHER JOB FUNCTION CHALLENGES SHE FACES, EXPECTATIONS FROM PEERS/COWORKERS, AND OTHER COMMON BACKSTORY ELEMENTS THAT WE HEAR FROM SIMILAR CUSTOMERS. Real Quote: goal is to reduce employee by 20% next year, “My fix our exit interview process, and find a new payroll and benefits management system that will cut down our department’s manual data entry and support time.” Psychographic Attributes Demographic Identifiers Social behavior offline or online Age Social media preferences Gender Level of digital fluency Title Profession and industry Training Content preferences and consumption habits Degree Favorite industry sites Salary range Receptivity to content in different scenarios Geographic location
Julie, The Cost-Cutting VP of HR at Acme Health Group Julie’s Story: Julie is the VP of HR at Acme Medical Group’s headquarters near Cleveland, OH, where she’s been [job description] for several years. She used to work at [likely previous company or previous title]. She’s doing well as VP of HR, but she’s having trouble [defining job challenge] and wonders how she stacks up with others. IN THIS PARAGRAPH WE WANT TO DISCUSS THINGS LIKE HER CAREER HISTORY, OTHER JOB FUNCTION CHALLENGES SHE FACES, EXPECTATIONS FROM PEERS/COWORKERS, AND OTHER COMMON BACKSTORY ELEMENTS THAT WE HEAR FROM SIMILAR CUSTOMERS. Real Quote: “My goal is to reduce employee by 20% next year, fix our exit interview process, and find a new payroll and benefits management system that will cut down our department’s manual data entry and support time.” Psychographic Attributes Social behavior offline or online Social media preferences Level of digital fluency Profession and industry Content preferences and consumption habits Favorite industry sites Receptivity to content in different scenarios Demographic Identifiers Age Gender Title Training Degree Salary range Geographic location