Marketing and HR share visions and prospects. A similarity found in many aspects, from recruiting to employer branding, from the provision of contents for reference targets to the design of technological platforms capable of reading the “tastes” of the user and proposing what is similar (and increasingly what is new and what is “dissimilar”) under the guidance of intelligent algorithms.
From this perspective, the use of “personas” represents a strong contact point, a sign of how HR departments are starting to adopt marketing methods strategically in identifying typical profiles within the company organization.
An “HR persona” is a fictional figure, a prototype built on the basis of data and searches that represents a segment of employees with comparable demographics, behaviour patterns, goals, work settings and specific skills.
Large-scale retailers, who are capable of offering customized experiences in easy-to-use digital environments, realized a long time ago that every user experience is a purchasing experience. It must therefore be studied starting from the behaviour, interests and actions of each target profile.
Personas@Telekom: Accelerating Digital Disruption, Deloitte