Brand Position

Audience

Our primary audience is talent-focused HR leaders at mid-market organizations in the U.S. We primarily sell to and interact with two main personas:

  • The Executive Sponsor
  • The Main Point of Contact
brand-position

jo

The Executive Sponsor

Typically an executive or senior-level HR person or occasionally a CEO or other C-suite role. This person is rarely our first touchpoint, but often the ultimate decision maker in the buying and renewal process.


Goals and Aspirations:

  • Understand the ROI and impact of our talent investments and initiatives. 
  • Ensure HR strategies support business goals and strategy.
  • Create a strong culture that attracts and retains top talent.
  • Develop and empower my managers and their teams.
  • Increase clarity and understanding around key workplace issues.

My Biggest Obstacles:

  • Balancing a lot of competing priorities with limited time and resources.
  • Articulating what success looks like when it comes to engagement/performance.
  • Getting support and buy-in from peers. 

My Daily Struggles:

  • I don’t know where to start or how to move the needle.
  • I’m afraid of failure.
  • This change feels too big to tackle right now.

What I Want: 

  • To gain credibility and respect from other executive leaders.
  • To earn the trust of my employees.
  • To prove that my team’s efforts have an impact on business success.
  • To empower managers and teams to own engagement and performance.
  • To find tools that are easy to launch and adopt.
  • To become more skilled at data-driven decision-making.

 

 

donna
The Main Point of Contact 

Typically an HR Director or HR Manager. This person is usually our first touchpoint in the marketing/sales funnel and does most of the heavy lifting in regards to research, shopping, demoing, contract, implementation, and adoption. 

Goals and Aspirations:

  • Prove the ROI and impact of our efforts. 
  • Optimize systems and processes for effectiveness and efficiency. 
  • Build good relationships with employees.
  • Be a good partner to our managers and their teams.

My Biggest Obstacles:

  • I have way too much on my plate.
  • I don’t have enough time for the strategic work I want to do. 
  • It’s difficult for me to get buy-in on big projects.

My Daily Struggles:

  • I feel like I can’t live up to everyone’s expectations.
  • I don’t have enough time or resources.
  • I’m overworked and overwhelmed.
  • Sometimes my job feels thankless.
  • I don’t want to do something that will create more work for me.

What I Want: 

  • To gain credibility and respect from leaders in my organization.
  • To earn the trust of my employees.
  • To get recognized for my impact on our team’s goals.
  • To connect with other HR leaders and learn from their experiences.
  • To do the right thing for my organization.
  • To make sure everything runs as smoothly as possible