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Judith Sparkes

Judith Sparkes

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Published by: joannatalaga01 on Oct 31, 2011
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10/31/2011

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The Power of Personas
Harnessing demographic segmentation in employee engagement
Judith Sparkes,Suncor Energy
Marcus Evans2nd Internal Branding & Cultural DevelopmentOctober 17, 2011
1
Suncor EnergyHeadquartered in Calgary,Alberta13,000 employees in Canada,USA, Europe, Middle East,North AfricaLeading position in oil sandssupported by integratedoperationsPro-active advocate ofdeveloping Canadiansustainable energy strategyFocused on: –Operational excellence –Growth
Background
 
2
It’s hard toengageemployeesin thebusiness if you can’tconnectwith them.
3
Before embarking on a communicationsplan, it’s vital to understand interests,perspectives and goals of audiences.
It’s the only way to connectorganizational goals with what’simportant to your audiences.
Personas can help bridge the gap.
 
4
What are personas?
Archetypes; hypothetical“stand ins”Description of a fictional personwho represents major group ofemployeesRealistic but not realAlthough fictitious:
 –Based on real employees –Grounded in reality as muchas possible
Source of example:www.mollystevens.com/images/samplePersona.jpg5
Benefits of personas
Common and shared understanding ofaudience segmentsEngage employees
 –Test plans and strategies against personas to assess:
ReachResonance
Manage communications and HR functions andresources effectively

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