# 02 · Audience

Three ICPs (Ideal Customer Profiles), three buyer personas, four Jobs-to-be-done.

## ICPs

> Active clients are listed once below the ICPs (Industries we serve). They are not duplicated per ICP to keep maintenance light.

### Primary · Consultancy firms

Consultancy and professional services organisations in the Netherlands and Europe. From large to small, with continuous specialist hiring needs and internal recruitment teams that cannot keep up with volume and speed.

| Profile | Value |
|---|---|
| Employees | 50 to 5,000+ |
| Roles per quarter | 4 |
| Geography | NL · EU |
| Function focus | Tech, engineering, data, finance |
| Pain | Hiring holds back growth. Internal recruiters overwhelmed. Agency invoices add up. |
| Buy on | Speed, quality of hires, independence from agencies |
| Target prospects | Capgemini, KPMG, Sogeti, RB2 |

### Secondary · In-house talent teams

Companies of 50 to 500 employees with an in-house talent team of 2 to 10 people. Scale-ups and mid-market.

| Profile | Value |
|---|---|
| Employees | 50–500 |
| Roles per quarter | 3–10 |
| Geography | NL · EU |
| Function focus | Tech, commercial, specialist |
| Pain | Burning out on sourcing. Dependent on external recruiters they do not want to pay. |
| Buy on | Team impact, integration, transparency |
| Target prospects | Coolblue, bunq, Mollie, Picnic |

### Tertiary · Founder-led hiring

Early-stage founders hiring their first 10 to 50 people. No recruiter, no process, no time.

| Profile | Value |
|---|---|
| First hires | 10–50 |
| Roles per quarter | 1–4 |
| Geography | NL · EU |
| Pain | Hiring eats the agenda. LinkedIn outreach yields nothing. |
| Buy on | Time, quality of every hire |
| Target prospects | Series A founders, bootstrapped scale-ups, solo CEO with hiring backlog |

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**Industries we serve** (10): IT Consultancy, Software & Scale-ups, Data & Analytics, FMCG & Food, Mobility & Leasing, Real Estate, Construction & Installation, Staffing & Recruitment, Marketing & Digital, AI & Machine Learning. Sector descriptions only — no client names attached to sectors, to keep the brand portal evergreen.

**Active clients** (live revenue, kept in a separate operational doc): see the Active Clients grid on `/audience` for the current snapshot.

## Personas

### Persona 01 · Consultancy Director (Primary ICP buyer)

> "We are growing faster than we can hire. Every month a role sits open costs us revenue. And I do not want another agency."

| | |
|---|---|
| Role | Partner, Managing Director, Head of People |
| Buys on | Speed, quality of hires, independence from external agencies |
| Pain | Hiring holds back growth, agency invoices add up |
| Found at | Capgemini, KPMG, RB2, Sogeti type firms |

### Persona 02 · Head of Talent (Secondary ICP buyer)

> "My team is burning out on sourcing. I need leverage, not another tool. And I do not want a black box where I have no control."

| | |
|---|---|
| Role | Head of Talent at scale-up or mid-market firm |
| Buys on | Team impact, integration, transparency |
| Pain | Burnout on sourcing, no budget to add headcount |
| Found at | In-house teams of 2 to 10 people, NL and EU |

### Persona 03 · The Founder (Tertiary ICP buyer)

> "I should be building the product, not chasing candidates. Every lost week is a missed product milestone."

| | |
|---|---|
| Role | Founder or CEO, owns hiring by default |
| Buys on | Time saved, quality of every early hire |
| Pain | Hiring eats the agenda, LinkedIn outreach yields nothing |
| Found at | Early-stage companies, first 10 to 50 hires |

## Jobs to be done

Four jobs that travel across all three ICPs.

### JTBD 01 · From vacancy to meeting

> Help me go from a vacancy to a prepared meeting without touching 10+ tools.

**Why this matters**: The hiring workflow today is fragmented across ATS, LinkedIn Recruiter, Lemlist, Calendly, spreadsheets, Slack. Each tool has its own login, data shape, update cycle.

**Outcome target**: One workflow that takes a hiring lead from briefing the role to a prepared candidate meeting, without leaving the platform.

### JTBD 02 · Match company pace, not team pace

> Help me hire at the pace my company needs, not at the pace my team can handle manually.

**Why this matters**: Hiring demand grows with the company. Recruiter capacity is linear. The gap widens every quarter.

**Outcome target**: Automated sourcing and outreach scale with company growth. Recruiters do the work only humans can do.

### JTBD 03 · Stop losing candidates

> Help me stop losing good candidates because my outreach is too slow, generic, or inconsistent.

**Why this matters**: Top candidates move fast. A 48-hour delay often means they accepted elsewhere. Templated outreach gets ignored. Manual personalization does not scale.

**Outcome target**: Multichannel outreach in the client's voice, sent within hours of identification, with response classification and adaptive follow-up.

### JTBD 04 · Free the team for human work

> Help me free my hiring team for the work only humans can do.

**Why this matters**: Recruiters spend 60–70% of their time on tasks that do not require human judgment: list building, mail merge, calendar tetris, status updates.

**Outcome target**: System handles intake parsing, sourcing, outreach, scheduling, handover. Recruiter handles the conversation. The hire happens faster, with less friction.