How do you approach creating personas at Indeed? Do you have personas that the business-at-large uses versus personas just for launches? How often do you create/refresh the two?

At Indeed, we segment employers by small, mid-sized, and enterprise, and we also look at specific industries/verticals that make up a bulk of our users. We also do this for job seekers, so it's a very B2B2C approach. For launch, we should identify which persona we're targeting before we even build, so that our research along the way informs the approach to meet this persona's needs. We refresh our personas yearly but will use current customer data to understand adoption, spend, retention monthly and quarterly depending on the team and strategy. For example, our lifecycle team (who mostly does email and retargeting), is organized by audience streams with different personas, and we're looking at behavior and learnings monthly.