Beyond Demographics
Traditional recruiting segmentation relies on demographics: age, gender, education, location. But two 18-year-olds from the same zip code can have completely different motivations, values, and media consumption patterns.
Trestleboard layers psychographic and cultural segmentation on top of demographics to create messaging that resonates at a deeper level.
Segmentation Dimensions
- Motivational drivers (purpose, skills, community, benefits, adventure)
- Cultural identity (regional, ethnic, religious, subcultural)
- Media consumption patterns (platforms, influencers, content types)
- Educational and career aspirations
- Family and social network influences
- Risk tolerance and decision-making styles
Segmentation Process
Research
Audience research identifies key segments and their characteristics
Message Development
Core messages are adapted for each segment's motivations and values
Creative Generation
Variants are produced for each segment-platform combination
Testing
A/B testing validates which messages perform best for each segment
Optimization
Performance data refines segmentation and messaging over time
Learn More
Request the full capability brief to see segmentation frameworks and performance data.