@havaspeople www.havaspeople.com Case Study – Audience Segmentation Challenge The National Offender Management Services (NOMS) faced ongoing challenges to attract prison officers to HM Prisons within the Thames Valley region. Proximity to London and a relatively buoyant local economy meant that six “high-priority” prisons in the area consistently struggled to meet their target numbers for applications and hires, leading to operational challenges. To inform an effective attraction strategy, NOMS needed to better understand the demographics of potential job seekers in the Thames Valley area; what specific audience groups the prisons could/should be targeting; who they were competing with for staff in these areas; and what these competitors were offering. Solution We utilised Segment

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