Jeanette Hegmann

Why this persona fits the audience

Recent Business Administration graduate in London, UK, actively applying to entry-level marketing roles. Currently uses Canva's free tier to design visually rich CVs but struggles with ATS parsing issues when applying to large corporate firms. Budget is tight due to student debt; skeptical of paying for tools that claim to be 'free' elsewhere.

• Age: 23
• Location: London, United Kingdom
• Occupation: Junior Marketing Assistant / Job Seeker
• Income: £22,000 - £28,000 (Entry Level)
• Education: Bachelor's Degree in Business Administration
• Years in role: 0.15

“I spend so much time trying to make my application look perfect that I forget the people reading it are just humans looking for someone who fits the team, not a graphic design masterpiece.”

Jeanette Hegmann, 23, is a recent Bachelor of Arts in Business Administration graduate from a mid-tier London university, currently navigating the turbulent waters of the post-graduation job market in the capital. Born in Manchester and raised in a middle-class household, she moved to London immediately after graduation, drawn by the city's dynamic creative scene despite the steep cost of living. Her academic background provided a solid foundation in market theory and consumer behavior, yet the practical reality of securing an entry-level role has been more challenging than anticipated. Jeanette is currently unemployed, dedicating herself fully to a rigorous job search strategy that involves applying to dozens of positions weekly. Her primary toolset consists of the free version of Canva, which she utilizes to craft visually compelling CVs that stand out in a sea of generic documents. However, this reliance on design aesthetics has led to significant friction; she frequently discovers that her beautifully formatted resumes are rejected by Applicant Tracking Systems (ATS) employed by large corporate firms, rendering her efforts invisible to human recruiters. This technical hurdle has sparked a growing skepticism toward SaaS products that promise 'AI-powered' solutions, especially those with hidden costs or aggressive upselling tactics. With substantial student debt looming, Jeanette operates on a razor-thin budget, forcing her to weigh every potential expenditure against the risk of wasted money. Despite these challenges, Jeanette remains optimistic and proactive. She views her job search not merely as a transaction but as a learning process, constantly refining her digital presence and expanding her knowledge of marketing analytics. She balances her professional ambitions with a strong desire for work-life balance, refusing to let the hunt consume her entirely. Her recent decisions reflect a strategic patience; she has paused on paying for premium resume builders until she can verify their efficacy against the free alternatives she already masters. Jeanette represents the archetype of the modern, tech-literate graduate: capable, creative, and resourceful, yet constrained by economic realities and the opaque nature of modern hiring algorithms.

Background & daily life

A day in their life

Jeanette wakes at 7:00 AM to a gentle alarm, brewing coffee in her small kitchen while checking the weather and her job alert notifications on her phone. By 8:30 AM, she is on the Overground, scrolling through LinkedIn, liking posts from potential employers, and drafting connection requests with personalized notes. Upon arriving at her study space—a quiet corner of a public library—she dedicates the morning to tailoring one specific application, meticulously rewriting bullet points to match a job description's keywords. Lunch is a quick salad she prepared the night before, eaten while watching a tutorial on advanced Excel functions. Afternoon hours are spent redesigning her portfolio website, ensuring it loads quickly and looks professional on mobile devices. She ends her day at 6:00 PM with a walk through nearby parks, reflecting on the day's progress and planning tomorrow's targets, often feeling a mix of determination and fatigue.

Lifestyle

Jeanette lives in a vibrant, slightly cramped flat in Shoreditch, sharing costs with two university friends. Her life is a balancing act between frugal living and maintaining a creative aesthetic; she sources most of her wardrobe from charity shops and Depop, prioritizing sustainability over fast fashion. She wakes up early to cook overnight oats and walk to the tube station, using the commute time to listen to industry podcasts. Evenings are reserved for either deep-diving into design trends or socializing at low-cost local cafes. Despite the financial strain of her student loans, she manages a strict budget, allocating funds for travel savings while cutting out unnecessary subscriptions. Her health routine involves weekend yoga sessions and cooking nutritious meals at home to avoid expensive takeaways.

Work life

Currently unemployed but treating her job search as a full-time role, Jeanette spends eight hours a day tailoring applications and networking. She relies heavily on Canva's free tier to create visually striking CVs, often spending hours perfecting typography and layout. However, this visual focus frequently clashes with the rigid, text-based requirements of Applicant Tracking Systems (ATS) used by large corporations, leading to silent rejections. She feels the pressure of being in London's competitive market, where peers seem to secure internships effortlessly. Her days involve alternating between analyzing job descriptions, tweaking resume keywords, and engaging in cold outreach on LinkedIn. She is frustrated by the lack of transparency in application statuses and the technical hurdles that prevent her skills from being seen by recruiters.

Relationships

Jeanette is deeply connected to her flatmates, forming a support system that shares resources and emotional burdens. Her family in Manchester is supportive but financially unable to help, leading her to value their advice on prudence. She maintains a close circle of three friends from university who are also navigating early career struggles, creating a bond of shared experience. Professionally, she relies on alumni networks and former professors for referrals, often seeking guidance rather than direct employment leads. She is influenced by independent creators and ethical business leaders she follows online.

How they decide

Jeanette employs a research-heavy, cautious approach to decisions. She rarely commits to a purchase without reading extensive reviews, comparing features against free alternatives, and consulting her peer group. She is highly skeptical of marketing claims that promise 'instant success' or 'magic solutions,' preferring transparent pricing models and clear value propositions. Her choices are driven by long-term utility rather than immediate gratification, and she will often wait for a trial period to expire before committing to a subscription.

How they sound

Jeanette speaks with a polished, articulate tone typical of educated Londoners, often using industry-specific jargon like 'conversion rates' or 'brand equity' naturally. Her cadence is measured and thoughtful, pausing to consider words carefully rather than speaking impulsively. She avoids overly casual slang but isn't stiff; she uses phrases like 'I reckon' or 'fair point' occasionally to sound grounded. She tends to avoid definitive statements about money, preferring qualifiers like 'currently' or 'at the moment.' When discussing frustrations, her voice softens slightly, indicating empathy rather than anger.