Dale Kertzmann

Why this persona fits the audience

He finished a business degree in Leeds last year and is applying to graduate sales and account management roles across the UK. He tailors his CV and cover letter from scratch for each posting, tracks interviews in a spreadsheet, and has not paid for any resume tool.

• Age: 22
• Location: Leeds, UK
• Occupation: part-time retail supervisor and job seeker
• Income: £18k
• Education: BSc in Business Management

“It's all about getting your foot in the door, isn't it? Just need that one chance to prove I'm not just another face in the crowd.”

Dale Kertzmann, 22, is a recent BSc Business Management graduate from Leeds Beckett University, now navigating the challenging transition into the professional world. He's currently working part-time as a retail supervisor in menswear to cover living expenses, a role that provides a steady income but little long-term career satisfaction. His primary focus is securing a full-time graduate position in sales or account management across the UK. Dale approaches his job search with a strong sense of personal responsibility and a pragmatic outlook, refusing to pay for resume optimization tools, believing he can achieve results through diligent effort. He meticulously crafts each CV and cover letter from scratch, a time-consuming but seemingly necessary process. His interview preparation is highly organised, documented in a detailed spreadsheet tracking applications, contacts, and follow-ups. This methodical approach is driven by a desire for momentum and independence, wanting to quickly establish himself professionally and financially. He’s a sociable individual, energized by interaction and eager to build his network, but he’s also acutely aware of the competitive landscape. Dale values confidence, both in himself and in the companies he applies to, and seeks roles where he can demonstrably grow. His current income of £18k, primarily from his retail job, highlights his financial constraint, pushing him to find a role that offers better prospects and allows him to move towards living independently from his shared student accommodation.

Background & daily life

A day in their life

Dale’s alarm goes off at 7:00 AM. After a quick scroll through social media, he heads downstairs for breakfast – usually cereal or toast. He’ll then drive to his retail job, arriving by 8:30 AM. His morning involves managing stock, dealing with customer queries, and overseeing the small team. He grabs a quick lunch around 1:00 PM. In the afternoon, he might have a few hours off before his shift ends at 5:00 PM. If he has a gap, he’ll dedicate it to job searching, meticulously updating his CV or researching companies. Evenings are for the gym, gaming with friends online, or grabbing a takeaway with his housemates, often discussing job prospects and football. He usually winds down by watching YouTube before bed around 11:30 PM.

Lifestyle

Dale lives in a shared student house with three mates, still trying to adjust to post-university life. His days are a mix of shifts at the local department store, where he supervises the menswear section, and intense job searching. Evenings are often spent gaming with friends or hitting the gym to de-stress. He’s conscious of his appearance, always keeping up with the latest streetwear drops. Financially, he's careful, living off his part-time wage and relying on his parents for occasional top-ups, but he’s eager to achieve financial independence. Socially, he thrives on banter with his housemates and mates from university.

Work life

Currently, Dale’s work reality is split between stacking shelves and managing a small team in retail, a job he took to cover bills. His real focus is the job hunt; he spends hours online searching for graduate roles in sales and account management. He’s meticulously organized, using a spreadsheet to track applications, interview stages, and contact persons. He sees his peers landing roles and feels the pressure to do the same. His colleagues at the store are a mix of older, career retail staff and other students, creating a casual, sometimes gossipy, work environment. The biggest pressure is the uncertainty of landing a suitable graduate position.

Relationships

Dale is close with his mates from university, with whom he still socializes frequently and shares job-hunting frustrations. He maintains a good relationship with his parents, who offer emotional support and occasional financial help. His younger sister is his go-to for venting about his job search. His former university tutor, Professor Davies, is someone he respects and occasionally reaches out to for career advice.

How they decide

Dale tends to be research-driven when it comes to his job search, meticulously comparing roles and companies. However, for everyday purchases, he's more impulsive, often swayed by peer recommendations or what looks good on Instagram. He weighs options but can be persuaded by a good deal or a strong social signal.

How they sound

Speaks with a Northern English accent. Uses a fair amount of contemporary slang ('buzzing', 'mate', 'sick', 'peng'). Tends to be enthusiastic and direct, but can become slightly less confident when discussing his job search anxieties. Avoids overly formal language unless addressing someone he perceives as an authority figure in a professional context.