I run Growth Clarity Sprints to help founders translate what they built into what customers actually care about. This teardown shows how HAIRED — a resume builder and job-search automation platform — can move from product-led messaging (“templates”) to transformation-led storytelling (“visibility and confidence”).
🎯 Ideal Customer Persona (ICP)
Primary ICP: Young professionals (25–35) in Europe (Spain, Italy, Portugal) who have been sending dozens of job applications with little to no response. They’re mid-career — not beginners — and they feel invisible to recruiters despite good experience.
Enduring Problem: They don’t need another CV builder. They need to regain confidence and visibility in a hiring system that feels rigged against them.
ICP Snapshot:
Feels invisible after 50+ rejections.
Uses Canva or ChatGPT to improve CV.
Reads career blogs at night. Frustrated but still hopeful.
Located in Spain or wider EU; bilingual English/Spanish.
🔍 BELT Framework
| Type | Description | Example Messaging |
|---|---|---|
| Behavioral | Searching “ATS resume template,” “why my CV isn’t seen,” “no recruiter replies.” | “Stop guessing what recruiters see — get a CV that beats the algorithm.” |
| Enduring | They feel unrecognized and tired of being ignored. | “You’re not unqualified — your CV just never reached a human.” |
| Lock-in | After one success, they attribute all results to HAIRED — strong emotional lock-in. | “3 interviews in 2 weeks — it wasn’t luck, it was structure.” |
| Transient | Market timing — layoffs and job churn. | “Land your next role faster — before the next hiring freeze.” |
💡 DHM Framework (Delight – Hard to Copy – Monetize)
- Delight: Relief and regained confidence. The moment the first recruiter replies feels life-changing.
- Hard to Copy: Testimonials with measured results (“3 interviews in 2 weeks”) are the moat.
- Monetize: Free ATS scan → emotional urgency → $9–$29 upsell for instant fix.
⚙️ SMT Framework (Strategy – Metric – Tactic)
- Strategy: Sell transformation, not templates.
- Metric: % of users completing their first CV and receiving recruiter responses.
- Tactic: Replace “Design a resume” with “Finally get interviews.”
- Localization tactic: Auto-detect language → show Spanish testimonials like “Tu currículum no está roto — el sistema sí.”
📈 GEM Framework (Grow – Engage – Measure)
- Grow: Offer a 30-second “Invisible CV Test.”
- Engage: Deliver instant visibility score + emotional payoff (“You’re 72% invisible to recruiters”).
- Measure: Conversion rate from free test → plan purchase.
💬 Copy Rewrite Recommendations
1. Hero Section
Current: “Design an ATS-optimized resume…”
Rewrite: “Your CV isn’t broken — the system is. Get a resume that finally passes the robot test and reaches real recruiters.”
2. CTA Button
Rewrite: “Get Seen. Get Hired.”
3. Proof Section
Rewrite: “Based on 10,000+ CV scans: users who switch to HAIRED get 42% more recruiter replies — often within 2 weeks.”
4. Testimonial Section
Rewrite: “I stopped blaming myself for rejections — HAIRED showed me the real problem. Three interviews in two weeks.”
5. Pricing CTA
Rewrite: “You don’t need luck — you need visibility. Join 10,000+ professionals who stopped being invisible to recruiters.”
🧭 Where to Find Your ICP
Most founders stop at “define your ICP.” But for clarity, you need to see them in the wild. Here’s how to locate and listen to them.
🔎 Search Queries (Twitter/X)
“no replies recruiter”“been applying for months”“job search is broken”“ATS rejected”“need help with CV”
Filter by language (Spanish/English) to spot the right geography.
👤 Bio Keywords to Look For
- “Job seeker”
- “UX designer looking for work”
- “Marketing manager open to roles”
- “Actively applying”
- “Unemployed but hustling”
Save these people into a private X list (e.g. “Resume Pain ICP”) and observe their posts for 1 week before DMing. You’ll start hearing the language your landing page should use.
📊 Summary: Growth Clarity Map
| Layer | Focus |
|---|---|
| ICP | Job seekers aged 25–35 in Europe who feel invisible despite experience |
| Enduring Problem | Repeated rejection and no visibility in automated hiring systems |
| Emotional Hook | “You’re not unqualified — your CV just never reached a human.” |
| Transformation Promise | From invisible → seen → hired |
| CTA | “Run a free ‘Invisible CV Check.’” |
🚀 Final Takeaway
Good products make job search easier. Great messaging makes relief and hope obvious.
If you want a teardown like this for your product, join the Growth Pigeon SaaS Marketing Community and I’ll pick a few founders each week for a free Growth Clarity Map.