German content strategists for messaging / tov project at PowerUs

At PowerUs, we’re having to figure out how to properly communicate with a set of different personas — some examples:

• the head of HR at a large company looking for skilled blue collar workers
• the team of recruiters who work there and are users of our product
• the owner/operator of a small electrician business who’s been running the business for over 20 years and is skeptical of digital products
• the daughter of such a person who’s taking over the family business and modernizing it
• and of course, the skilled workers on the other side who’re looking for jobs

How do we alter our messaging and tone of voice to best resonate with each of these people, while still sounding like PowerUs?

If you’ve got ideas or expertise with this type of challenge, ping me :)