AUDIENCE

You must know who you’re talking to in order to create compelling, relevant messages.
At Red Hat, we’re usually talking to one of three key audience groups: customers, job candidates, or internal associates.

CUSTOMERS

Our audience includes both business and technical customers.

BUSINESS CUSTOMERS

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Line of business

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IT leader

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Business analyst

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Architect

Business customers are the people who make decisions—executives, high-level managers, CXOs, VPs, and directors—as well as those who influence decisions, like business analysts and IT or organizational architects.

Business customers are risk-averse. They care about making sensible, cost-effective decisions.

TECHNICAL CUSTOMERS

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Developer

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System or cloud admin

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Architect

Technical customers are the people who plan or execute the tasks necessary for business results. Many of these roles are technical in nature, including systems administrators, developers, and engineers.

Technical customers are also risk-averse. They care about capability, reliability, and security.

Learn more about customer personas

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JOB CANDIDATES

A job at Red Hat is an opportunity to make a difference at a stable, growing, and world-changing technology company. When communicating with potential candidates, explain the daily realities of life at Red Hat. Emphasize how our culture and work environment are shaped by purpose, passion, community, and opportunity.

Potential coworkers care about finding meaningful, interesting work in an exciting company.

Learn more about employment branding at Red Hat

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RED HAT ASSOCIATES

Red Hat associates are passionate about transparency, open source, and collaboration. When communicating with Red Hatters, keep it friendly, real, and to the point. They expect us to uphold our values—freedom, courage, commitment, and accountability.

Associates care about doing the right thing, supporting openness, and making a real difference in the technology industry.

Learn more about internal communications at Red Hat