Building a Workforce Twin – Synthetic Personas to De-Risk Change

What if you could road-test a new policy before 9,000 employees ever saw it? HubSpot’s people analytics team is building a workforce twin – synthetic employee personas generated from survey data, HRIS records, and collaboration patterns. Leaders use these simulations to anticipate reactions, fine-tune communications, and design change with foresight, turning synthetic data into a strategic enabler of confident, precise change management.

• How AI generates statistically faithful employee personas from survey and HRIS data.
• Use of workforce twins to test policies, quotas, and communications in advance.
• Examples of spotting friction points and refining leadership messages before rollout.
• How synthetic personas are evolving into an enterprise change management platform.

• Understand how synthetic workforce twins can de-risk change and reduce blind spots.
• See how leaders gain foresight on reactions and refine strategies pre-launch.
• Learn practical steps to introduce synthetic personas into change planning.
• Recognise how synthetic data can become a trusted, strategic enabler of change management.

Matthew Corritore

Senior Manager, People Data Science Team, People Analytics · HubSpot

Policies and organisational changes often stumble not because of poor design, but because leaders misjudge how employees will respond. Blind spots create disengagement, delay, and reputational risk. Synthetic workforce modelling offers a proactive way to preview reactions, manage risk, and align leadership intent with employee sentiment before changes go live.