Synthetic workforce data is reshaping how HR leaders approach change management. In this episode, HubSpot’s Matthew Corritore explains how his team uses predictive analytics to anticipate employee reactions to new policies – and why this matters for leaders navigating complex transformations.
Matthew shares how his People Analytics team developed a change management tool powered by synthetic data, what lessons they learnt in rolling it out, and how it’s evolving into a full end-to-end platform.
The conversation covers:
– Anticipating workforce reactions with synthetic data
– Applying predictive analytics to HR policy rollouts
– Designing tools that augment, not replace, change leaders
– Building responsibly with privacy and bias in mind
– Creating an end-to-end AI-powered change management platform
– Lessons from HubSpot’s agile development approach
00:00 – Introduction and guest background
01:33 – Why HR should explore synthetic workforce data
03:12 – Predictive analytics explained in plain terms
05:33 – Data privacy and responsible use
09:16 – Building the workforce twin at HubSpot
11:45 – Case study: job levelling rollout
13:35 – Inside the chatbot tool (V1)
16:49 – Data selection and employee reactions
19:56 – Adoption and augmentation, not replacement
21:38 – Towards a full end-to-end change management platform (V2)
24:46 – Handling complex rollouts and stakeholder mapping
27:12 – Segmentation of employees and leaders
29:12 – Addressing bias, fairness and regional differences
31:18 – Balancing simulation with employee voice
33:56 – Starting small and building responsibly
35:35 – HubSpot’s internal AI agent platform
37:15 – Reception among leadership and HR teams
39:50 – Extending to other HR use cases
40:43 – Lessons learnt: focus on solving real problems
43:11 – Future uses of synthetic data in HR
44:52 – Key surprises and closing reflections
Guest:
Matthew Corritore – Senior Manager, People Data Science, HubSpot
Resources & links:
People Analytics World 2025 New York – pawld.com/nyc
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