Why people profiling is transforming recruitment
CVs and interviews miss how someone will actually work in your team. Profile your final applicants before you make the offer.
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People Profiling
The right insights for the people behind your business success
Fast, affordable behavioural insight for small and medium-sized businesses. Understand strengths, working styles, and team fit - tailored to your industry.
What 
stands for
People · Understanding · Results · Energy
Move beyond the CV
Three layers of insight. One clear picture.
Qualifications and interviews only tell part of the story.
People Profiling reveals
how candidates communicate, perform, make decisions, and interact within your team.
A CV tells you what they've done
Experience and qualifications are important - but they don't predict how someone will behave in your business or culture.
An interview tells you what they say they can do
Anyone can put on a show in an interview. Behavioural profiling cuts through the performance to reveal working style.
A profile shows how they'll actually work
Clear, easy-to-understand profiles reveal communication style, decision-making, and team fit - before you hire.
Behavioural styles
Four personalities. One connected team.
Our logo symbolises unity, collaboration, and diversity - four distinct styles working together. Each colour represents a different personality and perspective.
Green · P - People
People
Calm, caring, and relationship driven. Greens create harmony, offer steady support, and build deep, lasting trust. They avoid conflict, value stability, and bring empathy and reliability to any team. In social settings, they focus on making others feel comfortable, sticking close to familiar faces and nurturing their circle.
Blue · U - Understanding
Understanding
Detail focused, precise, and analytical. Blues think deeply, research thoroughly, and make decisions based on facts, accuracy, and logic. They excel at risk assessment and complex problem solving, though they may take longer to process information. Socially, they prefer clarity - the who, what, where, and when - and often observe from the sidelines.
Yellow · R - Results
Results
Energetic, enthusiastic, and people powered. Yellows light up a room, build instant rapport, and bring creativity and optimism to every interaction. They’re persuasive communicators who love recognition and variety, though routine can drain them. Socially, they bounce from person to person, spreading energy and soaking up attention.
Red · E - Energy
Energy
Bold, decisive, and built for results. Reds take charge fast, communicate directly, and thrive in high pressure, target driven environments. Their confidence and competitiveness push teams forward, though they can come across as impatient or blunt. In social settings, they lead the plan, drive the conversation, and keep things moving - sometimes needing to pause and let others in.
Why
Finding the right people shouldn't be complicated or expensive. Clear insight, built for real businesses - without the fluff of traditional profiling reports.
Fast, clear results
Simple 3-4 page profiles that are easy to understand - no 70-page reports. Get actionable insight quickly.
Role-fit, not a second test
The same 24 questions, read against hospitality, sales, kitchen, or finance roles — so you can compare final applicants without a 70-page report.
Personal & team profiling
Individual profiles for recruitment, plus team reports that reveal dynamics and help managers build stronger groups.
Secure, unique access
Each assessment uses a unique one-time code - so results stay private and links can't be shared freely.
Affordable profiling for every business
Clear, practical profiling options for individuals, teams, and growing businesses - without compromising on quality. Choose the option that fits your needs.
Single profile
A one-off behavioural profile with a clear 3-4 page report. Ideal for candidates attaching results to job applications or individual team members.
See a sampleBusiness packages
Buy profiles in bulk for recruitment drives and ongoing hiring. Each test comes with a unique one-time access code.
Request a QuoteTeam Reports
Combine individual profiles into a team report. Understand dynamics, identify gaps, and support managers building stronger, more effective teams.
Register interestBranded your way
White-label profiling under your own brand. Reports, access, and client experience tailored to how you already present to the people you work with.
Find out moreGet in touch
Register your interest
Leave your details and we’ll get in touch about profiling for your business — quotes, team reports, or branded reports.
Already have an assessment code?
Take my testOur Team
Who is behind Pure
Finding the right people shouldn't be complicated or expensive. Our profiling service gives small and medium-sized businesses fast, accurate insight into the people who power their success. Whether you're hiring new talent or reshaping your existing team, we provide clear, easy-to-understand profiles that reveal strengths, behaviours, and working styles - all tailored to your industry.
We offer both personal and team profiling, designed to help you make confident decisions about recruitment, restructuring, and strategy. Our platform is simple to use, accessible for everyone, and built to deliver results quickly. Most importantly, we're committed to being the most affordable people-profiling solution on the market, without compromising on quality.
With the right insight, you can build stronger teams, improve performance, and ensure every person is in the role where they thrive.
Behind is a team that has lived the hiring headaches we help you solve.
Matt Watts
Founder
Passionate about people and commercially driven, I bring over 25 years of leadership experience across the hospitality sector, from independent operators to FTSE 100 businesses. I have a proven track record of delivering operational excellence at both site and board level, driving sales, profitability, and high-performing teams.
A natural leader and coach, I thrive on developing people, inspiring excellence, and creating outstanding customer experiences. My expertise spans hotels, restaurants, bars, pubs, branded venues, late-night operations, and multi-site businesses with turnovers exceeding £80m.
Known for transforming performance through strong commercial acumen, cost control, operational efficiency, and strategic vision, I have successfully led businesses through growth, turnaround, rebranding, and complex operational challenges. Energetic, action-oriented, and results-focused, I bring a relentless “can-do” attitude and a strong track record of improving profitability, customer satisfaction, and business performance.
Having built and led successful businesses throughout my career, I founded Pure People Profiling because I firmly believe that every business succeeds or fails based on its people. Pure helps businesses recruit the right people first time, saving valuable time and money while reducing costly hiring mistakes. Through behavioural profiling and people insights, we help leaders better understand, manage, motivate, and inspire their teams - creating stronger cultures, improved performance, and sustainable business growth.
Linda Gale
Founder
With over 35 years working in the small to medium business sector supporting and developing businesses, I am passionate about helping people understand themselves, their teams and the relationships that helps them to drive success. As a business coach, I work with business owners to bring clarity, accountability and growth to their businesses, always recognising that behind every business are people, with their own strengths, motivations, communication styles and ways of working.
Being highly trained in customer service, that has given me a very deep understanding of the importance of people and relationships. I have always been fascinated by what makes people tick, and I genuinely love getting to know people on a deeper level, not just what they do, but why they do it. I believe that when we firstly understand ourselves better, it makes us much better at understanding others, we communicate more effectively, build stronger relationships and create more successful teams.
Through founding Pure People Profiling, Matt and I bring together our vast experiences in both business coaching, customer service and relationship-building with our passion for understanding human behaviour. Our profiling tool provides valuable insights into how people think, communicate and work, helping individuals and businesses unlock better relationships, stronger teams and greater success. We are passionate about making a marked difference to businesses; how they recruit, manage their teams and create a more effective team structure to assist in business growth plans.
Photo coming soon
Chris
Founder
Chris is a founder of PURE People Profiling, working alongside Matt and Linda to make clear, affordable people insight available to every business.
How businesses use PURE
Profile your final few applicants before you hire. Save time, money, and energy by ensuring every person fits your culture and thrives in their role from day one.
1
Smarter recruitment
Go beyond qualifications. Match candidates to role requirements and company culture before making an offer.
2
Team restructuring
Understand existing team dynamics and identify gaps when reshaping departments or building new teams.
3
Industry-fit hiring
Use sector-specific profiles for finance, hospitality, and sales roles to find people with the right behavioural traits.
4
Candidate self-service
Let applicants complete a profile and attach results to their application - standing out with verified behavioural insight.
Blog
Insights on people profiling
Practical advice on recruitment, team fit, and getting the most from behavioural profiling.
Putting people first in hospitality
Guests remember how your team made them feel. Hire and manage to natural strengths, not a tick-box training pack.
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