Laurie Heinzelman, your Organizational Partner on demand
An employment expert supporting a fair, equitable, and unbiased hiring strategy — the organizational guidance a small team rarely has on call, without the cost of a full-time hire.
About Laurie
Laurie Heinzelman is an executive coach and organizational development science practitioner with more than 20 years of leadership experience across the U.S. Air Force, global automotive engineering, and corporate technology. As founder and principal of Heinzelman Consulting Group, she helps leaders strengthen communication, navigate change, and build high-performance cultures using evidence-based methods from applied industrial-organizational psychology.
Her career began in the U.S. Air Force and spanned data security, access management, auditing, and organizational compliance before she moved into Agile leadership as a Scrum Master and Senior Agile Coach, leading transformations and coaching leaders from mid-level to executive. For Personally's founding employers, she brings that same practical, grounded approach to building hiring practices that are fair, consistent, and human-first.
Credentials
- M.P.S. in Applied Industrial-Organizational Psychology, George Mason University
- Certified Coach, Coach Training Alliance (ICF-aligned)
- Prosci Change Management Practitioner
- Advanced Certified ScrumMaster (A-CSM)
- Certified Agile Leadership (CAL)
What expert access includes
Fair, unbiased hiring guidance
Set must-have requirements and screening questions that surface fit without introducing bias — and stay on the right side of employment best practice.
One-on-one sessions
Book time with Laurie for a specific hire, a tricky decision, or a second opinion — the Organizational Partner a small team rarely has on call.
Practical, small-team focus
Guidance sized for founders and small teams — no enterprise overhead, just the help you need for the hire in front of you.
Interview & process support
From structuring interviews to making the final call, get support at the moments that matter most in a hire.
Consulting & assessment services
A structured, end-to-end process for diagnosing what's happening, clarifying role expectations, and building the systems leaders need to hire, develop, and coach effectively. Laurie's work is organized into six modules — engage any one on its own, or run them together as a full program.
Consulting & organizational diagnosis
A structured discovery process to understand what's going on, what's driving the current challenges, and what the organization needs next.
- Stakeholder interviews
- Review of current processes, tools, and expectations
- Identification of gaps, risks, and opportunities
- Clear recommendations and next steps
Job analysis
A practical, evidence-based process to define the role clearly and objectively.
- Direct observation
- Interviews with incumbents and leaders
- Task and competency identification
- Drafting a complete job description
- Validation with stakeholders
Structured interview design
A consistent, defensible interview process — built on Likert-scale scoring — that reduces bias and improves hiring accuracy.
- Behavioral interview questions
- Likert-scale scoring guides
- Anchor descriptions for each rating level
- Interviewer training (optional)
Assessment center development
A multi-method evaluation process to assess candidates or employees on critical competencies, when the role calls for it.
- Exercise design (role plays, simulations, case studies)
- Rating tools and behavioral anchors
- Assessor training
- Scoring and decision-making guidance
Roadmap & timeline
A clear, actionable plan that outlines what will happen, when, and who is responsible.
- Milestones
- Deliverables
- Decision points
- Implementation guidance
Coaching throughout the process
Ongoing support for leaders and stakeholders to ensure clarity, alignment, and successful adoption.
- Weekly or biweekly coaching sessions
- Decision support
- Leadership guidance
- Accountability and follow-through
How engagements work
There are three ways to work with Laurie, all scheduled directly with her:
An ad-hoc session
Have a specific problem or decision in front of you? Book a single, focused session on that question alone — no need to commit to a full module.
A single module
Need one thing — a job analysis for an open role, or a structured interview guide? Book that module on its own as a focused set of sessions (at least an hour each).
The full program
The full-service engagement runs all six modules end to end — diagnosis, job analysis, structured interviews, assessment design, roadmap, and coaching throughout.
Session counts per module and pricing are being finalized — we'll confirm the details when we set you up.
Pilot perks
- ✓A complimentary 30-minute introductory call with Laurie to walk through her services and where she can help — offered to founding employers during the trial period.
- %Active subscribers get discounted sessions & bundles with Laurie.
Get expert access as a founding employer
We're accepting our first 10 founding employers for a 3-month pilot. Request access and we'll be in touch about getting you set up with expert access to Laurie.