HR was all about creating one set of rules then apply to every employee. Today employees expect a customized experience when they go to work for any employer. The process of creating an individualized experience is dependent on the unique identifiers we have for an individual. While most corporations have still stayed on with gender options being limited to three at best, Facebook offers 71 gender options to UK users. That allows them the ability to target ads more specifically. Facebook allowed people to type in whatever they wanted to describe their gender and from that data set created more categories. Amazon can be the best model for your HR department.