A series of societal changes, such as demographic shifts and changes in values, as well as the trend towards individualization, will have a significant impact on the personnel policies of German companies. The strategically oriented HR department will increasingly need to focus on the central theme of work-life balance. However, there is very limited knowledge in academia regarding the dimensions, understanding, and operationalization of work-life balance. The aim of this work was to identify different target groups for work-life balance and thereby derive the need for action and a strategy. This analysis was conducted as a case study within a German automotive company. Two target groups were identified, each exhibiting differentiated work-life balance situations and lifestyles. As the world of life and work becomes more complex, and an increase in more diverse lifestyles is also expected in the future, this leads to recommendations for HR departments that wish to attract and retain qualified specialists and managers.