The most effective content doesn't speak to the most people; it speaks to the best, most relevant people for you and your business — people who you would value greatly as customers, or, indeed, as candidates.
In order to create content that resonates with those people and drives conversions, you need to know who they are.
In my last post, I revealed how Marketing data can help you kickstart the process of getting to know your candidates in a general sense. Now, it’s time to dig deeper, and start thinking about your target audience on an individual level.
Building a candidate persona
A candidate persona is a fictional characterization of your ideal candidate. The process of creating one allows sourcers, recruitment marketers and employer branding professionals to develop an understanding of who their target audience is, and shapes the messaging and content they deliver to that audience.
A candidate persona revolves round four Ws —who, what, where, why— with the completed product serving to shed light on your ideal candidate:
- Who are they in terms of personality type
- What skills they have that make them a great fit for the role
- Where they prefer to hang out online
- Why they want to work for your organization
How to create a candidate persona
To create a candidate persona, first, make sure you're clear on the responsibilities and requirements of the job you're looking to fill. Then, you'll need to ask a series of questions about the ideal candidate for that role, the answers to which will come together to shape the persona.
This free guide is packed with information and advice to help you get to grips with this most essential of recruitment marketing tools. It also includes a handy template where you can fill in the blanks to bring your candidate persona to life.
Once the exercise has been completed, you now have in front of you, the ideal candidate. With a clear picture of who you're talking to, creating recruiting content that speaks to that audience becomes a heck of a lot easier.
Know Your Candidates
Identifying your ideal candidate ahead of time and getting to know that individual inside out doesn’t just inform your recruiting content, it also enables you to deliver a more personal, more impactful candidate experience.
With this having the knock-on effect of improving your employer brand and therefore your ability to attract the attention of even more great talent, it stands to reason that your overall time-to-fill will become shorter, too.
So, ask the questions, create a persona, and get to know your candidates — before they hit "apply."
Get started right away with the help of our handy guide — complete with example persona and persona template. Download it now.