In recruitment, as in marketing, conversions happen as a result of meaningful connections having been made. In the recruiting context, this is when your employer-branded content resonates with its target audience, activating candidates and driving them to apply. The key to achieving that meaningful connection, then, is knowing, at a deep level, who it is that you're talking to.
What is 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.
The four "Ws"
A candidate persona revolves round four Ws —who, what, where, why— with the completed product serving to shed light on:
Who your ideal candidate is in terms of personality type
What skills he/she has that make them a great fit for the role
Where your ideal candidate prefers to hang out online
Why he/she would want to work for your organisation
To ensure that your candidate persona is accurate, authentic, and unbiased, you should tap into a variety of sources for the required information and insights: mine from employees (past and present), hiring managers, company executives, and don't forget the candidates themselves — those who have already applied for the position, as well as those who have yet to. Adding one or two custom fields to the application form can be a quick and easy way of learning more about the people who are applying for the role. Surveys, interviews, quizzes, and focus groups are just a few more methods by which you can gather information from the relevant audience groups.
Here is an example of what part of a candidate persona for "Developer Davina" might look like.
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Candidate personas help you target, engage, and convert the best talent for your organisation, and should be an integral part of the recruitment marketing strategy you come up with for each role you're looking to fill.
Recruitment Maketing: Creating a Candidate Persona, is packed with information and advice to help you get to grips with this most essential of recruitment marketing tools. Find out all you need to know about candidate personas, and have a go at creating your own using the template that comes included.