Building Candidate Persona



When you write for many people, the message gets diluted because it's trying to simultaneously meet too many different needs. Or it doesn't hit the mark at all because it's not focused.


To write relevant and valuable information for your actual audience, you need to write it for just one person at a time. Why?


Because relevant copy engages and irrelevant copy annoys people. Be specific, don't waste reader time! - Copyposse.com

In today's content-hungry, personal-touch-craving world, a candidate persona is better than just grouping your audience by demographic attributes.


Rather than grouping people into buckets, a detailed candidate persona paints a picture of one person at a time. Someone who could and might be real.


What is a persona?


A persona is a fictitious character based on the most significant candidates you build and cultivate. You want to be able to comprehend their goals and requirements from their perspective and how this will influence their application "changing jobs" choices. Personas help you identify key target groups, understand their aspirations, and design content and solutions to meet their needs.


Before creating your personas, you should learn all you can about your present clients and attempt to figure out what they want.


Think about the following issues:


Personas exist to help us better understand our target audiences and marketing tactics. Companies divide their audiences into categories based on shared characteristics, difficulties, and wants. This aids in tailoring the marketing message to connect with each group or individual on a more personal level.


This may be used to customize internal experiences for specific employee or applicant categories. For example, it may be characterized as a group of employees or candidates with similar characteristics to consumers.


We can never be entirely sure of how our audience research will turn out. However, we'll make certain assumptions and construct a standard audience model. We'll make broad generalizations because it works on the vast majority of people the vast majority of the time, which is more than enough. Right? To ensure that you do not alienate anyone demographic, establish a 'best-case' reader and a 'worst-case' reader.


A persona should strive to collect as much information as possible to make employee experience initiatives easy to implement on the ground.

Defining potential personas, for example. The applicant persona portrays your ideal job candidate that is semi-functional. Determining this may help you enhance your recruitment and talent acquisition tactics dramatically.

Consider covering the following fields:


Demographics:

  • Age, gender, and marital status.

  • Educational background - what is their degree of schooling, and what subjects did they study?

  • Occupation and career path – How did they arrive at this point?


Online behavior:

  • How do influencers discover new information?

  • What magazines or blogs do they follow?

  • To whose communities or groups do they belong?

  • Which social media platforms do they use?

  • Who do they look up to the most, and why?


Pains & Gains:

  • What are their most significant difficulties, and why?

  • What strategies do they use to overcome these obstacles?

  • What about the companies they've tried, don't they like?


Preferences for a New Company/Job

  • How do they like to communicate with companies and recruiters?

  • What sorts of data do they consider before deciding, applying, or responding?

  • Explain why you submitted a recent application or responded to a recruiter.

Information about the Position

  • What do they do for a living?

  • Is there someone in charge of them?

  • What is a typical day like for them?

  • What qualifications do they need to execute their job?

  • What are the objectives of their career?

Life:

  • What do they like to do in their spare time?

  • What do they consider a treat or an indulgence?

  • What activities do they see as ordinary or routine?

  • What kinds of subjects do they usually read about?


There are way more topics you can dig into when building personas.


Candidates become more human when they have a persona.

It helps you figure out what they're trying to do, their values, what obstacles they're facing, and what would make them happy. It's intelligent and direct to write about these things when you start writing.


Candidate personas are the people you will write to when you make marketing content.

They are the people you will write about. It will be easier to register if you can get that imaginary person's attention. Most importantly, your content will sell more.


Every piece of information you write should be able to do two things. The first thing is that it should be beneficial to the person who reads it, the candidate. Second, it should make the case that you are the right person or company for the job. Writing to just one person makes that a much easier job than writing to too many people.


Resource: Getting Goosebumps: A Pragmatic Guide to Effective Inbound Marketing and Talent Attraction