In an increasingly candidate-led market, it is more important than ever that your recruitment firm’s marketing is as effective as can be. Candidate personas enable you to successfully target jobseekers and produce compelling content that resonates with them so that you can save time, money and resources on finding the perfect candidate for your client.
A candidate persona is a fictional representation of your recruitment firm’s ideal applicant for a specific job role. A persona is created by defining the characteristics, skills and traits that make up the perfect hire.
It will enable you to:
So how can you start gathering the required data to develop your personas? Here are four simple methods that your recruitment firm can implement:
It is vital to gain detailed insights into your candidates if you are to produce personas which are both useful and accurate. To do this effectively, you should ask a diverse range of questions that cover their demographics, psychographics and webographics.
These have been broken down into six categories in the template below and will provide you with a wealth of qualitative data to work through. Whilst you may not be able to find answers to every single question that is listed, the more information you have the more accurate your candidate persona will be.
Once you have collated this data you will need to carefully work through it to identify any recurring themes or trends and use this to highlight your audiences’ key characteristics.
I recommend working with your recruiters to ensure that you are getting more than one function’s perspective. This will also give you the opportunity to tap into and cross-reference their pre-existing knowledge of candidates’ interests, aspirations and challenges.
Once you have finalised their ideal characteristics you should try and have a little fun with your candidate personas by bringing them to life and making them memorable with a suitable name and image (like the example below).
Are you looking for support with your recruitment firm’s marketing? Get in touch today to find out how the BlueSky PR team can help.