From insight to impact: Why candidate persona matters in employer branding & how do you build the ideal one??

Like in marketing, where it is usually called a buyer persona, a candidate persona is a detailed and nuanced representation of your ideal job candidate. By understanding the needs, preferences, and aspirations of potential employees, you can tailor your employer branding campaign to resonate authentically with the people you want to attract. However, just having a candidate persona is not enough.?

For your campaign to be successful, it is equally important to have an employer strategy set in place. To do that, the first step is to align business objectives with HR objectives so that you can have a clear picture of who you want to hire.?

The importance of having an EB strategy in place before building a candidate persona?

Before building a candidate persona, you should establish a well-defined employer brand strategy. This strategic roadmap not only sets the tone for your organization's culture but also provides a cohesive framework for building a candidate persona that truly resonates with your values. Three key steps to help you get started:?

? Have core values clearly defined as they will be the backbone of your employer brand.

? Understand target audience: identify and understand the preferences, motivations, and expectations of your target talent audience so that you can tailor your employer brand messaging effectively.

? Assess current employer brand perception: conduct surveys or gather feedback to assess your current employer brand perception. This step will allow you to address pain points or gaps.

? Consistent messaging across platforms: guarantee a consistent and cohesive employer brand message across various platforms, from your company website to social media channels.

? Employee involvement and advocacy: involve employees in shaping and promoting the employer brand, turning them into authentic advocates for the organization.

Align your employer brand with your broader business goals and objectives?

Aligning your employer brand with your broader business goals and objectives is a strategic move that serves as the cornerstone of successful recruitment. This alignment ensures that every facet of your employer brand contributes directly to the mission and vision of your organization. Why this step is crucial before creating a candidate persona:

Cohesive strategy

When your employer brand aligns with your business goals, you have a unified strategy that?reinforces your company's purpose, allowing you to attract candidates who not only possess the necessary skills but also share a genuine connection with your mission.

Authenticity and trust

Candidates are drawn to authentic employer brands. Aligning yours with the overall business objectives ensures that your messaging is genuine and transparent. This level of authenticity builds trust among potential hires, creating a positive perception of your organization and increasing the likelihood of attracting top talent.

Employee engagement and retention

A well-aligned employer brand not only attracts external talent but also engages and retains current employees. When your workforce understands how their roles contribute to the broader organizational goals, it fosters a sense of purpose and belonging, reducing turnover rates and enhancing overall employee satisfaction.

Efficient resource allocation

Bringing employer branding and business goals together under the same roof allows for more efficient resource allocation. Your recruitment efforts become more targeted, focusing on attracting candidates who not only fit the job requirements but also align with the long-term goals of the organization.?

Adaptability to change

Your business is in constant motion, and so should your employer brand. When goals are aligned, you become more capable of adapting to market changes. This adaptability ensures that your recruitment strategy remains agile and responsive to the dynamic needs of the business landscape.

Actionable steps: how to build the ideal candidate persona?

We’re all human and it’s normal for some people to dislike you. The same thing goes for your company. Whether you like it or not, some of the brightest, most experienced candidates out there may not fit your organizational culture. But you don’t want to hire the best in general; you want the best for your company culture.?

To make that happen, the first step is to define your candidate persona, also known as your ideal candidate.?

Some questions to ask yourself first:?

? Who is your candidate persona? (e.g. age, location, current position, education, experience, social background)

? Why would your ideal candidate change jobs? (e.g. new career challenge, life goals)

? How do they search for a job? (e.g. social media, friends & family, active/passive seekers)

? Who influences their decisions? (e.g. author, role model figure, friends & family, current employer, colleagues)

? What sort of information do they trust? (e.g. social media ads, job ads, corporate job websites, talent networking events)

? What keeps them motivated? (e.g. company projects, company tech stacks, company reputation, financial incentives, work environment, colleagues)

? What skills are you looking for in the ideal candidate? (e.g. soft skills, technical skills)

Building an accurate candidate persona requires thorough research. Engage with your current employees to gain insights into their motivations, preferences, and career aspirations. Additionally, leverage data analytics, social media, and industry reports to identify trends and patterns within your target talent pool.

The anatomy of a comprehensive candidate persona

A well-rounded candidate persona goes beyond surface-level details. Dive deep into the professional and personal aspects that shape your ideal candidate. Explore their career goals, challenges, preferred communication channels, and even hobbies. The best strategy is to start internally, with your own employees. This will ensure that your employer branding strategy resonates with people on the outside of your organization as well.?

Here are 10 steps to help you get started:?

? #1 Assess professional background: outline the candidate's career trajectory, highlighting key achievements, roles, and responsibilities.

? #2 Skills and qualifications: identify the specific skills and qualifications essential for success in the given role, ensuring alignment with organizational needs.

? #3 Motivations and career goals: engage candidates in conversations about their aspirations, gaining insights into what motivates them professionally.

? #4 Communication preferences: determine the channels through which candidates prefer to receive information, ensuring targeted and effective communication.

? #5 Challenges and pain points: conduct interviews or surveys to understand the challenges candidates face in their professional lives, tailoring your employer brand messaging accordingly.

? #6 Values and cultural fit analysis: assess how well a candidate's values align with the company culture, fostering an environment conducive to mutual growth and success.

? #7 Preferred learning and development styles: tailor training and development programs based on how candidates prefer to learn and grow professionally.

? #8 Personal interests and hobbies: explore candidates' personal interests to create a workplace culture that accommodates and celebrates individual passions.

? #9 Feedback and referral potential: encourage feedback from candidates about their experience, leveraging positive interactions for future employer branding efforts.

? #10 Adaptability to change: assess a candidate's openness to change and adaptability, crucial traits in a dynamic work environment.

?? Every organization is different. If you want to build a candidate persona that resonates with your company’s needs, initiate casual, informal conversations with current employees who know first-hand what it’s like to work in your organization.?

Ask them what they like/dislike about the work environment, their team, their projects, etc. Talk about personal matters too, such as hobbies, passions, and other interests. The aim is to build a connection with your people. The more relaxed the conversation, the better the chances of getting honest responses from them. Last but not least, take notes and use that information to shape an accurate candidate personal for your employer branding initiatives.?