Key takeaways:
- Data-driven persona creation: Use candidate data to craft personas tailored to your organization’s ideal talent, incorporating insights from candidate experiences and brand perception to refine your recruitment strategy effectively.
- Collaborative approach: Build personas through cross-functional collaboration, engaging with employee resource groups (ERGs) and various departments to gain insights into diverse talent preferences and refine your personas accordingly.
- Strategic marketing for talent attraction: Shape your marketing efforts to reach high-value candidates by refining messaging, leveraging diverse outreach channels, and prioritizing diversity and inclusion initiatives to attract top talent aligned with your organizational values.
Understanding your candidates and what they value in a career is critical to bringing top talent to your organization. One simple way talent leaders are digging into what candidates are looking for is through personas — fictional characters with qualities, characteristics, personalities, goals, and demographics of a targeted audience.
Talent Marketing Board members, all senior talent leaders at the world’s biggest companies, will be discussing the art and implementation of persona building on Wednesday, June 22, at 3 PM ET. These member-only conversations are a great way to understand what your peers are doing to create winning strategies.
Interested in learning more?
As a leader, your mission is important. We’re here to help you win.
With evolving workplaces, your marketing strategy needs to be inclusive in order to attract the talent you’re looking for. Reviewing your DEI analytics and candidate experience can help you understand if your marketing strategies are reaching the desired audience.
What are Heads of Employer Brand and Recruitment Marketing Doing?
Implementing personas and getting your target audience right requires the best practices to achieve your goals. For those leading employer branding and recruitment marketing, you may be looking for answers to how you can get the right people applying for your jobs.
As a talent leader at a billion-dollar company, you may have large goals and not enough resources to help you understand if your strategies are leading to success. But you don’t have to do it alone.
Talent Marketing Board members, all senior talent leaders at the world’s biggest companies, will be discussing the art and implementation of persona building on Wednesday, June 22, at 3 PM ET. These member-only conversations are a great way to understand what your peers are doing to create winning strategies.
[/vc_column_text][/vc_column][/vc_row]Interested in learning more?
As a leader, your mission is important. We’re here to help you win.
To reach the highest number of potential candidates, you should utilize various job boards and networking opportunities to connect with your prospects. By being diverse with your outreach strategy, you can reach audiences who may not be using platforms such as LinkedIn that you would otherwise miss.
I would do the research, looking at the data on current employees and then surveying employees to find out what traits make them successful in their jobs.
Jared Nypen, Vice President of Talent and Head of HR at Great Clips
Creating positive experiences for candidates can also help reach high-value candidates. In an article by Lever, Dana Nielsen Reardon, Senior Talent Brand Partner at Spreetail, an end-to-end e-commerce partner for manufacturers, explained why creating an excellent candidate experience can help talent acquisition.
“Using Lever’s tagging system to build pipelines of candidates has allowed us to stay in touch with candidates as we grow and evolve as a company,” Dana said.
Part of creating positive experiences for prospects is understanding what they value the most, and for many up-and-coming candidates, the biggest value they find in careers is diversity and inclusion. In the same Lever article, Talking Rain Director of Talent Acquisition Anne Royse shared why revamping their DEI efforts was critical to success.
“We pride ourselves on being progressive and sustainable,” Anne said. “This extends to ensuring we create a tapestry of talent that weaves a rich diversity of experiences and knowledge to optimize innovation and drive value while reflecting the communities we serve.”
With evolving workplaces, your marketing strategy needs to be inclusive in order to attract the talent you’re looking for. Reviewing your DEI analytics and candidate experience can help you understand if your marketing strategies are reaching the desired audience.
What are Heads of Employer Brand and Recruitment Marketing Doing?
Implementing personas and getting your target audience right requires the best practices to achieve your goals. For those leading employer branding and recruitment marketing, you may be looking for answers to how you can get the right people applying for your jobs.
As a talent leader at a billion-dollar company, you may have large goals and not enough resources to help you understand if your strategies are leading to success. But you don’t have to do it alone.
Talent Marketing Board members, all senior talent leaders at the world’s biggest companies, will be discussing the art and implementation of persona building on Wednesday, June 22, at 3 PM ET. These member-only conversations are a great way to understand what your peers are doing to create winning strategies.
[/vc_column_text][/vc_column][/vc_row]Interested in learning more?
As a leader, your mission is important. We’re here to help you win.
“Our products are career sites, job descriptions, employer branding videos, talent acquisition campaigns, etc., and once we understand our personas, we can use what we know about them to guide product development,” Allison said. “Those projects tend to involve other teams in your organization, so the sixth area, ‘get in sync,’ is also quite important for effective and efficient collaboration.”
How to Shape Your Marketing to Reach High-Value Candidates?
According to HubSpot, marketing can also help showcase your employee value proposition (EVP) to bring in top talent. A key area is messaging to refine job descriptions, career pages, and emails. When using personas, it’s important to expand your marketing efforts to reach high potential talent and create positive experiences.
To reach the highest number of potential candidates, you should utilize various job boards and networking opportunities to connect with your prospects. By being diverse with your outreach strategy, you can reach audiences who may not be using platforms such as LinkedIn that you would otherwise miss.
I would do the research, looking at the data on current employees and then surveying employees to find out what traits make them successful in their jobs.
Jared Nypen, Vice President of Talent and Head of HR at Great Clips
Creating positive experiences for candidates can also help reach high-value candidates. In an article by Lever, Dana Nielsen Reardon, Senior Talent Brand Partner at Spreetail, an end-to-end e-commerce partner for manufacturers, explained why creating an excellent candidate experience can help talent acquisition.
“Using Lever’s tagging system to build pipelines of candidates has allowed us to stay in touch with candidates as we grow and evolve as a company,” Dana said.
Part of creating positive experiences for prospects is understanding what they value the most, and for many up-and-coming candidates, the biggest value they find in careers is diversity and inclusion. In the same Lever article, Talking Rain Director of Talent Acquisition Anne Royse shared why revamping their DEI efforts was critical to success.
“We pride ourselves on being progressive and sustainable,” Anne said. “This extends to ensuring we create a tapestry of talent that weaves a rich diversity of experiences and knowledge to optimize innovation and drive value while reflecting the communities we serve.”
With evolving workplaces, your marketing strategy needs to be inclusive in order to attract the talent you’re looking for. Reviewing your DEI analytics and candidate experience can help you understand if your marketing strategies are reaching the desired audience.
What are Heads of Employer Brand and Recruitment Marketing Doing?
Implementing personas and getting your target audience right requires the best practices to achieve your goals. For those leading employer branding and recruitment marketing, you may be looking for answers to how you can get the right people applying for your jobs.
As a talent leader at a billion-dollar company, you may have large goals and not enough resources to help you understand if your strategies are leading to success. But you don’t have to do it alone.
Talent Marketing Board members, all senior talent leaders at the world’s biggest companies, will be discussing the art and implementation of persona building on Wednesday, June 22, at 3 PM ET. These member-only conversations are a great way to understand what your peers are doing to create winning strategies.
[/vc_column_text][/vc_column][/vc_row]Interested in learning more?
As a leader, your mission is important. We’re here to help you win.
There is various data depending on which roles you’re looking to fill, but using metrics on areas such as age, location, soft skills, career goals, and salary range can help establish personas to help you understand your candidates.
Once we have that basic information, it’s easy to figure out their mindset, motivators, pain points, and apply that to a persona.
Jerilyn Soncrant, Associate Director of Employment Branding at Chewy
Using data can also improve existing employees’ experiences and help create strategies to retain talent. For example, Talent Marketing Board member Jared Nypen, Vice President of Talent and Head of HR at Great Clips, shared how data has helped his team in an Undercover Recruiter article.
“I would do the research, looking at the data on current employees and then surveying employees to find out what traits make them successful in their jobs,” Jared said. “The last time I did this for a company, we created personas that I wouldn’t have expected. For example, one persona was about employees who leave our industry altogether and then come back. We can create content that is geared to this persona.”
After determining what data to use in your personas, you can then leverage your business partners to deliver information and execute your initiatives.
Who Needs to be Involved in Persona Creation?
Creating personas is not an easy task to undertake. It requires teamwork from different business units in your organization and a clear, focused goal. In a HR Dive article, General Motors Head of Talent Attraction, Sourcing, and Insight Kyle Lagunas talked about the importance of creating strategies to solve issues for all teams in your organization, not just what talent acquisition is focused on.
“The market education is never done. [We’re] constantly evangelizing and educating [stakeholders] on what exactly is the work we’ll do together, building rapport and [understanding] that we win together,” Kyle said.
One area within your business that can help gain insight to candidates is employee resource groups (ERGs). Partnering with ERGs can help you know what diverse talent finds important in their roles and help set guidelines on what to include in your personas.
In a SHRM article, Mercer Senior Consulting Associate for Talent Strategy and Diversity, Equity, and Inclusion Victoria Archer explained how tapping into ERGs can help in recruiting. In addition, she mentioned how companies could look to the groups for insight on high-potential, underrepresented talent.
On top of partnering with others in your organization, it’s necessary to inform business partners on your strategy to help you achieve your goals.
“We train the advocates and then look to them to continue to expand it from there,” Jerilyn said. “Because we’re a lean team, we’ve partnered with other folks within talent acquisition, and we’ve found this strategy has worked in the past.”
Other business partners to include in building your personas are your marketing team, corporate communications, and senior leadership.
Allison Kruse, Head of Global Employer Brand at Baxter International, shared six reasons why marketing teams should use personas. She highlighted how teamwork is needed to achieve larger goals.
“Our products are career sites, job descriptions, employer branding videos, talent acquisition campaigns, etc., and once we understand our personas, we can use what we know about them to guide product development,” Allison said. “Those projects tend to involve other teams in your organization, so the sixth area, ‘get in sync,’ is also quite important for effective and efficient collaboration.”
How to Shape Your Marketing to Reach High-Value Candidates?
According to HubSpot, marketing can also help showcase your employee value proposition (EVP) to bring in top talent. A key area is messaging to refine job descriptions, career pages, and emails. When using personas, it’s important to expand your marketing efforts to reach high potential talent and create positive experiences.
To reach the highest number of potential candidates, you should utilize various job boards and networking opportunities to connect with your prospects. By being diverse with your outreach strategy, you can reach audiences who may not be using platforms such as LinkedIn that you would otherwise miss.
I would do the research, looking at the data on current employees and then surveying employees to find out what traits make them successful in their jobs.
Jared Nypen, Vice President of Talent and Head of HR at Great Clips
Creating positive experiences for candidates can also help reach high-value candidates. In an article by Lever, Dana Nielsen Reardon, Senior Talent Brand Partner at Spreetail, an end-to-end e-commerce partner for manufacturers, explained why creating an excellent candidate experience can help talent acquisition.
“Using Lever’s tagging system to build pipelines of candidates has allowed us to stay in touch with candidates as we grow and evolve as a company,” Dana said.
Part of creating positive experiences for prospects is understanding what they value the most, and for many up-and-coming candidates, the biggest value they find in careers is diversity and inclusion. In the same Lever article, Talking Rain Director of Talent Acquisition Anne Royse shared why revamping their DEI efforts was critical to success.
“We pride ourselves on being progressive and sustainable,” Anne said. “This extends to ensuring we create a tapestry of talent that weaves a rich diversity of experiences and knowledge to optimize innovation and drive value while reflecting the communities we serve.”
With evolving workplaces, your marketing strategy needs to be inclusive in order to attract the talent you’re looking for. Reviewing your DEI analytics and candidate experience can help you understand if your marketing strategies are reaching the desired audience.
What are Heads of Employer Brand and Recruitment Marketing Doing?
Implementing personas and getting your target audience right requires the best practices to achieve your goals. For those leading employer branding and recruitment marketing, you may be looking for answers to how you can get the right people applying for your jobs.
As a talent leader at a billion-dollar company, you may have large goals and not enough resources to help you understand if your strategies are leading to success. But you don’t have to do it alone.
Talent Marketing Board members, all senior talent leaders at the world’s biggest companies, will be discussing the art and implementation of persona building on Wednesday, June 22, at 3 PM ET. These member-only conversations are a great way to understand what your peers are doing to create winning strategies.
[/vc_column_text][/vc_column][/vc_row]Interested in learning more?
As a leader, your mission is important. We’re here to help you win.
Leaders of employer branding and recruitment marketing are sharing key steps for persona building at large organizations, including using data to define ideal candidates, collaborating on persona building, and marketing positions to the right candidates. So, what questions should you look to answer when looking to attract the right audience for talent?
What Data is Needed to Define Ideal Candidates?
When creating the personas of your ideal candidates, use data to help understand what talent you should target. Before you can learn what you should be looking for, you have to first know what traits make for the best talent.
Jerilyn Soncrant, Associate Director of Employment Branding at Chewy, said getting information from candidates is an easy way of collecting the data needed for personas.
Jerilyn, who also served as Employer Branding and Social Media Senior Team Manager at Charles Schwab and is a former member of the Talent Marketing Board, explained the four areas of focus for research: candidate experience, what draws candidates to apply, perception of the brand, and communication and positioning.
“Once we have that basic information, it’s easy to figure out their mindset, motivators, pain points, and apply that to a persona,” she said. “We also combine that with research we do through labor market data and new hire surveys.”
There is various data depending on which roles you’re looking to fill, but using metrics on areas such as age, location, soft skills, career goals, and salary range can help establish personas to help you understand your candidates.
Once we have that basic information, it’s easy to figure out their mindset, motivators, pain points, and apply that to a persona.
Jerilyn Soncrant, Associate Director of Employment Branding at Chewy
Using data can also improve existing employees’ experiences and help create strategies to retain talent. For example, Talent Marketing Board member Jared Nypen, Vice President of Talent and Head of HR at Great Clips, shared how data has helped his team in an Undercover Recruiter article.
“I would do the research, looking at the data on current employees and then surveying employees to find out what traits make them successful in their jobs,” Jared said. “The last time I did this for a company, we created personas that I wouldn’t have expected. For example, one persona was about employees who leave our industry altogether and then come back. We can create content that is geared to this persona.”
After determining what data to use in your personas, you can then leverage your business partners to deliver information and execute your initiatives.
Who Needs to be Involved in Persona Creation?
Creating personas is not an easy task to undertake. It requires teamwork from different business units in your organization and a clear, focused goal. In a HR Dive article, General Motors Head of Talent Attraction, Sourcing, and Insight Kyle Lagunas talked about the importance of creating strategies to solve issues for all teams in your organization, not just what talent acquisition is focused on.
“The market education is never done. [We’re] constantly evangelizing and educating [stakeholders] on what exactly is the work we’ll do together, building rapport and [understanding] that we win together,” Kyle said.
One area within your business that can help gain insight to candidates is employee resource groups (ERGs). Partnering with ERGs can help you know what diverse talent finds important in their roles and help set guidelines on what to include in your personas.
In a SHRM article, Mercer Senior Consulting Associate for Talent Strategy and Diversity, Equity, and Inclusion Victoria Archer explained how tapping into ERGs can help in recruiting. In addition, she mentioned how companies could look to the groups for insight on high-potential, underrepresented talent.
On top of partnering with others in your organization, it’s necessary to inform business partners on your strategy to help you achieve your goals.
“We train the advocates and then look to them to continue to expand it from there,” Jerilyn said. “Because we’re a lean team, we’ve partnered with other folks within talent acquisition, and we’ve found this strategy has worked in the past.”
Other business partners to include in building your personas are your marketing team, corporate communications, and senior leadership.
Allison Kruse, Head of Global Employer Brand at Baxter International, shared six reasons why marketing teams should use personas. She highlighted how teamwork is needed to achieve larger goals.
“Our products are career sites, job descriptions, employer branding videos, talent acquisition campaigns, etc., and once we understand our personas, we can use what we know about them to guide product development,” Allison said. “Those projects tend to involve other teams in your organization, so the sixth area, ‘get in sync,’ is also quite important for effective and efficient collaboration.”
How to Shape Your Marketing to Reach High-Value Candidates?
According to HubSpot, marketing can also help showcase your employee value proposition (EVP) to bring in top talent. A key area is messaging to refine job descriptions, career pages, and emails. When using personas, it’s important to expand your marketing efforts to reach high potential talent and create positive experiences.
To reach the highest number of potential candidates, you should utilize various job boards and networking opportunities to connect with your prospects. By being diverse with your outreach strategy, you can reach audiences who may not be using platforms such as LinkedIn that you would otherwise miss.
I would do the research, looking at the data on current employees and then surveying employees to find out what traits make them successful in their jobs.
Jared Nypen, Vice President of Talent and Head of HR at Great Clips
Creating positive experiences for candidates can also help reach high-value candidates. In an article by Lever, Dana Nielsen Reardon, Senior Talent Brand Partner at Spreetail, an end-to-end e-commerce partner for manufacturers, explained why creating an excellent candidate experience can help talent acquisition.
“Using Lever’s tagging system to build pipelines of candidates has allowed us to stay in touch with candidates as we grow and evolve as a company,” Dana said.
Part of creating positive experiences for prospects is understanding what they value the most, and for many up-and-coming candidates, the biggest value they find in careers is diversity and inclusion. In the same Lever article, Talking Rain Director of Talent Acquisition Anne Royse shared why revamping their DEI efforts was critical to success.
“We pride ourselves on being progressive and sustainable,” Anne said. “This extends to ensuring we create a tapestry of talent that weaves a rich diversity of experiences and knowledge to optimize innovation and drive value while reflecting the communities we serve.”
With evolving workplaces, your marketing strategy needs to be inclusive in order to attract the talent you’re looking for. Reviewing your DEI analytics and candidate experience can help you understand if your marketing strategies are reaching the desired audience.
What are Heads of Employer Brand and Recruitment Marketing Doing?
Implementing personas and getting your target audience right requires the best practices to achieve your goals. For those leading employer branding and recruitment marketing, you may be looking for answers to how you can get the right people applying for your jobs.
As a talent leader at a billion-dollar company, you may have large goals and not enough resources to help you understand if your strategies are leading to success. But you don’t have to do it alone.
Talent Marketing Board members, all senior talent leaders at the world’s biggest companies, will be discussing the art and implementation of persona building on Wednesday, June 22, at 3 PM ET. These member-only conversations are a great way to understand what your peers are doing to create winning strategies.
[/vc_column_text][/vc_column][/vc_row]
