In today’s competitive business world, recruitment is not only about finding the right candidate for a particular role but also about building relationships with future employees from the recruitment stage onwards. One tool that can help managers understand their candidates’ needs and attract ideal employees is the marketing persona. Although it originally comes from marketing, the marketing persona also works perfectly in recruitment, allowing a better understanding of expectations and needs. In this article we clear up any doubts about this tool and show how it can revolutionise your recruitment processes.
What is a marketing persona in recruitment?
A marketing persona is a tool for creating an idealised profile of a company’s ideal customer. It is not exactly an ideal portrait but an ideal type – something that doesn’t exist 100%, but which our candidates and employees statistically come closest to. In recruitment, this means creating a detailed picture of our ideal employee, taking into account not only skills and experience but also values, interests, life goals and work preferences. It is a humanistic approach to recruitment that lets us see candidates as individuals with their own dreams and ambitions.
How to create a marketing persona for recruitment?
1. Surveys and research: Start by surveying your current employees to understand what motivates and satisfies them at work. Ask about their values, expectations and the experiences that make them feel professionally fulfilled.
2. Data analysis: Analyse the data collected to find common traits and preferences among employees. Determine which values matter most to them and which skills bring the company the greatest benefits.
3. Creating personas.
4. Demographics: Determine the age, gender, education and location typical of your employees.
5. Description: Identify their interests, passions, life values and career goals.
6. Work preferences: Consider their work preferences – whether they prefer to work remotely or in the office, which communication styles they prefer, etc.
Why create a marketing persona in the recruitment process? 3 arguments
1. A better understanding of candidates: A marketing persona allows you to see candidates as whole individuals, not just CVs and lists of competencies. This allows a better fit with the company.
2. More effective recruitment: With a better understanding of potential employees’ expectations, you can tailor your job offers, attracting people who really fit the company culture.
3. Strengthening employer branding: Showing that you care about your employees’ individual needs attracts people who are looking not just for a job but also for a place where their values are appreciated.
How does a marketing persona help managers in recruitment?
1. Better planning of the recruitment process: Understanding whom you are looking for helps you create effective recruitment processes, from the job ad to the interview. This minimises decision-making problems once a candidate appears, so you decide faster.
2. Personalised communication: Having a fuller picture of the candidate lets you adapt your communication during recruitment, which makes the process more human and friendly. This is particularly important for HR.
3. Higher employee retention: By attracting people who share the company’s values, you increase the chances of long-term cooperation, which translates into team stability.
Introducing a marketing persona into the recruitment process can be an important element of your company’s success. It lets you look at candidates through the lens of their personality and values, which can significantly increase the effectiveness of your recruitment. With this tool you can build strong, motivated teams that truly identify with your company’s mission and values.
