Creating personas in recruitment: an innovative strategy to attract the Ideal candidate
In recruitment, adopting innovative strategies is crucial to attracting quality candidates. We see many methods and techniques from other professions (techs, sales, marketing, etc.) being adopted to innovate and increase results. One such strategy is the creation of "personas" - a concept borrowed from marketing and sales, but just as relevant in recruitment. This article explores how to create a persona in recruitment, and why this method can revolutionize your approach to finding the ideal candidate.
What is a persona in marketing and how can it be adapted to recruitment?
A persona in marketing is a semi-fictional representation of your ideal customer based on real data and educated guesses about your customers' demographics, behaviors, motivations and goals. The purpose of a persona is to help you understand and visualize your target audience more concretely, so you can tailor your products, services and marketing strategies more effectively.
Example of Persona in Sales: Imagine "Sophie", a 35-year-old marketing director with a passion for cutting-edge technologies, active on social networks (instagram and facebook), who favors innovative and customizable products, places great importance on balancing her professional and personal life, and plays a team sport in a club.
By adapting this method to recruitment, the "candidate persona" becomes a tool for better understanding and targeting the typical profile sought. To create a persona in recruitment, it is essential to consider not only the skills and experience required, but also elements such as personality, motivations, hobbies and fit with the corporate culture.
The usefulness of personas in recruitment
Using a persona in recruitment enables us to target candidates more effectively. It helps to design more attractive job offers and to choose the most relevant distribution channels, such as LinkedIn, social networks or other specialized platforms. By having a clear picture of the future candidate, recruiters can better communicate the company's values and expectations, thus increasing the chances of attracting a profile that matches not only in skills but also in values and aspirations.
How do you create a persona for recruitment?
The creation of the persona should be carried out by several people, in particular the hiring managers, to avoid errors of objectivity and gather as much relevant information as possible.
- Information Gathering: Gather data on previous and current candidates, using sources such as candidate feedback, job interviews, and LinkedIn profiles.
- Identifying Trends: Look for patterns in backgrounds, skills, personalities and interests that correspond to success in the role.
- Persona definition: Create a detailed profile of the ideal candidate, including aspects such as motivations, career goals, and fit with the company culture.
Recruitment Persona example: Consider "Alex", a potential software engineer with 5 years' experience, passionate about sustainable development, active in online coding communities, and looking for a company with a strong culture of innovation and social responsibility.
When not to create a persona in recruitment?
It's important to note that creating a persona for every recruitment is not always necessary. In some cases, it may even slow down the recruitment process, particularly for positions that require rapid hiring, or for highly specialized roles where potential candidates are few and far between. In these situations, a more direct and flexible approach may be preferable.
Conclusion
The adoption of personas in recruitment offers a structured and empathetic method of attracting candidates who match not only in skills, but also in personality and values. While it's not a one-size-fits-all solution for every recruitment process, its judicious use can greatly enhance the quality and effectiveness of your recruitment efforts. Ultimately, understanding and targeting the ideal candidate is an art that, when properly mastered, can transform the way your company attracts and retains talent.
