Candidate Personas: Where Research Meets Marketing - How to Reverse Engineer Attracting, Finding, & Engaging Top Talent | Spring SourceCon 2018
Overview: Your hiring manager has painted their picture of a perfect prospect, and it's a purple squirrel/unicorn hybrid… again. Prepare to yell “Plot Twist!" and "Challenge Accepted!,” Y’all! You’ll soon be able to wrangle in the top talent with this full stack arsenal of FREE(mium) market research, market positioning, & direct sourcing tools and techniqu/ologies. What to Expect: Expect to take a research-driven approach to understanding, attracting, finding, & engaging your target talent audience. In this session, we’ll learn how to craft a candidate persona and then align it with actual recruitment strategies. Who Should Attend: Recruitment professionals that aspire to position themselves as Talent Advisors, increase ROI, & #SourceSmart(nothard). Takeaways: • Become a Talent Advisor – Gain competitive intelligence on your company, openings, market, & competition. • Increase your ROI – Quickly generate high-quality candidates by effectively marketing your position. • #SourceSmart – An arsenal of FREE(mium) tools and techniqu/ologies!
Candidate Personas: Where Research Meets Marketing - How to Reverse Engineer Attracting, Finding, & Engaging Top Talent | Spring SourceCon 2018
- 1. CANDIDATE PERSONAS WhereResearch MeetsMarketing Susanna Frazier @ohsusannamarie Head of Strategic Sourcing Universal Music Group
- 3. AGENDA • Introductionto CandidatePersonas • MarketResearch: How to UnderstandYour TargetAudience • MarketPositioning: How to SeduceYour TargetTalent • DirectSourcing: How to ExecuteYour TargetedStrategies
- 8. MARKET RESEARCH GOALS Understand your target audience, including their top drivers of attraction and retention. 01 Customize and articulate your EVP accordingly. 02
- 13. Company Research
- 21. TOP DRIVERS OF EMPLOYEE RETENTION 1. Base pay / salary 2. Career advancement opportunities 3. Physical work environment 4. Job security 5. Ability to manage work-related stress 6. Relationship with supervisor / manager 7. Trust / Confidence in senior leadership
- 23. TOP DRIVERS OF EMPLOYEE ATTRACTION 1. Base pay / salary 2. Job security 3. Career advancement opportunities 4. Challenging work 5. Opportunities to learn new skills 6. Reputation of organization as a great place to work 7. Healthcare and wellness benefits
- 24. MARKET POSITIONING GOALS Attract top talent to read your content. 01 Engage with readers about your job. 02
- 27. JOB OPTIMIZATION
- 28. Job Optimization
- 37. DIRECT SOURCING GOALS Execute targeted search strategies. 01 Generate high-quality candidates for consideration. 02
- 38. Boolean Builders
- 40. X-Ray Search
- 41. Saved Searches
- 43. LET’S CONNECT!
Editor's Notes
- Search your Role’s Job Title. Most important skills = Skills Then use this hiring data and insights to back track a bit… Before becoming a Role’s Job Title they had these positions… = Current Job Titles Formal education you will come across with a Role’s Job Title = Fields of Study Now, search your newly identified Current Job Titles. A Current Job Titles usually stays in that position for # year, # months = Time in Current Role
- Search your Role’s Job Title. Salary = Compensation Years of Experience = Total Years of Experience Gender = Attributes Common Health Benefits = EVP Skills That Affect Role’s Job Title Salaries = Skills Related Jobs = Role’s Job Title Common Career Paths for Role’s Job Title = EVP
- Search your Company. Industries = Industries Compare Employers = Companies Work Stress = EVP Job Flexibility = EVP Typical Benefits = EVP Vacation Weeks = EVP Popular Perks = EVP Overall Employee Satisfaction = EVP Manager Communication = EVP Company Outlook = EVP Fair Pay = EVP Manager Relationship = EVP Appreciation = EVP Learning and Development = EVP Pay Transparency = EVP Now that we’ve gained an understanding of our target audience and identified some of their top drivers of attraction and retention, we next need to customize and articulate our EVP accordingly. In order to accomplish this, it’s important to fully understand why employees would choose to leave their company and join yours. Let’s begin by clarifying which drivers of attraction and retention employees consider most relevant. Let’s take a poll. Which do you feel are the Top 3 Drivers of Employee Retention? Why would employees choose to leave their company?
- Search your Company. Top Competitors = Companies Industry Sector = Industries CEO Approval Rating Score: Trust / Confidence in senior leadership = 7th Driver of Employee Retention = EVP
- 2 of my “go to” tools for gathering insights are SeekOut and LinkedIn Recruiter. Both of these are tools have free counterparts that are nearly just as valuable!
- sli.do Poll – What are the Top 3 Drivers of Employee Retention? Event code: #OHSUSANNAMARIE
- Let’s take a similar poll. Which do you feel are the Top 3 Drivers of Employee Attraction? Why would employees be attracted to a new company?
- sli.do Poll – What are the Top 3 Drivers of Employee Attraction? Event code: #OHSUSANNAMARIE