persona mapping for recruitment success
TRANSCRIPT
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@googledave
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#askph
@bryan_phc
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#askph
@bryan_phc
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“The consumer
isn’t a moron; she is your wife.”
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What are personas?
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Personas are archetypes that describe the
various goals and observed behavior
patterns among your potential users and
customers.
““
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Develop your skills with the latest tools,
here at Nationwide
Nationwide is regularly voted the best Building Society to work for, and
one of top employers in the world. Why? Because we invest in people
and technology. As a Nationwide analyst, you’ll enjoy excellent
training and development opportunities. You’ll work with the latest
software and systems, including (insert tools here). We’re already
piloting a virtual/remote expert.
Nationwide was the first organising to introduce online banking back in
1997, so leading from the front is nothing new to us. As well as work
tools, we offer 19,000 hours a year in volunteering time, flexible
work patterns and great person schemes.
As a forward-thinking company it only makes sense that we have
exciting plans for the future. We’d like you to be part of them.
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PEOPLE
TEAM WHO DEAL WITH THEM
INTERACTION
INCLUDE YOUR PERSONA’S
ENERGY
GOOD FACILITATION
Persona Tool Kit
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STICKY NOTES
FLIPCHART
VOICE RECORDING APP
VIDEO THEM
HEAT MAPPING
GOOGLE ANALYSIS
LIVE CHAT SUBSCRIPTIONS
Persona Tool Kit
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#RecruitIn
@googledave
Adwords
Display Planner
Keyword
Research
Analytics
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Framework &
basic
understanding
Background
Characteristics
Routine
Empathy
Motivations &
Goals
Pain & Pleasure
Solutions
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What is your USP’s as an employer?
Who is your Competition for the candidates?
Why do people choose them/what is their reputation like?
What is your point of difference/what sets you apart?
Framework
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Who is the market leader?
What does the company deem a success when hiring?
Imagine you were telling a close friend about an opportunityat your employer what is the one thing you would mention to sell them the role?
What is the main reason for employees leaving?
Framework
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Who is your current target audience, and what are their
roles?
How do they currently find you?
What do you think the perception of your company is for
Potential candidates?
What should the perception to be?
Target Audience
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Background
Name Peter MichaelsAge 25Job Title BuyerIndustry RetailLocation OxfordEducation University educatedFamily Partner, no children
Characteristics
Personality Attention to detail, DrivenHobbies Sport, fitnessLifestyle Eats out very often, Where do they shop GAP, ASDADevices Smart phoneResponsibilities Drive marketing, creative inputCareer goals To lead their teamMotivation Providing for familyWhat do they value? Time with familyOnline Creative review, TwitterInfluencers FT, Mashable
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Reasons to choose you
Reason 1 Good reputationReason 2 PriceReason 3 RecommendationReason 4 Selection of productsReason 5 Turnaround times
Pain points
Measured on KPI’sWorries Job, team, Challenges Technology, changeFrustration Under performance
Solutions
Solution 1 Quick order formSolution 2 Provide Video case studiesSolution 3 Promote expertiseSolution 4 Trusts via testimonialsSolution 5 Accreditations
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• Survey
• Customer/User Groups
• Small Core Groups –Regular Meets
• Observations
• Prototypes
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Thank you
@googledave