personas source con webinar - allison kruse and shannon pritchett - 12-10-15 final version

PERSONAS

PersonasAllison Kruse@AllisonAKruse

Senior Manager, Social Media & Talent AcquisitionKforce

Shannon Pritchett@SourcingShannon

Manager of Global Social Media and Sourcing ManpowerGroup Solutions RPO

Allison KruseAs the head of social media at Kforce, Allison is responsible for developing and executing a comprehensive and ever-evolving firm-wide strategy to leverage social media to provide value to Kforce employees, clients, consultants and candidates, as well as increase revenue and community engagement and growth on all platforms.

She is passionate about treating all candidates with respect, and is focused on fighting the recruiter spam epidemic.

She is also focused on employer branding and implementing smart digital strategy within the talent acquisition realm.

Allison recently launched a firm-wide online social media certification program (The Kforce Social Media Academy), and has around 600 employees Academy Certified so far. She is now creating an effective messaging certification program, set to launch in the spring.

Outside of work, her hobbies include traveling, scuba diving, running, wine, and planning her wedding (August 2016).

@AllisonAKruseAK

Shannon Pritchett

@SourcingShannon

Shannon PritchettManager, Global Sourcing & Social MediaManpowerGroup Solutions Global RPOWorking with our global RPO teams, Shannon helps envision and creatively deliver sourcing and social media strategies for global recruitment teams. In addition, Shannon also runs ManpowerGroup's Global Sourcing Expert Community with over 100 internal sourcing experts from 45 different countries.

Specialties Include:Boolean LogicSearch EnginesInternet ResourcingData Mining Data Analytics Social MediaSocial Recruiting

Information Retrieval, Mobile Recruiting Candidate Experience Passive RecruitmentSourcing StrategyTrainingTalent Identification

(Sourcer OR Recruiter) AND (Innovation OR Creativity) AND (Knowledge OR Expertise) AND (Semantic OR Synonym) -Fail

4

@SourcingShannon @AllisonAKruse #SourceCon

Agenda

• Intro to personas• How to create personas• How to leverage them for:• Attracting talent• Messaging candidates• Sourcing

• Next Steps

5

Candidate personas are fictional, generalized representations of

your target candidates.


Personas allow you to be more strategic in catering to each target, relate to the talent/client contact that you are trying

to attract and recruit, and relate to them as human beings.

The strongest personas are based on research as well as on insights you

gather from your actual customer base (through surveys, interviews, etc.).

What Goes in to a Persona?

Demographics

Work History

Traits

Goals

Motivators

Communication Preferences

Objections

Lifestyle

Pains

Antidotes


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Adopting Marketing Concepts for TA

KNOW WHERE

THEY ARE

TAILOR YOUR

MESSAGING

GET IN FRONT OF

THEM

UNDERSTANDTHEIR NEEDS

GUIDE PRODUCT

DEV

GET IN SYNC

Why marketing uses personas:

Talent acquisition can leverage personas in similar ways@SourcingShannon @AllisonAKruse #SourceCon

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TA campaigns

Recruiters’ SM profiles

TrainingCareer websitesOnboardingJob descriptions

EB initiatives

SourcingApplication

process

SM strategy

Where Personas Are Used


10What Needs do Personas Help us Solve?

Improve job descriptions

Improve time-to-fill Employer branding initiatives

Be more strategic with sourcing efforts

Improve collaboration

Train new recruiters and sourcers

Enhance the candidate experience


11

Creating a Persona

12Creating a persona

Interview your top performers:

• Favorite part of their job/Least favorite• Personal/professional goals• Work habits• Motivators/de-motivators• Why did they join the company?


Persona Name: Erin

Where

Background/Demographics

• Single or married female, no children• Age 30-43• Greater Chicago Area• 10 yrs of experience, college grad

• Twitter chats• Facebook groups• LinkedIn• Conferences (i.e. SourceCon)


Persona Name: Erin

Work

Traits

• Currently Sr. Manager, Employer Branding• 10 years of experience. Started as a recruiter• Has spent <2.5 yrs at each company• Corporate, RPO and agency work environments

• Passionate about her job/industry• Creative, innovative and scrappy• Strong interpersonal skills, builds rapport quickly• Talkative and outgoing


Persona Name: Erin

Lifestyle

Communication Preferences

• Works from home• Active and healthy lifestyle, energetic, playful• Loves to travel • Very social, has a large network

• Prefers digital comm. over print/phone call • Heavy mobile user, reads content on the go• Active on LinkedIn, Facebook and Twitter• Mixes professional and personal life online


Persona Name: Erin

Motivators

• The industry is rapidly changing and it’s important to her that she stays current

• She’s a loyal brand ambassador for her company and wants to tell its story and attract talent

• She loves to influence others and serve as a mentor and advocate for other employees


Persona Name: Erin

Goals

• She wants to continue to present at least 4 employer branding-related conferences per year

• She wants to own strategies for employer branding initiatives, some of which may require a budget

• She wants to establish/manage a training program to teach employees social media and branding best practices, and empower employees to become brand ambassadors


Persona Name: Erin

Pain

Antidote

“It’s difficult getting everything done with a small team and very limited budget.”

“We have a budget designated for employer branding initiatives that you would own. In

addition, we have approved headcount for this year for you to hire on a team of 6.”


Persona Name: Erin

Pain

Antidote

“Some leaders don’t understand employer branding, and are not invested in any of the

programs I have proposed.”

“Our SVP is very excited to hire an employer branding director, and plans to work very closely

with her to ensure her programs come to fruition.”


Persona Name: Erin

Pain

Antidote

“I am unsure of upward mobility opportunities in my current role. There is no clear career path

here.”

“The new team that you would create sits within a larger organization. Let me tell you about a few opportunities that are just above this role that our SVP has mapped out for the next 2 years.”


Persona Name: Erin

Pain

Antidote

“This culture doesn’t feel collaborative, and I feel many people are risk adverse.”

“This team collaborates for 2 hours every Friday to work on any project they choose. Many projects

have been implemented as a result. Taking calculated risks is not only encouraged, but

expected in this environment.”@SourcingShannon @AllisonAKruse #SourceCon

Where would you place antidote statements?

Persona Name: Erin

• “I’m not looking for a new job.”• “I am unfamiliar with the area and not sure if I’ll

like it.”• “I am nervous to leave my current boss. I can’t

leave her hanging.”• “I’m worried I won’t be able to influence leaders

and make a real difference at a new company.”• “They might not let me present at conferences.”

Objections


25

Using Your New Persona

26

SEARCHATTRACT ENGAGE

Use Personas at Each Stage

RECRUIT


27

Attracting

28Erin is digital-savvy

She trusts her peers over

brands.

She’s good at online research and expects

accessible info.

She expects quality engagement in real

time.@SourcingShannon @AllisonAKruse #SourceCon

29Personas and Talent Acquisition Campaigns

84% Campaign Compatible

• Email Marketing

• Social Advertising

• Campaign Landing Page

• Sponsored Job Postings• Social Media Posts

• Optimized Recruiter Profiles


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Job Descriptions


31Where does Erin spend time?Who does she talk with?What does she watch?Which groups is she in?Is she on a list somewhere?Does she attend webinars? Does she use hashtags? What words does she use?Does she attend conferences?What does she read? When?Who is she influenced by?Where are they online? What do they talk about?Does she spend more time on some social channels over others?

?

??

?

?

?? ?

?

?KEEP ASKING QUESTIONS


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Messaging

Leverage what you know about your persona to customize each and every message.

34

Use Details in your Messaging


35

One of the worst things you can do to Erin is spam her.

3745 REQS – I’M IN A REAL

JAM!

KEEP COOL – JUST OPEN A CAN

OF

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https://www.youtube.com/v/1CxnGjcYIhM?version=3&start=1830&end=1870&autoplay=0&hl=en_US&rel=0

39

Use their preferred method of communication


40

What will make Erin respond?

41

Sourcing

42


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("social" OR "media" OR "digital" OR "social media" OR "online") AND ("media" OR "advertising" OR "publishing" OR "communications" OR "digital" OR "social" OR "digital media" OR "telecommunications" OR "telco" OR "technology" OR "retail" OR "online" OR "tv" OR "marketing" OR "pr") AND ("manager" OR "boss" OR "business partner" OR "chargehand" OR "directeur" OR "head" OR "leader" OR "lead" OR "leiter" OR "leadership" OR "leidinggevende" OR "mgr" OR "mngr" OR "manger" OR "management" OR "manages" OR "mgmt" OR "managed" OR "managing" OR "manage" OR "managr" OR "mnger" OR "mng" OR "managers" OR "mangr" OR "managerial" OR "owner" OR "responsable" OR "responsible" OR "principle" OR "principal" OR "supervisor" OR "superintendent" OR "teamlead" OR "teamleader" OR "teamleider") AND ("employer brand") AND ("chicago")

Save yourself time!


Template String - (intitle:resume OR inurl:resume OR intitle:cv OR inurl:cv OR intitle:vitae OR inurl:vitae OR intitle:bio OR inurl:bio OR intitle:"about me" OR inurl:"about me" OR intitle:portfolio OR inurl:portfolio)

Modified String - (intitle:resume OR inurl:resume OR intitle:cv OR inurl:cv OR intitle:vitae OR inurl:vitae OR intitle:bio OR inurl:bio OR intitle:"about me" OR inurl:"about me" OR intitle:portfolio OR inurl:portfolio) ("social" OR "media" OR "digital" OR "social media" OR "online") ("manager" OR "director" OR "team lead") ("employer brand" OR "employer branding") chicago -jobs

Natural Language Searches


"(i OR my) * (is OR are OR in) (employer OR employment OR social) (brand OR branding OR media)"

"i am a social media" OR "i'm a social media" brand

"(he OR she) is (the OR a) social media"

Sourcing Conferences


"(employer OR employment) (brand OR branding)" "intitle:(attendees OR participants OR presenters OR speakers)" OR "inurl:(attendees OR participants OR presenters OR speakers)"

Use Facebook


http://www.intel-sw.com/blog/facebook-search/

48


searchisback.com

If we have to use LinkedIn


https://www.linkedin.com/edu/alumni?name=university%20OR%20(NOT%20university)

Active Profiles - (seeking OR seeker OR "looking for" OR "in search of" OR "open to" OR "new job" OR "actively pursuing" OR "pursuing new" OR "searching for" OR "new opportunity" OR "new opportunities" OR "available for") – from Glen Cathey!

site:linkedin.com (seeking OR seeker OR "looking for" OR "in search of" OR "open to" OR "new job" OR "actively pursuing" OR "pursuing new" OR "searching for" OR "new opportunity") "social media" (manager OR director) "greater chicago" -intitle:profiles -inurl:dir -inurl:jobs -inurl:jobs2 -inurl:topic

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52

Next Steps

53Create multiple personas for each given skill set/job profile

54

LEARN TO SPEAK SOCIALLY

55

Personas should be consistently

categorized, saved, and shared.

Getting Started DemographicsWork HistoryTraitsGoalsMotivatorsCommunication PreferencesObjectionsLifestylePainsAntidotes

Start with one!

• Gather info from candidates• Interview top performers• Document and organize information• Craft messaging• Test it• Continuously improve


Discussion

personas source con webinar - allison kruse and shannon pritchett - 12-10-15 final version

Recruiting & HR