Persona Mapping for Recruitment Success
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My slides from my Persona Mapping Webinar and how it can help you in understanding your target audience. Talking about our approach the techniques and tools we use that can help you connect and engage with you persona's Check out our blog http://www.ph-creative.com/blog/ for the recorded video if the webinar
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Persona Mapping for Recruitment Success
- 1. @googledave
- 7. “The consumer isn’t a moron; she is your wife.”
- 9. Personas are archetypes that describe the various goals and observed behavior patterns among your potential users and customers. “ “
- 13. 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.
- 15. PEOPLE TEAM WHO DEAL WITH THEM INTERACTION INCLUDE YOUR PERSONA’S ENERGY GOOD FACILITATION Persona Tool Kit
- 16. STICKY NOTES FLIPCHART VOICE RECORDING APP VIDEO THEM HEAT MAPPING GOOGLE ANALYSIS LIVE CHAT SUBSCRIPTIONS Persona Tool Kit
- 19. Framework & basic understanding Background Characteristics Routine Empathy Motivations & Goals Pain & Pleasure Solutions
- 20. 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
- 21. Who is the market leader? What does the company deem a success when hiring? Imagine you were telling a close friend about an opportunity at your employer what is the one thing you would mention to sell them the role? What is the main reason for employees leaving? Framework
- 22. 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
- 23. Background Name Peter Michaels Age 25 Job Title Buyer Industry Retail Location Oxford Education University educated Family Partner, no children Characteristics Personality Attention to detail, Driven Hobbies Sport, fitness Lifestyle Eats out very often, Where do they shop GAP, ASDA Devices Smart phone Responsibilities Drive marketing, creative input Career goals To lead their team Motivation Providing for family What do they value? Time with family Online Creative review, Twitter Influencers FT, Mashable
- 24. Reasons to choose you Reason 1 Good reputation Reason 2 Price Reason 3 Recommendation Reason 4 Selection of products Reason 5 Turnaround times Pain points Measured on KPI’s Worries Job, team, Challenges Technology, change Frustration Under performance Solutions Solution 1 Quick order form Solution 2 Provide Video case studies Solution 3 Promote expertise Solution 4 Trusts via testimonials Solution 5 Accreditations
- 27. • Survey • Customer/UserGroups • SmallCoreGroups–Regular Meets • Observations • Prototypes
Editor's Notes
- So what do we have to do… We have to get to know those that we want to connect with… Its not B2B or B2C its about People to people… By getting to know the we can then create world class digital experiences To help us to become digitally famous… and connect with people
- But its not about identifying the masses Behind every digital experience is a human being…. The keyboard is the biggest conversation killer…. Its about focusing and understanding the individuals… This is about connecting with people
- Sell to them Become more marketeer They have choice
- What do we want to get from this Framework and business understanding Background Characteristics and Routines Empathy Motivations, goals Pain and Pleasure Solutions now, in the future and ‘magic wand’ Seek first to understand
- 1.1 What is your USP’s as an employer? 1.2 Who is your Competition for the candidates? 1.3 Why do people choose them/what is their reputation like? 1.4 What is your point of difference/what sets you apart? 1.5 Who is the market leader? 1.6 What does the company deem a success when hiring? 1.7 Imagine you were telling a close friend about an opportunity at your employer what is the one thing you would mention to sell them the role? 1.8 What is the main reason for employees leaving?
- 1.1 What is your USP’s as an employer? 1.2 Who is your Competition for the candidates? 1.3 Why do people choose them/what is their reputation like? 1.4 What is your point of difference/what sets you apart? 1.5 Who is the market leader? 1.6 What does the company deem a success when hiring? 1.7 Imagine you were telling a close friend about an opportunity at your employer what is the one thing you would mention to sell them the role? 1.8 What is the main reason for employees leaving?
- 1.1 What is your USP’s as an employer? 1.2 Who is your Competition for the candidates? 1.3 Why do people choose them/what is their reputation like? 1.4 What is your point of difference/what sets you apart? 1.5 Who is the market leader? 1.6 What does the company deem a success when hiring? 1.7 Imagine you were telling a close friend about an opportunity at your employer what is the one thing you would mention to sell them the role? 1.8 What is the main reason for employees leaving?