{"id":93584,"date":"2023-02-17T22:24:14","date_gmt":"2023-02-17T20:24:14","guid":{"rendered":"https:\/\/factorialhr.com\/blog\/?p=93584"},"modified":"2023-02-17T22:24:14","modified_gmt":"2023-02-17T20:24:14","slug":"candidate-persona","status":"publish","type":"post","link":"https:\/\/factorialhr.com\/blog\/candidate-persona\/","title":{"rendered":"Candidate persona: what is it and how to create one"},"content":{"rendered":"<p><span style=\"font-weight: 400\">With the employment sector still experiencing the effects of <\/span><b>The Great Resignation<\/b><span style=\"font-weight: 400\">, many organizations are struggling to fill critical positions. In fact, the <\/span><a href=\"https:\/\/www2.deloitte.com\/br\/en\/pages\/human-capital\/articles\/war-develop-talent.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">war for talent<\/span><\/a><span style=\"font-weight: 400\"> is so competitive that many businesses are <\/span><b>redesigning their recruitment strategies in order to enhance their talent acquisition approach and attract quality candidates<\/b><span style=\"font-weight: 400\">. One of these strategies involves creating a <\/span><b>candidate persona<\/b><span style=\"font-weight: 400\"> for each role that you need to fill. This proactive tool can help recruiters define exactly what they need so they can find the perfect hire.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In today\u2019s guide for employers, we are going to explain <\/span><b>what a candidate persona is, how it is used, and how you can create your own<\/b><span style=\"font-weight: 400\">. We will also share a <\/span><b>candidate persona example<\/b><span style=\"font-weight: 400\"> so that you can create a template that all your hiring managers can use to target and recruit the best people for the job.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/factorialhr.com\/get-started\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-89831 \" src=\"https:\/\/factorialhr.com\/wp-content\/uploads\/2023\/01\/05151547\/FREE-TRIAL-2023-300x103.jpg\" alt=\"free trial\" width=\"795\" height=\"273\" srcset=\"https:\/\/factorialhr.com\/wp-content\/uploads\/2023\/01\/05151547\/FREE-TRIAL-2023-300x103.jpg 300w, https:\/\/factorialhr.com\/wp-content\/uploads\/2023\/01\/05151547\/FREE-TRIAL-2023.jpg 675w\" sizes=\"(max-width: 795px) 100vw, 795px\" \/><\/a><\/p>\n<p><b><div class=\"js-toc toc\">\n<p class=\"js-toc-title toc__title\">Table of Contents<\/p>\n<nav id=\"fac_toc_nav\" class=\"js-toc-nav toc__nav\" aria-label=\"Table of Contents\"><ol class=\"toc__list toc__list--level-1\"><li class=\"toc-heading-level-2\"><a class=\"toc__link toc-link-heading-1\" href=\"https:\/\/factorialhr.com\/blog\/candidate-persona\/#what-is-a-candidate-persona\" title=\"What is a candidate persona?\u00a0\" data-target-id=\"what-is-a-candidate-persona\">What is a candidate persona?\u00a0<\/a><\/li><li class=\"toc-heading-level-2\"><a class=\"toc__link toc-link-heading-2\" href=\"https:\/\/factorialhr.com\/blog\/candidate-persona\/#how-to-define-a-candidate-persona\" title=\"How to define a candidate persona\u00a0\" data-target-id=\"how-to-define-a-candidate-persona\">How to define a candidate persona\u00a0<\/a><\/li><li class=\"toc-heading-level-2\"><a class=\"toc__link toc-link-heading-3\" href=\"https:\/\/factorialhr.com\/blog\/candidate-persona\/#how-are-candidate-personas-used\" title=\"How are candidate personas used?\u00a0\" data-target-id=\"how-are-candidate-personas-used\">How are candidate personas used?\u00a0<\/a><\/li><li class=\"toc-heading-level-2\"><a class=\"toc__link toc-link-heading-4\" href=\"https:\/\/factorialhr.com\/blog\/candidate-persona\/#why-they-are-important\" title=\"Why they are important?\u00a0\" data-target-id=\"why-they-are-important\">Why they are important?\u00a0<\/a><\/li><li class=\"toc-heading-level-2\"><a class=\"toc__link toc-link-heading-5\" href=\"https:\/\/factorialhr.com\/blog\/candidate-persona\/#example-of-a-candidate-persona\" title=\"Example of a candidate persona\u00a0\" data-target-id=\"example-of-a-candidate-persona\">Example of a candidate persona\u00a0<\/a><\/li><\/ol><\/nav><\/div><\/b><\/p>\n<h2><b>What is a candidate persona?<\/b><span style=\"font-weight: 400\">\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400\">A candidate persona is an internal document used by a growing number of hiring managers during the recruitment process. Essentially, it is a <\/span><b>semi-fictional profile that defines all the characteristics that the perfect candidate for a particular role would possess<\/b><span style=\"font-weight: 400\">. It\u2019s a bit like a buyer persona, except instead of describing your target customer, you\u2019re detailing <\/span><b>your ideal job candidate<\/b><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><span style=\"font-weight: 400\">A candidate persona is made up of a number of different sections. These include obvious requirements like <\/span><b>skills, qualifications, and experience<\/b><span style=\"font-weight: 400\">. However, a candidate persona also includes personal characteristics such as <\/span><b>ambitions, interests, personality traits, career goals, and soft skills<\/b><span style=\"font-weight: 400\">. All this information is collected by <\/span><b>researching your industry and market trends, reviewing historical performance feedback, and analyzing a range of other HR metrics and data<\/b><span style=\"font-weight: 400\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">With the right approach and relevant insights, <\/span><b>a candidate persona can significantly enhance your talent acquisition strategy<\/b><span style=\"font-weight: 400\">. It can also help you <\/span><b>build a strong <\/b><a href=\"https:\/\/factorialhr.com\/blog\/employer-branding\/\" target=\"_blank\" rel=\"noopener\"><b>employer branding<\/b><\/a><b> strategy<\/b><span style=\"font-weight: 400\"> that streamlines your hiring process and helps you <\/span><b>attract and retain top talent.<\/b><span style=\"font-weight: 400\">\u00a0<\/span><\/p>\n<h2><b>How to define a candidate persona<\/b><span style=\"font-weight: 400\">\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Now that we\u2019ve looked at the candidate persona definition, let\u2019s take a look at how you can design your own.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Creating a candidate persona is actually a very simple process. The key to success comes down to <\/span><b>collecting the right data and asking the right questions<\/b><span style=\"font-weight: 400\">. It\u2019s also useful to create or download a <\/span><b>candidate persona template<\/b><span style=\"font-weight: 400\">. That way, you can be sure that you\u2019ve included all relevant characteristics when you write your profiles.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Here\u2019s everything you need to know.\u00a0<\/span><\/p>\n<h3><b>Collect candidate persona data<\/b><\/h3>\n<p><span style=\"font-weight: 400\">There are a few things that you need to do when you prepare your candidate persona.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The first stage involves research. Conduct as much <\/span><b>industry and market research<\/b><span style=\"font-weight: 400\"> as possible to find out what the typical candidate for a role needs in terms of <\/span><b>hard and soft skills, experience, and qualifications<\/b><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><span style=\"font-weight: 400\">You should also conduct <\/span><b>internal research<\/b><span style=\"font-weight: 400\">. Talk to your <\/span><b>recruiters <\/b><span style=\"font-weight: 400\">to find out what they usually include in your job descriptions. Hold a meeting with your <\/span><b>hiring managers<\/b><span style=\"font-weight: 400\"> to find out which characteristics might suggest that someone is a good fit. Not just for the role, but for your company culture in general. Have a chat with <\/span><b>employees who are performing similar roles<\/b><span style=\"font-weight: 400\">. Ask them what the requirements of the job are, and which personality traits would suit the position. Finally, review any <\/span><b>performance analysis reports<\/b><span style=\"font-weight: 400\"> for employees who held the position in the past. This will help you determine if there are any skills or other characteristics that were lacking at the time. All this feedback can give you valuable insight into <\/span><b>the type of person you should be describing in your candidate persona<\/b><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The final stage is <\/span><b>collecting data<\/b><span style=\"font-weight: 400\">. Review your <\/span><a href=\"https:\/\/factorialhr.com\/blog\/recruitment-analytics\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">recruitment analytics<\/span><\/a><span style=\"font-weight: 400\"> and any other metrics included in your <\/span><a href=\"https:\/\/factorialhr.com\/blog\/hiring-dashboard\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">hiring dashboard<\/span><\/a><span style=\"font-weight: 400\">. You might discover a few interesting KPIs that can point you in the right direction. For example, if a particular role has a high turnover rate, it could suggest that you need to re-evaluate the required skills and experience for that position. Or perhaps you need to focus more on specific soft skills to help you find a better match.\u00a0<\/span><\/p>\n<h3><b>Use a candidate persona template to write your profile<\/b><\/h3>\n<p><span style=\"font-weight: 400\">The second and final stage of the process involves organizing all this data so that you can begin writing your candidate persona. This is where things really begin to take shape.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Make sure you cover the following characteristics when you write your persona:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Background<\/b><span style=\"font-weight: 400\">: the knowledge, skills, qualifications, and experience that the ideal candidate possesses.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Demographic data<\/b><span style=\"font-weight: 400\">: age, location, current job title, gender (although remember that you can\u2019t use this information to disqualify candidates).<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Values<\/b><span style=\"font-weight: 400\">: what they believe in and what they are looking for in an employer. Ideally, core values should align with those of the company.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Goals and ambitions<\/b><span style=\"font-weight: 400\">: where they see themselves in 5 years, for example.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Soft skills<\/b><span style=\"font-weight: 400\">: good communication skills, leadership skills, multitasking skills, etc.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Personal attributes<\/b><span style=\"font-weight: 400\">: personality traits, strengths &amp; weaknesses, interests and fears, etc.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Source<\/b><span style=\"font-weight: 400\">: where the ideal candidate looks for jobs.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Pain points<\/b><span style=\"font-weight: 400\">: factors that might disengage the ideal candidate from the hiring process.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Don\u2019t be afraid to <\/span><b>get creative<\/b><span style=\"font-weight: 400\"> here. You could even<\/span><b> give your ideal candidate a name<\/b><span style=\"font-weight: 400\"> and use a <\/span><b>stock photo<\/b><span style=\"font-weight: 400\"> to make them seem more realistic.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">A great way to make sure you include all this important information in your profile is to use a template. For example, <\/span><b>Factorial\u2019s free <\/b><a href=\"https:\/\/factorialhr.com\/templates\/employer-branding-strategy-template\" target=\"_blank\" rel=\"noopener\"><b>candidate persona template<\/b><\/a><span style=\"font-weight: 400\"> can help you understand <\/span><b>the specific needs and interests of your ideal candidates<\/b><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><span style=\"font-weight: 400\">You can use it to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Identify and define your ideal candidate<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Evaluate specific roles and positions<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Set goals and objectives<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Build your EVP<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Communicate your employer brand<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Plus, by using a template, you get <\/span><b>consistency with each and every candidate persona<\/b><span style=\"font-weight: 400\"> that you create.<\/span><\/p>\n<p><a href=\"https:\/\/factorialhr.com\/templates\/employer-branding-strategy-template\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-91738 \" src=\"https:\/\/factorialhr.com\/wp-content\/uploads\/2022\/12\/31112229\/Employer-branding-strategy-template-NEW-1-300x300.jpg\" alt=\"employer branding strategy template \" width=\"369\" height=\"369\" srcset=\"https:\/\/factorialhr.com\/wp-content\/uploads\/2022\/12\/31112229\/Employer-branding-strategy-template-NEW-1-300x300.jpg 300w, https:\/\/factorialhr.com\/wp-content\/uploads\/2022\/12\/31112229\/Employer-branding-strategy-template-NEW-1-150x150.jpg 150w, https:\/\/factorialhr.com\/wp-content\/uploads\/2022\/12\/31112229\/Employer-branding-strategy-template-NEW-1-160x160.jpg 160w, https:\/\/factorialhr.com\/wp-content\/uploads\/2022\/12\/31112229\/Employer-branding-strategy-template-NEW-1-80x80.jpg 80w, https:\/\/factorialhr.com\/wp-content\/uploads\/2022\/12\/31112229\/Employer-branding-strategy-template-NEW-1.jpg 525w\" sizes=\"(max-width: 369px) 100vw, 369px\" \/><\/a><\/p>\n<h2><b>How are candidate personas used?<\/b><span style=\"font-weight: 400\">\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Candidate personas are used to <\/span><b>target specific candidate profiles<\/b><span style=\"font-weight: 400\"> instead of spreading your hiring resources over a wider talent pool. This makes them a <\/span><b>highly effective tool for streamlining and enhancing your talent acquisition strategy<\/b><span style=\"font-weight: 400\">. Instead of sorting through multiple applications that don\u2019t align with your perfect hire, you can <\/span><b>tailor your job descriptions so that they reflect the specific characteristics that you\u2019re looking for<\/b><span style=\"font-weight: 400\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Candidate personas are also used as part of a wider <\/span><b>employer branding strategy<\/b><span style=\"font-weight: 400\">. Why? Because when candidates know exactly what you are looking for, they have a better understanding of whether they would be a good fit before applying. This saves everyone a great deal of time. And it means that those applicants who do enter your recruitment funnel are far more likely to have a <\/span><b>positive candidate experience<\/b><span style=\"font-weight: 400\">. And this reflects well on your <\/span><a href=\"https:\/\/factorialhr.com\/blog\/employer-branding-tips\/\" target=\"_blank\" rel=\"noopener\"><b>employer brand<\/b><\/a><span style=\"font-weight: 400\">.<\/span><\/p>\n<h2><b>Why they are important?<\/b><span style=\"font-weight: 400\">\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400\">We\u2019ve seen what they are and how they are used. But why are they so important? What are the <\/span><b>specific benefits of creating a database of candidate personas<\/b><span style=\"font-weight: 400\">?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Improved recruitment ROI<\/b><span style=\"font-weight: 400\">. Candidate personas help you find higher-quality candidates much faster than if you were just relying on basic job descriptions. This streamlines your recruitment and hiring process and saves you money.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Better fit for your company culture<\/b><span style=\"font-weight: 400\">. Aside from skills and experience, candidate personas also focus on characters and values. This helps your interviewers ask more targeted questions relating to soft skills and personality. As a result, you are far more likely to hire someone who would be a good fit for your company culture.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Enhanced recruitment KPIs<\/b><span style=\"font-weight: 400\">. The quicker you are able to identify exactly what you are looking for, the easier it will be to find the right person for the job. And this can have a big impact on your time-to-hire and time-to-fill metrics. It can also boost your acceptance rate and your cost per hire.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Stronger employer brand<\/b><span style=\"font-weight: 400\">. Setting clear expectations ensures that only suitable candidates apply for open positions. This helps you develop a more focused recruitment and hiring pipeline which improves the candidate experience and your employer brand.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Increased retention and reduced turnover<\/b><span style=\"font-weight: 400\">. Because candidate personas help you better target your recruitment efforts, the candidate you eventually hire is more likely to fit into your organization. You\u2019ll feel more confident that they are a good match, and they will too. And this means that they are more likely to remain at your company. They are also far more likely to become engaged members of staff.<\/span><\/li>\n<\/ul>\n<h2><b>Example of a candidate persona<\/b><span style=\"font-weight: 400\">\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Here\u2019s a brief example of a candidate persona to give you an idea of what you need to write:<\/span><\/p>\n<p><i><span style=\"font-weight: 400\">\u201cBrand Manager Brian is a 34-year-old man with extensive experience in marketing and branding. He has a B.Sc. in Marketing from Portland State University and has worked as a brand manager at a global e-commerce company for the past 5 years. He has great leadership and communication skills and he is passionate about bringing brand stories to life. In terms of work style, he is collaborative, creative, and data driven. On a personal level, he enjoys hiking, art, and hanging out with friends.<\/span><\/i><\/p>\n<p><em><span style=\"font-weight: 400\">Brand Manager Brian is happy in his current role, but he is ready for a new challenge. He has grown tired of working at a big company and now wants to take on a larger role in a smaller team. He\u2019s especially keen to work at a company with a nurturing culture that values employee development. In fact, he\u2019d like to climb the ladder and become a Brand Director within the next 5 years. He definitely doesn\u2019t want to work for an employer that\u2019s too structured or rigid. He wants to work somewhere where he has a degree of creative freedom.<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400\">Brand Manager Brian frequently checks job sites like LinkedIn and Monster for career opportunities. However, he gets frustrated by the number of companies who never respond to his applications and waste his time. He\u2019s ready to make contact with a company that recognizes his potential and is willing to invest in what he has to offer.\u201d<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400\">And there you have it. It really is that easy. With the right approach, <\/span><b>including candidate personas in your talent acquisition strategy has the potential to completely transform your recruitment and hiring processes<\/b><span style=\"font-weight: 400\">. <\/span><\/p>\n<p><span style=\"font-weight: 400\">What have you got to lose?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>With the employment sector still experiencing the effects of The Great Resignation, many organizations are struggling to fill critical positions. In fact, the war for talent is so competitive that many businesses are redesigning their recruitment strategies in order to enhance their talent acquisition approach and attract quality candidates. One of these strategies involves creating<a href=\"https:\/\/factorialhr.com\/blog\/candidate-persona\/\" class=\"read-more\"> [&#8230;]<\/a><\/p>\n","protected":false},"author":80,"featured_media":93585,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[348],"tags":[],"class_list":["post-93584","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture-engagement-2"],"acf":{"topics":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.5 (Yoast SEO v21.9.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Candidate persona: what is it and how to create one | Factorial<\/title>\n<meta name=\"description\" content=\"A candidate persona aligns job descriptions with ideal candidates. 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