The core of any successful employer branding initiatives is the proper EMPLOYEE PERSONA DEFINITION. The process starts with the definition of core jobs or positions which have strategic importance include a significant amount of employees and set us a challenge to attract or retain staff. Note that high turnover positions should be amongst these core jobs.
It is high time to change the mindset regarding the relationship between candidates and employers. The question of “what do we expect from a talent” is secondary. If we start a branding project we have to ask the opposite: “What do talented candidates expect from us?”
The employee persona is a fictional description of an ideal candidate, mainly from her perspective. It includes the demographics, expected skillset and mindset, but the focus is on her personal goals, motivations and frustrations and job search patterns. WE MUST TAILOR THE PROPOSITION to fit each persona!
Imagine that in case of a manufacturing firm we have a persona for operators at the assembly line and another one for highly qualified technical engineers. We see cases where there is only one highly generalizing value proposition: “Be our hero!” “The company of unlimited opportunities.” “Learn and grow every day with us!” But what if I don’t want to learn every day? What if for my employee persona the security and comfort are far more important?
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