Personas for employer brand
This post is adapted from the Using audience personas to improve digital user experience strategy guide, on why traditional audience segments miss the mark and how psychographic personas can lead to success today.
It’s only recently that savvy HR departments have started using the power of psychographics. Traditional employer branding targets “job seeker” and “employees” as single audiences. But that audience pool isn’t one-dimensional; it’s a diverse hodgepodge of people with different career goals, personalities, and values, particularly for large brands with dozens of career tracks and a global presence. In order for an employer brand to attract and retain talent, it needs to resonate with them on an individual level, and fit with their visualizations of their own futures.
| Jason | Elina | |
|---|---|---|
| Demographics | ||
| Age | 25 | 25 |
| Location | New York, NY | New York, NY |
| Education | Bachelor’s degree | Bachelor’s degree |
| Psychographics | ||
| What a promotion means to me | Acceptance and validation that I belong | I’m one step closer to mastering my craft |
| My career goals | Build relationships, find my passion | Learn new trade skills, advance my chosen field |
| What I look for in a job | Positive atmosphere, coworkers I can be friends with, a community I can contribute to | Industry reputation, job-specific professional development, caliber of coworkers |
| An ideal digital experience | Picture of coworkers having fun, company retreats and parties, “we/us/family” | Picture of coworkers using facilities, certification program opportunities, awards |
| Website feature ideas | Culture video, career path browsing tool, quirky coworker bios | Trade skill how-to videos, industry news blog, coworker professional bios |