360 Talent Solutions

How To Create A Candidate Persona

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As the competition for talent heats up, it’s easy to be swept away in a sea of CVs, cover letters, and interview notes.

There must be a way to save time!

But where?

I am going to bring clarity to this process and save you time by showing you how to focus your candidate search and attract the right candidates who align with your organisation’s values, culture, and job requirements.

How?

By showing you how to define and focus your candidate persona, a powerful tool that brings precision to your recruitment strategy and saves you significant time, resources, and money.

Much like a chef who knows the exact ingredients needed for a delectable dish, the best hiring managers have a clear picture of their ideal candidate. This understanding is not based on guesswork, but on a carefully crafted candidate persona. Just as marketers use audience personas to understand their ideal customers’ needs, motivations, and behaviours, hiring managers can use their candidate personas to attract, engage, and hire the right talent.

Candidate personas act as a guiding light in the hiring process, enabling you to craft targeted job descriptions, conduct effective interviews, and hire smarter with data-driven hiring decisions. If you’ve been navigating the recruitment process without a clear idea of who your ideal candidate is, this guide is for you. We’ll explore what candidate personas are, why they are vital for your hiring process, and how you can create them using innovative tools like the Job Assessment by Predictive Index.

Let’s explore how to hire smarter and discover how to make your recruitment process more efficient, targeted, and successful.

Table of Contents

What is a Candidate Persona?

A “candidate persona” is a semi-fictional representation of your ideal job candidate. This concept, borrowed from marketing’s buyer personas, is used in human resources and recruitment to better understand and target the types of candidates who would be the best fit for a specific role or organisation. It typically includes details such as:

  1. Demographic Information: Age, education level, and location.
  2. Professional Background: Industry experience, skills, and previous job roles.
  3. Goals and Motivations: What drives them in their career? What are they looking for in a job?
  4. Challenges and Pain Points: The problems they face in their current role or job search.
  5. Job Search Behaviour: How they look for new opportunities, including preferred platforms and influences.
  6. Cultural Fit: Values and personality traits that align with the company culture.

Creating a candidate persona helps recruiters and hiring managers tailor their recruitment strategies, from job postings to interview processes, ensuring they attract and select candidates who are most likely to succeed in the role and contribute positively to the organisation.

Understanding Candidate Personas

Just as a chef knows the difference between a frugal foodie and a gourmet gourmand, a savvy hiring manager understands that each candidate brings a unique blend of skills, experiences, and motivations to the table. This understanding is encapsulated in a candidate persona – a semi-fictional representation of your ideal candidate.

A candidate persona goes beyond the basic requirements listed in a job description. It delves into the candidate’s motivations, their professional goals, preferred work style, key skills and experiences, and even their personality traits. These detailed profiles provide an in-depth understanding of who you’re looking to attract to your organisation, enabling you to tailor your recruitment strategy accordingly.

If your organisation is the kitchen, then candidate personas are the key ingredients in your recruitment recipe. They help you sift through the vast talent pool, identifying those unique individuals who will truly thrive in your organisation and contribute to its success.

For our audience persona – HR leaders and recruiters in the life sciences sector – creating candidate personas is particularly critical. The life sciences field is highly specialised, and finding the right talent can be akin to seeking a needle in a haystack. By using candidate personas, you can focus your recruitment efforts, increasing efficiency and reducing time-to-hire.

Don’t just take our word for it – let’s look at the data. According to a study by the Corporate Leadership Council, organisations that used detailed candidate personas reduced their cost per hire by 43% and decreased their time-to-fill by 56%. This shows the tangible benefits of a persona-based approach to recruitment.

So, whether you’re seeking a meticulous lab technician or a visionary leader, creating candidate personas will bring clarity and focus to your recruitment process, saving you time and enabling you to hire smarter.

The Benefits of Creating Candidate Personas

Let’s turn back to our kitchen. Imagine you’re preparing a dish and you know exactly who will be enjoying it. You’re aware of their likes and dislikes, their dietary needs, even their favourite spices. This knowledge allows you to tailor the dish specifically to their palate, increasing the likelihood that they’ll enjoy the meal.

Similarly, creating candidate personas helps you tailor your recruitment efforts to attract the right talent. Here are some of the main benefits:

  • Better-targeted job ads: By understanding your ideal candidate’s motivations and career goals, you can craft job ads that speak directly to them, making your company more attractive and your job ads more effective.
  • Improved candidate quality: When you know exactly what you’re looking for in a candidate, you’re more likely to attract applicants who fit the bill. This can improve the overall quality of your applicant pool and increase the chances of finding the perfect match for your organisation.
  • Faster hiring process: With a clear picture of your ideal candidate, you can streamline the hiring process, reducing the time spent sifting through unsuitable applications and speeding up the time-to-hire.

To illustrate the power of candidate personas, a global leader in the life sciences sector, was struggling with their recruitment process. They were attracting many applicants, but few were a good fit for their company culture and job requirements.

To address this challenge, they created detailed candidate personas for each of their key roles. This allowed them to tailor their job ads, making them more appealing to their ideal candidates. They also used these personas to guide their interview questions, ensuring they assessed not only the candidate’s skills but also their alignment with the company culture and the role’s requirements.

The result? They saw a 35% increase in the quality of their applicants, reduced their time-to-hire by 50%, and improved their employee retention rate. By focusing on their ideal candidates, they were able to attract the right talent, streamline their hiring process, and build a stronger, more cohesive team.

The takeaway here is clear – creating candidate personas can significantly enhance your recruitment process, leading to better hires and a stronger organisation.

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Introducing the Job Assessment by Predictive Index

When it comes to cooking, we often rely on recipes to guide us. These recipes provide a clear picture of the final dish and the steps needed to create it. They outline the ingredients we need, the quantities required, and the order in which they should be combined. The Job Assessment by Predictive Index (PI) is much like a recipe, but for your recruitment process.

The Job Assessment by Predictive Index is a scientifically validated tool that helps you understand the behavioural and cognitive requirements of a particular role. It offers a detailed profile of the ‘ideal candidate’ for a given job, based on inputs from your team and stakeholders.

By assessing these factors, the PI Job Assessment helps you determine the behavioural characteristics required for a role. It provides you with a behavioural and cognitive target for each job, allowing you to align your recruitment process accordingly.

Think of it as the recipe for your ‘ideal candidate’. It outlines the ‘ingredients’ you need (the behavioural traits and cognitive abilities), the quantities required (the extent to which each trait or ability is needed), and the mix that will result in the best fit for your organisation.

Just like a well-followed recipe leads to a delicious meal, a well-implemented PI Job Assessment leads to successful, effective recruitment. By understanding the behavioural and cognitive demands of a role, you’re better equipped to find candidates who not only have the right skills and qualifications, but also align with the behavioural requirements of the role and the culture of your organisation.

Creating Effective Candidate Personas with Predictive Index

Just like putting together a complex recipe, creating an effective candidate persona requires the right ingredients in the right proportions. It’s not just about identifying the hard skills and qualifications needed for the job, but also understanding the behavioural traits and cognitive abilities that would make someone a great fit for the role and the team. This is where the Job Assessment and the Behavioral Assessment by Predictive Index come into play.

The Job Assessment, as we’ve discussed, helps you identify the behavioural traits and cognitive abilities required for a role. The Behavioral Assessment, on the other hand, measures a candidate’s motivating drives and needs, giving you insights into how they work, how they interact with others, and how they handle pressure and change.

When used together, these two tools offer a comprehensive view of a candidate’s potential fit for a role. They allow you to compare your candidate’s behavioural pattern with the behavioural and cognitive demands of the role, providing a ‘match score’. This score can give you an indication of how well a candidate might adapt to the demands of the role and the working environment. 

A growing pharmaceutical company was struggling with high turnover in a critical role within their organisation. They decided to use the Job Assessment and Behavioral Assessment tools from Predictive Index to create a detailed candidate persona.

By utilising these tools, they were able to determine not only the necessary qualifications and experience but also the behavioural traits and cognitive abilities that would make someone successful in the role. The company then used this information to adjust their recruitment strategy, resulting in a more targeted and effective process. The result? They reduced their turnover rate by 30% in just one year, saving significant time and resources.

Just like a well-executed recipe results in a delicious meal, a well-crafted candidate persona leads to a successful hire. By utilising tools like the Job Assessment and the Behavioral Assessment by Predictive Index, you can create a detailed and accurate candidate persona that will help you attract, select, and retain the right talent for your organisation.

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Final Thoughts

Just as the secret to a successful recipe lies in the understanding and careful blending of ingredients, the secret to effective hiring lies in the detailed and comprehensive creation of candidate personas. This isn’t just about noting down a list of skills and qualifications. It’s about painting a holistic picture of the ideal candidate, understanding their behavioural traits, cognitive abilities, and what drives them at work.

The Job and Behavioral Assessments by Predictive Index offer a proven method to add this depth and detail to your candidate personas. These tools allow you to delve beneath the surface, beyond what a CV or a cover letter can tell you, to really get to know your candidates and how well they would fit into your team.

By using these assessments, you’re not just filling a vacancy. You’re building a strong, cohesive team that can drive your organisation forward. You’re saving time and resources by hiring the right person the first time around. And most importantly, you’re creating a positive work environment where everyone has the opportunity to thrive.

I encourage you to consider leveraging the Job and Behavioral Assessments by Predictive Index in your own hiring process. The value these tools can bring is immense and can truly transform the way you approach recruitment.

In the same way that every great meal begins with a well-thought-out recipe, every great hire begins with a well-crafted candidate persona. Let’s create yours today.

If you’re ready to start creating effective candidate personas and reaping the benefits of data-driven hiring, I invite you to try out the Predictive Index assessments with us.

We are here to guide you on your journey to smarter hiring.

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In Partnership With Humanostics

360 Talent Solutions Ltd is an Associate Partner of Humanostics® , a PI Certified Partner authorised to use the science, assessment software, and curriculum of management workshops of The Predictive Index.

In partnership with Humanostics, we provide companies in the UK and across Europe access to the assessment tools provided by The Predictive Index.

Take the 6-minute PI Behavioral Assessment™ today.  Once you have completed the 6-minute assessment, I will send you a Full Behavioral Report by Predictive Index.

How Can We Help

From supporting the growth of leading pharma companies over the past 10 years, I have learnt that when it comes to predicting future performance, technology is key:

  • Education, years of experience, and references all have low predictive value. Yet, we rely on these for screening early in the recruitment process.
  • Cognitive and Behavioural Assessments, have much higher predictive value, and when combined with interviews, provide the most effective method for predicting future performance.

For me, hiring without the use of psychometric assessments is like trying to put together a jigsaw puzzle with pieces missing … and no picture on the box. It’s not fun, it takes longer, and when you are almost finished, you realise you have pieces missing.

Take the assessment today and start measuring more to improve your recruitment.

If you are interested in learning more or are ready to incorporate behavioral data into your recruitment process, please contact me today, I will be happy to help.

Let’s get started!

Dave Crumby

Founder at 360 Talent Solutions

Certified Predictive Index Practitioner 

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