A – Audience by Clair Bush
In this video, Clair Bush from AM-Bush Marketing shares her thoughts on why “understanding your audience will be the key to a recruiter’s success in 2019”
Clair said, “Recruiters need to know their audience as well as they possibly can. So it all starts with a persona. A persona is basically an outline of your ideal client or candidate. It’s who they are, it’s what they do, it’s what their history has been to-date. It’s their career kind of path, and their drivers. So what’s their motivation? What are their goals? How do they want to kind of move forward with their life? All of that information you can get through your past experience as a recruiter. You can also get questionnaires out to candidates and clients and gather all of that information up to basically help you build the biggest picture you can – and the most clear picture you can about your audience. Once you’ve got all of that, you’ve then got the tools that you need to go out and attract and engage, build content, and actually help to deliver. Right from very very start you get to stand out and you also get to deliver an amazing experience. So that is A for audience”
But how can you use Clair’s video to help you engage your team in better understanding their target clients and candidates?
Use the I.C.E learning workout below to help you use this video with your team.
Ideas to Consider
- Understand what motivates your audience
- Understand the challenges, issues or frustrations facing your audience
- Build a plan that involves content, email, social media, phone and face-to-face interactions that allows you to demonstrate your capabilities to your client.
- What are the is the most common client / candidate profiles we encounter?
- What are their jobs?
- What are their motivations?
- What are their challenges / frustrations?
- What things might help them resolve these frustrations?
Use the table below to note down your answers (downloadable copy available for members in the Gym)
- Get your consultants to take a copy of this table and pick a typical profile of client or candidate (downloadable from the Recruiting Gym)
- Over a day they should then attempt to speak to 10 people that match this profile and ask them questions that uncover information that fit in to one of the four categories (use the question sheet to guide some the questions consultants ask).
- At the end of the day each consultant should present what they have found out about their profile.
- Note: in larger teams you may have 2/3 people focusing in a single profile.
Why are personas important to you? Because in the 1990s, most recruitment was done face-to-face, so recruiters did not need personas, as the people were right in front of you. However, with more and more recruitment done online and on the phone, personas are a great way of helping consultants visualise key profiles of candidates and clients.
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