How Can You Attract The Right Candidate?
Attracting the right candidate is a difficult task. Not only is the current market very candidate-driven due to a lack of skilled candidates, but it's also hard to directly ensure you get the suitable applicants that fit the need of the role and company. So how do you attract the right candidate?
Having a hiring process that is as smooth as possible, and knowledge of your desired candidate, makes it easier to target the correct candidate accurately. This saves you time, money, and increases productivity. It is also likely to lead to an improved retention rate of your employees.
There is a tool that will help identify and understand the candidate you need – Candidate Personas/Profiles. With them, you'll come to understand how to position and promote your company or vacant role towards the desired target candidate.
You will discover:
- Your ideal candidate
- Who they are
- What they like
- What their desires are
- Reasons for them to work with you
- Reasons for them not to work with you
You can find this information out by conducting research into the existing personas/profiles of people in that or a similar role. Use tools such as Google to search for the average demographics of people in a certain role.
Jobs boards like Indeed and Glassdoor regularly publish insightful statistics as well as the government, Office of National Statistics and employment charities. One of the best places you can look is your own employees. Ask yourself; what are their profiles? What do they like? What are the reasons they work for you?
You can speak with your marketing team who can identify the demographics of users visiting your careers page. Look at the answers from exit interviews to find out what the reasons were for employees leaving.
If you have identified that your employee demographics are lacking in diversity and inclusion, you can reach out to charities and employment advisors such as ACAS for help with building profiles that will reach a more diverse candidate pool.
Let’s look at an example: Tech Company is searching for a Junior Developer.
A candidate person/profile template, such as the one in the image below, will help answer what would appeal to the prospective candidate.
Research might tell you that a Junior Developer would want an opportunity for progression and training, likely mentioning these benefits in the job description would aid and encourage the applicant to apply.
You would also be able to identify what may turn applicants away. If an opportunity to develop would appeal to a candidate, not offering such a benefit would deter a candidate if that’s what they are looking for.
You'll also work out roughly from experience or research, the age bracket of most Junior Developers and ensure that the benefits would appeal to someone of that age, whether that is promoting your company’s great social events or fun features of the office.
It would also inform where the role should be advertised. As if it's a younger audience you’re targeting, you'd maybe promote the role on Instagram, or if it was directed at an older audience, promotion on platforms such as Facebook or LinkedIn might be more beneficial.
You may even change the writing style of the advert to appeal to the candidate, such as by using industry jargon, to appear more personable and familiar.
The graphic or visual supplement to the job description can also be made with the candidates in mind, making it more visually appealing and relatable to the target audience.
It is extremely important of course, to avoid any discrimination in your profile and advertisements. In this example, the junior position only designates the status of the role – not the age of the job holder. And just because the average age range of a position might be low, the job description should be inclusive and specifically mention that applications are welcome from all ages.
Another benefit to having candidate profiles, is once you know where to advertise for the best results, this could improve the return on investment. Any advertisement budget will be spent on highly targeted and focused adverts instead of very broad ones which will yield stronger results.
Hopefully you can see how the previous blog about Candidate Value Propositions (CVP) links with candidate profiles. The two combined tools will thoroughly inform you of your target candidate and how best to appeal and encourage applications, standing you apart from the competition. As long as you follow-through on your CVP, this will also aid with retention.