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@googledave
#askph
@bryan_phc
#askph
@bryan_phc
“The consumer
isn’t a moron; she is your wife.”
What are personas?
Personas are archetypes that describe the
various goals and observed behavior
patterns among your potential users and
cust...
Develop your skills with the latest tools,
here at Nationwide
Nationwide is regularly voted the best Building Society to w...
PEOPLE
TEAM WHO DEAL WITH THEM
INTERACTION
INCLUDE YOUR PERSONA’S
ENERGY
GOOD FACILITATION
Persona Tool Kit
STICKY NOTES
FLIPCHART
VOICE RECORDING APP
VIDEO THEM
HEAT MAPPING
GOOGLE ANALYSIS
LIVE CHAT SUBSCRIPTIONS
Persona Tool Kit
#RecruitIn
@googledave
Google
Adwords
Display Planner
Keyword
Research
Google
Analytics
Framework &
basic
understanding
Background
Characteristics
Routine
Empathy
Motivations &
Goals
Pain & Pleasure
Solutions
What is your USP’s as an employer?
Who is your Competition for the candidates?
Why do people choose them/what is their rep...
Who is the market leader?
What does the company deem a success when hiring?
Imagine you were telling a close friend about ...
Who is your current target audience, and what are their
roles?
How do they currently find you?
What do you think the perce...
Background
Name Peter Michaels
Age 25
Job Title Buyer
Industry Retail
Location Oxford
Education University educated
Family...
Reasons to choose you
Reason 1 Good reputation
Reason 2 Price
Reason 3 Recommendation
Reason 4 Selection of products
Reaso...
• Survey
• Customer/UserGroups
• SmallCoreGroups–Regular Meets
• Observations
• Prototypes
Thank you
@googledave
Persona Mapping for Recruitment Success
Persona Mapping for Recruitment Success
Persona Mapping for Recruitment Success
Persona Mapping for Recruitment Success
Persona Mapping for Recruitment Success
Persona Mapping for Recruitment Success
Persona Mapping for Recruitment Success
Persona Mapping for Recruitment Success
Persona Mapping for Recruitment Success
Persona Mapping for Recruitment Success
Persona Mapping for Recruitment Success
Persona Mapping for Recruitment Success
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Persona Mapping for Recruitment Success

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My slides from my Persona Mapping Webinar and how it can help you in understanding your target audience.

Talking about our approach the techniques and tools we use that can help you connect and engage with you persona's

Check out our blog http://www.ph-creative.com/blog/ for the recorded video if the webinar

Published in: Marketing
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Persona Mapping for Recruitment Success

  1. 1. @googledave
  2. 2. #askph @bryan_phc
  3. 3. #askph @bryan_phc
  4. 4. “The consumer isn’t a moron; she is your wife.”
  5. 5. What are personas?
  6. 6. Personas are archetypes that describe the various goals and observed behavior patterns among your potential users and customers. “ “
  7. 7. Develop your skills with the latest tools, here at Nationwide Nationwide is regularly voted the best Building Society to work for, and one of top employers in the world. Why? Because we invest in people and technology. As a Nationwide analyst, you’ll enjoy excellent training and development opportunities. You’ll work with the latest software and systems, including (insert tools here). We’re already piloting a virtual/remote expert. Nationwide was the first organising to introduce online banking back in 1997, so leading from the front is nothing new to us. As well as work tools, we offer 19,000 hours a year in volunteering time, flexible work patterns and great person schemes. As a forward-thinking company it only makes sense that we have exciting plans for the future. We’d like you to be part of them.
  8. 8. PEOPLE TEAM WHO DEAL WITH THEM INTERACTION INCLUDE YOUR PERSONA’S ENERGY GOOD FACILITATION Persona Tool Kit
  9. 9. STICKY NOTES FLIPCHART VOICE RECORDING APP VIDEO THEM HEAT MAPPING GOOGLE ANALYSIS LIVE CHAT SUBSCRIPTIONS Persona Tool Kit
  10. 10. #RecruitIn @googledave Google Adwords Display Planner Keyword Research Google Analytics
  11. 11. Framework & basic understanding Background Characteristics Routine Empathy Motivations & Goals Pain & Pleasure Solutions
  12. 12. What is your USP’s as an employer? Who is your Competition for the candidates? Why do people choose them/what is their reputation like? What is your point of difference/what sets you apart? Framework
  13. 13. Who is the market leader? What does the company deem a success when hiring? Imagine you were telling a close friend about an opportunity at your employer what is the one thing you would mention to sell them the role? What is the main reason for employees leaving? Framework
  14. 14. Who is your current target audience, and what are their roles? How do they currently find you? What do you think the perception of your company is for Potential candidates? What should the perception to be? Target Audience
  15. 15. Background Name Peter Michaels Age 25 Job Title Buyer Industry Retail Location Oxford Education University educated Family Partner, no children Characteristics Personality Attention to detail, Driven Hobbies Sport, fitness Lifestyle Eats out very often, Where do they shop GAP, ASDA Devices Smart phone Responsibilities Drive marketing, creative input Career goals To lead their team Motivation Providing for family What do they value? Time with family Online Creative review, Twitter Influencers FT, Mashable
  16. 16. Reasons to choose you Reason 1 Good reputation Reason 2 Price Reason 3 Recommendation Reason 4 Selection of products Reason 5 Turnaround times Pain points Measured on KPI’s Worries Job, team, Challenges Technology, change Frustration Under performance Solutions Solution 1 Quick order form Solution 2 Provide Video case studies Solution 3 Promote expertise Solution 4 Trusts via testimonials Solution 5 Accreditations
  17. 17. • Survey • Customer/UserGroups • SmallCoreGroups–Regular Meets • Observations • Prototypes
  18. 18. Thank you @googledave

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