The document discusses developing candidate personas to understand potential job candidates. It provides templates and examples for creating candidate personas, which involve detailing a candidate's common job titles, experience, skills, interests, job preferences, and behaviors. Creating candidate personas helps employers understand who they want to hire and attract the right candidates through targeted content and messaging aligned with the personas. Mapping out a candidate's typical journey through the hiring process can also help employers influence candidates at different stages from initial job search to starting a new role.

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Candidate Personas:
Start With “Who” to
Understand Their “Why”
Lori Sylvia
Founder & CEO
Rally

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Hi! I’m Lori Sylvia
• 25 years in marketing & branding
• 5 startups, 1 F100 company
• Former SmashFly CMO
• Founded Rally in 2017
• Recruitment Marketing evangelist &
community builder
@lorimsylvia
@rally_rm

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CANDIDATE PERSONAS

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Experience
Skills
Education
Location
Job Specific
Desire to travel
Job security (over Pay)
Respects process
Shared world view
Quality home base
Reputation builder
Org Specific
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1. Methodology for developing your
candidate personas
2. How to gain deeper insights into the
motivations of right-fit talent
3. How to attract your personas with
targeted content and messaging
WHAT YOU’LL LEARN

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The candidate
journey is an
information
journey.

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is a profile representing an
ideal candidate who you
would like to hire.
Candidate persona

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● Make a positive impact on
society and the environment
● Create innovative ideas,
products and services
● Provide job creation, career
development and improvement
in people’s lives
● Emphasize diversity and
inclusion in the workplace
Source: Deloitte Millennial Survey
What Millennials
and Gen Z Want in
their Next
Employer

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Job Description:
The Senior Software Engineer is responsible for engineering teams’ processes to ensure our products are free from security vulnerabilities. Design, deploy, operate, and maintain secure
Cloud products and services within a Cloud-based environment to enable development teams to deliver features in the most efficient way possible. Develop information systems by
studying operations; designing, developing, and installing software solutions and CI/CD pipelines; supporting and developing software team. In addition, the Senior Software Engineer will
lead a team of developers responsible for building new and supporting existing websites.
● Participates in Agile project management methodologies to support all aspects of the software development lifecycle (SDLC)
● Works within a team environment using Confluence, Jira and Slack to manage, assign and collaborate on work tasks
● Develops Web applications in Ruby on Rails or Django/Python on Linux and deployed in AWS using MySQL and RedShift databases
● Reviews projects’ ability to deliver robust and scalable solutions, learning and incorporating new technologies as appropriate
● Supports database engineering by providing Python support using AWS Lambda
● Builds and operates scalable and secure systems on AWS
● Develops, implements, communicates, and enforces security policies or plans for data, software applications, hardware, telecommunications, and information systems
● Ensures the integrity and protection of networks, systems, and applications by technical enforcement of organizational security policies, through monitoring and reporting
● Performs periodic and on-demand system audits and vulnerability assessments to verify systems are being operated securely and information systems security policies and
procedures are being implemented as defined in security plans, including user accounts, application access, file system, and external Web applications
● Reviews code for security and compliance with coding standards
● Safeguards the network against unauthorized infiltration, modification, destruction, or disclosure
● Assists with implementation of countermeasures or mitigating controls
● Conducts investigations of information systems security violations and incidents, reporting as necessary to management
● Monitors and analyzes Intrusion Detection Systems (IDS) to identify security issues for remediation; Recognizes potential, successful, and unsuccessful intrusion attempts and
compromises thorough reviews and analyses of relevant event detail and summary information
● Prepares incident reports
● Ensure compliance with regulations and privacy laws
Overall Responsibilities
● Responsible for DevSecOps of project applications supporting the customer
● May coach and provide guidance to less-experienced professionals
● May serve as a team or task lead
Requirements
● BA/BS in Computer Science or related field and 5+ years of relevant experience. (Additional Education, Training, Certifications or Work Experience can be substituted in lieu of a
degree or work experience.
● Secret Clearance

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Candidate personas
Who do we want to work in this job for our company?
Who would want to work in this job for our company?

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Doing your research
• Recruiters who regularly recruit for the role
• Hiring Managers who know who they’re looking for
• Employees who are already in those positions
• Candidates who are your ideal targets

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Candidate Persona
Template & Examples

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Common Job Titles
Common Pain Points
Experience & Degrees
Skills, Traits & Interests
“Must Haves” in Job
“Nice to Haves” in Job
Job Search Behavior
Where Spend Time Online
or Events Attended
Preferred Methods of
Communication
JOB PREFERENCES BEHAVIORS
PROFILE
CANDIDATE PERSONA
© 2022 Rally Inc.
Adventurous Cyber Analyst
- Cybersecurity Engineer, Cybersecurity Architect, Cybersecurity Programmer, Cybersecurity Specialist,
Information Security Analyst
- Bachelor’s Degree in IT/CS with CISA, GCIH, GCED, CISSP, CASP, CEH, CCSP, MCSE, Security+ certification
- 10+ years as a network engineer - Adept in the required programming languages
- Strong communication skills - Proven ability to meet project timelines - Desire to tackle interesting new
challenges - Ambition to do “big things” - Travel & Outdoor sports - Coaching youth sports - Photography
- Current company is not a leader in the field
- Lack of standards leads to poor quality
- Lack of growth opportunity
- Competitive salary & benefits - Recognition
- Technical skills training, attend conferences
- Generous PTO, work-life balance
- Perks like free lunch and stocked kitchen, fun
team activities, creative spaces, office pets
- Opportunity for relocation to Europe
- Networking with past colleagues and alumni
organizations - Researching respected
companies & thought leaders
- Work: Daniel Miessler blog, CISOMag.com
- Personal: Netflix, Reddit, Discord
- Professional: Slack, meetups, LinkedIn
- Outreach: Email and text messaging
- Interview: In-person or virtual with hiring
manager, CTO and team leaders

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Situation Analysis
A Day In the Life of Our Candidate
Life
Company
World Economy Industry
Job
Profession

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Adventurous
Cyber Analyst
You
know
me!
Candidate personas

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Using Candidate Personas in
Talent Attraction

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The candidate journey
Open to
Change
Search for
Jobs
Apply for
Jobs
Research
Employers
Attend
Interviews
Consider
Offer(s)
Accept
Offer
Start
Job

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How content influences the candidate journey
Open to Change Search for Jobs Apply for Jobs
Research
Employers
Attend Interviews Consider Offer(s) Accept Offer Start Job

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How content influences the candidate journey
Open to Change Search for Jobs Apply for Jobs
Research
Employers
Attend Interviews Consider Offer(s) Accept Offer Start Job

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How content influences the candidate journey
Open to Change Search for Jobs Apply for Jobs
Research
Employers
Attend Interviews Consider Offer(s) Accept Offer Start Job

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How content influences the candidate journey
Open to Change Search for Jobs Apply for Jobs
Research
Employers
Attend Interviews Consider Offer(s) Accept Offer Start Job
Is this
company
stable?
Is this
the right
move?
What is
the hiring
process?
Is the
product
good?
Is this a
culture fit? When will I
hear back?
Is this
worth the
change?
Did I make the
right choice?
How
fast can I
contribute?
What am
I worth? What is
the apply
process?
Will I like
the team?
What is the
interview
process?
What will my first
day look like?
Should
I leave
now?

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is the process of thinking through
the experiences and touchpoints
in a candidate’s typical hiring
journey with your company and
plotting them out visually.
Candidate journey mapping

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Have you created a candidate journey map
for your company?
64%
No
36%
Yes
RallyFwd Poll

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How content influences the candidate journey
Open to Change Search for Jobs Apply for Jobs
Research
Employers
Attend Interviews Consider Offer(s) Accept Offer Start Job
Is this
company
stable?
Is this
the right
move?
What is
the hiring
process?
Is the
product
good?
Is this a
culture fit? When will I
hear back?
Is this
worth the
change?
Did I make the
right choice?
How
fast can I
contribute?
What am
I worth? What is
the apply
process?
Will I like
the team?
What is the
interview
process?
What will my first
day look like?
Should
I leave
now?

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#RALLYFWD
How content influences the candidate journey
Open to Change Search for Jobs Apply for Jobs
Research
Employers
Attend Interviews Consider Offer(s) Accept Offer Start Job
Is this
company
stable?
Is this
the right
move?
What is
the hiring
process?
Is the
product
good?
Is this a
culture fit? When will I
hear back?
Is this
worth the
change?
Did I make the
right choice?
How
fast can I
contribute?
What am
I worth? What is
the apply
process?
Will I like
the team?
What is the
interview
process?
What will my first
day look like?
Should
I leave
now?

28. © 2022
#RALLYFWD
How content influences the candidate journey
Open to Change Search for Jobs Apply for Jobs
Research
Employers
Attend Interviews Consider Offer(s) Accept Offer Start Job
Is this
company
stable?
Is this
the right
move?
What is
the hiring
process?
Is the
product
good?
Is this a
culture fit? When will I
hear back?
Is this
worth the
change?
Did I make the
right choice?
How
fast can I
contribute?
What am
I worth? What is
the apply
process?
Will I like
the team?
What is the
interview
process?
What will my first
day look like?
Should
I leave
now?

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• Should I leave now?
• What am I worth?
• Best cities to live and work in Europe?
• How do I relocate to Europe?
• Cyber security jobs in Europe?
Top of the funnel candidate questions
Q

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• Is this company a leader?
• Is this company/team a good culture fit?
• What is the hiring process?
• Is this the exciting challenge I seek?
• Is this a good move for me/my family?
Middle of the funnel candidate questions
Q

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• Is the offer competitive?
• Do I like the team?
• What will life look like in my new role? City?
• What will I do in 2-3 years?
• Am I making the right choice?
Bottom of the funnel candidate questions
Q

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Recruitment Marketing Tactics
Careers
Site
Talent
Communities
Social
Media
Digital
Advertising &
Marketing
Recruitment
Events
Job
Advertising
Talent
Network
Employee
Referrals

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Quick Content Wins
Careers
Site
Job
Advertising
Social
Media

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Key Takeaways
Q
> > >
Define your
target
candidate
personas
Map their
candidate
journey
Anticipate
their
questions
Create
content that
leads them to
you

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LORI SYLVIA
Founder & CEO
Rally
Thank You!
/lorisylvia/
lori@rallyrm.com