Recruiting via Candidate Journey and Candidate Persona - 7 steps: How companies attract top talent!

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Lack of understanding for applicants and standard processes are deadly if you want to attract top talent. Candidate journeys and personas that embody prototype applicants are therefore extremely useful. With their help you get a clear advantage over others Companywho continue to treat candidates according to “Scheme F”. Best of HR –®

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Anne M. Schüller's Profile anne-m-schueller_portrait-mit-hutAnne M. Schüller is a management thinker, keynote speaker, business coach and multiple award-winning bestselling author. She has repeatedly been named Top Voice by the business network LinkedIn.


From the author:






Candidate Journey: today a must

Anyone who interacts with companies as an applicant is annoyed: about the Active Sourcing spam factor, the lack of user-friendliness of a website, the non-mobile application form, ancient job descriptions, faked facts, endless response times, standard interviews, disrespectful behavior, broken promises and much more.

The reasons for this are outdated procedures from the past, obedience to methods, inappropriate arrogance, bureaucratisation and a lack of applicant orientation. You indulge in processes that are practical for the company, but corrosive to the candidates. Even the most promising people do not feel like they are courted, but often enough like supplicants.

That is fatal. Because just like on a real trip, you want to talk about your journey through the recruiting landscape. And that leaves its mark: in the minds and hearts of people - and mostly also on the web. Such experience reports have a significant influence on the preliminary decisions of new applicants. Many employers fall through the rust before they even get to know each other for the first time.

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How to Develop Candidate Journeys in 7 Steps

A candidate journey represents the prototypical “journey” of a job seeker through the company's internal application process. It is viewed from the applicant's perspective. Modern companies deal intensively with every single point of interaction, the touchpoints of a candidate journey, and strive to make what happens there as appealing as possible for the applicants. Candidate journeys are developed in seven steps:

  1. Step 1: First, determine which scenario you want to examine for which applicant type. For example: A university graduate applies for his first job. It is best to define a prototypical persona in order to get a better picture of the aspirants.
  2. Step 2: Identify all interaction points that might play a role in this scenario. Assign the relevant touchpoints to the individual phases in the application process. Obertouchpoints such as the company's career side can be subdivided into subpoints and thus be looked at in greater detail.
  3. Step 3: Illustrate, as far as possible and legally permitted, what happens at the individual touchpoints, as in a travelogue: through videos, photos, episodic events or speech bubble statements. It is about both the process and the relationship level.
  4. Step 4: Then analyze what is happening to the individual touchpoints from the point of view of the job seekers: What is disappointing? (= What we must not do). What is okay? (= Our minimum standard, the zero line of satisfaction). What is / would be inspiring? (= What we can do at best). Analyze the public feedback about you as an employer.
  5. Step 5: Afterwards, work together with staff members who represent the respective applicant group, what needs to be done to improve the applicant experience at each point, to make it smoother and easier. Fill in points that are missing so far and delete everything that is annoying, obsolete and old-fashioned from the perspective of the applicant.
  6. Step 6: Implement the adopted activities as soon as possible. Favor the Quick Wins, i.e. measures that achieve quick success. In the aftermath of an action, the procedure is then explored again. Enthusiasm always means: expectation plus x. Expectations are fueled by the respective level of demand, other positive or negative experiences and the promises of the advertising company.
  7. Step 7: Monitor your successes. To do this, define suitable key figures. Usually it is a suitable mix of several touchpoints that are responsible for an acceptance. In addition, you should find out which point in advance Casting was the deciding factor. This is done by asking the candidate as follows: "How did you actually find out about us originally?"

Why Candidate Personas are increasingly important

Each applicant trip can consist of almost the same main stages, but the details of the path to the signing of the contract are different for each candidate. The expectations that a talent has of the recruiting process can also differ depending on the situation. Therefore, it can be extremely effective to develop candidate personas and present their prototypical candidate journey.

Candidate personas (correctly personae) are fictitious substitutes of an applicant group, which combine their characteristic qualities, expectations and procedures. They replace the anonymous target group melee with a human form in which one can think well.

What makes Personas

Personas include both professional and personal components. They are usually given a first name, a face, their knowledge, a prototypical career and a private life. They have goals, values, views and prototypical behaviors, interests, ideas, reservations, fears and fears.

Such an emotionally based humanization ensures that the applicants not only fit professionally to the job, but also to the corporate culture. Both together are increasingly important.

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How to create prototypical candidate personas

Personas are developed by questioning the appropriate employees in the company or suitable talents from outside, using their healthy understanding of the people and researching them. A workshop in which, like the profilers with a detective flair, you are able to create a personas personas, it is fun to experience the many benefits.

Their "profiles" are ideally pinned to the office wall or cardboard figures so that they can communicate with almost real people. This also supports that everyone has the same image of a target person in mind when working on recruiting projects, formulating coherent texts or determining channels for addressing the candidate.

Together you can ask yourself what the persona thinks of something and how they are feeling at the individual touchpoints on their journey through the corporate landscape. Personas also help, for example is Employees who only deal indirectly with applicants, see the person behind the file number, act more individually and meet the “nerve” of the relevant target persons.

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  1. E. Weber

    Great contribution, thanks for that!

  2. PARK 7 GmbH

    Customer Journey and Personas you know for sure. Ever thought about that? - Highly recommended ZHn7qoisoD | via @ berufebilder

  3. Peter

    RT @anneschueller: Applicant Affiliate Candidate Journeys: a must-have nowadays! Here's how it works: - Highly recommended RGSnJ8we6Q

  4. Yellow Pages MKT

    RT @anneschueller: Applicant Affiliate Candidate Journeys: a must-have nowadays! Here's how it works: - Highly recommended RGSnJ8we6Q

  5. Anne M. Schüller

    Candidates Candidates Journeys: Nowadays a must! Here is how this works: - Highly recommended RGSnJ8we6Q

  6. Peter

    RT @Berufebilder: Recruiting via Candidate Journey & Candidate Persona - 7 steps: How to attract top talent! - - Highly recommended GixAb7bE1R

  7. Anne M. Schüller

    RT @Berufebilder: Recruiting via Candidate Journey & Candidate Persona - 7 steps: How to attract top talent! - - Highly recommended GixAb7bE1R

  8. Georg Jansen

    Recruiting via Candidate Journey & Candidate Persona - 7 steps: How to attract top talent! | PROFESSIONAL ... - Highly recommended jBcZPma0Jr

  9. Anne M. Schüller

    #Recruiting via #CandidateJourney & #Candidate Persona - 7 steps: How to attract top talent! - Highly recommended RGSnJ8we6Q

  10. Job college

    Recruiting via Candidate Journey & Candidate Persona - 7 steps: How to attract top talent! by Anne M. Schüller ... - Highly recommended afrjTH5Vwl

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