// Glossary · Employer Branding
Candidate Persona
In short
A candidate persona is a fictional but data-based profile of a target talent segment: motivations, information sources, decision criteria and concerns.
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The recruiting counterpart of the marketing customer persona. Separate personas are built for segments such as "graduate developer", "field sales manager" or "experienced production engineer", defining what each values in an employer, where they spend time and which messages they trust.
Why it matters
Speaking to everyone with one message speaks to no one. Personas decide which EVP pillar is emphasised for which audience and how the content calendar is distributed.
How it is built
- Interviews with current employees: why did they join, why do they stay?
- Candidate research and application data analysis
- Persona card: goals, concerns, channels, decision criteria, preferred tone
// Employer Branding
Other terms in this group
Candidate ExperienceCareer PageConsumer Brand vs Employer BrandEmployee AdvocacyEmployee StoryEmployer Brand AuditEmployer Brand Maturity ModelEmployer Brand Perception ResearchEmployer Brand StrategyEmployer BrandingEmployer Branding AgencyEVP (Employee Value Proposition)Recruitment MarketingTalent PoolFull glossary →