<img height="1" width="1" style="display:none;" alt="" src="https://dc.ads.linkedin.com/collect/?pid=88070&amp;fmt=gif">

Why (and How) Recruiters Should Segment Their Audience

SmartDreamers Team
4 min. read

If you’re a recruiter, a hiring manager, or a recruitment marketer, take a second to think about your existing team. At a medium or large company, you’re likely to see a lot of diversity. People of different ages, different experience levels, and different goals or interests.

 

Audience segmentation is about winning your ideal candidates and picking the right way of interaction with them. If we take a look at what models are usually used for segmenting audiences, we can specify four main categories:

 

Artboard 1 copy 28@3x

 

There are no one-size-fits-all hires, just as there are no one-size-fits-all hiring campaigns. So, how should recruiters adapt to this reality? One possible answer is segmentation. 

 

Why segmentation might help your recruitment efforts?

 

At its heart, segmentation is a process of breaking down your potential audience by where they are in the candidate lifecycle and what candidate persona they conform to, in order to create a more robust recruitment marketing strategy.

 

Once you’ve broken your audience up into target segments, you can instantly see:

 

- which segments are receiving appropriate content 

- which ones are either being shown the wrong content or aren’t being served at all

- with these new insights, you can make a deliberate effort to fill any content gaps that you’ve identified

Blog visuals (3).png22-23

 

If they encounter a version of your EVP that speaks fairly directly to their immediate career goals, their research interests, or their ideal work scenario, they’re likely, at the very least, to file your employer brand away for the next time they’re sending out applications.  

The Power of Personas

 

Okay, let’s say you’re sold on segmentation. You can see all of the ways that it can make your advertising strategy more effective and provide direction to your content creation efforts: what now?

 

How do you act on this new idea and actually go about segmenting your audience? 

 

- The first step, as you might have been able to guess from the paragraph above, is to clearly define your candidate personas. 

 

- Some businesses have multiple personas for each individual job opening, while some will use the same persona across multiple positions if it seems appropriate, but it’s crucial to make sure you’ve sketched out at least a few different personas and assigned attributes to each one based on careful research. 

 

- This should include not just what the personas' immediate career aspirations and goals are (i.e. which segment of your EVP will be most appealing), but what platforms they spend time on

 

candidate-persona-template-CTA@3x-2

 

With these sketches crafted (and refined over time), you can begin to reimagine your recruitment advertising and marketing efforts.

 

If you’re, say, a large tech company hiring researchers for ongoing theoretical projects in additional to hiring for normal programming jobs, you might find that one of those segments is spending a lot of time on YouTube, while the other is well represented on Reddit and Snapchat.

 

Based on that information, you can make sure that you’re not just focusing on those channels, but emphasizing the right elements of your EVP (which might be proprietary tools and research opportunities on the one hand and potential career growth on the other) on the right channels. In this way, you craft a personalized employer brand narrative for your potential recruits—one that intrigues, delights, and resonates with them.   

The Candidate Lifecycle

 

Once you’ve broken your audience down by persona, your next task is to perform the same type of segmenting based on where each (passive or active) job seeker is in the candidate lifecycle. Why?

Because potential applicants who are encountering your brand for the first time won’t respond to the same messaging as those who are already familiar with your business and on the verge of submitting an application. 

 

- First Interaction - have no other information at their disposal, will simply want to know who you are and why you do what you do.

 

- Familiar with your Employer Brand -   may be more interested in the specific ways that you can provide value for them in their careers.

 

Blog visuals (3)-31

 

 

These categories (first-touch through later stages of awareness) can then be combined with your candidate personas to create an even more granular model for creating and targeting content—one in which users receive content based on both their imagined interests and their relative interest in your company.

 

In this way, you can take a big step forward in terms of getting the right message to the right people at the right time. This will make your recruitment marketing more efficient overall, not least of all because you won’t be wasting money spreading the wrong formulation of your employer brand to candidates who won’t respond to it. Segmentation of the sort we’ve been discussing might seem time consuming, but in point of fact it will save time and resources in the long run in the form of improved cost efficiencies and better new hires.

 

 

1
How to Run a Recruitment Campaign with Google AdWords
It’s a rare group of businesses that are so integral to the fabric of society that their names become commonly-used verbs. For a time, Xerox managed it. FedEx is still used as a verb from time to time. But since the dawn of the modern web, Google has been the most obvious example. It’s not just a powerful web platform, it’s an activity.   Of course, Google is also an extremely integral part of the recruitment landscape. Nowadays, when businesses worry about SEO (search engine optimization), they’re almost always worrying about Google in particular. Whe...
SmartDreamers Team
2
How to Manage Your Employer Brand Through the Coronavirus Crisis
It goes without saying, it’s been a tough couple of weeks.   With some heavy news cycles and uncertain times all around, you are probably feeling a little lost wondering how to manage your employer brand during this challenging time. A lot of things are changing, there are notable shifts in candidate behaviour, media consumption and the use of social platforms that require brands to reconsider how they relate to their users.   If the global COVID-19 crisis has taught us anything, it’s how many options we have for remainin...
SmartDreamers Team
3
The Top 5 Recruitment Channels in Japan 2020
It’s hardly a secret that the Japanese recruitment market is one of the toughest in the world. In Tokyo right now there are two job openings for every candidate, and cultural differences in thinking about work and career decisions can create a disconnect between foreign employers and top quality Japanese talent. That said, just because a task is daunting doesn’t mean that it can’t be accomplished.
SmartDreamers Team

Give your email. Get our newsletter