Craft your unique message
Once you’ve identified the ideal candidate, put yourself in their shoes.
a) Where does my candidate live?
What cultural references can I use to make this person feel identified and understood?
- Message prioritization (see also D)
- Formality/style of message
b) What skills am I recruiting for?
How do I talk about these in a ‘give’ and a ‘get’ way? And what does that mean for the way I present information?
- Visual vs. text
- Bullet points vs ‘story’
- Style of image
c) Where does my ideal candidate work now?
What does Bayer offer that their current employer doesn’t do well?
- Messaging and priority
- Emphasis of EVP (eg. career advancement vs flexibility)
d) What is the career/life stage of the person am I talking to?
- Type of image
- Emphasis of EVP (career advancement vs flexibility, for example)
e) What is happening in my candidate’s world?
What are they thinking about, mitigating, occupied with? How can I incorporate their frame of mind into the proposition, to make it compelling?
- Climate change
- Healthcare prioritization
- Equality and diversity