Human Resources Today

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Kathleen O'Brien

Candidate Personas: Hiring Through Hearts and Minds

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Candidate Personas: Hiring Through Hearts and Minds

Are your recruiters struggling to make real connections with candidates? As former recruiters, we know that requisitions run together and the hiring process can become rote. And that’s how we lose the personal connections with target candidates we so desperately need.

Here at exaqueo, we take a lot of lessons from consumer marketing; one of which is using personas to inform marketing strategies. Consumer marketers use personas to get behind the buyer: who are they, how do they feel and what spurs their actions? By using a similar approach in talent acquisition, we create candidate personas to help our clients better reach and connect with best-fit talent.

Read more about personas and how to create them

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Welcome Kathleen O'Brien!

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Welcome Kathleen O'Brien!

Here at exaqueo, I'm so excited (and a bit surprised, honestly) that our boutique, bespoke approach to culture, employer brand and talent strategies are resonating so well. After all, employer brand is still seen as this typically tactical, recruiting based, execution arm of HR. And it's easy to get excited about the execution. After all, what's cooler than digital storytelling or Snapchat? 

Execution tools are a must--they're fun, sexy, cool and generate all the buzz. At exaqueo, we do the cool stuff, but only after building a foundation and strategy based on workforce market research. Nothing gets executives more excited than data--and brands don't have legs unless your CHRO, CMO and CEO are on board.

That's why as we continue to grow, we're so excited to announce the addition of Kathleen O'Brien to our team as a lead consultant and project manager. Kathleen has spent her entire career in talent acquisition, marketing and branding, and project management. Specifically, she has developed employer brand and recruitment marketing strategies for both Northrop Grumman, a mature global Fortune 500 corporation, and Scottrade, a privately owned high-growth firm.

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