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Feb 2020

Creating your Candidate Persona to Hire Right

Course Information

Start Date18 Feb 2020, Tuesday
End Date18 Feb 2020, Tuesday
Time09:00 am - 05:00 pm
Venue100 Orchard Road #04-100 Concorde Hotel Singapore 238840
Fee$680 (Excluding GST) Inclusive of buffet lunch, light refreshments and course materials
Contact6720 3333 (Ms Chye Fen) chyefen@asm.edu.sg
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LIVE Stream

Course Schedule

Hiring Right | Get It Right Every time with Candidate's Persona

As Recruiters, we are constantly frustrated that despite advertising and outplacement, we can’t seem to attract the right candidates. ManpowerGroup’s 2018 Talent Shortage Survey revealed that 56 percent of Singapore employers report they are unable to fill open jobs. Another survey by the Singapore Business Federation found that seven in 10 businesses in Singapore (about 72 percent) struggle with hiring candidates with the right skills and/or attitude. Lack of experience and higher pay expectations are some of the top drivers of talent shortages here.

A Right Hire improves productivity, boosts morale and positively impact bottom line, whereas a bad hire cause far more damage in time, reputation, resources and productivity. As more roles transform and go digital, finding the right job candidates with the correct blend of skills such as technical, communication, problem-solving and collaboration, is now more important than ever.

Hire Right or Hire Again and Again and Again: Are You Wasting Valuable Time, Resources and Struggling to find Suitable Job Candidates Using Traditional Recruitment Techniques?

Today, the key obstacle facing most recruiters is how to attract the attention of the candidates to apply for their job openings. Traditionally, recruiters use the Job Description to advertise and announce their job openings. Over the years, changing expectations and disrupting technologies in recruitment has resulted in the need to alter the traditional approach to talent hunting

Why use candidate personas

What are candidate personas? Why use them when recruiting? How do you build them? This quick starter Guide to answer your questions and get you started with Recruitment Expert, Mr Bernard Tay.

Candidate persona is a semi-fictional representation of your ideal job candidate. Human Resource professionals need to define their candidate personas in order to adjust their talent acquisition strategies towards people they want to attract to their companies. Increasingly organisations are relying on mapping out the candidate’s persona to discover the hidden gems in the labour market. If your talent acquisition or recruitment team doesn’t understand who they’re speaking to, who they’re working to attract, successful recruiting is much harder to do.

A candidate persona answers the following questions:

  • What does the person we’re looking to hire need?
  • What motivates them?
  • What fears and concerns do they have?
  • Where can we find them?
  • What is the best way to engage with them?

By highlighting this information, personas help you and your team empathize with your target talent audience. They help you select relevant job titles and write job descriptions that appeal specifically to them. They help guide your sourcing strategy and send reach-outs that get replies. They help you produce employer branding content that provides timely information, addresses concerns, and answers common questions. They also help you deliver that content through the recruitment marketing channels your target talent uses most.

How to Hire Right Using Candidate’s Persona: Your 1 Day Recruitment Starter Guide

Developing the persona of potential candidate enable you to identify the right applicants and increase the odds of hiring right.  In this workshop, we will share with you how to overhaul the legacy of the traditional recruitment program. You will learn and apply an effective Recruitment Tool: Candidate Persona – the Marketing Approach to hire better fit employees in order to create the talent pipeline in your organisation.

Key Takeaways

In this workshop, participants will be able to

  • Know the difference between a job description and a candidate persona
  • Re-thinking Employee Resourcing to produce high quality employees
  • Learn a new recruiting strategy to talent acquisition
  • Develop compelling pitches to potential job seekers
  • How to build a candidate persona and convert potential applicants into desired candidatures
  • How to Refine and Present Your Employee Value Proposition (EVP)
  • Understand why there is a need for a candidate persona
  • Use your candidate persona like a wanted poster. Where to place them to attract talent?
  • Craft out the ideal candidate persona to attract stellar applicants
  • Targeting the right person using candidate persona
  • Using candidate persona to seek out passive job seekers
  • Aligning Candidate Personas to Actual Recruitment strategies
  • Improve the fit between organisation and job seekers with the help of candidate persona
Course outline
  • Challenges in attracting and acquiring talent
  • Market is candidate driven. Pro-active recruiting needed.
  • Understanding the difference between Recruiting Marketing and Recruiting
  • Making parallels between Consumer and Candidate’s behaviour.
  • Recruit like a marketer to hunt for the right person
  • Recruiting from the perspectives of the job applicants
  • What is a candidate persona? How different is it from a job description?
  • Developing a personalised outreach message to gain attention
  • Sourcing vs. attracting job applicants to hire better fit employees
  • Importance for having a candidate persona in talent hunting
  • Possible sources of data collection for candidates personas
  • Step by step guidance to a high-quality candidate persona
  • Adopt the 4 Ws in crafting out a unique candidate persona
  • Research and target your recruitment with well-defined personalised message
Training Methodology

This workshop includes lectures, group discussion, and hands-on practice in creating a candidate persona using a proven template.

Who Should Attend?

This workshop is beneficial to

  • HR Practitioners and HT professionals in talent sourcing and acquisition and anyone who are tasked with recruitment and selection responsibilities for the organisation.
  • Managers of small and medium enterprises will find this course useful in attracting and hiring the right candidates as well as to reduce talent turnover in the company
  • Business owners, Entrepreneurs, Consultants, Coaches, Trainers Senior Executives involved in talent retention, job redesign, learning and development and succession planning
Senior HR Consultant Mr Bernard Tay (Masters in HR Development & Education, George Washington University, USA)

Bernard brings with him more than 20 years of full spectrum human resource experience in both the private and public sectors. He held senior human resource positions and his experience spans across different sectors including exposure to companies in the region. He has many years of experience in conducting local and overseas courses in core HR areas such as recruitment and selection, job analysis, job description, job design, job evaluation, compensation and reward management, performance appraisal, employment legislations and industrial relations.

As an associate trainer with the Civil Service College, he has delivered public sector human resource to international delegates from commonwealth countries and ASEAN locally and in the region. In the academic profession, he is an adjunct lecturer to students pursuing diploma, undergraduate and post graduate master’s degree in Singapore.

He has a first degree in Economics from the then University of Singapore, a second class upper honours degree in Sociology from National University of Singapore. His master’s degree in Human Resource Development and Education is obtained from George Washington University, USA.   He is an ACTA- certified trainer. In addition, he was a Senior Assessor with Spring Singapore where he has helped organisations attained People Developer and the coveted People Excellence and Singapore Quality Award.