The goal of any marketing effort is to attract qualified candidates at the top of your sales funnel. But before you start, it’s important to know who you are targeting, so you can determine how to target them appropriately.
The best way to do that? Develop and refine buyer personas to systematically identify your target audience—and then refine your messaging to them.
The buyer persona concept
Buyer personas are essentially “characters” or profiles of your ideal targeted audiences, which are fleshed out by assigning them a name (we’ll use “Calvin Customer” for this example).
