Candidate Journey of The Information Era™️ is a central element in the Magnetic Employer Branding Method™️ I developed for building the modern employer brand.

In this episode of the Building a Modern Employer Brand podcast I walk you through this framework.

What is the Candidate Journey of the Information Era™️?

The simple idea behind the Candidate Journey of the Information Era™️ is to visualize how your ideal target talent audiences may not be ready to convert into your job applicants when you need to hire them.

This framework inherits from one of the classic marketing models called AIDA (awareness, interest, desire, action) explaining how buyers move through different stages in the buying process. The steps are based on behavioral science, more specifically neuroscience.

Because of the information era we have been living in for about a decade already, my talent marketing model has an additional phase: Winning attention.

Digitalization and Internet marketing impacted our buying behavior significantly. All of a sudden we were getting access information enabling us to do our own comparative studies online before making purchase decisions.

Because your target talent audiences are consumers too, just like you are, we replicate the same behavior when we make decisions about our next work places and jobs we may or may not want to apply.

Just like our customers are not going to buy just because we have a need to sell, our talents are not going to apply to our jobs just because we have a need to hire.

Candidate Journey of the Information Era™️ makes a great framework for planning and executing employer branding and that’s why it is a central element also in the modern Magnetic Employer Branding Method™️ I developed. I teach how to build the modern employer brand at Talent Marketing School.

Copyright Susanna Rantanen

Listen to episode 6 of the Building a Modern Employer Brand podcast with Susanna Rantanen

Episode length: 31:02 min

In this episode:

  • How to transform from the traditional campaign-based thinking into the journey-thinking?
  • What is and how to use the Candidate Journey of the Information Era™️?
  • The four phases of the journey explained.
  • How the journey needs to impact our talent marketing decision making.

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