Persona mapping has been used in Inbound Marketing or Content Marketing for several years now. The rational is that if you really understand the customers or candidates you want to engage with then you are easily able to create messages and content that will attract them to you.

Talent Personas is key in any Employer Branding strategy you are looking to develop to attract high calibre individuals to your organisation.

On a simple level, if you don't who you are trying to recruit then how can you measure success?

A good article with some nuggets of great advice for you.