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.
What’s a talent persona? In the simplest of terms, it’s a data-driven, aggregate model of one of the many employee profiles your company needs to sustain or fuel its mission. Not so simple? Try this: it’s profiling. Before you get your PC dander up, while the approach is similar it’s a tool that can help you cull the herd of candidates who don’t align with your values, aren’t qualified for the role, or are unmoved by your mission, which is kind of what recruiting is. But it also adds the ability to target specific profiles that have the skills and attributes to be successful in your company with content they find relevant and (wait for it) engaging. Talent personas are like customer profiles on steroids because we’re armed with much more ‘important” information when applied to the right audience.