Persona development for care support and housing company Look Ahead
CASE STUDY
Dawson Walker developed persona to represent Look Ahead's target audience. This supported their recruitment marketing strategies.
The Challenge:
One of our initiatives in response to COVID-19 was to offer our support to organisations who deliver care & support services to vulnerable people. This was an opportunity for us to “give back” with some of our professional expertise and advice.
Look Ahead supports thousands of people across London and the South East with a diverse range of needs, helping them to make individual choices, achieve goals and take control of their own lives by providing tailor-made support, care and accommodation services.
They were finding it challenging to attract talented individuals who shared their values and had the qualities they were looking for to work as Support Workers, helping young people and care leavers who for many different reasons may need extra support.
The Solution:
Having discussed the challenges that Look Ahead faced in more detail we proposed to develop a number of persona (semi-fictional characters) to help the marketing team at Look Ahead understand their target recruits better.
To do this right we interviewed 16 current Support Workers all working at Look ahead but in different schemes. We spoke to an amazing set of individuals who candidly shared their motivations, frustrations and aspirations with us.
We took notes and used a bot to help us transcribe the conversations and then taking a matrix approach used those structured conversations to develop common themes.
The Result:
The 16 conversations helped us to develop four distinct persona – each representing a realistic segment of their target audience. The team at Look Ahead have warmly received this work. It will help them as they develop their recruitment marketing strategy and employer communications.
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