B2B, B2C and candidate personas in comparison: what are the differences?

Whether in B2C marketing, B2B strategies or recruiting, personas play a central role in addressing target groups in a targeted manner. Companies use them to better understand the needs, expectations and behaviors of their customers or potential employees and respond to them in a targeted manner. But not all personas are the same. Here you can read how the three persona types differ and when and how you should best use them.

What is a B2C persona?

B2C personas usually represent end customers, i.e. the people who buy your product. What makes them special? They either have a central problem - also known as a "pain point" - that needs to be solved or a desire that they want to fulfill. They also have an underlying basic psychological need.

An example: A customer is looking for a shampoo that solves her problem with dry hair. Her pain point is the unpleasant feeling of dryness. The underlying psychological problem: the dry, straw-like hair makes the customer feel unconfident.

So how do you convince this person to buy your product? With the help of emotions! Because end customers respond to a personalized and emotional approach. The more they feel that a product was made just for them and that it will improve their lives in the long term, the more likely they are to buy it. A campaign in which the shampoo not only solves the basic problem of "dry hair", but also conveys the feeling that it boosts self-confidence and thus improves the customer's life, reaches customers perfectly. You can reach customers with your campaigns if they feel understood and you convince them with your products.

And this is exactly where the B2C persona comes in: it helps,

• understand the needs of these customers,
• pick them up where they stand and
• Position your product or service so that it looks like the perfect solution.

What is a B2B persona?

B2B personas stand for business customers who make decisions on behalf of their company. In contrast to B2C personas, which appeal to end customers and can be emotionally persuaded, business personas are about well thought-out, factual decisions - with an emotional component. Why is that? Because decision-makers in companies usually don't just make decisions for themselves, but for the entire company they represent. They operate in complex decision-making structures and are often part of a team that has to consult with other departments before a final purchasing decision is made. At the same time, they want their decision to be perceived as smart and advantageous within the company, for example to secure their position in the company.

An example: Imagine you offer an IT tool that allows a department to work more efficiently. The head of department likes the solution, but before making a decision, he still needs to involve the IT department, the purchasing department and perhaps the management. Decision-makers then choose tools that make the team's work easier and are approved by everyone, for example because they are financially viable or innovative in order to secure internal recognition.

Decision-makers therefore operate on two levels:

• In the interests of the company: You are looking for the most efficient solution for the company. Your goal may be to optimize work processes or reduce costs.
• As a private individual: you want to look good in your job and show that you have made the right decision.

In short: B2B personas think strategically and act on behalf of their company, but they are also people who have personal goals and needs. This is why addressing them in the B2B sector is complex. It must take into account both the strategic goals of the company and the personal interests of the decision-makers.

B2B personas make the goals and needs of decision-makers tangible and make it easier for you to address both levels - the business requirements and the personal ambitions. This is how you lay the foundation for a successful business relationship. As a rule, we at the Persona Institute always consider the entire buyer center when creating a B2B persona, i.e. all parties involved in the purchasing or decision-making process - and also create separate personas for them if necessary.

What is a candidate persona?

Candidate personas represent potential candidates that a company would like to address as part of the recruitment process. There is not just "one" type of candidate:

• Actively seeking: These candidates are often dissatisfied with their current job and want a quick change. They have clear ideas about their next position. Their pain points? A lack of development opportunities or poor working conditions.
• Passive seekers: This group is not actively looking for a new job, but is open to offers. It is important to them that the company recognizes their individual needs and addresses them specifically.

Potential applicants also have very different expectations, wishes and pain points depending on their age or industry. Some are looking for flexible working hours, others for a job that offers them promotion opportunities or a better work-life balance. Many also have clear preferences in terms of how they are approached, the design of job advertisements or the application process.

An application process that is too general or an inappropriate approach can put potential candidates off. Candidate personas help you to understand these different needs and address them in a targeted manner, as well as to design job advertisements in such a way that they precisely address the pain points and wishes of your desired candidates. A targeted, attractive application process that focuses on the needs and wishes of potential candidates with the help of candidate personas increases the chance of attracting the best talent and retaining them in the long term.

Comparison: B2B, B2C and candidate personas in comparison

Each persona type pursues different goals and has specific pain points or wishes. To decide on the personas that fit your strategy, it is important to understand the fundamental differences between the persona types.

At a glance: Differences between B2B, B2C and candidate personas

While end customers represented by B2C personas respond to an emotional approach, in the B2B sector you reach companies and business customers in a rational and fact-based way. You will appeal to potential applicants if you not only address their professional wishes, but also take their personal values and life goals into account.

Summary: B2C, B2B and candidate personas in comparison

Which persona is right for you depends on your goals and who you want to target. If your company is targeting end customers, B2C personas are essential for developing targeted, emotional marketing campaigns. For selling products or services, you should rely on B2B personas. In recruiting, you can use candidate personas to address talented individuals.

No matter which persona type best suits your corporate strategy: B2C as well as B2B and candidate personas enable you to address your target groups precisely - for your sustainable success. The Persona Institute supports you with the right personas for your marketing, sales and recruiting strategies. Let us advise you or find out more about our various services.