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DIPLOMA PROJECT Naukri Connect: A platform designed to enable Social Aspects of Jobseeking Sponsor : Infoedge (India) Ltd.

Volume : 1 STUDENT : AKSHATA MALHOTRA PROGRAMME : Post-Graduate Diploma Programme

GUIDE : SHASHANK MEHTA

2012 INTERDISCIPLINARY DESIGN STUDIES FACULTY (STRATEGIC DESIGN MANAGEMENT)

National Institute of Design Ahmedabad


The Evaluation Jury recommends AKSHATA MALHOTRA for the Diploma of the National Institute of Design

IN INTERDISCIPLINARY DESIGN STUDIES (STRATEGIC DESIGN MANAGEMENT)

herewith, for the project titled "NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING" on fulfilling the further requirements by

Chairperson Members :

*Subsequent remarks regarding fulfilling the requirements :

Registrar(Academics)

*


Naukri Connect A platform designed to enable social aspects of jobseeking


Acknowledgements My sincere thanks to: Infoedge (India) Ltd. to give me an opportunity to pursue a diploma project of my interest area. Shashank Mehta, my guide at NID: for guiding me through the project and giving valuable feedback and directing me towards a process oriented approach throughout the project. Deval Kartik and Bhavin Kothari at NID: for constant support, guidance and encouragement through the last two years. Saad Akhtar, my mentor at Infoedge: for guiding me throughout my project and giving me crucial feedback at regular intervals and new perspectives when required. Rinchan Gupta to keep me motivated and showing me the business side of the project. Abhay for the valuable knowledge he shared about qualitative research. Vinay, Jose and the Infoedge design team for helping me through the many blocks I went through and the interesting discussions. All the interviewees for being so patient and playing a huge part to make this project successful.


About NID The National Institute of Design (NID) is internationally acclaimed as one of the foremost multidisciplinary institutions in the field of design education, applied research, training, design consultancy services and outreach programmes. It has been the recipient of significant national and international awards since it was established in 1961 as an autonomous institution under the Ministry of Industry, now known as Ministry of Commerce & Industry, Government of India. NID has been a pioneer in industrial design education after Bauhaus and Ulm in Germany and is known for its pursuit of design excellence to make Designed in India , Made for the World a reality. NID graduates have made a mark in key sectors of commerce, industry and social development by taking role of catalysts and through thought leadership. NID has been recognized as a Science and Industrial Research Organization by the Department of Science & Technology, Government of India.


About Strategic Design Management Strategic design management is concerned with integrative and collaborative business management requiring a new breed of managers who are skilled at working with a wide range of multi-disciplinary inputs and diverse team members in order to achieve holistic and sustainable business solutions. The educational programme in Strategic Design Management (SDM) is conducted within a design thinking framework. The programme is project-oriented, human-centred, and interactive in approach. It culminates in an industry-based project with a view to connect students with the business world, and develop their skills and confidence in working with the real-life situations. The SDM students can specialize in specific areas such as user research, branding, retail design and management, new product development, environmental design, and social development. They can also perform applied research in design management with a view to develop new tools, methods and processes. The students and graduates from the discipline get to work on exciting assignments covering a large number of issues and domains such as business stakeholders, social organizations, educational institutions and design and management consultancy organizations.


About Infoedge (India) Ltd. Info Edge is India’s premier on-line classifieds company in recruitment, matrimony, real estate and education. The Company was incorporated on May 1, 1995 under the Companies Act, 1956 as Info Edge (India) Private Limited. and converted into a Public Limited on April 27, 2006. BUSINESSES:

Recruitment – This comprises online recruitment classifieds (www.Naukri.com), India’s leading job site and www.Naukrigulf.com a job site focused at the Middle East job market) and online executive search (www.quadranglesearch.com). Related sites in this business are a professional networking site (www.brijj.com) and a fresher hiring site (www.firstNaukri.com). Matrimony – This comprises online matrimony classifieds (www.jeevansathi.com) and 14 offline Jeevansathi Match Points. Real Estate – This comprises online real estate classifieds (www.99acres.com), a real estate brokerage business (www.allcheckdeals.com), housed in a subsidiary named (www.allcheckdeals. com) India Private Limited). Naukri.com Naukri.com, India’s No. 1 job site and the flagship brand of Info Edge revolutionized the concept of recruitment in India. Incepted in 1997, Naukri.com is a recruitment platform that provides hiringrelated services to corporates/ recruiters, placement agencies and to job seekers in India and overseas. It covers multiple products like Resume Database Access, and Response Management tools and its services include Job Postings, and recruiter branding solutions on the site. With 200000 jobs live at any point, Naukri.com serviced over 35500 corporate clients in 2009-2010.


Abstract The dynamics of job seeking behaviour have been variable through time and space, as they are dependent on the play of demand and supply of the market. Hence, it is important to study the behaviour in context of today’s time to be able to find a solution to the problems related to it. With the increase in social networking and social media being part of all aspects of our lives, it has been increasingly used for recruitment and now, jobseeking too globally. The aim of my thesis was to explore this rising domain of social aspect of jobseeking. The focus of the project was to find opportunities for Naukri.com in this context. The project initiates with understanding of the domain of jobs as a whole followed by further understanding of people’s social interaction, networks and communication tools (both online and offline) which help them seek jobs. A detailed user research to understand communication behaviour of jobseekers (freshers, mid level and senior level) gives real world insights about the role of technology and people in jobseeking. The project explores new concepts enabling the needs that came up, keeping in mind the business restrictions. Followed by domain and user research few concepts show the way social media can be used for jobseeking. A detailed design of one such concept is presented that shows how Naukri.com can incorporate the system within its existing site. The project concludes with the flow of the design that displays a part of the possible implementation of the concept. Also suggested is an implementation plan for the concept to be successful. It is evident from this project that jobseeking and recruitment as a domain can benefit from social media to a huge extent, and thus add value to the existing job search sites.


Contents

Chapter 01: INTRODUCTION

1.1 Background to the topic 1.2 Project Brief 1.3 Design Process 1.4 Guide to rest of the the document

Chapter 02: SECONDARY RESEARCH

2.1 About Naukri.com 2.2 Recruitment Process 2.3 Competitor Analysis 2.4 Domain Trends in India 2.5 Global Domain Trends 2.6 Contextual Indian Trends 2.7 Contextual Global Trends 2.8 User Needs 2.9 Secondary Research Analysis

Chapter 03: PRIMARY RESEARCH

3.1 Research Planning 3.2 Questionnaire Design 3.3 Profiles 3.4 Interviews 3.5 User Statements

Chapter 04: ANALYSIS AND INSIGHTS

4.1 Combined Inferences 4.2 Opportunity Mapping 4.3 Design Directions and themes 4.4 Personas 4.5 Common Behavioural Patterns


Contents

Chapter 05: REDEFINED BRIEF

5.1 Focus Areas 5.2 Design Goal 5.3 Specific Design Goals

Chapter 06: IDEATION AND CONCEPTUALIZATION

6.1 Ideation 6.2 Exploration of Concepts 6.3 Information Architecture 6.4 Wireframe Exploration 6.5 Feedback 6.6 Post Feedback 6.7 Concept Proofing

Chapter 07: FINAL CONCEPT

7.1 Introduction 7.2 User Task Flows 7.3 Business Plan 7.4 Design Detailing 7.5 Implementation Plan 7.6 Strategic Intervention 7.7 Design Intervention 7.8 Conclusion

REFLECTION REFERENCES


NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

Chapter ONE 1.1 BACKGROUND TO THE TOPIC 1.2 PROJECT BRIEF 1.3 DESIGN PROCESS 1.4 GUIDE TO REST OF DOCUMENT

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Introduction


Introduction “Computing is not about computers any more. It is about living.” - Nicholas Negroponte 1.1 BACKGROUND TO THE TOPIC DIGITAL INDIA: India and the

exploding digital economy Internet Access

Today, India’s population of Internet users is 80 million, which is more than the total population of countries like UK, France, Switzerland etc. However, in terms of penetration it equals a penetration rate of just seven percent (or 17 percent of the urban population). That is about to change. The government is rolling out its National Broadband Plan, a $4.5 billion initiative to build a country-wide fiber optic network that will connect an additional 160 million Indians by 2014. An Indian investment bank, Avendus, projects 376 million Indian Net users by 2015.

Mobility Part of what’s fueling growth in Net penetration is an explosion in mobility. The Indian government sponsored the introduction of 3G services in 2011 with a $30 billion spectrum

auction. Morgan Stanley projects that 3G penetration will reach 22 percent by 2015. One of every four Internet users in the country now accesses the Net using a mobile device.

Consumer Behaviour Fueling this explosion is a fact of national culture: Indians love media. An average Indian consumes 4.5 hours of media and entertainment a day, while 70 percent of the national population spends money on content, both online and off. Time spent online already comes to 40 minutes per capita per day.

40% of the Indian population on web visits Job portals and career development sites, an increase of 8% over the last year.

NOTES: With exponential penetration of internet in India (it is expected to double by 2014), and mobile devices, web is becoming a hub of opportunities waiting to explore a much larger audience than it has seen till now. As the variety and number of audience increases, the activities are also going to expand and evolve.


NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

Rapidly growing Mobile Internet Usage surpassed Desktop Internet Usage in May, 2012 in India

TOP 20 COUNTRIES WITH HIGHEST NUMBER OF INTERNET USERS #

Country or Region

Internet Users Year 2000

Internet Users Latest Data

Penetration (% Population)

World % Users

1,336,718,015

22,500,000

513,100,000

38.4 %

22.5 %

313,232,044

95,354,000

245,203,319

78.3 %

10.8 %

1,189,172,906

5,000,000

121,000,000

10.2 %

5.3 %

Japan

126,475,664

47,080,000

101,228,736

80.0 %

4.4 %

5

Brazil

194,037,075

5,000,000

81,798,000

42.2 %

3.6 %

6

Germany

81,471,834

24,000,000

67,364,898

82.7 %

3.0 %

7

Russia

138,739,892

3,100,000

61,472,011

44.3 %

2.7 %

8

Indonesia

245,613,043

2,000,000

55,000,000

22.4 %

2.4 %

9

United Kingdom

62,698,362

15,400,000

52,731,209

84.1 %

2.3 %

10 France

65,102,719

8,500,000

50,290,226

77.2 %

2.2 %

11 Nigeria

170,123,740

200,000

45,039,711

26.5 %

2.0 %

12 Mexico

115,017,631

2,712,400

42,000,000

36.5 %

1.8 %

13 Korea

48,754,657

19,040,000

40,329,660

82.7 %

1.8 %

14 Iran

77,891,220

250,000

36,500,000

46.9 %

1.6 %

15 Turkey

78,785,548

2,000,000

36,455,000

46.3 %

1.6 %

16 Italy

61,016,804

13,200,000

35,800,000

58.7 %

1.6 %

1

China

2

United States

3

India

4

101,833,938

2,000,000

33,600,000

33.0 %

1.5 %

18 Vietnam

90,549,390

200,000

30,858,742

34.1 %

1.4 %

19 Spain

46,754,784

5,387,800

30,654,678

65.6 %

1.3 %

187,342,721

133,900

29,128,970

15.5 %

1.3 %

TOP 20 Countries

4,731,331,987

273,058,100

1,709,555,160

36.1 %

75.0 %

Rest of the World

2,235,794,808

87,927,392

570,154,469

25.5 %

25.0 %

Total World - Users

6,967,126,795

360,985,492

2,279,709,629

32.7 %

100.0 %

17 Philippines

20 Pakistan

4

Population, 2011 Est

SOURCE: internetworldstats.com

Top 20 Countries with highest number of Internet Users

One result of this expansion is that e-commerce is rapidly taking off. Though only 11 percent of Indian online users are transacting online, most of today’s online transactions are in the travel industry (representing 87 percent of a $6.3 billion e-commerce sector). Still, the growth of the retail economy is projected from $400 billion today to $1 trillion by the end of the decade. Digital will inevitably play a starring role in propelling this growth. Growing confidence among Indian entrepreneurs is related to one other market attribute: Indian consumers are extraordinarily demanding and hence, feel that “If you can make it here, you can make it anywhere”.

Miles to Go India seems on the cusp of amazing developments, only beginning with broadband Net access, high-speed mobility, and e-commerce. Therefore, India, with its scale, its energy, and its consumers — could become a digital laboratory and growth engine for the world.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

ONLINE RECRUITMENT REVOLUTION While the Indian recruitment industry is still reeling from the impacts of the US slowdown, one significant area which has actually witnessed a growth in such a conflicting situation is the e-recruitment market.

Growing at a pace of about 100 to 150 per cent, the recruitment mode promises to increase its share to double of its existing share in the next 2-3 years. The Internet, in fact, has completely revolutionized the role of the traditional recruiter.

Then and Now Gone are the days where cold calling and candidate networking were the only option available to identify new potential candidates. Now it’s about searching through thousands of CV1’s placed on personal web pages and browsing online corporate staff directories. 1

CV= Curriculum Vitae

In a candidate-starved (quality candidate) market, the Internet can prove a valuable resource for finding potential candidates who are not necessarily looking to change their current jobs but would be open to the ‘right’ opportunity- the category of passive jobseekers. Meanwhile in a candidate rich marketplace, we can use the Internet to find relevant ‘live’ job vacancies where companies have advertised directly on the web. You can also use the Internet to find information on company’s financial results, their budget information, who has been recently appointed, and business wins & losses. In fact, with the right search techniques, you can normally find exactly what you are looking for. During the 2006-07 recruitment boom, the focus was on time-to-hire. But now the focus is on the quality of hiring.

NOTES: From calling individual candidates to searching through a large database of candidates online, the internet has revolutionized recruitment and jobseeking processes. From recruiter’s point of view, apart from being convenient, saving time and effort, it also gives access to a wide range of candidates, who may or may not be active jobseekers. From candidates’ perspective, passive jobseekers can constantly be updated with latest opportunities for themselves.

Presently, the total Indian recruitment market is approximately around INR 500- 600 Crores. The decade old online recruitment industry in India seems to be flooded with

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

Understanding the need for a job site

6

Listing down the advantages and disadvantages of a jobsite


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

different jobsites, each of them promising a better job to candidates and better candidates to employers. The Indian market for e-recruitment is still at least five years behind the West. For example, according to industry estimates, the top four or five job portals account for only less than five per cent of total recruitments whereas in the US, the online recruitment market already accounts for 29 per cent of total recruitment related advertising.

tive job seeker with the most relevant and appropriate job opportunities. The more such opportunities that the job portal gives, the better it would be for the job seeker and the job portal themselves.

Jobsites- The Concept

And if these quality resumes are of actively job seeking individuals, that is when the employers, who actually make revenue for the job portals, will get benefited.

The online recruitment revolution started in India in 1997 with the launch of Naukri.com which changed the entire platform for job seekers and employers. A typical job site offers a dynamic candidate database to employers apart from standard web-based advertising solutions (which include simple text based listings/classifieds to dynamic banners and animated pages). Online recruitment facilitates just-in-time hiring.

Second, to provide corporate employers with a large number of profiles in its database, which have good number of quality resumes in terms of work experience and skills sets as sought by the corporate.

NOTES: Since the primary revenue source of the jobsites is from recruiters and not jobseekers, the business objectives of a jobsite are focussed on making the selecting process easier for them. Therefore, jobseekers’ needs have to be satisfied in a way that there is least investment

If the job portals can increase an employer’s or a head hunter’s efficiencies in sourcing and selection of candidates for their current requirements, then one of the primary business objective is met.

E-recruitment Objectives The objective of a job portal is two pronged - First, to provide an avenue for a prospec-

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

INSIGHT: Social media is a verb. It’s an actionoriented state of being engaged in multifaceted dialog. It is not a 2-way conversation but a 130-way conversation according to Facebook’s most recent statistics, which point to the average user having 130 friends. Hence, for recruitment it is beneficial because of a much larger access of audience and the ability to engage them.

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SOCIAL MEDIA RECRUITMENT

The latest trend in recruitment Social media is a growing medium of communication all over the world, and is used for both- professional and personal purposes. While the professional objectives include networking, business development, knowledge sharing, etc, the latter includes connecting and chatting with friends, sharing thoughts, opinions, photographs, amongst others. Social networking is just the Web becoming a tool that fosters more interaction. The future likely includes more rich media on any device allowing people to communicate, share and digest more information any time they want and about virtually every aspect of their lives. . The most effective use of social media as a tool is not merely for marketing, public relations or even for just effective customer support but as a means to connect directly and engage with current and prospective employees and employers.

Social Media Recruitment Gone are the days when companies had to hunt for prospective employees on traditional channels like employment exchanges or classified advertisements. An approach more direct and focused has emerged with the ever-expanding reach of social media.

If one is looking for a sales representative, he can find him on a common interest group on Facebook. Similarly, if one wants to look for a leadership coach, he can hunt for interesting tweets to find the person behind the one-line wit. Social media helps one find prospective employees.

Why Social Media- Recruiter’s Perspective From the recruiter’s perspective one of the reasons why social media has emerged as an important tool for recruitment is its power to offer them a broad perspective about the candidate. It tends to bring forth certain traits and personalities of a candidate which may not be reflected in their resume.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Secondly, social media recruitment widens the choice pool for the employers and also fastens the recruitment process. While on one hand the recruiters get access to a wide range of candidates from various geographic locations, it also gives access to passive jobseekers, who may not be looking for a job, but would not mind a better opportunity. Thirdly, it is a low cost tool with a good return on investment. Additionally, social media increases the brand visibility of the recruiter.

Why Social Media- Jobseeker’s Perspective From the applicant’s perspective, social media helps applicants gain deeper insight into the company about certain facts and information which may not be readily available on the company website. They also get to know the openings available in various companies and apply accordingly, provided the companies are active on these social mediums. To summarize, social media is redefining and reshaping the traditional hiring processes of companies as well as job searching. While the

various mediums of recruitments will co-exist, the importance of social media is going to increase in the foreseeable future

Traditional Media compared with Social Media for Recruitment Traditional tools of recruitment enabled leaders to rely on their gut instinct when making hiring decisions and whether they liked someone personally was a major influence. The traditional hiring metrics, including quality of the cover letter and interview, compete in importance with the personal preferences of the hiring manager. The employers base hiring preferences on the applicant’s personality, sometimes even more than on the hard skills an applicant brings to the table. The social media is a more targeted approach. It helps you focus on the things that actually matters while in a job. Though it limits the gut instinct recruitment of instinctive leaders

NOTES: From the Recruiters’ Perspective, social media is a great tool for selection of candidates as it helps understand the softer skills much better than a traditional cover letter and resume. From the Jobseekers’ Perspective, social media is used as a research tool to understand the company and job better. However, social media is transforming the recruitment process but not completely taking over other media.

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

LEARNING: - Restrictions and limitations act as direction of a design process.

1.2 PROJECT BRIEF DESIGN BRIEF

The project aims at building an understanding of Indian users’ social interaction, networks and communication behaviour (within and beyond the online interface) which help them seek jobs; and accordingly designing a flow which enables these needs.

BUSINESS BRIEF Business goals for the project are: –– Increase the number of new users on Naukri –– Increase engagement of already visiting users –– Updating data of jobseekers (resumes) –– Adding value to the data by building connections between people Business Restriction to be kept in mind was Naukri.com cannot go “totally social” like LinkedIn because profiles cannot be public as that accounts for a major part of the revenue.

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Scope and Constraints Being a wide topic project, certain project constraints were identified to define the scope of the project as follows: 1. The system (flow) should be a complementary tool to social media, instead of being a competitor 2. The system should use social media to bring out a “social aspect” of jobseeking 3. Should not be a professional networking site like LinkedIn, Brijj etc. 4. May or may not be part of Naukri.com

SCOPE OF WORK Areas of Research –– Analyze the need for expansion into social network –– History, growth, strengths and core of Naukri.com –– Competitor Study –– Present Users and their needs –– Market Trends (Indian versus Global players) –– Contextual Macro Trends


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

1.3 DESIGN PROCESS

Design Process - Identify emerging design directions through analysis of insights - Conceptualization for design solutions - Final Design Direction - Design Detailing - Wireframing

The design process that was followed for the project, keeping in mind the standard User centered approach, was as follows: –– The project started by defining the rough scope and framework of the project. –– A domain research was done which continued across the project, focussing on Naukri.com, its competitors, (job) market trends, macro contextual trends etc. –– The user group was selected followed by user research related to the topic. –– The research was analyzed to identify insights, thus identifying opportunity

Project Timeline ­PHASES

JANUARY 1

2

FEBRUARY 3

4

5

6

MARCH 7

8

9

Designing the process marks the beginning of action.

APRIL WEEKS 10

11

12

13

MAY 14

15

16

17

JUNE 18

19

20

21

22

23

Secondary Research Primary Research Analysis and Insights Design Directions Design Detailing Project Documentation

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

areas. –– Using these insights, brainstorming was performed to bring out rough concepts. These concepts were reviewed across experts. Based on the feedback and the feasibility they were modified and improved to pick up a final concept. The final concept was detailed. –– The detailed concept was then completed with wireframing. –– Documentation of the process was done in parallel to keep track of the project.

1.4 GUIDE TO REST OF THE DOCUMENT The document is divided into eight sections. Considering the design process followed the document flows accordingly. The eight sections can be further seen in two broad level sections. The Research Section and the Design Section. The Research section explains the information and expertise collected to proceed towards design, on the other hand the Design section showcases the application of the available information consciously or subconsciously towards the focus of the project. The project being exploratory in nature is more focussed on Research and Insights than Design Research Section consists of chapters 1 to 4, while chapters 5 onwards Design of the project is discussed.

Chapter 1: Introduction The chapter that you currently read gave a brief outlook of the project scope and dimensions.

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AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Chapter 2: Secondary Research The next chapter brings out relevant information related to the domain of jobs, Naukri.com, competitors, user needs, market and contextual trends which influence the market.

Chapter 3: Primary (User) Research This chapter, one of the most important chapters, focuses on the process of primary research- starting with the areas of research, questionnaire design, research planning, interviews and insightful user statements.

Chapter 4: Analysis and Insights Analyzing and identifying insights from the primary research to bring out important design directions through personas and common behavioural patterns.

Chapter 5: Redefined Brief Followed by the insights, this chapter points towards the redefinition of the design brief along with specific design goals.

Chapter 6: Ideation and Conceptualization The chapter marks the beginning of the

creative synthesis and intuitive generation of ideas for design. The chapter showcases the design concepts and the selection of the final concept

Chapter 7: Final Concept The detailed design of the final selected concept is explained in this chapter. The chapter also gives the final flow scenario, which is the work product of the project. Lastly, it highlights the benefits of the design for each stakeholder, explains the implementation plan and describes strategic as well as design intervention done through the project.

under National Institute of Design. It acts as a medium to share knowledge to those who shall evaluate the performance during the period as well as those who can consider referring this work for any similar projects in near future.

Reflection The last part of the document describes my experience and learnings in the process of the diploma project. Followed by the reflection, the references give further links to the project. The purpose of the document is to inform the reader about the six months Diploma Project undertaken by me as a part of academics

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

Chapter TWO 2.1 ABOUT Naukri.COM 2.2 RECRUITMENT PROCESS 2.3 COMPETITOR ANALYSIS 2.4 DOMAIN TRENDS IN INDIA 2.5 GLOBAL DOMAIN TRENDS 2.6 CONTEXTUAL INDIAN TRENDS 2.7 CONTEXTUAL GLOBAL TRENDS 2.8 USER NEEDS 2.9 SECONDARY RESEARCH ANALYSIS

Secondary Research 14


Secondary Research “A man should look for what is, and not for what he thinks should be” - Albert Einstein

2.1 ABOUT Naukri.COM The Opportunity Before Naukri.com was started, job search in India was a completely different experience. People looked for jobs through newspapers, magazines like Business India which had 35-40 pages of appointment ads in every issue. Also, everyone- who had a job or not, would read these from front to back-looking for a new benchmark or just to check what they are missing out on. So this meant that even if one was not looking for a job, one would look at jobs. Apart from this, there were headhunters who had 4-5 clients and would call the clients on at least a weekly basis, making them aware about opportunities. These jobs, which the headhunter would inform about, were never printed in the newspapers. What appeared in the newspapers was just the tip of the iceberg. There was a massive market of jobs below the surface, highly fragmented and scattered

across HR Departments and placement consultants. Hence, there lay an opportunity to aggregate this in an organized manner to make it accessible to the jobseekers (both active and passive)

Origin of Naukri.com In March 1997 as influence of Internet was growing in India, Naukri.com was launched as an employment exchange: - A platform for employers and jobseekers to meet and exchange information - The site was launched with databases of resumes, jobs, placement consultants. - It aims to provide Indians with Indian qualifications the maximum opportunity to their career growth.

Facts and figures about Naukri.com - Naukri.com is India’s No. 1 job site (with 55% market share in 2011), offering end to end recruitment service and was started by Mr. Sanjeev Bikhchandani in 1997. - As India’s fifth most popular website across


NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

INSIGHTS: - Jobseekers’ database is one of the most important sources of revenue for the company - Majority of the jobseekers’ services are for free and hence, the project should involve low investment.

all categories, they have over 4.5 million registered users. - Over 150 million page views per month - Clientele of 50,000 corporate - Over 2,00,000 live jobs at any point of time

The Naukri Business Model Naukri.com is almost a cross between a brokerage model and an Advertising model since it is involved in a B2B and as well as B2C and acts like a broker. It is a medium where employees and corporate shake hands and both are customers. As a website it provides content and services mixed with advertising

messages as well. Naukri.com has a clear revenue model from the beginning. There is direct flow of revenue for the services rendered to customers. It is not just in the business of online recruitment advertising, it is, in fact, in the business of providing a match between the job seeker (who is looking for a career) and the employer (who is looking for the right candidate) using an online medium. Thus, Naukri.com is in the market of recruitment advertising (advertising that communicates the availability of a position or a job designed to recruit staff of any kind).

Job Seekers CV Registration/ Revenue

Free, Paid Services Naukri.com

Revenue

Revenue Paid Services Paid Services

16

Placement Consultants

Companies/ Employers


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

2.2 RECRUITMENT PROCESS Recruitment and Selection: Recruitment and selection is the major function of the human resource department ; and recruitment process is the first step towards creating the competitive strength and strategic advantage for the organizations. Recruitment process involves a systematic procedure from sourcing the candidates to arranging and conducting the interviews. It requires many resources and time. A general recruitment process is as follows: 1. Identifying the vacancy: The recruitment process begins with the HR1 department receiving requisitions for recruitment from any department of the company. These contain: • • • •

Posts to be filled Number of persons Duties to be performed Qualifications required

2. Preparing the job description and person specification. 1

HR= Human Resource

3. Locating and developing the sources of required number and type of employees 4. Short-listing and identifying the prospective employee with required characteristics. 5. Arranging the interviews with the selected candidates. 6. Conducting the interview and decision making The recruitment process is immediately followed by the selection process i.e. the final interviews and the decision making, conveying the decision and the appointment formalities. Current methods of sourcing and the associated shortcomings: • Organic submission of random resumes on company website – no reasonable expectation of quality resumes • Sourcing of resumes from Linked In – keyword based short listing moderated with somewhat skewed ‘recommendations’ on people’s profile pages

all categories, they have over 4.5 million registered users. • Over 150 million page views per month • Clientele of 50,000 corporate • Over 2,00,000 live jobs at any point of time • Sourcing of resumes from traditional job portals like Naukri.com, Monster. com – purely keyword based short listing, not very effective- mostly too many in number. • Sourcing of resumes through in-house or external recruiters hired specifically for

Recruitment Process


NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

INSIGHTS: -Everyone is a potential passive jobseeker: It is important to make them aware of opportunities in the right way. - Active jobseekers tend to look for jobs in multiple ways- both online and offline. - A jobseeker would like transparency in the process of recruitment and stages.

DESIGN DIRECTIONS:

- The system should be able to bring passive jobseekers to Naukri.com - The system should enable the functions of offline jobseeking as well - There should be transparency in the system for the jobseeker.

this purpose – variable and inconsistent results based on how effective and resourceful the recruiter is, often suboptimal filtering done by them results in a huge burden on hiring managers themselves • Employee referrals – best source of them all with the highest changes of success, but not enough reach within employee’s network and hence not enough incoming volume to service all open positions

Jobseeking and Jobseekers Job seeking is the act of looking for employment, due to unemployment or discontent with a current position. The immediate goal of job seeking is usually to obtain a job interview with an employer which may lead to getting hired. The job hunter or seeker typically first looks for job vacancies or employment opportunities Common methods of job hunting are: • Finding a job through a friend or an extended business network, personal

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• • • •

• •

network, or online social network service Using an employment website Looking through the classifieds in newspapers Using a private or public employment agency or recruiter Looking on a company’s web site for open jobs, typically in its applicant tracking system Going to a job fair Using professional guidance such as outplacement services that give training in writing a résumé, applying for jobs and how to be successful at interview.

To understand jobseeking behaviour of jobseekers, they may be categorized into three categories: Active Jobseekers: The term active refers to requiring personal effort or attention, not automatic, it also means involving personal effort and action. An active job seeker therefore can be seen as someone who needs a new job and is making the necessary effort to search and get a job. Such efforts as going


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

to job agencies, searching for a job through available job agencies, reading newspapers and magazines that have job advertisements on them, filling application forms for jobs as well as attending interviews that would lead to the successful getting of a job.

and apply to specific positions. Inactive Jobseeker: An inactive jobseeker may be described as someone, who is totally content with his job and is really disinterested in looking at other options.

INSIGHTS: -One of the challenges for Naukri is to attract passive jobseekers. - Once active jobseekers get a job, they become passive jobseekers.

Passive Jobseekers: The word passive means not participating readily or actively, it also could be said to be not involving visible action or active participation. A passive jobseeker in this context is someone who is currently employed is open to hearing about new career opportunities, but does not actively seek out

Passive versus Active job seekers. Passive jobseekers need to stay updated with industry trends, important discussions and awareness about opportunities. For active jobseekers, time is a major criteria.

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

2.3 COMPETITOR ANALYSIS DIRECT COMPETITORS www.timesjobs.com www.monsterindia.com www.LinkedIn.com www.jobsahead.com www.jobstreet.co.in www.shine.com www.clickjobs.com www.indeed.co.in Since Professional/ Social Networking was my area of focus for the project, I did detailed analysis of sites that dealt with it- LinkedIn, Branchout, Beknown and Glassdoor.

LinkedIn: is a social networking website for people in professional occupations. Founded in December 2002 and launched on May 5, 2003 it is mainly used for professional networking. As of June 2012, LinkedIn reports more than 175 million registered users in more than 200 countries and territories Apart from sheer size and the network effects of having 175 registered users, its strength lies in its focus of being specifically a corporate network, one where users have

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become comfortable revealing their business affiliations and posting and responding to jobs. Facebook is a much broader and more personal social network, with games, photos, applications and other features that have nothing to do with business. Many people likely have both a LinkedIn corporate profile and a Facebook profile, and may actually prefer to maintain a separation between the business and personal aspects of their lives.

Features: One purpose of the site is to allow registered users to maintain a list of contact details of people with whom they have some level of relationship, called Connections. Users can invite anyone (whether a site user or not) to become a connection. However, if the invitee selects “I don’t know” or “Spam”, this counts against the inviter. If the inviter gets too many of such responses, the account may be restricted or closed. This list of connections can then be used in a number of ways: - Build a network: A contact network is built up consisting of their direct connections,


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

the connections of each of their connections (termed second-degree connections) and also the connections of second-degree connections (termed third-degree connections). This can be used to gain an introduction to someone a person wishes to know through a mutual contact. Users can post their own photos and view photos of others to aid in identification. - Inside Connections in Companies: Additionally, you can discover inside connections to companies when you are looking for a job or setting up a new business. For e.g. Job seekers can review the profile of hiring managers and discover which of their existing contacts can introduce them. As a recruiter, you can do a “People” search and add promising candidates to your network.

- Groups: Another interesting feature that LinkedIn offers is the ability to become a part of a group. Industry Groups are great for connecting with experts in your industry and moving a step closer to achieving your goals. You can ask questions and in turn, get valuable answers and advice – a true example of genuine knowledge sharing.

- Profile Recommendations: By requesting your colleagues, clients, and bosses for recommendations you can make your profile even more powerful. - Company Pages: LinkedIn offers businesses the ability to have their own Company Page, another useful tool for connecting with your customers & clients and building meaningful relationships with them on a regular basis. Jobseekers can follow different companies and can get notification about the new joining and offers available. - Research: LinkedIn allows users to research companies with which they may be interested in working. When typing the name of a given company in the search box, statistics about the company are provided. These may include the ratio of female to male employees, the percentage of the most common titles/ positions held within the company, the location of the company’s headquarters and offices, or a list of present and former employees.

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

NOTES: - Linked In is generally used as a research tool: find people/ companies; to follow up after conferences; to join meaningful conversations; to stay current with people; to create one’s own directory - LinkedIn has kept its focus throughout and is exploring the field in depth.

- Jobs: In July 2011, LinkedIn launched a new feature allowing companies to include an “Apply with LinkedIn” button on job listing pages. The new plugin allows potential employees to apply for positions using their LinkedIn profiles as resumes. All applications will also be saved under a “Saved Jobs” tab. Users can also just save (i.e. bookmark) jobs which they would like to apply for later. Employers can list jobs and search for potential candidates. - News and Updates: Besides your own status updates, you can view updates from all your connections and companies you are following, along with latest articles that will be relevant to your field. - Targeted Advertising: For those interested in advertising, you can advertise on LinkedIn using its Direct Ads feature and target people based on their location, industry or job titles.

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LinkedIn is a great tool for those who want to manage their career growth as well as find and share opportunities. A LinkedIn profile is a formal, professional space on the web and can track who viewed your profile and other related statistics.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Website Interaction Analysis Pros: - The “gated-access approach” (where contact with any professional requires either an existing relationship, or the intervention of a contact of theirs) is intended to build trust among the service’s users - It allows the user to build a profile step by step so that the hesitation of the user is much lesser. (See picture on right) - Environmentally, the focus on “career” and not just “job” makes people comfortable with being seen on the site and exploring their professional needs. - Honest and relevant interface with more focus on information than ads. Also ads being shown as “sponsored ads”.

relationships in the hope of recruitment Drives high recruitment costs. - The interface is such that the user uses it for specific goals, and does not tend to explore much, unlike Facebook applications like Branchout or Beknown. - The interface might be intimidating for a fresher or student who is about to graduate.

OPPORTUNITY: -Time taken to get a referral should not be long; it should be immediate. - The benefit of building relations should be direct and immediate.

LinkedIn: step by step profile building

Cons: - The time taken to get results (through introduction to a second or third degree connection) is very long. A person would rather call up his connection and send his resume rather than wait for the long LinkedIn process. - Huge time-spent while building unrealistic

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

Indirect Competitors - Classifieds of Newspapers and Magazines like Times Ascent (Times Job Supplement), DH Avenues (Deccan Herald), Opportunities (The Hindu) etc. - Recruiting consultants - Individual company websites - Job fairs - Employee referrals

Comparing Competitors:

Important Parameters to judge a job site: 1. Turnaround time – the time which you start receiving calls from employers after you posted your resume on the job site 2. Relevancy Percentage of emails – how much relevant your emails are? The emails which you receive daily from these job sites 3. Website interface – ease of use (like updating your profile, contacting employers, etc.)

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AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Table to show comparison of LinkedIn, Naukri and Monster India

LinkedIn

Naukri

Monster India

Privacy (Jobseeker)

Public to your connections

Anonymous

Anonymous

Purpose (Jobseeker)

Primary- Professional Networking, background/ company research, building connections, stay connected, build your own directory Secondary- Job Hunting

Primary- Job Hunting

Primary- Job Hunting

Purpose (Recruiter)

Headhunting, hunt for passive jobseekers

Job Posting, Search resumes matching requirement

Job Posting, Search resumes matching requirement

Unique visitors per month

Data not available

25,000

10,000

Traffic Rank

Data not available

21

58

No. of resumes (in 2011)

10 million

25 million

Data not available

Turnaround Time Relevancy % of emails Website Interface

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

Other Upcoming Competitors

The new facebook applications

According to a survey conducted by the Society for Human Resource Management (SHRM) and AppData.com on March 9, 2012 the daily User numbers for the top three Facebook professional applications was: BranchOut = 540,000 daily users BeKnown = 9,000 daily users Glassdoor = 10,000 daily users (reported by company)

1. BranchOut: Branchout, a new startup (launched in July 2010) is a free Facebook application that brings about LinkedIn-style business networking to Facebook, by pulling together information from your friends’ profiles about what companies they work for, have worked for in the past, as well as any other business related details the application can find. It also includes a job board feature, which makes it easy to see whether there are openings at any of the companies friends in your network are

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AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

associated with (the company plans to charge for this feature). BranchOut has three types of enterprise products for job seekers and recruiters: Job postings, CareerConnect, and RecruiterConnect. - The social job postings feature enables companies to publish job listings on their Facebook fan pages and allows job seekers to apply for the open position. - CareerConnect publishes job posts on a company’s Facebook page. - RecruiterConnect allows recruiters to search through their network of Facebook friends by job title and company. BranchOut generates revenue from job posts and enterprise solutions

Branchout is mainly for those who don’t mind mixing those their personal and professional worlds. However, BranchOut could make for an appealing alternative to LinkedIn. And as LinkedIn adds more Facebook and Twitter-style

features, it risks blurring the line between it and those other networks.

DESIGN DIRECTION:

How it works: The BranchOut site directs users to install a Facebook application, which ingests their entire “social graph” (i.e., all of their friends and contacts) and then pulls up a dashboard view of the corporate relationships within that group, along with a search bar that allows you to search for companies your friends might be associated with.

-The huge database of connections that facebook has can be used as a backbone for the system. - If the system is using facebook, privacy levels should be very high and well communicated.

Indeed: Indeed.co.in, a comprehensive search engine for jobs in India was launched in August 2008.

Website Interaction Analysis: Pros: - The interaction is very simple and uncomplicated - One of the key advantages to BranchOut is that it is fun to use. It incorporates a competitive game-like interface to keep users motivated and interested - Starting to use branchout doesn’t take much time and this might be the reason people will not mind trying it.

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

Post log in page

Page showing people in the network and their professional updates

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Cons: - Overall since it is associated with facebook, there is a discomfort and hesitation to join it. - The interaction is smooth but forceful: One feels like one needs to be careful throughout the flow. - “Jobs for You� section matches your facebook professional information with available jobs, but the irrelevance in this is very high, and hence the user tends to lose interest. - Privacy, which is a big concern in the professional aspect, is not stressed in the interface. - Being a Facebook app, in the end, all updates on Branchout just appear towards the left of the facebook screen, along with other apps- which one may not notice much- so the chances of repeat usage is less. - Once you choose a job to see details, you are redirected to the indeed page- which is not a very smooth interaction as then you are asked to sign up for it. Another point where people might lose interest.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

2. Glassdoor.com: Glassdoor is a career and workplace community where anyone can find and anonymously share real-time reviews, ratings, office photos, job interview questions and salary details about specific jobs for specific employers — all for free. The differentiating factor is that all the information comes from the people who know these companies best — employees. In the spirit of community, employees are asked to share information with each other. That is, before one can access all of the information shared by others in the Glassdoor community, he is first asked to post an anonymous review or salary of his own. Thus, it offers an inside look at companies, by giving open access and greater transparency to information.

without signing in and after a while, when one is convinced that the information is worth it, asks you for signing up. - Authenticity and transparency reflects in the site with a give and take attitude. - A passive interface, not aggressive- that lets you do what you want to. - A good mix of subjective and objective information.

Cons:

INSIGHTS: -Introductory Interfaces can encourage new users. - Irrelevant information can discourage users to come back to the site. - Hesitation to revealing that one is looking for a job may be an important opportunity area for the system.

- “Jobs with Connections” are all jobs where connections are working- not relevant to the user - Similarly, in “Companies with Connections” the irrelevance is very high because of no matching.

Website Interaction Analysis: Pros: - The clarity in the interface is very high, with clear focus on information. - The tabular interface that opens without any time lapse works well. - Introductory interface- It lets you explore

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

The home page of glassdoor - showing jobs with connections, companies with connections

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AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

3. Beknown: Very similar to Branchout, Monster’s Facebook application BeKnown provides a way for job seekers to search for and apply for jobs without leaving Facebook. It allows a user to create a profile by importing information in from Facebook, e-mail, LinkedIn and Monster. com. It then allows a user choose friends to connect with for business. Like LinkedIn and BranchOut, a user is able to search jobs, follow companies and see the job affiliations of various friends. An important feature of BeKnown is that it separates personal from professionalbeknown and facebook are separate interfaces. Also, there is an interesting feature on Beknown – Jobs for Friends. This shows what jobs match your connections. At first, this does not sound very interesting and it doesn’t make a lot of sense. But when you see the reward icon, you get excited. You are able to make money by recommending your friends.

Website Interaction Analysis: Pros: - To build your CV, it shows a specific task, which you can decide to skip and another task will show up. - It shows examples for the different fields in the profile. When you decide to write your summary you can click on “see examples” and it will explain what it expects you to write giving you an actual example. - It is more playful -elements like the badges, the kind of language and features such as skipping tasks and see examples.

Cons: - You can search by job title and/or skill and add a location. Once you click on a result, it redirects you to the client’s page with the position details. This leads to a slight disconnect, which is not very smooth interaction. - It is hard to get connections on it. One’s friends might not be interested in maintaining a professional relationship, specially through Facebook. Professional networks are about who you know and will add value to you, either now or in the future.

- No matter how hard beknown tries to separate itself from faceboook, it still is a network within a network- with completely different purposes. It gets confusing.

INSIGHTS: -An integrated system of finding connections through Naukri itself would have a smoother interaction. - Friends and professional contacts are very different social groups and hence friends may not want to connect professionally and vice versa. - Incentives in the form of motivation are necessary for collaboration or help.

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

Step by Step Profile Building

Jobs for friends feature Showing examples for a task

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AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Competitor Study: Key Take- Aways Insight: The trend in the jobsite market is towards using a social network (facebook) for professional needs, but ensuring privacy and authenticity of information. Websites have an environment to themselves which give out feelings to the user. E.g. LinkedIn has a professional environmentsomething like an office or a conference – where people are comfortable revealing their professional lives and exchanging “business cards” (or profiles) with each other. Contrasting to this, facebook has an environment of a party going on with friends, family and everyone they have ever knownwhere people want to share their the latest personal developments, photos etc.

Design Direction: • Facebook should be used as a tool, not seen as a competitor for Naukri. • The environment that Naukri already has should be kept in mind to design the system for the project as that is what sets

the comfort level and therefore, behaviour of the users. Should not be a game-like interface, should be a clear task

Lessons from other websites’ interactions: • Privacy should be ensured and stressed upon • Authenticity and transparency should be the backbone of the system. One of the ways to do it is through user generated data. • Matching information with the user’s profile is important to show him what is relevant to him. • The entry point of the system should not be through facebook as the environment of facebook is not suitable for it. • Giving examples for specific tasks may be helpful • It is important to make the user focus on a specific task at one point of time; with clarity in the same. • User motivations should be thought out well, and not taken for granted. • Introductory interface may work for

Naukri’s new system as it should let a new user use the feature for a limited time and once he/she is convinced about it, it should ask him to sign up. • The tabular interface can be used for showing large amount of information on single page. • Should not be forceful – should be optional • A good balance of subjective and objective information may work well.

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INSIGHTS: - Engaging activities encourage repeated usage. - Building relationships and making use of it for jobseeking may be an opportunity area for the system

DESIGN DIRECTIONS:

2.4 Domain Trends in India The social networking phenomenon continues to gain steam worldwide, and India represents one of the fastest growing markets at the moment

-Exploratory activities/ functions may be part of the system to encourage repeated usage.

After going through media articles, research papers and blogs about social networking, job sites and job market in India, there were certain patterns that were visible, which were spotted as market trends. They have been listed below:

Blurring line between online and offline interactions

1.Social Media Exploration: The social media scene in India is at its best right now. India joined the social media party around the year 2008 and has been growing steadily since. It is now a part of the everyday life of the online Indians. The Indian social media scene represents a fast-emerging and influential domain of information exchange involving nearly 60 per cent of the 83 million

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Internet users in the country The high usage of social media has led to certain consequences, because of which its uses are being explored and redefined. - The fact that users spend so much time on social media, when they are online is resulting in a lot of user generated content- which leads to social media being used for user feedback systems, which in itself is driving innovation. - Also this data has the potential to be used for research to a great level. This is one of the most interesting and underestimated concepts in India. E.g. Location based sites are being used for market research by recognizing people’s check in patterns at various locations and earmark them to do related brand promotions. - Brands, companies and even people use it for “Online Reputation Management”- a new field in Brand Management - Engaging activities will be the key for building relations on this medium.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

- Since Social Media has slowly made the world flat and communication so powerful and open, it is being used by beginners to meet experts, or even fans to meet stars. E.g. The Google+ Hangout. - Social Media is being used for different functions by almost all sites to “go social”. For e.g. Gaana.com wants its users to connect to facebook so that they can see what their friends are listening to, Bookmyshow.com wants its users to connect to facebook to know if any of their friends are going for the same show and where they are sitting. - Augmented Reality (AR) integration into Social Media: AR for social media is soon to see a rise in India. A simple .jpeg could contain coded information which when integrated with mobile applications could provide a much engaging experience for users.

LinkedIn, Facebook and Twitter in creative ways to source talent and build relationships with fans that may one day be candidates. LinkedIn is known to be the most popular professional networking site and has proven to be a great resource for recruiters. Some of its advantages are that it helps understanding softer skills better and most importantly, it helps get in touch with passive jobseekers and build new talent pools, especially for high demand skills like mobile application developers or managers with experience in emerging markets. Also, it helps to do a background check about the person to confirm authenticity.

DESIGN DIRECTION: - “Connect to facebook” can be used as an entry point to get data out of facebook and add a social function to Naukri .

Employees or company pages posting job openings on facebook.

2. Recruitment through Social Media: Social Media, even if not completely, is at least a complementary tool used for recruitment along with other methods. Many recruiters have started to leverage social networking sites like

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

INSIGHTS: - Privacy issues are one of the biggest concern for the users of social media in India - With physical and virtual worlds coming together, there is a thin line between offline and online activities, which is trying to be erased. - Company Research is an important decision making aspect from the jobseeker’s point of view

DESIGN DIRECTIONS: - Privacy, with no hidden terms should be the key for user trust. - The system should enable offline ways of job search into online.

Some of the trends of Recruitment through Social Media are listed below: 1.Companies will embrace social media recruitment and are likely to spend more time on social networking sites like LinkedIn and Facebook for recruitment activities including identifying, screening and connecting with candidates. 2.Companies may consider increasing budgets for social recruiting and developing new strategies to best utilize the social recruitment applications. 3. Recruitment departments may employ social networkers to fully screen candidates on social media sites and it would play an important role in the recruitment process. 4. Job interviews may likely be preceded by online interactions via a social networking site. The communication method during the recruitment process may change from calls and e-mails to IMs/chats on social sites.

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5. While social media will continue to increase its role in recruitment, more traditional offline

career events may diminish in importance as recruiting methods. 6. Application developers will continue to build core social recruitment applications to enhance e-recruitment. Additional one-click recruitment apps1 are likely and social media may feature more professional job boards. 7. With the emerging variety of Facebook recruitment apps, Facebook may become a strong contender as a professional network like LinkedIn. 8. Companies may encourage candidates to apply through social recruitment apps so they can quickly complete social-media background checks prior to consideration 9. Companies will be interested to show the candidate what it feels like to work there through pictures and videos

3. Social Media Users’ Trends: - Motivation for social media usage in India is driven the most by the desire to build relationships. 1

apps= applications


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

- Indian users’ perception of value from social media sites is affected by the frequency of updates and the relevancy of content. - As with the Internet, privacy issues are of the biggest concern for the users of social media

4. Employment Trends: - Engineering services, automobile, education, healthcare, pharmaceuticals and FMCG will witness robust hiring and salary hikes in the range of 10-15% - Despite high engagement scores, more than a majority of employees are willing to quit their current job as soon as a better opportunity comes along with companies. But due to talent crunch, companies are going out of their way to retain employees.

the industry to become very aggressive and made it necessary to try more innovative recruitment tactics. - Employee referrals are coupled with social media: The employee referral program in many organizations is operated in isolation as are the organizations’ social media efforts, but talent managers are beginning to realize that the real strength of social media is relationship-building by your employees. - Physical and virtual worlds are coming together: E.g. offline events may be replaced by similar online events, group chats or conferences on social media.

INSIGHTS: - Employee referrals coupled with social media may be an interesting starting point for the system. - The value of a social site is measured by its frequency of updates and the relevancy of content.

DESIGN DIRECTIONS: - Employee referral – which is dependent on the relationship of the jobseekers and employeesshould be part of the system. - Relevant information is a must for the system.

- There will be some movement in the top segment, with a 10-20% drop in overall hiring - It has become an ultra-competitive market, with soaring employee turnover and a widening supply-demand gap. This has forced

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

INSIGHTS:

2.5 Global Domain Trends

- Collaboration and Co creation

Trends related to Online Communication Platforms:

through social media helps bridging gap between the experts and the beginners. This may also mean that there lies an opportunity of users collaborating to find jobs. - Location based activities on social media help target the right audience DESIGN DIRECTIONS:

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- The platform may serve as a communication platform for jobseekers with employees or applicants in the past. - Location based targeting through the platform will help both the jobseekers and recruiters in the filteration process. Also, it could help attract people for job interviews in nearby areas.

1. Converging communication platforms: Single platform, combining all data in one place 2. Building Personalized environment (Pitched pages) where information being shared to make other people know your style and what you are all about 3. With so many social networks, there is a trend for applications that help: organizing and converging all contacts 4. With the world getting digitalized at all fronts, there is a growing trend of developing applications that replace physical records. E.g. BeamMe- a free and universal business card exchange application on the iPhone. 5. Collaboration is the new word. Social media is being used to find people, businesses you want to work with or even being inspired from others through various platforms. E.g. Facebook studio.

6. Social Media Upcoming Trends : –– Monetizing “Checking in”: will help marketing target the user at the right time. –– Facebook as the center of the Internet Experience –– Personalization: everything from pictures to ads –– Services bridging the gap between those who have ideas and those who have money –– Socially Smart Idiot Box : Bridging the gap between television and social media platforms 7. Five major shifts globally: –– The amount of information we can access is increasing exponentially : This will completely change the game for marketing and advertising worlds. –– The web is being rebuilt around people, rather than being built around content. –– For the first time in humanity, social interaction, and influence, are measurable. –– Technology is driving a large increase in understanding how we make decisions, and it’s not how we assumed.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

“Customer is Designer is Customer” –– Mobile technologies (phones, tablets, etc.) will change society in ways we can’t yet predict 8. Asymmetric Communication: We consume much more info than we give out. e.g. facebook. 9. User Generated Content: Co creation by multiple users together: This is the Age of Participation; Users are creating according to their own needs. E.g. The Wisconsin State Journal (the state’s second biggest selling newspaper) allows readers to go online between 11am and 4pm each day to vote for one of five top stories. The ‘winner’ usually appears on page one the following morning. As a result, sports stories have started to appear on page one. 10. The rise of screen based information & entertainment: Voice is still the primary source of revenue for telecom firms but this is changing. We are also slowly changing from a world where communication is verbal to a world where information is delivered visually. Connects with other trends such as Too Much Information (TMI) and Speeding Up.

11. Fragmentation: Once upon a time you could screen a TV commercial or two in the knowledge that most of the country would see it. Not anymore. The plethora of choices from cable to satellite TV, together with time shifting technologies like video, DVD and TiVo, has fragmented audiences like never before. Is this the end of mass media or simply a shift from TV to Internet based information and entertainment? 12. Social Search: The new Frontier Bing and Google each recently unveiled its own new search interface, designed to better intuit your intent and help you get to the one best answer more efficiently. There’s a lot of information on the internet, but getting the right information from the right person, who one knows is what it attempts to do. This is through Bing’s new feature – “people who might know” and Google’s “Search Plus your World”

INSIGHTS: - Personalization is a trend that has been increasing for some time now, and is likely to go on. In terms of information also, personalized information is of much more value - Social Search is the latest trend- a form of filtering information with the help of social graph.

DESIGN DIRECTIONS: - Personalized interface for jobseekers on Naukri could help make the selection and site more subjective. Also information relevant only to the user is very important. - Social can be used in the form of a filter for finding jobs.

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The new Bing lets users ask questions of their Facebook friends from within any search results page, so if you’re looking for a place to eat or something to do, you can get advice from friends alongside whatever the search engine spits out.

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AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Recruitment through social media 1. How social recruitment is advantageous: Social recruiting reduces expenses by saving time and money in the recruitment process. The potential employees can gain inside information about the companies they are interested in. 2. “Networking the Networks” is becoming important for recruiters to target pools of potential applicants with greater precision. 3. Social aspect of recruitment is extending to reaching people through events that are being shared through social media. It is about finding those to find the right people. 4. HRs don’t only look at resumes, but follow potential employees on their social networks to analyze their suitability to the post. 5. Jobseekers have started believing that they get jobs through other people and hence leveraging the social graph makes sense to find a job. It is important to have online influence as there are tools being developed to measure it by recruiters

6. Augmented Reality Applications are being developed for recruitment : To blur the line between what’s real and what’s computergenerated by enhancing what we see, hear, feel and smell. 7. Individuals have started advertising their profiles on Facebook social ads, Google AdWords, blog advertisements and LinkedIn to seek jobs.

Emerging Social Network trends 1) Product-centric Social Networks: Product-centric social networks either connect users of physical products with other nearby users (in the same way that Foursquare links users via geo-location), or provide users a direct outlet to share their personal or product experience. In some cases, this is about shared experience (Blu-Cig connects users of the electronic cigarette in real time so they can share a “vape break”), or about creating a community of support (Switch2health’s fitness data collection device motivates healthy habits by sharing your stats with an online community).

INSIGHTS: - Recruiters are now networking with the networks to target potential applicants with precision. - Jobseekers do believe in the power of contacts getting them jobs. Hence, they would like to leverage their social graph if looking for a job.

DESIGN DIRECTIONS: - The platform could enable communication between the recruiter and the network of potential/ passive jobseekers. - It should enable employee referrals through the system

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INSIGHTS: - Alternate currencies are used as a tool of motivation.

DESIGN DIRECTIONS: - An alternate currency system may be used for motivating people to help each other.

2) Peer-to-peer Economic Networks Social media is actually encouraging civility and quality of online exchanges between users with needs and users with means. Taskrabbit connects busy people with local, background-checked users who can run errands, pickup the groceries, and assemble an Ikea desk for a small fee. Likewise, World Wide Opportunities on Organic Farms (WWOOF) connects able-bodied travelers with local farmers around the world, to arrange home-stays in exchange for labor. Various social networks like Relayrides and Getaround help connect city-based car owners with people who need a ride. Couchsurfing, which has proclaimed itself the largest travel community in the world, connects frugal travelers with willing hosts, while Kickstarter connects creative people with users who will fund their work. 3) Alternative Currencies Social networks are also emerging to promote and support alternative currencies. Whuffiebank is trying to realize writer Cory Doctrow’s vision of a reputational economy,

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where “likes” translate into buying power. 4) Networks of Wellbeing Another critical growth area for social networks is in the realm of health and wellbeing. Dedicated social networks such as Patientslikeme, iMedix, and FacetoFaceHealth enable users to openly share their health information and seek support from each other as they confront illness. Health care professionals are not staying out of the loop either. Social networks like Sermo let doctors collaborate on challenging cases, while DoctorsHangout gives doctors and medical students a space to learn and share. 5) Global Problem-Solving Networks Finally, some organizations are leveraging social networks to help model and explore solutions to real world problems by engaging participants in alternative reality games (ARGs). Often, the network outlives the game from which it emerged, as participants continue to collaborate in the form of startups, NPOs, and working groups.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

2.6 Contextual Indian Trends Macro Social Trends In Urban India DEMOGRAPHICS: 1. Migration: Large no. of people have started living alone for jobs/ studies 2. Decrease in size of households- Trend of single child or maximum two children 3. Rise in the no. of Middle Class families 4. Shift in demographics: 60 percent of the population in the younger age bracket and an expected increase of aged population from current 96 million to around 168 million by 2026

LIFESTYLES: 1. Individualization of lifestyles within a family 2. Fragile Family Relationships 3. Changes in working life; globalization 4. Frequent migration and relocation : Movable home

5. More active & mobile lifestyles 6. Need to escape: Increase in short breaks between work & mundane life : Indulgent Relaxing 7. Shift of focus of India’s household budgets from basic to discretionary items 8. Rise in disposable incomes

ATTITUDE & EXPECTATIONS: 1. Increase in standard of living 2. Increase in expectations with new technologies 3. Value of Services & Experiences, more than tangible products – an upcoming trend 4. Rebellious attitude; fighting against the system 5. Community dwelling: From me to we but not all of us 6. Specific niches : Brands catering to their own specific niches; non universal 7. Cease to belong; A need to connect back to their roots. 8. Extreme globalization or extreme localization (paradox)

INSIGHTS: - More and more people are migrating for jobs and have started living alone. This means that location is not a major preference for majority of the people. - 60 percent of the population in the younger age bracket, which means that majority of the people in India will be looking for opportunities of work. DESIGN DIRECTIONS: - The platform should also focus on those who are currently employed, but won’t mind looking at more opportunities.

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INSIGHTS:

Micro Trends:

- There is a trend of applications that integrate technology- shows growing need for simplification - Rise in e- payments is likely, which means trust in online transactions. - Exponential growth of Mobile Internet Users will lead to increase in applications usage.

TECHNOLOGICAL:

DESIGN DIRECTIONS: - Naukri in itself should be an integrated platform of jobseekingintegrating all ways to seek jobs. - A supporting application could also be looked at as an opportunity for the platform.

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1. Exponential growth of Mobile Internet Users in India : will lead to increase in Application users. 2. Applications that integrate functions 3. Rise in E- payments: Particularly in the field of micropayments and government payments is likely

WORK & BUSINESS: Evolution of tradition of charity into Philanthropy . It is emerging as a mainstream professional activity for inclusive growth and social good. Businesses looking at contributing towards society

HEALTHCARE: 1. Medical Tourism: India emerging as a major medical tourist destination 2. Better general awareness, patient preferences and better utilisation of institutionalized care as a result of increase in literacy rates 3. Growth in Indian Healthcare Industry: It is

currently estimated at USD 40 Billion. The industry is expected to grow to USD 280 Billion by 2020

IT: 1. Cloud Computing: Cloud computing is the delivery of computing as a service rather than a product, whereby shared resources, software, and information are provided to computers and other devices as a metered service over a network cloud (typically the Internet). 2. Tier 2 IT/ITeS destinations – moving to mainstream: About 50% of the IT/ITeS service providers are looking to move or expand to tier 2 cities. This increasing participation of various states in India to tap into India’s IT/ITeS growth story has opened up entirely new possibilities for both, companies as well as the people at large. 3. Increasing focus on People – an integral asset to the Indian IT/ITeS industry: With recruitment and training costs contributing to the erosion of the cost arbitrage, service providers are focussing


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

more on retention- as a means to both retain expertise as well as to drive down internal costs. 4. From Employment to Employability: Many educational institutes are trying to make the curriculum more relevant to the industry needs and thus, enabling the service providers to save on initial training costs while creating a workforce capable of hitting the ground running.

INSIGHTS: - Retention is the focus of HR for retaining expertise and decreasing internal costs. - Employability of students after graduation is the focus of educational institutes, enabling the industry to save on training costs. DESIGN DIRECTIONS: - The platform should enable informed decision making for both the jobseeker and the recruiter to improve retention - Platform may give detailed information about the requirements of a job- skills needed by communication between existing employees and applicants.

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INSIGHTS: - Insecurity and general feeling of powerlessness is leading more passive jobseeking. - Localization is a trend across all fields and therefore, importance of understanding specific user needs, belonging to that area. DESIGN DIRECTIONS: - It should cater to Passive jobseeking. - Indian users are their needs should be the centre of the platform.

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2.7 Contextual Global Trends Mega Trends 2010-2015: 1.Healthcare & Medicine: Ageing 2. Science & Technology: Digitalization; Sustainability; Power shift eastwards 3. Environment & Climate: Environmental change 4. Society & Culture: Individualism; Volatility; Globalization; Localism; Urbanization; Personalization; Debt; Anxiety

Societal & Cultural Micro Trends: 1. Speeding Up: 24/7 access to goods and services, multi-tasking, meals in minutes, hectic households, microwave mums, meals on the run, insecurity, one minute wins and individuals (and organisations) that want everything tomorrow. The result is stress, anxiety, a lack of sleep, a blurring of boundaries between work and home, work-life imbalance and, conversely, an interest in slowing things down. 2. Anxiety: Lack of trust (people don’t trust

institutions like government or the police any longer) and the speed of change, together with technology that dis empowers, has left people yearning for the past; Insecurity, general feeling of powerlessness. This has led to an interest in nostalgia to the growth in narcissism, localization and tribalism. 3. Demographic change: The big demographic shift is ageing. Linked to this is the rise in single person households caused by an increase of widows and widowers & by more people getting divorced and by people marrying later or not at all. Add a declining fertility rate and you have a recipe for significant socio-economic change. Other linked trends include older parents, more one-parent families, male/female imbalance (e.g. China) and less traditional family units. 4. Global and local: Globalization is a huge trend for some years now but the future will be local. You can already see evidence for this shift in the fact that the opposite, localization - is a major trend in everything from food to politics. When natural resources such as oil


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

run out, we will have no choice but to stop moving around and adopt a more local way of life. Back to where it all started in other words. 5. Happiness: Materialism is still in full swing but for many people it’s starting to lose its appeal. People are working harder and working longer - and earning more money - but it’s becoming increasingly obvious that money can’t buy you happiness. Realization that identity is not shaped by what you own or consume but by who you are and how you live. The happiness phenomenon is really a search for meaning. Hence the increase in spiritualism. But it is also resulting in people have too much time on their hands. A century or two ago people were focussed on survival and just didn’t have time for self-introspection. 6. Authenticity: Life is complicated and getting more so. We are suffering from Too Much Information (TMI), Too Much Choice (TMC) and Too Much Technology (TMT). We are also being subjected to multiple truths (one minute coffee is going to kill you, the next it’s a miracle cure) and fed a seemingly endless diet of half-truths and lies from companies and

politicians who want to sell us something. The response to all this is an interest in authenticity or ‘realness’. People want to know where things (or people) are from and whether they can trust them. 7. Memory: We live in a world that forgets. Companies have almost no sense of their own history while politicians positively revel in the fact that voters cannot remember (or choose to forget) lies, deceptions and even criminal behaviour. This is a problem because power is essentially a battle between memory and forgetting. Unfortunately, memory loss is a by-product of trends like speeding-up and convergence. ‘Life caching’ is a major trend where people effectively download (or upload) everything from emails and text messages to photographs, video clips, words and spoken words. Similarly scrap booking is a hot trend at the moment, although one suspects that this might have more to do with nostalgia and relaxation than immortality. 8. Networked: Everything from countries and computers to industries and gadgets are increasingly linked together. This is both good news and bad. It’s good because information

INSIGHTS:

- Exposure to multiple truths and half truths is leading to lack of trust which is leading to a need for authenticity or ‘realness’ among people. - Too Much Information (TMI), and Too Much Choice (TMC) is leading to a need for filtering relevant information and making the process of decision making easier. - Too Much Technology is leading to a need for humanization or adding a human touch to technology.

DESIGN DIRECTIONS:

- The platform should have authentic data along with the proof that it is authentic. – for e.g. Reviews of companies should be authentic. - Decision Making is an important touchpoint for jobseekers and hence must be focussed on. - Platform should have a human touch, by understanding offline jobseeking behaviour and translating it in online functions.

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INSIGHTS: - Personalization in the sense of tailoring products to users’ needs is becoming important. - Realization that the wisdom of a crowd is almost always greater than that of a single person is leading to collaborative environments like group prediction - Shift of markets from mass to niche - Employees are trying to improve their work life balance by looking for flexibility in hours and location of work.

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(good and bad) will travel around the world instantly. This means everything becomes transparent. It’s bad because in the future there will be little or no privacy and, since everything is connected, if something fails in one area the whole ‘network’ can be effected (‘cascading failure’ is the term used by some people). 9. Personalization: The i-Pod is an excellent example of all sorts of trends including place shifting, device convergence, Moore’s Law and miniaturization. However, the most interesting thing about the innovation is that it personifies personalization. Globalisation creates commodification and homogenisation, which in turn creates the counter trend of personalization as people react against standard issue products. Adding a dose of technology gives a product that users can tailor to their own tastes and needs: customer desire meets technological possibilities.

Work, Business & Professional Micro Trends 1.Open Source Innovation: Companies are slowly catching on to the fact that none of their employees is as smart as all of their employees. And if you want to get really smart, try engaging your suppliers and customers in the product development and innovation process too 2.The wisdom of crowds: The wisdom of a large group of people is nearly always greater than the intelligence of any single member. The theory is especially hot in Internet circles - where it’s very easy to access the collective intelligence of users - but it’s also emerging as a hot forecasting tool in financial markets. Group prediction can even be played for fun on various websites like www.ideosphere. com, www.hsx.com and www. longbets.org. 3.Polarisation of markets: The middle market has all but disappeared, with people either trading up to quality or luxury products or happily accepting high quality basic (value driven) products.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

4.Simplicity: A trend that’s sweeping through the technology industry. A recent survey by the Consumer Electronics Association in the US found that 87% of people (customers) cite ease of use as the most important feature of any new product 5.The death of manufacturing: Thirty years ago most Western countries had between 20-40% of their workforces in manufacturing. Now the figure is closer to 2-4%. 6.The longtail effect: Longtails explain the fragmentation of consumer markets and the shift from mass to niche marketing. An example of a business making money from low-volume products is i-Tunes. One implication is a shift away from ‘hits’. From a cultural point of view, the trend is also interesting because we may also be witnessing a shift away from ‘shared culture’ (which is hit dependant) to a more individualized culture that is not.

work, working from home, virtual offices, sabbaticals and ‘downshifting’

IT & Telecom Micro Trends: 1.Gesture based computing 2.Data Security 3.Increasing regulation & compliance 4.Cloud Storage 5.Green IT

Science & Technology Micro Trends 1.Growth of virtual communities 2.Robotics 3.Speech Recognition 4.Face Recognition 5.Device convergence 6.Blurring of Scientific disciplines

7. Work-life balance: Companies are looking to reduce fixed costs while employees want flexibility in terms of hours and location of work. Result? — an increase in part time

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Communication map within our social network: NOT GUARANTEED IN ANY GIVEN YEAR AT LEAST ONCE A YEAR AT LEAST ONCE EVERY FEW MONTHS AT LEAST ONCE A MONTH AT LEAST ONCE A WEEK

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2.8 User Needs Understanding Human Social Behaviour: Communication- Why do we humans communicate? 1.We talk to survive. 2.We talk to form social bonds 3.We talk to help others: Some do it with no expected reciprocity. For many, it is important to them to be perceived as helpful, and so they try to share content that they think other people will find valuable. 4.We talk to manage how others perceive us: Most conversations are recounting personal experiences, or gossiping about who is doing what with whom. Only 5 percent is criticism. The vast majority of these conversations are positive, as we are driven to preserve a positive reputation

What do humans talk about? - Many of our conversations are about other people - We share feelings, not facts - We talk about the things that surround us

Who do we talk to? Most of our communication is with the people closest to us : We communicate with the same 5 to 10 people 80 percent of the time. Only 5 percent of our conversations are with acquaintances, and only 2 percent are with strangers. The remaining 31 percent is with the rest of the people in our social network. Also, who is listening to us changes what we talk about


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Comparing offline behaviour with online - Web is being rebuilt around people, rather than being built around content. Psychological factors and human behaviour are becoming important for designing interfaces. - E.g. While booking tickets for a flight, you can see where your friends are sitting and can book accordingly. - E.g. People voting for articles to be put on the first page of newspaper- this results in a newspaper with sports news on first page. This is a true example of users themselves creating their product.

Social is not a feature. Social is not an application. Social is a deep human motivation that drives our behaviour almost every second that we’re awake. It doesn’t matter if we’re online or offline, on a browser or using an application. Humans are social creatures.

- Gossip is a human tendency which has been carrying on since years- approximately 70% of conversations are about other people and that helps us understand how others behave, and helps define social norms. Many of the same motivations exist in consumption of others’ updates online.

ONLINE

- Facebook, as a platform needs to be approached like approaching a long term relationship. It works just like offline relationships work; they take time and are formed by sequential interactions. “Liking” a Facebook page is equivalent to shaking hands with a person and saying “Hi. Lets get to know each other” - The importance of environment continues online, where environment is formed by the interface: Judging a place by its various environmental elements is human behaviour. E.g. Making conclusions on a restaurant or people within seconds. Similarly, different platforms suggest different environmentsBlackberry Messenger is about exclusivity and adding only your close friends : which suggests an environment like dinner at a close friends’ place, whereas on Twitter, you feel like you

OFFLINE Delhi friends

College friends

Camping friends

Family

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DESIGN DIRECTIONS: -The platform could focus on a small network of contacts from whom one may like to ask for help- Making digital networking more personal - Making a platform that reflects the social behaviour of people in the professional world. - Professional “reputation management” could be used as a motivation tool for the system.

“ We communicate with four, but consume from many more.”

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are at a social gathering full of experts and celebrities.

Understanding User Needs from Existing Online Networks - Social networks like facebook are helping people collaborate, share info, know what your friends are finding interesting. The opportunity lies in : The gap between the KIND of information that is being shared on facebook versus the kind of information that colleagues would want to share. - Diversity of Information on Facebook affects Influence: The information we consume and share on Facebook is actually much more diverse in nature than conventional wisdom might suggest. We are exposed to and spread more information from our distant contacts than our close friends. Since these distant contacts tend to be different from us, the bulk of information we consume and share comes from people with different perspectives.

- Users want a sense of privacy in sharing information. Some said they’ve started maintaining a low profile online as they feel their privacy is being breached. In case of professional networking especially, it is important to make people comfortable to reveal their professional information. - Indian users are realizing that they actually interact with only a few of those many facebook friends, and therefore are switching to media in which they have a smaller, closer group : Like Blackberry, Video Conferencing . In a way, there is an opportunity to make the digital networking experience more personal. - Professional networking is about developing relationships, collaboration of people belonging to all kinds of fields, and the opportunity to contact anyone. - User needs that are catered to by other platforms currently are researching, connecting with people, having meaningful discussions


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

- Facebook communication is asymmetrical in nature: Allthough the average Facebook user is only communicating directly with four of their 130 friends in any given week, they are consuming content from a much larger number of those people - There is information overload because of the structure of web info : Amount of accessible info is increasing exponentially, leading to a feeling of “info overload”. Hence, there is a need to make the user feel empowered by information, rather than helpless.

DESIGN DIRECTIONS: - Translating Offline jobseeking behaviour and social interactions into online should be the centre of the system, instead of technology. Technology should only help in the functioning. - Helping people connect (and get introductions to new people, who are indirectly connected) for the purpose of jobseeking is an important opportunity area.

- The social media is moving towards peer to peer which is leading to a “reputation management” among individuals also. - The interactive property of the web medium must be used to form one to one relations with customers. - Social media is not about technology; it’s about the social interactions they trigger.

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DESIGN DIRECTIONS: - Focussing on professional network which is both narrow/deep (allies with whom you collaborate regularly) and wide/ shallow (weak tie acquaintances who offer fresh information and ideas) should be the strategy as it is the most effective for jobseeking. - The system should allow information and interactions uptil three degrees of separation.

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Recruitment & Job Seeking - People get jobs through other people, not computers. Therefore, making it convenient for people to connect (and get introductions to new people, who are indirectly connected) is important for making the jobseeking process easy. - Internet these days is the personal research library for anything. - How to build relationships and help your career: The best professional network is both narrow/deep (allies with whom you collaborate regularly) and wide/ shallow (weak-tie acquaintances who offer fresh information and ideas). - Three Degree of Separation: Every human being is connected to every other via no more than about six intermediaries. But when it comes to meeting people who can help you professionally, three degrees of separation is what matters. Three degrees is the magic number because when you’re introduced to a second- or third-degree connection, at least one person personally knows the origin or target person. That’s how trust is preserved.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

- Recruiters want to save money and energy by making the filtering process strong. They want to look at both hard and soft skills before calling for the interview. This filtering also involves “googling� a person and finding out his online influence

- Social media enables recruitment to tap into the long-tail and build personalized relationships. Key for a recruiter is to be authentic and build a relationship with the candidate, instead of only pushing messages to them.

- The challenge and opportunity lies in making the jobseeking and recruiting experience online as close to offline. Augmented Reality applications are being explored to achieve this.

Figure below shows that more than 40% of users stated that they are influenced by online information. PURCHASE DECISION INFLUENCERS

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DESIGN DIRECTIONS: - Information about a person or a company should be part of the system so that one doesn’t need to go out of the system to do this regular task of ‘googling’ for it. - Employee reviews for Employment Brand, Individual professional contribution, loyalty towards bosses, social contribution, and sometimes, being connected to more people etc would be helpful as then filtration of jobs could be done on this basis.

- Potential candidates use Google to answer questions like “what kind of organization is this?” and “who is that recruiter?” communications. - An example shown on right: Ernst & Young maximized their “Ernst & Young Careers” presence within Facebook. This page attracted thousands of fans and offered a diverse set of information about the company. The facebook page includes a featured message, Youtube movies, an intern experience, awards won, a poll, corporate social responsibility information, photos, discussion boards, press center information and the messages on the wall. Not only does the company provide valuable information for potential candidates, young graduates can also post questions and get answers from (recruitment) employees of Ernst &Young. - The basic elements of an effective online presence should be consistency, Strategy, Authenticity, Trustworthiness & value.

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Ernst and Young Careers on Facebook


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

The Employee Mindset - Thesedays, Jobseekers are not just looking for money. There are other factors that influence their decision of taking up/ sticking to a job. They are: Employment Brand, Individual professional contribution, loyalty towards bosses, social contribution, and sometimes, being connected to more people. - Career tools that give information on company scorecard, based on job satisfaction are becoming popular abroad. Though one would not want to base decisions on someone else’s opinion, it helps evaluate based on their experience. - The culture of the organization helps form employment brand. E.g. Conservative/ experimental / edgy etc. Attracting jobseekers who are comfortable working in that culture is what recruiters are aiming at.

- Keeping the new generation glued to a company involves change in working experience. They have different expectations and love to have virtual experiences.

A virtual platform can help cut down hierarchy and allows open discussions. - Youngsters today are looking at employment opportunities that interest them. For e.g., a career tool, vocationvacation.com- that acts as a travel agent for professional dreaming provides opportunity to the creatives through trips that encourage interaction among them.

“Your employer brand is defined by people external to your organization”

Listing down factors that affect an employee’s decision

- Conversations between employees and their friends on social networks and otherwise also help build employment brand.

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2.9 SECONDARY RESEARCH ANALYSIS Major themes observed through secondary research across different topics were identified. These were then translated into the context of the project. To further validate these themes, primary research was done, as seen in the next chapter.

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Primary Research Chapter THREE 3.1 RESEARCH PLANNING 3.2 QUESTIONNAIRE DESIGN 3.3 PROFILES 3.4 INTERVIEWS 3.5 USER STATEMENTS

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Primary Research “Maybe stories are just data with a soul.” - Brené Brown Since the project is exploratory in nature, my attempt was to stress on the user research and accordingly, from those insights, explore opportunity areas and develop concepts.

3.1 Research Planning Before starting the user research, I listed down the areas of my research and the questions that needed to be answered for me to be able to get a useful output. Also, I planned out the approach for the interviews. Purpose of the Research: To understand social behaviour of people in the context of jobseeking, both online and offline. Types of information that qualitative research can give: 1. Behaviour or Experience 2. Opinion or Belief 3. Feelings

4. Knowledge 5. Sensory 6. Background or Demographic Research Techniques: 1. Ethnography 2. On Spot Recruitment 3. Interview 4. Focus Group Discussion 5. Shadowing 6. Direct Observation 7. Home Visit 8. Market Surveys 9. Online Survey Since my project is about the social aspect of jobseeking, it is most important for me to understand people’s behaviour, opinions, beliefs, feelings and perceptions. I decided to perform a qualitative research involving a long interview for jobseekers. I wanted to concentrate on the jobseekers as it was the users’ perspective that was most important for this project.


NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

“If you don’t know where you are going, you’ll end up someplace else.” List of questions I needed answers to

Areas of Research: To understand the social aspect of jobseeking, it was important to understand professional behaviour, social behaviour, social behaviour for professional needs and online media usage as I wanted to figure out touch points related to jobseeking- so I needed the answers to a lot of questions like: • where people look for jobs, • how they find out about them, • how they apply for it, • what is the medium of communication for professional use, • why they switch jobs, • how they decide to join or not join it

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1. Professional: Past Experience , Present job- application process, Reason for change, Current Job Satisfaction, Factors that matter, Future of the job, Ideal job 2. Social: Social circles, Ways of socializing, professional influence of social contacts, giving and getting referrals, ways of finding jobs through people, motivation to help people

3. Online Media: Usage of Job sites, LinkedIn, Naukri.com

Information I need from senior/ mid level executives: • Motivation Factors: What could persuade them to switch • Influencing Factors: Who all influence him, what all influences them, who all does he communicate with, • Touchpoints: Activities, Places, Environment • Perspectives, Beliefs and Opinions on Jobseeking • Comfort to discuss the negatives of present jobs, and to express interest in new opportunity in front of friends/ others • De- motivation factors: Why don’t they want to switch

Information I need from Freshers: • Decision Making: How do they judge a company and decide to join it


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

• Touchpoints: What all media do they use to apply to jobs : Meeting People/ Phone/ Computer; Who all? • Frequency of switching jobs • Perception of Jobseeking • Comfort of discussing professional life with social or showing interest in jobs among friends

like to add?” • Don’t share the questions with interviewees- use it for reference • Use open ended questions for collecting general information- eg. “How do you feel about this situation” or “What do you mean by <term>” • Probing is very important to get into the depth of answers

LEARNING: - Planning the research helps visualizing the process ahead and brings clarity. - The same question, asked in different ways will give different answers

Segments of Users: Job Domains: HR, Sales, Marketing, IT, Finance Experience: Freshers, Associate(0-1), Mid Level(1-3), Executive(3-6) Some points I kept in mind for the interviews, after discussing qualitative research with senior colleagues: • Ask pointed questions for collecting factse.g. “I would love to know your analysis of <topic>” • Keep the wording neutral – e.g. “What do you think”, not “Don’t you think?” • Leave room for a general question in the end – “Thank you for all that valuable information. Is there anything else you’d

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LEARNING: - While making the questionnaire, It is important to think about how each question will help me achieve my objective of finding insights.

3.2 Questionnaire Design After listing down the areas of research, and going through some examples of interview questions, I started designing the questionnaire.

First draft of the questionnaire: INTERVIEW QUESTIONS FOR PASSIVE JOBSEEKERS:

Family Background: 1.So, tell me about yourself : what do you do; where are you from 2.Who all are there in your family 3.What do they do 4.Where do you put up

Profession Related:

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5.What made you choose this profession? 6.What were your other options? 7.How did you get to know about this job?* 8.How did you apply? 9.What made you choose this job? * (Did you have any doubts before joining it? How did you clear them?)

10.How many years has it been? Have you worked anywhere else before this? 11.Whats your salary range like per year? 12.What is a typical day like in your life? * 13.What is an ideal job like for you? *

Social: 14.Tell me about your social life. How do you socialize with your friends?* (Where, How (Medium), Who all, Activities) 15.Who are your closest friends? What do they do? 16.Have you ever helped a friend get a job? *(Who? How?) 17.What all activities do you do online? 18.Thank you for all the valuable information, Is there anything you d like to add? The symbol * was to denote the need to probe.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Pilot Testing After making the first draft of the questionnaire for interviews, I did pilot testing within the organization to check the flow and pattern of the questionnaire. I interviewed three people in the organization for this. Interviews:

Interview One:

Asif: Product Manager Family Background: 1.Me: So, tell me about yourself : what do you do; where are you from? Asif: I am a product manager in the new media team. We look after all the areas that constitute for the parallel revenue in the organization. (The second part maybe combined with the second question since it is not answered. There tends to be more focus on the first question.) 2.Me: Who all are there in your family ? Asif: My wife and my parents 3.Me: What do they do ? (Is this question of any use to my research? )

Asif: My mom is a teacher, dad has retired from defence services and wife is a dentist 4.Me: Where do you put up? Asif: Have my house in Rohini but me and my wife live in a rented flat in Noida

Profession Related: 5.Me: What made you choose this profession? Asif: I was in a field job earlier and I was tired of it. Wanted a desk job, which makes use of engineering skills as well. (He mistook ‘profession’ for ‘job’) 6.Me: What were your other options? Asif: I was working in Havells- where I had a field job. That was my other option. 7.Me: How did you get to know about this job?* Asif: I had friends working here. (This can be a probing point: How did they know you wanted to switch etc)

LEARNING: - Personal questions may not be of much use to my research. Also, asking personal questions initially can make the person uncomfortable - Some words were misunderstoof and changed the meaning of a question itself. Example- ‘profession’ being misunderstood for job. Therefore, it was important for the questions to be very clearly framed. - I realized that the probing points would be contextual to the answers I get and hence, it would have to be spontaneous and like a conversation.

8.Me: How did you apply? Asif: You can say through referral. But I directly contacted the HR when my friends told me about the opening.

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LEARNING: - The sequence of questions can affect the answers. - “Never ask a man (or a woman) his (or her) salary”- even if it is an interview!

9.Me: What made you choose this job? * Asif: The key requirement suited my skill set, the work culture was nice – or I can say my perception of the work culture was nice and I wanted to switch from a field base job Me: Did you have any doubts before joining it? Asif: Ya just that whether I would be able to do the work they required me to as in my previous job, the role was completely different. 10.Me: How many years has it been? Have you worked anywhere else before this? (Didn’t ask since he had already told me about it ) Asif: 4 years. Me: What is your salary range like per year? (I felt very awkward asking this) Asif: The same amount a product manager gets in this company (He wasn’t very comfortable answering it) 11.Me: What is a typical day like in your life? * Asif: When I come, I check whether the earlier systems are functioning properly. Then, there are search queries. Its basically consulting kind of work (His answer was skewered towards office life : Maybe because of the sequence of questions)

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12.Me: What is an ideal job like for you? * Asif: The no. 1 priority is stability as I have done a lot of switching earlier. Also, since now i am married, I need a balance in professional and personal life. Also nearness to home is important as my wife is self employed and I am involved in that too. Obviously, salary is important. There is no need to say it. Right now, the only thing is that the job is getting monotonous. Otherwise, it’s all good (This gives a lot of insight. Without even asking, the user automatically talks about what is missing in his job)

Social: 13.Me: Tell me about your social life. How do you socialize with your friends?* (Where, How, Who all, Activities) Asif: In office, I go on facebook and twitter. Other than that, I have a small group of friends with whom I catch up on the weekends . We go watch movies, bowling or play video games. Twice in a week, me and my wife go have dinner somewhere. (Gives an idea of the touchpoints. Do I need to probe more? )


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

14.Me: Who are your closest friends? What do they do? (The first part of the question does not fit: Maybe it could be re-framed to which set of friends are your closest: college/school/ office) Asif: Closest friends are from my MBA college. So they are pretty much in the same field as me. Me: Are any of them here in Naukri? You mentioned that you got to know about the opening through friends. Asif: No. They aren’t that close. I mean I meet them once in a month maybe. 15.Me: Have you ever helped a friend get a job? * (Who? How?) Asif: Yes. He was a co employee at my previous job. I have actually tried to help others also, but they couldn’t clear the interview. (I could probe more here: how did he know about the opening, how did he know they wanted to switch etc) 16.Me: What all activities do you do online? Asif: Facebook and other social networks, online games, Reading, visit websites like alootechi, medianama etc.

17.Me: Thank you for all the valuable information, Is there anything you would like to add? Asif: So you re doing a project on what? Me: The social aspect of Naukri

Interview One:

LEARNING: - Sometimes, unexpected answers can break the flow of questions. Therefore, spontaneity during the interview is important

Priyanka: Content Team Family Background: 1.Me: So, tell me about yourself : what do you do; where are you from? Priyanka: I am from Nainital. And I have shifted from sales to product team. 2.Me: Who all are there in your family ? Priyanka: My husband, and my parents 3.Me: So you all live together? Priyanka: Ya 4.Me: Where do you put up? Priyanka: Here only- in Noida.

Profession Related: 5.Me: What made you choose this profession? Priyanka: I was in a sales job earlier in this company itself and because I didn’t like that

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INSIGHT:

work, I resigned. But then I told my boss what I was interested in, and he only suggested this.

- Some of the questions were getting repetitive in the questionnaire.

6.Me: What were your other options? Priyanka: There weren’t any other options. I had quit. 7.Me: How did you get to know about this job?* Priyanka: My boss told me about it (This questions became little repetitive) 8.Me: How did you apply? Priyanka: I personally spoke to the HR, she saw my resume and asked me to come for the interview. 9.Me: What made you choose this job? * Priyanka: I am fond of reading and that s what I have to do as part of my job! 10.Me: Did you have any doubts before joining it? Priyanka: No. I had already worked here. And at that time also, before joining, I was excited about getting my first job, so didn’t have any doubts.

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11. Me: How many years has it been? Have

you worked anywhere else before this? (Didn’t ask since he had already told me about it ) Priyanka: 2 years. Me: What is your salary range like per year? (I felt very awkward asking this) 12.Me: What is a typical day like in your life? * I mean not just work, your entire day. Priyanka: Umm.. I Read, like to travel to home, going for long walks (She misunderstood the question for her hobbies) 13.Me: What is an ideal job like for you? * Priyanka: This is pretty much like an ideal job. 14.Me: What really makes it so ideal? ? (Added this question to clearly point out factors) Priyanka: Colleagues, Im liking what im doing, there s a lot of learning, no pressure as such, the environment is good; also some of my friends and seniors work here.

Social: 15.Me: Tell me about your social life. How do you socialize with your friends?* (Where, How (Medium), Who all, Activities) Priyanka: I am not a very social person. I am


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

more of a family person, an extreme introvert. 16.Me: Who are your closest friends? What do they do? (The first part of the question does not fit: Maybe it could be re-framed to which set of friends are your closest: college/school/ office) Priyanka: Closest friends are from diverse backgrounds- some are doing research, some are .. actually I just realized that they are all into education field. Me: Are any of them here in Naukri? You mentioned that you got to know about the opening through friends. Priyanka: No. I mean I know them, but not that close. 17.Me: Have you ever helped a friend get a job? * Priyanka: Umm.. No. I ve never found an opening that will interest them. 18.Me: What all activities do you do online? Priyanka: I mostly work only. I have a FB1 account but I only use it once a month 19.Me: Thank you for all the valuable information, Is there anything you d like to add? 1 FB= facebook

Priyanka: No, Thanks.

Interview Three:

Sakshi: Content Team: Family Background: 1.Me: So, tell me about yourself : What do you do; where are you from? Sakshi: I am from Delhi itself . Have done Journalism , worked in Hindu for 2 years and now I am here.

LEARNING: - My expectations of the answers and the answers I got were different. I realized that it is important for me to be neutral while asking questions and not have any expected answers because there is a tendency to mould the questions accordingly.

2.Me: Who all are there in your family ? Sakshi: My husband and in laws 3.Me: What does your husband do ? Sakshi: My husband is a wealth manager. 4.Me: Where do you put up? Sakshi: West Delhi. I commute by the metro!

Profession Related: 5.Me: What made you choose this profession? Sakshi: I had done Journalism because I am very fond of reading and writing. 6.Me: What were your other options? Sakshi: I was working in The Hindu. That was

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LEARNING: It is important to change the questions according to the context of the answer and not just have a fixed questionnaire

the other option. 7.Me: How did you get to know about this job?* Sakshi: I had put it up on Naukri.com (the website) and got a call from Neha (HR) 8.Me: How did you apply? (Does not apply here since already answered) 9.Me: What made you choose this job? * Sakshi: I am passionate about this medium: Internet and since that is what I was working on, even in my previous job, I was sure I ll be able to do it well. Me: Did you have any doubts before joining it? Sakshi: No 10.Me: How many years has it been? Have you worked anywhere else before this? (Didn’t ask si nce he had already told me about it; Is this question helping my research?) Sakshi: 2 years here. Me: What is ur salary range like per year? (I was uncomfortable asking this question)

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11.Me: What is a typical day like in your life? * Like from morning to evening.

Sakshi: Weekdays are pretty tiring: Get up early around 6:30, then make breakfast, get ready, reach here, work till 7ish, reach home by 9. By then, im too tired , so just eat and sleep. But on weekends I get up early, go for a walk, do some sorting, shop with friends and family, read etc. (This time it worked: Probably “morning to evening” is the right phrase to use) 12.Me: What is an ideal job like for you? * Sakshi: This job is quite ideal except for the travelling part. 13.Me: What about is so ideal? Sakshi: The work environment, freedom to experiment is what I really like. 14.Me: Can you compare it to your previous job? Sakshi: Ya. In my previous job, the organization was very established. So there were rules laid out, there was a hierarchy for decision making. Whereas here, its more of a flat structure- hence there s more self learning, though sometimes responsibility gets divided and therefore work suffers.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Social: 15.Me: Tell me about your social life. How do you socialize with your friends?* Sakshi: I don’t socialize since I have been working- on weekdays atleast. But do go out on weekends for movies, shopping, reading. (Gives an idea of the touchpoints. Do I need to probe more?) 16.Me: Who are your closest friends? What do your close friends do? (The first part of the question does not fit: Maybe it could be reframed to which set of friends are your closest: college/school/ office) Sakshi: Closest friends are from my college but different courses. Everyone s doing different things 17.Me: Have you ever helped a friend get a job? * Sakshi: No. I don’t think they ll be too interested in openings that are here (I could probe more here: how did you know about the opening, how did you know they wouldn’t be interested etc) 18.Me: What all activities do you do online?

Sakshi: I hardly do anything. No Facebook, don’t shop, but I share photos with family and friends. 19.Me: Thank you for all the valuable information, Is there anything you d like to add? Sakshi: No. I think I said enough

My overall approach changed from indirect to direct as I realized that the questions were getting confusing and being misunderstood by users. Also, I converted a general part of the interview into a written questionnaire for the user.

My Reflection: I realized that I am not able to get to the core of social. Do I keep asking by probing the users? Or do I dig into phrases and beliefs that reflect from their answers? I need some more information regarding: 1.How do they interact with their friend working in the organization about openings? 2.How do they decide on companies? 3.How do you judge the work environment of a company? 4.How do they get to know that their friends are working in which companies? 5.Are they really interested in helping out close friends with openings or are they more prone to helping distant friends?

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LEARNING: - Separating the written questionnaire from the verbal would help separate objective from subjective. Also, some questions might be uncomfortable to answer verbally. And the verbal part can then concentrate on opinions, feelings and belief of the person through a conversational flow.

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After the pilot testing, I made changes according to the feedback. The questionnaire was now divided into twoone was written and one was verbal.

Questionnaire no. 2: Part 1- Written 1.Name 2.Age 3.Location 4.Educational Background 5.Profession; Designation 6.Company Name, Number. of years experience: (Mention no. of jobs, and corresponding years of experience) 7.Family Income (Optional) : 15,000+, 25,000+, 50,000+, 1,00,000+ per month 8.How many hours do you spend online per week? Less than 3 hours, 3 hours+, 10 hours+, 20 hours+ 9.What all social networking websites do you use out of these: - Facebook - Twitter

- LinkedIn - Orkut - I donâ&#x20AC;&#x2122;t use social networking websites. - Others 10.Have you registered on any of the job sites? Which ones? - Naukri - Monster - LinkedIn - ApnaCircle - Shine - Others: (Please Specify) 11.What all activities do you do online o Search o Email o Shop, Book tickets o Socialize, Chat o Share photos o Watch videos o Others (please specify)

Part 2- Verbal Profession Related: 12.How did you hear about your present job and what was your applying process?*


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

(communication flow with friends?, Were you working at that time) [Touch points, social interaction for professional reasons] â&#x20AC;&#x201C; Social Network/ Referral/ Job sites/ Group job postings

[Priorities, Beliefs]

13.Why did you change your last job?â&#x20AC;&#x201C; Better money/ better work environment / better location/ personal growth

Social: 18.Tell me about your social life. How do you socialize with your friends?* [social touch points- both online and offline] *Where, How (Medium), Who all, Activities, when

14.Rate factors that can make you switch jobs: Irritating boss No work Bad work environment Politics Less money Friend got a better job Want to shift closer to home Want to try something else Others- please specify 15.What all factors do you consider before joining a job? * (Did you have any doubts before joining it? How did you clarify them?) [Decision making factors]

17.What are the factors you like and dislike about your present job? [Motivating, Demotivating factors to switch]

19.With whom are you most comfortable discussing your job change? -School Friends /College friends/ Colleagues or Ex Colleagues/ Others (Please Specify) [closest circle and their influence] 20.Have you ever got help from a friend to get a job? Have you ever helped a friend get a job? * [Influence of social on professional interaction] (Who, How) 21.Do you know about any friend who maybe looking for a job right now? [comfort of discussing jobseeking among friends]

22.Why do you think people switch jobs these days? [perspective towards jobs, factors that are imp, info about present company/ market] 23.Are you comfortable discussing jobs on facebook? * [comfort of discussing professional aspect with friends] Online Media 24.Have you ever used websites to look for jobs? Which one would you use in the future, if you are looking for a job: LinkedIn, Facebook/Branchout, Naukri, Monster, Timesjobs, Shine, others

LEARNING: - Putting down all possible probing points would help during taking the interview. - To be a good qualitative researcher, one would need to be a very good listener.

16.What is an ideal job like for you? *

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Final written questionnaire

NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

ABOUT YOU Name:__________________________

Gender: M / F

Age: ______

Location: _______________________

26.What do you think Naukri lacks? What features should be added to it?

Educational Background (after school): Degree/ Diploma/ Certificate

College/ Institute/ University

Location

27.Between LinkedIn and Naukri, which one do you prefer and why?

Professional Background (from latest to first): Name of Company

Designation

28.Thank you for all the valuable information. Is there anything you d like to add?

Time Duration

Pilot Testing 2:

How many hours do you spend online per week? Less than 3 hours

3 hours+

10 hours+

20 hours+

What all social networking websites do you use out of these: Facebook

Twitter

I donâ&#x20AC;&#x2122;t use social networking websites Have you registered on any of the job sites?

LinkedIn

Orkut

Others (Please Specify) __________________ Yes

No

If yes, which ones? Naukri

Monster

Shine

Others: (Pls Specify) ___________________

LinkedIn

ApnaCircle

What all activities do you do online Search

Email

Shop/Book ticket

Share photos

Watch videos

Others (pls specify) __________________

Socialize, Chat

Family Income p.a. (Optional):

Rs. 3 lacs +

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25.What do you think about LinkedIn? How often do you use it?

Rs. 6 lacs+

Rs. 12 lacs +

More

After making the second questionnaire, and pilot testing again, I realized that the interview was more of a question and answer session (not a conversation) and I was getting extremely predictable answers. I spoke to Mr. Abhay Vyas, who has some good experience in user research and realized how important it is to probe. I decided to add probing points next to each question to get deep into real stories, real social structures and their importance in recruitment.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Final verbal uestionnaire (Page 1)

Profession Related: 1. How did you hear about your present job and what was your applying process? – Social Network/ Referral/ Job sites/ Group job postings ?* ( If thru referral: How do you know each other? How do you communicate; When did you communicate your need? How much time did it take? What do you communicate; How often do you communicate? Were you working at that time?) 2. Why did you change your last job?– No work/ Bad work environment/ Politics/ Better money/ Friend got a better job/ Irritating boss/ Want to shift closer to home / Need change; want to try something else/ Lack of career opportunity; ( How did you start the process? Did you ask someone’s advice? Who- office friends/ college friends/ family, why, why not other friends? How frequently did you check on it? ) 3. What all factors did you consider before joining your job? * (What were the factors you had in mind before? Did you compromise on any of them? Which ones? Why? Did you have any doubts before joining it? How did you clarify them? What all inquiries? How did you trust the source? ) 4. What are the factors you like and dislike about your present job? (Did your initial expectations meet; What did you not expect that you’ve found? Why; Why not ? How is the work? What are your key roles? ; What don’t you like about this job? Do you think you made a good decision to switch? ) Social: 5. Tell me about your social life. How do you socialize with your friends?* {Refer to written page} (Who all, Closest circle, Where do you meet, How do you communicate & coordinate, Activities, when, what is your favourite hangout space/ activity?) 6. With whom are you most comfortable discussing your job change? How? School Friends / College friends/ Colleagues or Ex Colleagues/ Others (Please Specify) (What are they doing, Why do you have this trust/ comfort with them? Have they helped you out at any time? If you wanted to change your job right now, who would you first contact and how? What else would you do )

LEARNING: A qualitative interview questionnaire requires -Natural flow of questions -Conversational probing points -Proper framing of the questions to make the interviewee comfortable -The interview should be a conversation, not a question and answer to get the best result -Clarity about the output of each question

7. How much influence do you think you have on your family members’ or friends’ decision of switching/ taking up a job and vice versa? Give as many examples-Who--spouse / kids/ siblings/ close friends? How do you know them? Since how long? Why do they take your advice? Do you also consider their advice similarly? Why? What kind of relationship do you share with them- responsibility/ trust/ dependence/ love/ possessiveness? 8. Have you ever got help from a friend or any acquaintance to get a job? Have you ever helped a friend get a job? * (If friend helped you: Who ? How does he know you? How often do you communicate with him normally? How did he know you were wanting to switch; How did he help you; Did you join? Did you have some inquiries? Why do you think you trusted him? How did you return the favour?) (If you helped friend: Who? How do you know him? How often do you communicate with him normally? Why did you help him? How did you know he wanted to switch; did he join? If yes, did he ask you some inquiries before he decided to join? What were they? How did you clarify them? Why do you think he trusted you with advice? ; If didn’t join- then why not? Did he return the favour in any way?)

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Final verbal uestionnaire (Page 2)

NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

9. Do you know about any friend who maybe looking for a job right now?* (How do you know him, What does he do? How often do you communicate with him? Has he ever asked you about job opportunity? Did he tell you the reason for switching? What did you do? Did you refer? How? To whom? Why?) 10. Are you comfortable discussing jobs on facebook? * (If yes- Why?How? Did you do it for asking opinion or giving opinion? With whom? Was it useful? Can you remember any incidence when you did- to whom? Did you know he was looking for it? How? How did you refer him? Did he consider it? ) 11. Why do you think people switch jobs these days? ( What in your opinion are people looking for these days? What are the factors that you think are imp? Is there any role of society in this? How? Do you know anyone who you think faces it? ) Online Media 12. Have you ever used websites to look for jobs? (If yes: Why This? Did you make the resume yourself? Did you make multiple resumes for different profiles? What all profiles? What was the response like? Frequency of visiting? What kind of information do you share mostly and with whom? What all features do you use? Location of applied jobs) Which one would you use in the future, if you are looking for a job: LinkedIn, Facebook/ Branchout, Naukri, Monster, Timesjobs, Shine, Jobsbyref, others (please specify) (Why) 13. What do you think about LinkedIn/ whichever he uses? How often do you use it? (What all features, who all r mostly there on your network? Is your FB network similar to LinkedIn? What do you think it enables and what it lacks? What do you think about FB? ) 14. How has your experience been with Naukri.com? (Why, When did you use it first and when did you last use it? What all features do you use NOW? How often do you visit it? Do you still get alerts? Do you go through them?) If given a chance to improve it, what features would you add to it? (Why do you think they are imp? ) 15. Between LinkedIn/ whichever he uses and Naukri, which one do you prefer and why? (If you use both: Can you describe your activities on LinkedIn and on Naukri. What do you expect from them? What kind of info do you get on both? Which one has given you results? Which one do you use more often?) 16. What is an ideal job like for you? * (Why? What makes this so imp? What if you were given a choice to choose between this and this. Which one would you prefer? Why? How do you think your priorities have changed with time?) Thank you for all the valuable information. Is there anything you d like to add?

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AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Verbal Interview for Senior level employees (Page 1)

Name: ________________________

For Senior Level employees, I decided to reframe some of the questions in the verbal questionnaire and made a separate version of it. Changes (Reframed questions) Added questions

Date: ______________

Profession Related: 1. How did you hear about your present job and what was your applying process? – Social Network/ Referral/ Job sites/ Group job postings ?* ( If thru referral: How do you know each other? How do you communicate; When did you communicate your need? How much time did it take? What do you communicate; How often do you communicate? Were you working at that time? Did you do any company research before joining? ) How has finding jobs changed over the years for you? 2. Why did you change your last job?– No work/ Bad work environment/ Politics/ Better money/ Friend got a better job/ Irritating boss/ Want to shift closer to home / Need change; want to try something else/ Lack of career opportunity; ( How did you start the process? Did you ask someone’s advice? Who- office friends/ college friends/ family, why, why not other friends? How frequently did you check on it? ) 3. What all factors do you consider before joining a job? * (What were the factors you had in mind before? Did you compromise on any of them? Which ones? Why? Did you have any doubts before joining it? How did you clarify them? What all inquiries? How did you trust the source? How did you get info about these- self research/ asked friends/ other medium ) How has that changed over the years? 4. What are the things you enjoy in ur present job? Do you think it can be further improved? (Did your initial expectations meet; What did you not expect that you have found? Why; Why not ? How is the work? What are your key roles? ; What don’t you like about this job? Do you think you made a good decision to switch? )

Social: 5. Tell me about your social life- who do you socialize more with- office colleagues/ other circles. How do you socialize with your friends?* {Refer to written page} (Who all, Closest circle, Where do you meet, How do you communicate & coordinate, Activities, when, what is your favourite hangout space/ activity? Are there groups within groups? Do you use BBM? Communication medium with close versus not so close friends, Time Spent, Convenience and relationship. 6. With whom are you most comfortable discussing your job change? How? School Friends /College friends/ Colleagues or Ex Colleagues/ Others (Please Specify) (What are they doing, Why do you have this trust/ comfort with them? Have they helped you out at any time? If you wanted to change your job right now, who would you first contact and how? What else would you do? How much time do you expect it to take) 7. Who has maximum influence on your decisions? Have they changed over the years? How much influence do you have on their decision- or your family members’ or friends’ decision of switching/ taking up a job? Give as many examples-Who--spouse / kids/ siblings/ close friends? How do you know them? Since how long? Why do they take your advice? Do you also consider their advice similarly? Why? What kind of relationship do you share with them- responsibility/ trust/ dependence/ love/ possessiveness? 8. How often do people call you regarding getting referrals? Have you ever helped a friend or friend’s friend get a job (first degree or second degree)? Have you ever got help from a friend or any acquaintance to get a job/ referral? * (If friend helped you: Who ? How does he know you? How often do you communicate with him normally? How did he know you were wanting to switch; How did he help you; Did you join? Did you have some inquiries? Why do you think you trusted him? How did you return the favour? Have you ever got a call from a friend asking you if you re interested in a job even without you telling them that you were looking?

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Verbal Interview for Senior level employees (Page 2)

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(If you helped friend: Who? How do you know him? How often do you communicate with him normally? Why did you help him? How did you know he wanted to switch; did he join? If yes, did he ask you some inquiries before he decided to join? What were they? How did you clarify them? Why do you think he trusted you with advice? ; If didnâ&#x20AC;&#x2122;t join- then why not? Did he return the favour in any way? How many times? What has your experience been- is referral a better way to get a job or direct applying? Why? Have you ever passed on a job to a friend? Have you helped a friend through another friend? Do you prefer giving referral within your company or do you generally direct the person to another? Do you prefer just referring or ensuring that the person gets the job?) 9. Do you know about any friend/ acquaintance who maybe looking for a job right now?* (How do you know this? How do you know him, What does he do? How often do you communicate with him normally? Has he ever asked you about job opportunity? Did he tell you the reason for switching? What did you do? did you refer? How? To whom? Why?) 10. Are you comfortable discussing jobs on facebook? * (If yes- Why?How? Did you do it for asking opinion or giving opinion? With whom? Was it useful? Can you remember any incidence when you didto whom? Did you know he was looking for it? How? How did you refer him? Did he consider it? ) 11. Why do you think people switch jobs thesedays? ( What in your opinion are people looking for thesedays? What are the factors that you think are imp? Is there any role of society in this? How? Do you know anyone who you think faces it? ) 12. Do you have a business card? How often do you exchange business cards with others? Who all? When? Why/ Why not ?

Online Media 13. Have you ever at any point in ur life used websites to look for jobs? (If yes: Why This? Did you make the resume yourself? Did you make multiple resumes for different profiles? What all profiles? What was the response like? Frequency of visiting? What kind of information do you share mostly and with whom? What all features do you use? Location of applied jobs?) Which one would you use in the future, if you are looking for a job: LinkedIn, Facebook/Branchout, Naukri, Monster, Timesjobs, Shine, Jobsbyref, others (please specify) 14. What do you think about LinkedIn/ whichever he uses? How often do you use it? (What all features, who all r mostly there on your network? Is your FB network similar to LinkedIn? What do you think it enables and what it lacks? What do you think about FB? ) 15. How has your experience been with Naukri.com? (Why, When did you use it first and when did you last use it? What all features do you use NOW? How often do you visit it? Do you still get alerts? Do you go through them?) If given a chance to improve it, what features would you add to it? (Why do you think they are imp? 16. Between LinkedIn/ whichever he uses and Naukri, what is the different in the expectations that you have?

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17. What is an ideal job like for you? * (Why? What makes this so imp? What if you were given a choice to choose- Which one would u prefer? Why? How do you think your priorities have changed with time?)Thank you for all the valuable information. Is there anything you d like to add?


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

3.3 Profiles

Aditi Singh Finance Management Associate, Citibank India

The profiles of the interviewees were chosen to suit the proportion of the Naukri users and according to the scope of the project. Also, due to time restriction, most interviewees were from Delhi and some who were out of Delhi were telephonically interviewed.

- Got her job through a pre placement offer. - Has never used a job site

Naukri Users: Majority of the fresher users of Naukri.com belong to the field of sales and marketing. Majority of Mid Level and Senior Level Users belong to IT and Marketing respectively.

- Got her job through campus placement - Has used Naukri.com ; had a good experience

Total Freshers Interviewed : 6 Experience: upto 2 years Fields: Two Sales, Two Marketing, One Media, One Finance

LEARNING: Selecting the profiles of people according to the proportion of Naukri users helped getting data that was appropriate for the research.

Vasundhara Dubey Media Reporter NewsWire18 Pvt. Ltd

Karan Chopra Marketing Mechanical Engineer, Ergoking - Got his first job through Monster.com and present job through referral ( fatherâ&#x20AC;&#x2122;s friend) Ketan Aggarwal Sales Sales Executive , American Express - Got his first job through referral of a friend - Has used many jobsites; had a good experience

Neha Chawla Marketing Management Trainee, Hindustan Unilever Ltd. - Got it through a pre placement offer - Has never used jobsites. Amit Kumar Sales Medical Representative Sun Pharmaceuticals - Got his job through referral (cousinâ&#x20AC;&#x2122;s friend) - Has never used jobsites

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Sneha Joseph Finance Financial Consultant, Mc Kinsey - Got her job through a referral (school friend) - Has never used a job site Malvika Jain Sales Account Planner, Google - Got her job through campus placement - Has never used a job site Adit Sharma Consultant, Ernst and Young - Got his first job through campus placement and present job through direct application - Has never used a job site

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Anup K John IT System Engineer, TCS - Got his job through campus placement - Has used many jobsites; but now would use contacts

Ankur Gur IT Software Engineer, Cognizant - Got his job through Naukri.com - Has used jobsites; but would now use LinkedIn Arpan Saxena HR Recruiter, Naukri.com - Got his job through referral - Has never used a job site because has a huge network

Total Mid Level Jobseekers Interviewed : 9 Experience: 2-5 years Fields: Four IT, Two Sales & Operation, One Human Resource, One Consultant, One Finance

Samarth Gupta IT Executive Siemens - Got his first job through campus placement - Has never used a job site

Shashank Gupta IT Web Analyst, Accenture - Got his job through campus placement - Has used Naukri and Monster; experience was not good

Ritvik Pandey Sales & Operation Sales Executive, American Express - Got his job through direct application - Has used Naukri; but thinks its better to apply directly or through referral


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Smita Dube IT Lead Project Manager IT - Got her job through consultant - Has used Naukri premium; has had good experience Sumeer Goyal IT Chief Technical Officer Quikr.com - Got his job through consultant (referred by friend) - Has used Naukri Premium; satisfied with it

Ratish Pandey Manager Infosys BPO - Got his job through reference - Has used jobsites; average experience

Ashutosh Bajaj Business Head Bharti Infratel Limited - Got his job through referral - Has used Naukri premium; but now would fnd jobs through consultant or referral Pearl Malhotra HR Infosys BPO - Got her job through campus placement - Has used Monster and Timesjob; not Naukri because does not like the branding

Total Senior Level Jobseekers Interviewed : 5 Experience: 5 years + Fields: Two IT, One Manager, One Human Resource, One Business Head

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KEY EXTRACTS:

3.4 Interviews

- Finding Job: Campus Internship, got pre placement offer: didn’t try for any other company. - Deciding Factors: Was satisfied mainly because of brand and role (opportunity); also flexibility within the company is important - Touchpoints: Alumni interaction made her feel connected and sense transparency, unlike talks from HR or other employees she feels

After choosing the interviewees and their segmentation, the next step was to fix appointments and start the interviews. Each interview was either face to face or telephonic. Time taken for each interview was from 45 minutes to 1 hour.

Neha Chawla (Interviewee)

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Name: Neha Chawla

Below is an example of the documentation of the interview , where key points were highlighted and key inferences are then listed. All interviews were documented in the same way and the inferences were combined during the analysis stage.

Date: 9th Feb 2012

Profession Related: 1. How did you hear about your present job and what was your applying process? – Social Network/ Referral/ Job sites/ Group job postings ?* ( If thru referral: How do you know each other? How do you communicate; When did you communicate your need? How much time did it take? What do you communicate; How often do you communicate? Were you working at that time? Did you do any company research before joining? ) I got it through a campus placement – I interned there and then got a pre placement offer. So I didn’t try for any other company. Got the internship through campus- had a Group Discussion, had two rounds of interviews and three people were offered. I would have also tried for P&G if I did not have HUL offer. 2. What all factors do you consider before joining a job? * (What were the factors you had in mind before? Did you compromise on any of them? Which ones? Why? Did you have any doubts before joining it? How did you clarify them? What all inquiries? How did you trust the source? How did you get info about these- self research/ asked friends/ other medium ) I chose HUL because it was a good role/ opportunity that they were offering me. Also it is a very reputed brand with a good training program of 15 months that is known in the


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

industry. Being a fresher, the quality of training was very important to me. Also, I had spoken to some alumni of my MBA college who had been working thereasked them if the projects are good- if it will be hands on work and live projects. Another advantage of HUL is that it has a wide portfolio of brands – so there are lots of options within unlike Nestle- where its only food that you can work on. The only other brand apart from HUL which has this is P&G but they do not let you move across- from sales to marketing- which I may want to do. These alumni I spoke to had come to college when the company had come to give the presentation. We were free to interact with them after the presentation- this gives us a more transparent perspective, unlike HRs presenting a rosy picture to you. They could at least tell us clearly about their internship experience because it had not been much time on job. Usually for joining the company, it is better to ask someone who has been in the company for long. The doubts that were asked were: What are the kind of projects : Sales/ Marketing, Live or not, Work environment: young, open to ideas or bureaucratic. Some also asked about salary, location: whether we can work across geographies, people who were going to get married had questions about HR policies. 3. What are the factors you like and dislike about your present job? (Did your initial expectations meet; What did you not expect that you have found? Why; Why not ? How is the work? What are your key roles? ; What don’t you like about this job? Do you think you made a good decision to switch? ) I got more than what I expected. My boss had gone for a leave for 60 percent of my internship course. During the course, I felt irritated as I felt I am not getting enough mentoring but on retrospect, I feel I got more than I expected – got a lot more authority and organization was a lot more open than I thought- everyone was accessible. Dislike: There was nothing really lacking. Maybe her absence had only put me off because since it was a live project- any mistake would have multifold consequences, but it turned out to be good.

KEY EXTRACTS - She feels it would be better to ask her immediate seniors about their internship because they have already gone through it; Also she feels the more the time spent in a company, the better the advice.: People would prefer to ask people questions regarding what they have already done (and what these people are about to do). - Doubts: Most queries were related to intangible work environment and future issues: whether the project will go live, whether they ll let you switch etc.

Social: 4. Tell me about your social life. How do you socialize with your friends?* {Refer to

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KEY EXTRACTS: - Social Circle: Since she is doing her

internship, she tends to socialize with office friends much more than college friends. [Convenience and time spent are directly linked with who she socializes with] - Office socialization: activities in her company are either within the team (movies, drinks, dinners) or of it is outside, then a light environment is preferred where people can share experiences

- Medium of communication:

Family & friends- phone and BBM; for professional purpose: email - For advice: close friends- for personal advice; Experienced alumni/ seniors: for professional advice - Helping friends: She says all students who were placed early helped their peers once they were placed : help in terms of interview tips, questions that may be asked, informing about openings

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written page} (Who all, Closest circle, Where do you meet, How do you communicate & coordinate, Activities, when, what is your favourite hangout space/ activity? Are there groups within groups? Do you use BBM? Communication medium with close versus not so close friends, Time Spent, Convenience and relationship.) Very frequent office outings with the team. The reasons for celebration could be anything from a person from global office coming over or somebody’s birthday. Also within the office, every Friday we have “Beer with Brands”- where all brand managers get together and share experiences, challenges- basically it is a platform for sharing info over drinks and food. The environment is light. Also we go for a movie once a month within the team, and go out frequently for dinner and drinks. Only on the weekend I catch up with college people. Communication Medium: Since I am interning away from home, I communicate with family mainly over the phone and on BBM; with people not too close, I generally email if its regarding professional help; and within immediate friends, it is usually the phone. 5. With whom are you most comfortable discussing your job change? How? School Friends /College friends/ Colleagues or Ex Colleagues/ Others (Please Specify) (What are they doing, Why do you have this trust/ comfort with them? Have they helped you out at any time? If you wanted to change your job right now, who would you first contact and how? What else would you do? How much time do you expect it to take) 1 or 2 close alumni – for better perspective – whether it is the right move to make. Also I discuss it with friends more at the personal front- like whether it ll be good for MEeg. whether I ll be able to adapt etc 6. Who has maximum influence on your decisions? How much influence do you have on their decision- or your family members’ or friends’ decision of switching/ taking up a job? Give as many examples-Who-spouse / kids/ siblings/ close friends? How do you know them? Since how long? Why do they take your advice? Do you also consider their advice similarly? Why? What kind of relationship do you share with them- responsibility/ trust/ dependence/ love/ possessiveness? No particular person. If he/she is from same industry, and I am not taking a drastic influence, then the level of influence will be high. If it drastic, then family or close friends will have more influence.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

7. Have you ever got help from a friend or any acquaintance to get a job? Have you ever helped a friend get a job? * (If friend helped you: Who ? How does he know you? How often do you communicate with him normally? How did he know you were wanting to switch; How did he help you; Did you join? Did you have some inquiries? Why do you think you trusted him? How did you return the favour? Have you ever got a call from a friend asking you if you re interested in a job even without you telling them that you were looking? Have you ever passed on a job to a friend? Have you helped a friend through another friend? ) (If you helped friend: Who? How do you know him? How often do you communicate with him normally? Why did you help him? How did you know he wanted to switch; did he join? If yes, did he ask you some inquiries before he decided to join? What were they? How did you clarify them? Why do you think he trusted you with advice? ; If didn’t join- then why not? Did he return the favour in any way?) Ya – people like me, who were placed early were helping others about interview questions and all. Actually in the process of campus placement, no referral works. After engineering if I had started working, I would have definitely helped. Also when I had graduated, we used to get info about openings through friends- in Mc Kinsey and all – not exactly the roles that were offered but just generally hear about Mc Kinsey being on a hiring spree or that the team in expanding. Also, NSIT alumni have a google group. So for example a senior working for Mc Kinsey would drop in a mail if there were openings- sometimes, he would ask whose referrals he should give to HR or would give the option of directly applying to HR. This was also in his interest as he would know these people well. Communication Medium: If I know 2-3 people looking for a job, I would call/message; but otherwise normally people use emails or facebook closed group. 8. Do you know about any friend who maybe looking for a job right now?* (How do you know him, What does he do?How often do you communicate with him normally? Has he ever asked you about job opportunity? Did he tell you the reason for switching? What did you do? did you refer? How? To whom? Why?) I know people willing to switch if they don’t get through MBA- because of stagnant growth. They are about to complete their MBA application in a month or two. Actually switching happens through friends always- usually pass on jobs.

KEY EXTRACTS: - Generalised word-of-mouth: There is a tendency for people to spread the word about openings in general “they are expanding” or “in a hiring spree”not specifics

- College platform for sharing job

posting: Her college had a platform for

alumni to share openings in case there are. Limited access to such platforms gives this privacy. Communication flow on this platform- is from employee to multiple people in the group. Then some interested ones can either contact him (and he gives their referral to HR, HR then calls them) or they directly contact the HR - Facebook and Job posting: People only want to use facebook for closed groups because the employee, by referral has an unsaid responsibility – which he would not want to take unless he knows him/her

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KEY EXTRACTS: - Helping friends: She would prefer to

call 2-3 people who she thinks are fit or are looking for a job. But most people end up sending email. - Reasons for switching: Most of her friends with 1-2 years work ex want to either try for MBA or switch for growth - Business Card: She has used business cards for external vendors : for them to have their contact details and as a form of identification: for market research

Online Media:

- LinkedIn is used by her mainly as a research tool for people- searches them either by name or company - Has never used job sites but thinks they should be a communication platform for clarifying queries in jobseeker’s minds about the company/ job; also anonymity is an advantage that recruiters will have to get honest answers - Expectations: LinkedIn limits the viewers to see job posts, whereas in job sites like Naukri- it is open to everyone

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9. Are you comfortable discussing jobs on facebook? * (If yes- Why?How? Did you do it for asking opinion or giving opinion? With whom? Was it useful? Can you remember any incidence when you did- to whom? Did you know he was looking for it? How? How did you refer him? Did he consider it? ) Ya like I mentioned about the facebook closed group- this is a good way because this is a way to inform everyone together and without involving random people (that’s why closed group). Also being a company employer, one would not want to publicly post jobs. Also across B schools, there is a rule to not discuss jobs on FB because it hampers scheduling. 10. Why do you think people switch jobs thesedays? ( What in your opinion are people looking for thesedays? What are the factors that you think are imp? Is there any role of society in this? How? Do you know anyone who you think faces it? ) I know 2-3 people. Some of them wanted to shift from hardcore technical IT sector to consulting. So the reasons for shifting is: 1. Interest area 2. Location constraints- some people are willing to work for lesser in the location of their choice 3. Equation with team 11. Do you have a business card? How often do you exchange business cards with others? Who all? When? Why/ Why not ? Yes, I do. But I hardly have used it 3 times. We mainly use it to interact with external vendors, who use it because they need our contact details to get back to us. Also for market visits- as a form of identification- eg. to let you go with Big Bazaar. Online Media 12. Have you ever used websites to look for jobs? (If yes: Why This? Did you make the resume yourself? Did you make multiple resumes for different profiles? What all profiles? What was the response like? Frequency of visiting? What kind of information do you share mostly and with whom? What all features do you use? Location of applied jobs?) No haven’t used it ever 13. What do you think about LinkedIn/ whichever he uses? How often do you use it? (What all features, who all r mostly there on your network? Is your FB network similar to


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

LinkedIn? What do you think it enables and what it lacks? What do you think about FB? ) LinkedIn is of use to research about people- eg. if someone is coming for presentation or to check background of the interview panel, or about boss. It is a good research tool – easy to search people by name or company. 14. Between LinkedIn/ whichever he uses and Naukri, what is the difference in your expectations and why? LinkedIn is much more professional – people have their profiles completed Naukri, I haven’t used but what I think is – it is slightly informal – clarifies queries that you seek answers for- eg. work environment, which is very important. So the communication platform should be stronger here. Maybe in jobsites, there is a way to maintain anonymity – unlike LinkedIn, where people might tailor their answers according to who they are talking to. Also job site would give a consolidated list of jobs, whether or not you know the person posting- it is open, in front of everyone. 15. What is an ideal job like for you? * (Why? What makes this so imp? What if you were given a choice to choose- Which one would you prefer? Why? How do you think your priorities have changed with time?) Something exactly tailored to my interest area. I am willing to work long hours if the work is stimulating. Also, the team should be open to have fun. Also, the company should be open to considering movements subject to what you want- background should not be too important. Also they should pay you proportionate to your work – unlike in law.

KEY EXTRACTS - Ideal job: Interesting for her,

stimulating, fun people in the team and flexible in terms of role

INSIGHTS: - What people say, they may not mean and vice versa - Cross checking people’s answers by asking the same question in another way is important - The way you ask a question can change the answer from the same person - I also learnt my interest in seeing stories as data and converting subjectivity into objective output.

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“You mustn’t always believe what I say. Questions tempt you to tell lies, particularly when there is no answer.” - Pablo Picasso

3.5 User Statements During the interviews, there were some statements said by the users which were very insightful and worth highlighting to represent thoughts, opinions and beliefs of the users. Below are some of them: “Best ways to get a job is through Referrals – because HR looks at that first, in big companies. Monster and Naukri are generally used by smaller companies.” This points towards a perception of Naukri. com, being associated with smaller companies only. Some people feel if they want to get into a better brand name, referral is a better way. “Mass Email= spam ; Unless it is for me, it is of no value” People feel that unless the information is personalized enough, it is not of any useWhat is of use to others may not be of use to them.

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“No, didn’t try helping her. I don’t even know what she’s looking for!” When a person calls another one to ask for

openings, most of the times, he/she doesn’t mention her priorities or what she is looking for. Hence, there is a gap. “First, I would identify where I want to go: company, job. Then find someone who I know in those companies or ask people around – to take feedback about work and environment” People tend to ask people they know who work in a company they re interested in for feedback as it should be reliable. Also, people tend to first identify the company and job they would like to join. “I switched because I got a better opportunity. Simple!” A lot of times, better opportunity is the reason for switching- not dissatisfaction with previous job. “I would not use jobsites. I would apply directly or find people in different companies. I feel these websites are more beneficial to freshers ” People feel that jobsites are beneficial to freshers because they do not have contacts in


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

the industry. Contacts, they feel is a better way to find a job. “Jugaad Zindabad! : Internal referral is always better : Yeh sach hai” Internal Referral is a preferred mode of finding jobs as they feel the resume is highlighted, and competition is lesser. “Being in HR, people call and ask. But I don’t have time to call them about openings I know about unless I remember someone who is absolutely fit and that rarely happens” Most of the times, the communication flow for finding a job is from jobseeker to employee (friend). “I would first look for jobs through contacts and campus placements. If that doesn’t work, then I would put my resume on all possible websites because I would not want to miss out on any opportunity.” People have a tendency to apply through a number of media so that no opportunity is missed out.

“No, I would not want to put anything professional on facebook wall, maybe personal msg is ok as it is not visible to the world or out in the open” Users do not feel comfortable with having professional information on facebook wall. This is because privacy is a must when it comes to professional information “No, I haven’t helped my friend who is looking for a job as there was no “dhang ki” opening that suited his profile; not worth mentioning.” Employee friend’s assumption/ perception of the jobseeker’s choice of job that he is seeking is what decides the opportunities he gets.

LEARNING: - User statements give great insight into people’s beliefs and opinions. However, one has to be careful to interpret them as one may misinterpret it according to self bias. - The context of the statement is important; and therefore generalization can prove risky for analysis.

These statements clearly pointed towards behavioural patterns of people, and hence the next stage was to analyze these patterns in detail.

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“Data Analysis is like fitting pieces of puzzle together to look at the whole picture”

Chapter FOUR 4.1 COMBINED INFERENCES 4.2 OPPORTUNITY MAPPING 4.3 DESIGN DIRECTIONS and THEMES 4.4 PERSONAS 4.5 COMMON BEHAVIORAL PATTERNS

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Analysis and Insights

Introduction


Analysis & Insights “Complexity comes free. It’s simplicity you have to work for”

4.1 Combined Inferences: An example of the accumulated inferences (of freshers) is shown below. Similarly, for mid-level and senior-level, the key inferences were accumulated to get better clarity of the inferences and see patterns in them. The patterns which were relevant for the scope of the project are highlighted.

FRESHERS PROFESSIONAL 1.Ways to find jobs: - Campus Placement (Vasundhara) - Converting from internship to job (2) (Aditi, Neha) - Asking friends for referral (2) (Karan, Ketan) - Looking for jobs through family contacts (3) (Karan, Amit, Ketan) 2.Doubts and decision making - Meeting people for clarifying doubts (Feeling based, not factual doubts) (Ketan) - Better the brand, lower the doubt and research (3) (Neha, Aditi, Vasundhara)

- Future prospects & Security are important (Amit) - No doubts because of self-experience with company (Aditi, Neha) - As experience increases, decision making becomes more critical (Karan) - Brand name is very imp for freshers (Karan, Neha, Vasundhara) - Alumni interaction (Neha) - Immediate seniors (Neha) - Decision making is through comparison (Ketan) 3.Gap between expectation and reality: - Most are happy to get a job; no expectations - Role and interaction with people (Amit) 4.Reason for Switching: - No scope in Company’s growth (Karan) - Difference between employee and employer (Karan) - Personal growth stagnant (2) (Neha, Vasundhara) - Lack of interest (Vasundhara)

LEARNING: - Analysis helps simplify data. - It is a balance of logic and intuition. - When user statements are combined, there are interesting patterns that emerge, that lead to insights.


NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

“Out of clutter, find simplicity” ― Albert Einstein

- Money (Ketan) 5.Ideal Job: - Interest (2) (Neha, Vasundhara ) - Fun people (Neha) - Position to Build contacts (Karan) - Innovative (Vasundhara) - Keeps changing with time (Ketan) - Perception of fields as ideal because of example (3) (Amit, Karan, Vasundhara) - “Market value” : Steady future (Amit) 6. Present Job: - Liking and disliking based on gelling with people in the office (Vasundhara, Neha) - Also based on comparison with other companies (Ketan) - Doing present job out of lack of opportunities- something he is not interested in. (Amit) 7. Business Cards: - For external vendors (company contacts) (Neha) - For identification (seeking discounts, market research etc.) (Neha, Ketan)

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- Exchange with professional contacts (future potential employers) (2) (Vasundhara, Ketan) - Getting business cards makes people accessible (Vasundhara) - Exchange with people with whom interaction is less (Ketan)

SOCIAL: 8. Social Circle: - Separation between office colleagues and friends (3) (Vasundhara, Ketan, Aditi) - Closest to college friends (Vasundhara) - Different circles: school, college, cousins (Karan) - Socialize with office friends more than others (Neha) - Meets office friends only on weekdays (office hours) (Ketan) - Only meets friends on weekends, difficult and cumbersome otherwise (Vasundhara) - Childhood friends closest (Amit) 9. Activities: - Office socialization- light environmentinformation sharing platform across teams (Neha)


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

- Others: Movies, dinners, drinking, facebook (5) 10. Comfort discussing job change: - Can discuss with close college friends, family (Aditi, Ketan) - Very open about it- can discuss with anyonefamily, school, college (Karan) 11. Communication Medium: - Close (family, friends)- phone, BBM (Neha) - Gtalk and bbm with friends (Vasundhara) - Not so close: email (Neha) - Hiring trends spread through word of mouth (Neha) - For giving information about job seeking: phone, meeting up (Ketan) 12. Advice and Influence: - Opinions- source of information (Aditi) - Negative opinions matter more (Aditi) - Final decision is her own (Aditi) - Family and friends influence because spends max time with them (Karan) - Among other people, seniors also took his advice because he had more knowledge in

that area (Karan) - Takes brother’s advice: In same industry for many years; takes dad’s advice for larger steps (Vasundhara) - Influenced by a college senior about a company (Vasundhara) - Takes elder sister’s advice because she has achieved what he wants to (Ketan) - Takes advice of those who he thinks have planned and done good for themselves (Amit) - He himself influences his younger cousins (Amit) 13. Finding referrals and being a referral: - People inform about jobs only if they know she is looking (Aditi) - Seniors/ alumni post on Google groups (Aditi, Neha, vasundhara) - Lack of effort to find out what friend is looking for; did not inform about jobs presuming they wouldn’t interest him/her (Aditi, Ketan) - Wouldn’t want to make an opening public (Aditi) - Contacted school and college friends (phone and met) to find out about any vacancy (Karan)

- Feels finding referrals is the best way to find jobs; feels job sites are used by smaller companies (Karan) - Would consult friends for personal advice and seniors for professional (Neha) - Would prefer to call 2-3 people who are fit if she gets to know about a job (neha) - Passed on an offer to a friend (Vasundhara) - Flow of information about jobs is always from jobseeker to friend (Vasundhara, Ketan) - Referral through friend’s friend (Ketan) - Gave referral to a family friend (Ketan) - Gives referrals within his company because of monetary incentives (Ketan) - Tried helping a school friend by telling him about opportunities (Amit) - Knows a friend looking for job, knows his preferences (Amit) - Asked me for guiding him and for referral (Amit)

ONLINE MEDIA Comparative analysis Job sites: - Used jobsites only when actively looking (Vasundhara, Karan)

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

- Used to filter out relevant mails from spam (Karan) - Has never used jobsites but imagines it to be a platform for clarifying queries with employees and should allow anonymity (Neha) - Feels Naukri has a big name and therefore is the best because it attracts maximum no. of companies (Vasundhara) - Good experience earlier, but now, feels it gives the same results (Vasundhara) - Would want to improve job categorization &relevance (Vasundhara, Ketan, Karan) and cluttered interface LinkedIn: - Uses LinkedIn mainly as a research tool (Neha) - Doesn’t use LinkedIn because doesn’t have strong referrals on it (Karan) - Has never used, but heard its brilliant (Vasundhara) - Feels it’s a platform to get good contacts and use present contacts (Ketan) Expectations: - Has never used, but expects the job site to

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perfectly match the job with jobseeker (Aditi) - LinkedIn: mainly to research, find out about people. Other than this, also find jobs. But jobsite mainly for finding jobs only (Karan) - LinkedIn limits the viewers to see job posts; Job sites: open to everyone (Neha) - LinkedIn: to keep your options open; Naukri: to find a job (Vasundhara) Facebook & Jobs: - Would not discuss even though is very open about jobs – wants to keep social, professional life separate (Karan) - Would want to post jobs in a closed group because giving referral makes you responsible (Neha) - May send personal message but definitely nothing else (Vasundhara) - Feels it is ok for initial info but for details, one has to meet. (Ketan)


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

4.2 Opportunity Mapping Below is a diagram that shows the user journey of a jobseeker (when he is hunting for a job). According to the scope of the project and the research, opportunities have been mapped through it (next page). Reading Information online

Online info

Resume Making / Update Submission

Experienced people Interviews

Job Hunt

Apply

Clarify doubts

Info by interacting with Experienced People

Personal Priorities

Clear out doubts

Decide

Get an offer

Campus Placement Jobsites Direct Application Through people- referral, info about openings Consultants

People’s advice

Accept the offer

Find More options

Join the job

Compare & decide

Jobsites Direct Application Through People

Info about jobs and companies through internet Info through people who have experience Comparing and deciding according to personal preferences and people’s advice

Active Jobseeker

Looking for other options/ opportunities

Passive Jobseeker Helps others: referrals & recommendations Curiosity; Updates

Other opportunities available

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

The diagram below shows the opportunity areas in the journey of a user hunting for jobs (keeping in mind the scope of the project). The touchpoints where opportunities are present are marked in blue. Reading Information online

Online info

Resume Making / Update Submission

Experienced people Interviews

Job Hunt

Apply

Clarify doubts

Info by interacting with Experienced People

Personal Priorities

Clear out doubts

Decide

Get an offer

Campus Placement Jobsites Direct Application Through people- referral, info about openings Consultants

People’s advice

Accept the offer

Find More options

Join the job

Compare & decide

Jobsites Direct Application Through People

Info about jobs and companies through internet Info through people who have experience Comparing and deciding according to personal preferences and people’s advice

Active Jobseeker

Looking for other options/ opportunities

Passive Jobseeker Helps others: referrals & recommendations Curiousity; Updates

Opportunity Areas Touchpoints

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Other opportunities available


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Below is a diagram that shows the user journey of a jobseeker (when an opportunity comes his way). According to the scope of the project and the research, opportunities have been mapped through it (next page). Online info

Reading Info online

Resume Update

Experienced people

Info by interacting with Experienced People

Submission Measure pros, cons Compare with present job Job Opening

Apply

Clarify doubts

Jobsites

Clear out left out doubts

People’s advice Give Interview

Get an offer

Personal Priorities

Decide Accept the offer

Get back to job

Join the job

Reject the offer

Through people Consultants Passive Jobseeker

Helps others: referrals & recommendations Curiosity; Updates Other opportunities available

Active Jobseeker

Looking for other options/ opportunities

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

The diagram below shows the opportunity areas in the journey of a user when an opportunity comes his way (keeping in mind the scope of the project). The touchpoints where opportunities are present ware marked in blue. Online info

Reading Info online

Resume Update

Experienced people

Info by interacting with Experienced People

Submission Measure pros, cons Compare with present job Job Opening

Apply

Clarify doubts

Jobsites

Clear out left out doubts

People’s advice Give Interview

Get an offer

Personal Priorities

Decide Accept the offer

Get back to job

Join the job

Reject the offer

Through people Consultants Passive Jobseeker

Helps others: referrals & recommendations Opportunity Areas

Curiosity; Updates

Touchpoints Other opportunities available

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Active Jobseeker

Looking for other options/ opportunities


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

4.3 Design Directions & Themes Freshers’ Design Directions

Key Highlights

Inferences Employee Friend’s assumption/ perception of the jobseeker’s choice of job that he is seeking is what decides the opportunities he gets

Inferences

Design Directions The platform should be able to use the preferences of the jobseeking friend with any new post that you see. This will reduce effort and clearly point out where you can help. Design Directions

Themes

Once all the freshers’ insights were accumulated, I decided to analytically convert the key extracts from interviews into inferences and further convert these into design directions. Design Directions which were similar in terms of the area they belonged to, were then clustered together into Themes, which are patterns across the segment. Some of the inferences were also similar. These were paid more attention to and were grouped to get common design directions.

Key highlights He did not tell his jobseeker friend about some opportunities because according to him, “they wouldn’t interest him” (Ketan)

The diagrams on the right explain this process.

Process followed: Categorization of design directions Clustering Pattern analyzing

Key Extracts

Inferences

Design Directions

Themes

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

Key Highlights

Shown below is the table of analysis for freshers.* Inferences

Design Directions

PROFESSIONAL Job Finding Got a job offer from a company with whom she had interned before (Aditi)

Converting from temporary employee to permanent is one way of being employed. This is beneficial to companies as they have made the person experience the processes and environment

For jobseekers, they should have highlighted access to info about past companies’ current job postings. (more apt for freshers)

Would not want to discuss job search in public if she is looking for a job (Aditi)

There is a secrecy about searching for jobs among peoplebecause of competition and insecurity. This leads to hesitation in discussing jobs with people who might also apply for the same job. Contacting people one knows and communicating your need of looking for a job is another way to look for jobs.

A private form of communication where it is either 1 to 1 or 1 to chosen few.

For finding jobs, had called friends over the phone for referrals and met father’s friend who owned a company (Karan)

Media used: phone/ meeting up

Campus Internship, got pre placement offer: didn’t try for any other company. (Neha)

Campus placement – converting internship to job

She got her job through campus placement. (Vasundhara)

Campus Placement

Had applied for companies on campus and asked friends for referrals.(Ketan)

Asking friends for referrals: Knowledge about friends’ companies is important

Relied on family mainly for finding jobs, in the past Family contacts used for finding jobs (Amit) Doubts and Decision Making: Touchpoints Joined a company with whom she had interned before – was familiar with people, processes and therefore didn’t have doubts (Aditi)

*This table is part of a process work

No doubts because of self experience with company

A platform which can give you a clear info about who will be able to help you from your social network: including friends with similar prof backgrounds, family contacts. Eg. “Divya’s company ____ is looking for a software designer” (this news is not in terms of companies but friends) Platform should be personal and 2 way- allowing clarity of communication purpose

The platform may be a communication link between colleges and companies, and can cater to different media (instead of having to be physically present there) Friends’ names should be next to the companies they are working in; should be placed in a way that you tend to remember them.

The platform should be able to include those who are not online, but have phones and form a network of online and phone contacts together. The platform can help clear out doubts through a “self experience” company tour


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

The platform can make use of the clarity (that person has through self experience) for other jobseekers. Before joining, didn’t have any doubts- because did not have many options. Was happy to get a job. But now, factors that matter are: Brand name, pay package, location, industry standing of company/product (Karan)

As experience increases, decision making becomes more critical

Was satisfied mainly because of brand and role (opportunity) (Neha)

Brand name is very important for freshers; it reduces doubts about work environment

Alumni interaction made her feel connected and sense transparency, unlike talks from HR or other employees (Neha)

Tendency to feel connected to people with any common background: Trust

Ability to find people you know in companies you are interested in and communicate- for advice

Feeling that other people of the company try to “sell” it to youlack of authenticity and trust.

Clear, honest information stated about the company, with no scope for “twisting words” for different candidates.

This means that there is more demand for employees than good supply.

Also a general transparency about number of candidates who have applied and no. to be selected

People would prefer to ask people questions regarding what they have already done (If these people are about to do that)

Constant Information about social network’s professional updates.

She feels it would be better to ask her immediate seniors about their internship because they have already gone through it; Also she feels the more the time spent in a company, the better the advice (Neha)

For middle and senior level jobseekers, there should be a comparison feature for factors like Brand name, pay package, location, industry standing of company/product where one can compare jobs objectively in these and more factors- easy visual comparison. Emphasis on brand/ company name for freshers through logo and by showing the better brand jobs first.

Ability to find (search) for updates/ people according to keywords like of domain (like software), level of employment (intern), location Division of social network according to job domain: eg. Design network / Non Design Most queries were related to intangible work environment and future issues: whether the project will go live, whether they ll let you switch etc. (Neha)

Queries asked person to person are related to their experience, not knowledge

Tried business standard for a day but left because did not like office. Also had heard from a senior that the work env at TV 18 is good. Was told by her bf’s friend that Business Standard is a better choice because of its brand as she knew people there. So the choice left with Vasundhara was to follow her advise versus Seniors. Chose Senior’s: Better experience, he himself was in the

Office environment is a very important factor and may be a deciding factor Brand plays an important role too

A form of communication that allows quick, objective answers to experience based questions. Eg. rating the work env or flexibility or freedom from 1 to 10 Platform should have picture galleries of the office Company and brand description, along with logos

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company- so more authentic advise. (Vasundhara)

Knowledge about all factors of all the options is important

Measurement of pros and cons is done according to other people’s experiences and opinions Knowing that one has other options can make a person easily switch jobs.

Access to knowledge about possible other options.

People who are not too close do not tend to give advise strongly or assertively

The platform should be such that experienced people’s reviews are meant for a larger audience, not 1 to 1. Hence, it will help give true opinions, not modified individually. A way to stop random people from writing reviews. Only those who have had real experiences

Tendency to believe people who have direct experience more than indirect (i.e. believeing the employee more than employee’s friend) While making decisions between 2 companies, he made a decision to join Amex because in the other company, security of job seemed to be a problem. (Ketan) Had not self researched for Amex (well known company) but had done research for Grail (which is a South African company) before the interview (Ketan)

The platform should enlist the factors that one normally considers, to help the decision maker feel like he is making a measured logical decision. Incentivization for people to write honest reviews. Providing accessibility of the same.

The future prospects of a job are very important

Being able to see your career path for different options based on experienced people

More the brand name, lesser the doubts and research

Placing posts of bigger brands first, (during job search) or separation of international and indian companies. Availability of authentic info about companies which do not have a big brand name.

Before joining, he did not have doubts that could be clarified online: So had to talk to people. 3-4 people told him that boss’s boss is like hitler; his close friend told him it is employee centric (Ketan)

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People need to know feelings and opinions, not facts : Facts aren’t “real enough” in practical life

Ability to share feelings in a sentence like twitter – easy, convenient and clear communication. Ability to scale the liking for a company. Eg. Siemens- 3 stars in compensation or naukri.com4 stars in personal growth and an average for each company. You can list your priorities and then the points according to your priorities can be taken out. Having the option to see company’s points given by your social network or from everyone


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Gap between expectation and reality Gap between expectation and reality is very high. He had expected to interact with doctors more, but ultimate they end up interacting more with chemists and distributors. (therefore, difference between expectation in terms of role and interaction with people)

Role and interaction with people is not clearly described

Emoticons to express boring, wealthy, loving to work, too stressed etc. – casual but expressive way of communicating without much effort. These emoticons can be added. Eg. Siemens Boring- 8 , Love work- 17, etc. Also “make your own emoticon” – break from work Description of Interaction with people to be part of the job description

Reason for Switching Scope of the company was limited. This means for him, scope of the company plays an important role to stick to a job. (Karan)

Importance of company’s growth for employee’s retention

An internal platform for companies to keep employees updated about their own company

He feels that the differences between employee and employer always exist- the employee always feels that he is not being given enough credit for his contribution (Karan)

Employee wants credit for work; Perception of differences between employee and employer is strong.

Privacy separation between employees and employers- bosses should not be able to see communication between and by employees

Most of her friends with 1-2 years work ex want to either try for MBA or switch for growth (Neha)

Growth and Education is the reason for switching

Being able to predict growth – if u stay/ if u leave and join different companies – being able to compare

Shifted last job because it was monotonous and boring (Vasundhara)

Having no interest in the job is an important reason for switching . So detailed info about the work is important before joining

Info about job description should be detailed and explained well- by team mates or boss.

Feels that people do not switch jobs much. And the biggest reason why they switch is because they are incompetent and are unable to learn and make progress. (Vasundhara)

Learning and personal growth is very important for an employee

According to him, money is the main factor for switching so often (Ketan)

Money still an important factor for switching

Platform should make Passive jobseekers aware about salaries offered by competitor companies or companies willing to hire them.

Ideal Job Would be something she enjoys doing; but right now wants to earn; Believes that if she does what she is interested in, she wont be able to earn (Aditi)

Earning and interest are mutually exclusive in her mind; Ideally one would want to do something one enjoys

Search Jobs by Interest – This could be for organizations interested in hiring passionate people more Each company can have a pie chart of employee interests: this will give an idea to the jobseeker about like minded people there


NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

Business dev Manager of an advertising firm because he feels it will help him build contacts (Karan)

Money is more important than interest right now for her.

A feature where you can compare your salary with others in similar profile (graph)

Making professional contacts, who might be useful later on is an important objective of a job

The platform should enable the person to find people he has met/ interacted with professionally and integrate these contacts at one place. Also it should enable “exchanging business card” (virtually) Being able to track career paths of successful individuals (who you may or may not know)

Perception of success by example is very strong

Interesting for her, stimulating, fun people in the team and flexible in terms of role (Neha)

Awareness and consciousness that interest is individualistic – what may be interesting to her may be different to another Being able to Socialize with People is important

An very detailed set of fields in a field – eg. Strategic design management can be broken into design thinking, system design etc. This will help clearly specify interests for each one individually. The platform should provide a feature of “knowing your team” before joining- through profiles of these people.

For her, ideal job would be marketing of FMCG because she feels it is about understanding peoples’ psyche Is looking for an opportunity that is more innovative (Vasundhara)

Innovation in jobs is what youngsters would like in jobs

The platform should have integrated info about innovations in the particular field or successful experts in the field or upcoming talent (like TED)

Feels that “ideal job” keeps changing with time: Time changes priorities. For him, salary, job satisfaction and people are most important (Ketan)

Ideal is ever changing

Giving the user the freedom to mark out his priorities at a given point of time and accordingly filter results

Strong perception about bank job because of uncle in SBI: Respect, Safe, Stable, and growth (monetary) “office job”, does not like sales because of target pressure. Is ready to join bank even as a clerk (Amit) For him, “market value” is the most important : that is to have a steady future and good opportunities in terms of money. (Amit)

Perception of jobs because of examples of people one knows

Platform should increase awareness about related professions, and possibilities

Having good future prospects of a job is very important

Being able to predict future prospects through detecting similar profile people’s paths

Present Job

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Likes: Meeting high officials(exposure) – felt important. (Karan)

Looking for roles of responsibility, and wanting to contribute rather than running away from it

Describing the job description should include responsibilities and the importance of the person for the company

Is clearly not happy with her job because of politics in the officepeople and bad relations with boss (Vasundhara)

Happiness and Job Satisfaction also comes with geling with people one gets along with. Hence, personality fit is very important

Info for Knowing the team’s professional and personal background (through interests), knowing about team activities, etc. Ability to get Info about jobseeker’s personality by having access to “personality LORs” or “About XYZ” written by friends etc


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

When asked about present job, he pointed out that Amex is better in terms of brand name, profile, product etc. (Ketan)

Liking or disliking present jobs is based on comparison with other similar companies/ jobs

Ability to compare similar companies and people doing similar jobs to get an idea about present status

Is doing sales, which he never wanted to do

Lack of awareness about opportunities

Should inform about possible opportunities in particular fields

Business Cards She has used business cards for external vendors : for them to have their contact details and as a form of identification: for market research (Neha)

Business cards are used as a form of identification and for giving and saving contact details. Mainly for external vendors

Platform can have a separate group of vendors

Uses her business card quite often- in press conferences; to company officials. Rarely :15/100 times uses the business cards she gets. Uses them for finding interviews: feels it makes people more accessible (Vasundhara)

Business cards used to exchange professional info and for passive jobseeking.

A virtual business card feature to exchange professional and contact details with people you interact with; with the ability to group. This can help integrate contacts. This does not mean adding people – only storing professional and contact details. This can be linked to the email which can automatically store and group people’s contacts- eg. “ Naukri.com vendors” or “College professors”

Exchanges business card mainly with clients; but also with people he has less interaction with- like old friends and professors

it is a networking tool for those whom you do not meet often. Since it is difficult to keep track of these, it is not solving the purpose.

Platform can help save contacts of all people

SOCIAL Social Circle Does not consider office colleagues as friends; closest to college friends (Aditi)

Clear distinction between Social friends and professional colleagues

The platform should allow a clear distinction in social and professional networks; and privacy in info shared

Has 3-4 different circles- school, college and cousins. He says he does different kinds of activities with them- even though most are engineers, they like doing different things. Meets 2-3 times a week. (karan)

Social circles are defined by experiences or time shared in that past-( Linkedin is able to maintain privacy by using this.)

Separation of the social circles on the basis of common shared experiences. Eg. nift 2010 batch, nid 2012 batch or photography camp 2011

Hesitation to mix groups because of difference in interests and shared experiences- might create awkwardness

There should be separation of the kind of posts you want to see for different category of people. Eg. friends- social activity; colleague/ ex workers/ professional activity. Similarly, if you update your status (which is about social activity), it will not be seen by your colleagues. If you update a professional activity, it will only be seen by your colleagues. (Integration of professional and

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

social network; but with a separation)

Since she is doing her internship, she tends to socialize with office friends much more than college friends. (Neha)

Physical presence, convenience and time spent are directly linked with who one socializes with.

Comfort level with people changes drastically with change in circumstance/ environment/ activity.

Hardly goes out on weekdays. Prefers to meet nearby friends on weekdays because otherwise it is very cumbersome to coordinate and meet friends, who have different timings (Vasundhara)

Location wise detecting people- eg. I am in anand vihar, I will automatically see updates from friends/ colleagues in Anand Vihar- so that you can join them for any activity- professional advise/ watching a play/ giving an interview Concept of temporary and permanent contacts in social network. One may want to share photos with someone today, but not the ones that he uploads tomorrow.

Office colleagues not considered as friends; Clear distinction between office colleagues and “other friends”

Convenience decides the people one socializes with: Close proximity

Different timings is a problem: timings do not match.

The platform should enable communication such that the person can see it whenever he is free and reply then. Not immediate communication

Socializes with office friends only on weekdays. Calls non- office friends as “personal. On weekends, likes to sleep the most: personal time to relax; other than that, plays badminton, likes to listen to music (Ketan)

A clear distinction between professional people and other friends

Socializing is based on activities, not people

Childhood friends: Rahul and Ravi; very frequent interaction: meets them daily; discusses everything- family, job, etc (Amit)

Comfort to discuss personal and professional stuff with few Strongest ties

Groups in the form of activities you like doingeg. Carrom, swimming, photography. Now, people from your social and professional network will be grouped in these and will help you socialize with them through these groups. Platform should allow flexibility in merging groups or adding people to different groups. Eg. ABC in family, friends and professional, whereas XYZ is in only friends

Social Activities Office socialization activities in her company are either within the team (movies, drinks, dinners) or of it is outside, then a light environment is preferred where people can share experiences (Neha)

A “light environment” platform within companies for people to share information in terms of their own challenges, experiencesfor others to learn

Comfort discussing Job change

The platform should allow colleagues to socialize and at the same time, share information which may be useful to others- an information sharing platform, which is also used for socializing among colleagues


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Is clearly not open about job change with office colleagues; can discuss with close college friends (who are doing similar jobs) and parents (Aditi)

Job change is a very private topic, discussed only with those one can trust- family and close friends

The platform should allow choosing people for discussion/ advise and allow it to be private.

Says he is very open about it- can discuss it with family, close college and school friends- anyone.(Karan)

Openness about job change as a fresher- seeking advice. This means there are multiple influencing factors.

Enabling the right influence for informed decision- influence from authentic opinions

With elder brother/ sister and best friend (College friend, now in Amex with him): Trust that they ll give genuine advise, (Ketan)

closeness/ comfort and experience in same field are important factors for discussing jobs. Genuine advise is what people look for

Social network may also be divided into your field and other fields. The content you post/ update about your profession should only go to those in your field. This will keep people who know each other socially connected professionally

Communication Medium Family & friends- phone and BBM; people who are not very close and communication is for professional purpose: email (Neha)

Professional mode of communication is email. Non professional modes of communication are BBM and Phone

Feature of Referral request through email

There is a tendency for people to spread the word about openings in general like “they are expanding” or “in a hiring spree”- not specifics

Word-of-mouth is generally used for conveying hiring trends of companies

Platform can give info about hiring trends in companies, and ability to “pass it on”

Prefers to use BBM/gtalk with friends because it is more practicalcant talk on the phone in office; also possible to multitask while chatting- does it all day (Vasundhara)

One has to pretend to work in the office, cannot openly socialize.

The medium chosen for the platform should be one that is already being used by most office goers, and not visible to others.

Socializing during office is done while working : Multitasking.

The platform should be one that integrates work and socializing and should not require immediate attention.

Two way communication medium is preferred: Discussion, not information (This means that there should be least time lapse between the 2 people communicating)

Time for “discussion” or communication can be scheduled through the platform so that focused communication, with least time lapse happens

According to him, communication medium for giving info about job seeking is usually phone or meeting

Advice and Influence For her, opinions of people are a source of information, final decision is hers. But negative opinion of friends about a job will definitely matter a lot (Aditi)

Negative opinion affects influence much more than positive. Also people feel negative opinions are more authentic.

Opinions are sources of information

Making a decision based on authentic experience of others- the platform should encourage people’s authenticity – there should be clear objective rating systems for different factors (not just yes or no, but 1 to 10) Ability to find relevant opinions/ people through search – review / people search-: A platform of reviews by ex workers- honest opinions, which one can search

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Both family and friends affect his decisions because he feels he spends a lot of time with them. (Karan)

There is direct relation between time spent and influence

Belief that people who one spends time with, will make a decision according to your needs.

Platform should enable the jobseeker should “spend time” with the people who can help him make the right decision: ex workers of the company, present workers, college seniors who have joined it: Quick, useful advise through a flat platform A feature to tag people for jobs

Used to give advice to people in office: Seniors, juniors. Feels seniors also listened to his advise carefully especially in areas where he had more knowledge (Karan)

Gaining expertise or cutting edge knowledge can cut traditional barriers of flow of info from top to low

She takes her brother’s advise first, who has been in the same industry and she believes that he understands people in the media industry; and hence, gives appropriate solutions to her problems; Takes her dad’s advise for larger steps; more of emotional support and what is good for her (Vasundhara) Believes that as long as her brother’s advise matches her logic and she feels it is justified, she listens to it: 9/10 times (Vasundhara)

Experience in the field and trust are most important factors for influence.

Importance of advice matching the person’s reason for truly influencing: Advise doesn’t influence if the person has very different point of views, priorities; Advise influences if both have similar outlooks.

The platform should automatically detect common interests/ backgrounds for the person to feel connected.

At the 1st job, she knew a family friend who had interned but did not contact her as the communication with her wasn’t much. Also, her brother had an experience of applying directly to the same company and he got an interview. So, she applied on naukri.com and got it: She listened to her brother’s advise; hesitated to call up family friends (Vasundhara)

Hesitation to call someone (regarding job) one hasn’t spoken to for long

He thought a senior who he met when he had gone for the interview really influenced his decision as he convinced him that it is a good company (Ketan)

People tend to get influenced by those who they think will have knowledge about that particular field.

Platform should constantly update people about each other- to feel connected and can have a simple feature of “looking for a job- can you help?”- to convey clearly and easily. Since it will be a built in feature, it should reduce hesitation Platform should integrate all ways of getting jobs – campus placement, direct applying through job sites, connecting with people and finding people you know Grouping people according to their expertise eg. Travel, Gadgets, Shopping, Referrals etc.

Takes advise of elder sister most seriously because she has achieved his goal- she is earning well and has a good job. Has taken advise of friends in pre-requirements of finding a job: resume making also (Ketan)

Goal achievers are influencers of people who want to achieve that goal

Preference to try yourself first before asking for someone’s help

Platform should allow grouping (for your convenience) of people in your network which your mind has identified as expert in that area: eg. travel, software, gadgets. This will help take relevant advise from the selected set of people on your social network. ( A new way of social interaction among people who don’t know each other otherwise- eg. Your school friend and your colleague who are interested in gadgets) Suggested list of advisors: Automatic suggestion to take advise from people with whom interaction is maximum on facebook or email and who are experienced in the field.

Ability to find goal achievers among your social networks. Eg. Graphic design- should give a list of people in graphic design, at high posts


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Family has very high influence because of trust.

Advise of friends are also taken for resume making

Having family members on the platform too in a different group. Some family members may be part of your field. These will be highly recommended for seeking advise. Advisors are grouped according to “Family+ Your field” “Close tie+ your field” “Close tie’s close tie + your field etc” , which you can choose to filter Resume making should also be integrated in the platform: resume tips, asking close friends for advise, ability for friends to edit it

Resume was made by a cyber café guy since he is not very savvy with writing and computer skills

Resume as a medium for communicating eligibility is not comfortable for all

A feature of step by step help guide for resume making

Takes advice of Rahul and Ajay Mishra. Rahul: Doing PHD, has planned his future, motivates him Ajay Mishra: Colleague, has planned his job change’ (Amit)

Advice regarding a particular thing is taken from those who are better off in that field.

Friend who had suggested not to take coaching had taken it himself and got selected. Now, he has decided to take coaching (Amit)

If the advise is proved wrong, there is loss of trust.

Authenticity to be maintained by taking advise from strongest ties or from a diverse group

Mausi’s 2 sons listen to his advise seriously and follow it : one is in 12th and one doing polytechnic (Amit)

Family influence is high mainly because of common background, priorities and trust.

Being able to find common backgrounds/ interests among people you know to connect better Family to be highlighted among advisors

Finding referrals and being a referral People don’t tend to inform (her) about openings unless they know she is looking (Aditi)

Communicating Information that one is looking/ open to find new job is important in a subtle yet effective way

A feature of coding “actively looking” with a green dot, “open to new job” with orange and “not looking” with red dot

Platforms like google group are used to post jobs for batchmates in many colleges. Frequency of posting: once a month; Tend to check it often because it comes as part of email (Aditi)

Closed platforms connecting people with common edu background can create comfort to share job postings.

Group within group: designer(Big circle), graphics (Smaller), Delhi (smallest): ability to choose when u want to get posts (smallest circle or smaller or big) Ability to create circles with whom one wants to discuss jobs with- a feature called “Jobs discussion” (hidden for people who are not in the circle)

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She hasn’t made an effort to find out what kind of a profile her friend is looking for. Also hasn’t tried helping her (Aditi)

It requires strong relations and determination (constant reminders) to make people do these favours for you

A reminding system (that is not irritating) for your friend about referring you to a friend- eg. a flickering light next to your name

Not wanting to spend time finding people and contacting them through phone.

If the platform for a friend, who wants to find referral and the platform for you having to connect with the right person is same, effort and time will reduce. Ability to quickly and easily connect people to required set of people for referrals. Eg.ABC wants to ask you for referral in Benetton. Your network has Ambuj. Would you want to connect him to ABC? Yes/ No. Communication platform should give clear info about a person interesting in switching/ seeking

Would not want to make an opening public- would prefer specific people who may be eligible and interested (Aditi)

Pre Info about people you know who are eligible and interested

Had called school friends and college friends, who were close to him earlier but with some of whom he does not communicate frequently now. (Karan)

Not much hesitation to contact close friends from past for job finding (with whom present communication is less)

A new platform purely for finding referrals from people you ve known

Feels that finding referrals is the best way to find jobs because HR looks at that first. Thinks that job sites are used by smaller companies. (Karan)

People can have pre formed perceptions about job sites- that only small companies hire through it

Incorporating logos and company names next to job posts is important

Referrals are better third party than job sites

Incorporating a system of references in job sites – this will make it perceived as more authentic

Referrals for passive jobseekers happens either while socially interacting (while meeting friends) and talking about other people’s careers, or as interest increases, the communication becomes more directly focused on that- eg a phone call

For passive jobseekers, there can be a feature incorporated in a social platform about getting info about friends’ companies’ and job posts.

He says usually referring happens either while generally talking, and asking if I know anyone there or if a person calls me to ask me. (Karan)

For active jobseekers, there may be a more focused feature/ platform to discuss ONLY about jobs. Would consult Close friends- for personal advice: eg. what they think will be right for me Would consult experienced alumni/ seniors: for professional advice (Neha)

There are 2 sorts of advise one needs to take a big stepProfessional and Personal. Professional from those who have an experience in the field, and personal from those who know you well and will give a personalized advise.

A feature that tells you what is best for you- You define YOUR priorities (like assigning deciding points for factors money, location, etc), then other people rate factors like salary, location, profile, brand name etc. Now, these nos. will be multiplied by the assigned deciding points. And all will be added. This end number will give an idea of whether you should join or not. (a mix of your priorities and others’ reviews)


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

This can also be used to compare between companies. Her college had a platform for alumni to share openings in case there are. (Neha)

She would prefer to call 2-3 people who she thinks are fit or are looking for a job. But most people end up sending email (Neha) She passed on an offer to a friend, who told her he was looking for a job. Before that, she couldn’t find anyone suited for the opportunity Believed that campus placement offers equal opportunities to everyone. So couldn t help friends (Vasundhara)

Limited access to such platforms gives this a social aspect. Eg. only those college students will know about it. Even in that , the person who is posting may first ask his close friends or people he knows are looking for a job through phone. So there is privacy at various levels. Communication flow on this platform- is from employee to multiple people in the group. Then some interested ones can either contact him (and he gives their referral to HR, HR then calls them) or they directly contact the HR Preference to refer those people who will be fit for the job

Perception of what your friend is looking for makes a huge difference- as you feel he is not looking for this.

Communicating Information that companies are looking for people is not perceived as help Helping friends is perceived as going against the principle of equality – giving an advantage

She knows about a friend who is looking for a job through the google group platform of their college batchmates. After she saw the mail, she found out about openings in the company through the editor. The mail, communicating that the person was seeking jobs, was not very specific. Believes that flow of info is never from employee to jobseeker because she never knows about openings in her company (Vasundhara)

Communication flow is usually from jobseeker to employee friend, not other way round because the employee doesn’t have constant info about openings

The platform should allow the employees to post jobs on it at different level- first- closest group of friends, then if no one is interested, then make it public or first try next close group of friends

An automatic system where employees can find a suggested list of jobseekers from their social network for jobposts, who they can recommend Getting updates about what people in your social network are looking for, in jobs. A feature of “you would change your job if …..” (for passive jobseekers) or filling up basic details of job profiles you might be interested in. Ability to share info about companies looking for employees or companies hiring- as a general group post. This may not be targeted at a person but might benefit some. Ability to get advantage only if you help someone else. Write your job experience in detail. This can be viewed by someone only if he helps someone else. The relevant reviews will be unlocked. Eg. I write my job experience, and get to know about some “internal” openings of companies I might be interested in.

Platform communicating info from company to all employees regarding openings. Automatic matching with friends (from facebook or email) who may be interested in the particular job

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Had got referral through a friend’s friend (the friend had also got it): very open about jobs with close friends; he and his friends do discuss and help each other (Ketan)

Second degree connections can help if the link is strong

Has tried helping friends. Eg. gave referrals to childhood family friend (Ketan)

Family connections play an important role in helping to find referrals/ job; Dependability is high in such relations

He did not tell his jobseeker friend about some opportunities because according to him, “they wouldn’t interest him” (Ketan)

Employee Friend’s assumption/ perception of the jobseeker’s choice of job that he is seeking is what makes him miss lots of opportunities

Communication flow mostly from person who is looking for jobs to friends, and then HR gets in touch. (Ketan)

Info usually flows from jobseeker to friend, not the other way round

He gives lots of referrals within the company because he gets monetary incentives (Ketan)

Incentives can help people motivate to give referrals

Tried helping a school friend who wanted any job, any salary in own company. When they met, he asked him (Amit)

Meeting face to face, while generally talking is how people communicate their need for seeking jobs.

Knows a friend who is looking for a job- lives closeby; meets frequently .He is clear about his preferences, is not taking a job that is not of his preference; is ready to wait to find the right job. Mr. Amit knows exactly what the friend is look for.

Direct relation between Convenience (Proximity) and interaction

Clarity in preferences help in decision making

Should spread Awareness about choices

Asked me: an unknown person working in naukri.com for help regarding bank (Amit)

Comfort to talk to new people regarding job change

Can have open group discussions for people who do not know each other regarding career. The group discussions may be focused for different fields

ONLINE MEDIA

A separate group of strong links (friends/ family), each of whom can have their group of strong links. This network is strongest for referral seeking. “

The platform should be able to use the preferences of the jobseeking friend with any new post that you see. This will reduce effort and clearly point out where you can help (Above point)

An account maintainence of the no. of referrals given by you can be maintained. Each person you have referred will have to carry your name along “Referred by ABC”, which is a reminder. This can only be removed if they write a recommendation or send a referral Platform should Integrate professional help in social activities

Comparitive Analysis Job Sites Uses job sites like monster only when there is a real need for looking at jobs; sorts out the relevant mails from spam himself. Used to visit it 3 times a week when was looking for a job- went to

Perception that job sites are meant for active job seekers.

The platform, since made for passive jobseekers, should not focus on “jobs” but “career”.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

the website, not just email. (Karan)

Most of the info received from them perceived as spam

Personalized/ Customized info to be communicated to the user; not mass sent

Has never used job sites but thinks they should be a communication platform for clarifying queries in jobseeker’s minds about the company/ job; also anonymity is an advantage that recruiters will have to get honest answers (Neha)

Perception that job sites should be a platform to clarify queries about jobs

Ability to clarify doubts about job through a list of FAQs and past experiences of users (reviews)

Advantage of anonymity, both for jobseekers and recruiters

When was looking, visited very often. But has not visited since she found the job: 1.5 years (Vasundhara)

Job sites only attract people looking for jobs actively

Using anonymity as an “equality tool” – giving a list of questions related to the job, to the interested jobseekers. This can help filter out interested and eligible candidates. The platform should not be a job site, but a career site.

In the future would use naukri and monster. Feels that naukri has a big name and therefore, gives best company responses (Vasundhara)

The immediate attraction for a jobseeker is looking for “best” responses from companies: in terms of quantity and quality

Had a good experience with naukri in her 1st job; but after that, she feels it has been giving the same old results and is very confusing; with illegitimate- looking info (Vasundhara)

Clarity of info and updated info is important for good user experience.

Have the option of choosing “quantity” (for active jobseekers) or “chosen ones” (for passive jobseekers): Differentiate between the options for active and passive jobseekers Having the option of seeing new results (since last logged in)

Would like to improve Naukri’s cluttered interface and make the job categorization more specific (Vasundhara)

Job categorization is not specific enough

Have detailed options for each job domain

Is fine with trying for opportunities – has given interviews to clients while being on this job; still checks email of jobsites 2-3 times a day (Ketan)

Lack of options for freshers who are passively seeking jobs – they end up using job sites

Thinks that naukri should have better categorization and accordingly give job offers because getting so many jobs offers that one is not interested in makes him less interested in opening new emails (Ketan)

Lesser, relevant emails will maintain the interest

Platform should make aware of opportunities that the person might be interested in [Instead of person going to opportunities, opportunities passing by from the side] Passive jobseekers should only get very apt and relevant job posts, in which they have “expressed interest” earlier.

Does not use Linkedin because he feels he does not have strong referrals on it (Karan)

The network on Linkedin is dependent on you, unlike job sites

Linkedin For freshers, the platform should allow building new contacts by providing a “search” bar to find relevant contacts/ groups for advice or using their social contacts for referrals For middle and senior level jobseekers, the platform should allow keeping track/ integrating professional contacts

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If the network and the references are truly reflective of a person’s work, they become more useful both for the recruiter and the seeker.

Increasing perceived authenticity of references by showing their identity

In this case, the person did have an extensive network and referrals which he used actively to seek job. However, this platform was offline.

Linking the platform with phone numbers- This way you will have people you know well and can easily contact them.

Linkedin is used by her mainly as a research tool for peoplesearches them either by name or company (Neha)

Researching people’s background has become a frequent and important activity

Ability to search people’s professional backgrounds

Has never used Linkedin but has heard from her boyfriend that it is brilliant. She enlists its features as: connecting with people, can help you find a job, can help you get good advise, can help you send emails (Vasundhara)

Getting Information, which you may not have asked for might be useful.

Getting updates about jobs in an “additional info” way and not in the form of disturbance: This is info passive jobseekers do not ask for, but may be interested in. A special “badge” for those who have found jobs using the platform.

A convenient and trusted mode of information about something you have not experienced is from those who have experienced it. He sees linkedin as a platform which can help one get new contacts as well as make use of present “good contacts” for jobseeking/ networking. He doesn’t tend to add contacts himself on Linkedin, but just accepts if he gets invites: Doesn’t want to make an effort (Ketan)

“Good contacts” are people who have the ability to give you strong referrals in companies where you might be interested in: Therefore, ‘goodness’ of contacts is defined by YOUR choice of companies, and their willingness to help.

A “shake hand” can denote willingness to refer. Eg. ABC shakes XYZ’s hand – that means ABC is willing to refer XYZ in his company. This would work for colleagues Contacts can also be separated according to companies you might be interested in. Updates from them should be highlighted.

Hesitation to add people who he doesn’t know well

Ability to add people with a transparency of group – eg. “Camp” or “Design Seminar IHC” . The person will also know the group in which u have added him. An overall environment of the platform should be of a “face memory” – storing all contacts

Expectations Even though has never used it, expects the job site to perfectly match the profile with jobs (Aditi)

Perfect Matching is the main expectation from job sites: jobseekers should get what they are looking for, and recruiters should get what they are looking for. For this, info about what the other party is looking for is important

Relevant matching can happen if the keywords entered during search are similar: so a suggestion panel for candidates (which is pulled out of JD given by recruiters) Priorities should be listed- for both jobseekers and recruiters- this might eliminate one step of validation for recruiters.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

A visual concentric circle representation for relevance of job. Quickly can give you an idea and you can click on it and see. Linkedin: Primary Function: to research, to find out info about people; Secondary Function: to find jobs Monster/ Naukri: To find a job (Karan) Linkedin limits the viewers to see job posts, whereas in job sites like naukri- it is open to everyone (Neha)

The sole objective of monster/ naukri is to look for a job- so that limits the number of passive jobseekers coming to them; Apart from jobseeking, people want to put up their professional profile as their backgrounds. This helps people to do other people’s background check. Linkedin is limiting the no. of people who are able to view an opportunity; whereas jobsites offer quality in the sense that everyone can look at all opportunities

A new platform which focuses on updated professional profiles for their networks prospective employees. (Maybe in the form of virtual business cards) The platform should provide exclusivity in seeing jobs – through people (you know) tagging you/ joining appropriate groups. Also, being able to get tagged/ starred by companies/ recruiters – This will help catch passive jobseekers- who may not want to make an effort. Also for them to know their options.

Linkedin is to keep your options open; Naukri to find a job (Vasundhara)

Passive jobseekers: People who want to keep their options open. Therefore, knowledge about possible opportunities is important to them.

Constant updates about who all viewed the person’s profile and which companies “expressed interest”

Facebook and Jobs Even though he says he is very open about jobs, he has not discussed it. Says he may discuss if he only has friends and family on it. Wants to keep professional and social life separate (Karan)

No overlap wanted between professional and social life, especially on a public domain.

The platform should enable private discussions about job even with the social network

She says B schools have a rule of not posting jobs on facebook because it spoils it for their own college jobseekers. (Neha)

Preference given to own college jobseeker first

Allowing posting jobs at multiple private levels – first close friends, then college juniors

Also people only want to use facebook for closed groups because the employee, by referral has an unsaid responsibility – which he would not want to take unless he knows him/her (Neha)

Responsibility felt by the employee who is referring his known person.

A feature where one can check a person’s credibility through resume/ recommendations. A button for “Check resume”

She may discuss jobs on personal message, but definitely not wall because she has office colleagues on fb. If she says something about it, she might turn against her; feels one has to be cautious against these people. Also feels it is dumb to discuss new job offer on fb (Vasundhara)

Jobs discussions are meant to be private – Wall between professional colleagues and personal discussions. No trust on colleagues.

Grouping of info should be allowed (instead of just grouping people): Eg. adding a photo to my personal group, adding a status to my professional group Anonymity should be possible as some people might not be comfortable

Insecurity about other people knowing and applying for the same job, if openly discussed

Showing the no. of people who have viewed/ applied for the job may help as an informational feature.

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He feels that social networking can be a platform to give basic info, but for details meeting is important(Ketan)

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Most of their doubts are feeling based, not factual

Lesser the time lapse, the more efficient the communication is

Ability to communicate real time, without any lapse

Personal interaction with the person will make him take it more seriously

Platform interface should be such that the purpose of communication should be communicated clearly and should be tracked- eg. I contact ABC regarding referral, Tomorrow ABC will get a reminder about it and I will get update about it .


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Freshersâ&#x20AC;&#x2122; Themes After converting key extracts into design directions, there were patterns that were observed within the design directions. These were then grouped to form themes

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Major Themes from freshersâ&#x20AC;&#x2122; analysis: - Using Social Network for Professional Needs - Better the brand, lesser the doubts and research - Wall between Professional contacts and social life - Need for Relevant Matching on Job Sites - Integration of functions in technology/ websites - Authenticity in Reviews - Comparison Based Decision Making - Privacy, Limited groups for professional talk. - Passive Jobseeking Behaviour - Advice from alumni - Not much use of LinkedIn

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AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Mid Level Employeesâ&#x20AC;&#x2122; Design Directions After completing the freshersâ&#x20AC;&#x2122; analysis, I realized that the process followed was taking a lot of time and hence decided to change the process slightly. This time, I made a table of key highlights from interviews, inferences and keywords.

LEARNING: - Processes should be adapted and evolved according to the needs.

Key Highlights

Inferences

Keywords

Design Direction

The inferences that were similar were grouped together to get single (or multiple) design directions. Similar design directions were then clustered to form a theme.

Process followed: Categorization of design directions Clustering Pattern analyzing

Key highlights

Inferences

Common Inferences

Design Directions

Themes

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Shown below is the table of analysis for midlevel employees* Name

Highlight

Inference PROFESSIONAL Job Finding

Keywords

Adit

First job- TCS through campus placement.

Campus placement- the first way to find a job (as fresher)

Campus placement

Adit

Second (present) job- was informed about the work by his professor at PG college; did a project with world bank from where he got to know people who gave him appropriate contacts. Also tried for similar consultancies She called company employee (friend) who then interacted with HR to find out about openings, went back to jobseeker Sneha, informed her about opening. Sneha then sent her CV to the friend, who forwarded to HR. The HR then directly contacted Sneha. Since he is in HR, he has a huge network and generally seeks jobs through referrals: college mates.

Getting info about companies from professionally connected people (like professors) who know your interest

Info, professional, people

Asking friends (who are working in companies one is interested in) about openings Knowing which friend is in the company you’re interested in is important For HRs (or people who have HR contacts), networking and keeping in touch is important for future jobfinding.

Friends, openings

Sneha

Arpan

Arpan Ankur Gur

Ankur Gur

Anup K John

Samarth Gupta Shashank Gupta

References are given first option: even an independent person like him has never been an active jobseeker- has always applied through referral Got second job through job site and first through another college’s placement that was open to all

Since he went to an elite college, he does not want to look for people (relatives etc) to give referrals because : The name is big enough to give him offers. Also his own connections are targeted well professionally: similar field.

External factors: There were lack of opportunities because of recession; and therefore was happy with whatever he got.

Got his job through Campus Placement. Applied on job sites- naukri and monster. Also applied through referrals- ex colleague, college friends. I told them. Bad experience with naukri.com- discussed it with friends and decided to use monster only

(DD: a separate division of HRs in your network- highlight) Referral is preferred choice for jobseeking

Info, friends, companies HR, networking

Referral

Open College placement (which allow other colleges also to participate) for freshers Job sites used for changing job

College, first

Elite college passouts either are placed from campus or take their connections’ (seniors, professors etc. ) help.

Elite, professional contacts, campus

Passing out from an elite college gives an advantage of having “strong” connections in the industry

Elite college, strong connections

When choices are not many, one tends to have less preferences and is satisfied with what he gets. – i.e. as demand for a person decreases, his tendency to give up his choices increases.

Demand, and choice

Job site, switch

DD: if a person has more than 15 matching results, do not give extra. If a person has less, allow more to send Campus placement- the first way to look for a job

Campus

Jobsites- naukri and monster.

jobsites

Applying through Referral- ex colleagues, college friends

Professional, social

* This table is a process work


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Shashank Gupta

To get referrals, phone calls are most common among friends

Ritvik Pandey

Applied for jobs through website and directly. Got the job through direct application

Malvika Jain

Got the job at Google through campus placement . It was the first company she got through and she “didn’t care about the rest of them” then

Adit

For first job, Chose TCS over Airtel because the profile matched his skills more. Spoke to some people working in TCS after getting the offer- these people were seniors, family contacts and joined online forums for discussion: Did a lot of research before joining

Discussing job finding ways with friends; and getting influenced by their experience

Job finding ways

Phone calls for referrals – most common

Phone, referral

Most referrals happen among friends

Referral, friends

Tendency for people to apply through more than 1 ways.

More than 1, integrated platform

Jobsites and direct application- both are simultaneous processes since through the same media

Online, job sites, direct application

Freshers do not look for more options if they have a good brand name in hand.

Fresher, brand

Doubts and Decision Making

Adit Sneha

Sneha Arpan

During E&Y, also tried for other consultancies of similar standard; but considering all factors like field of interest, profile and chances of getting through other companies, he decided on E&Y Self Research (online) on company clarified the doubts that Sneha had

Strong brand name is one of the very important aspects of decision making for joining. Believes that having a big name on resume is good for getting into MBA institutes Factors for taking up a job now: Interest in Company’s core, Role of interest, People you ll get to work with, stability of employees: no. of years spent by people.

Arpan

Before joining, he decided by doing his own research- online

Arpan

He, as a fresher settled for a much lower salary as exciting, interesting work was more important to him. Did not have much doubts about first job- was happy to get a job Now would want a job that suits his role, pays well and is at preferred location

Ankur Gur

Profile matching with skills is important Pre joining research involves talking to people from same company (professionally connected- like senior; personally connected like family contacts), online discussion forums. Professional Info about both- family contacts, professional contacts are necessary

Profile, match, skills People, connections, research, online

Factors considered for decision making between options: field of interest, profile, chances of getting through other companies

Factors considered

For big brands, employees do not feel the need of much research. Online self research is one of the first and sometimes, only form of research Perception of Importance of resume; and big brands on them. Consideration of how the job will help in future prospects

Brand, less doubt

As experience increasees, all factors like company’s core, the role, people, stability are important. Therefore, info about all these is necessary Stability is generally measured by no. of years spent by people in the company Some prefer to do independent online research to clarify all doubts At fresher level, interest in work is more important than salary for some. But after that, other factors also start to matter. As freshers, people do not have much doubts. They are happy to get a job. (expectation is less) As time increases, expectations also increase. With more experience, more factors become important- like role, money

Info, factors

Info, professional

Online, first Resume, brands Future

Stability, employees Self, independent Interest, salary, fresher Satisfaction, freshers, expectation Experience, factors

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Anup K John

Motive: Did not like being paid without working, liked work

and location First source of research: Online. To get a better idea about jobs (after online research): Talking to people. Campus interviews: Research after selection; Outside interview: Research before interview A lot of importance to brand name of the company initially (as a fresher) as difference between salaries offered between companies is not much Skill matching with role is important to take up a job Inquiries related to experience are asked from people one knows People tend to have inquiries about the future before joining. Comfortable to clarify doubts from friends and cousin: family and friends who are working in the company Money is not the motive: it is growth and learning for some

Anup K John

Most important: profile and role

Self contribution to company is most important: Role and profile

Self, contribution

Anup K John

Didn’t want to go to a small company as thought it would not offer good prospects.

Perception that bigger brands offer better future prospects

Brand, future

Decision largely influenced by future prospects of the job

Decision, future

Anup K John

Anup K John

Anup K John

Research: Did basic online research. Feels that during campus placement: he didnt do research on company before sitting for interview whereas he feels for outside interviews, he would. Therefore, after he got selected through campus placement, he needed to do research Factors: His preference was towards Wipro as they offered a role that would utilize engineering skills learnt in college. Brand name was also an important criteria for him because he was starting off Doubts and Inquiries were mainly about Nature of work and opportunities that he ll get in the future; asked his friend who was working in TCS for a year and a cousin in Wipro

Online research People, secondary Campus, outside interviews, research Brand, fresher Skill, role matching Subjective, experience Inquiries, future Family, friends Learning, growth

Samarth Gupta

While deciding between companies, he first looked at the salary package, then brand name and then his role matching with his skills

First filter factor- Salary Second- Brand name Third- role matching

Filter, factors

Samarth Gupta

Multinationals are perceived to have a good culture: Feels there is no need to confirm it

As brand value increases, doubts and social interaction for inquiring regarding it decreas

Brand, less doubt, work environment

Shashank Gupta

During first job, wasn’t picky at all- but had doubts about office location, what kind of work, profile and salary range.

As a fresher, one doesn’t tend to be picky; college policy of giving one job to each student only.

Fresher, picky

Ritvik Pandey

Decided for Amex and not others, because heard good reviews from close cousin who had worked there; her advise clarified his doubts as she said it ll be a fun company

Advise from experienced people who you trust matters;

Experienced, advise

Also the advisor’s content reflects what is important to the person seeking advise

Context, advisor, content

His dad, whose advise really matters also advised him to join Amex for its brand name. Also, they were paying the best.

Brand name is a critical decision making criteria, along with money.

Brand, money

If a family member has experience in the industry, his influence is quite high

Family, experience

Ritvik Pandey


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Ritvik Pandey

He didn’t try anywhere else because he “knew” other companies will pay less: The company held back employees through overpaying them according to market value

People will not make an effort to find out about options if they have pre conceived notions about them.

Pre conceived notions, effort

Money- one of the most critical factors to decide. A company paying more than market value will be preferred most of the times.

Money

Ritvik Pandey

The first impression of the people in the organization (eg. interview) is important : Reflects culture

First impression of company is through people and their attitude

People, attitude

Malvika Jain

With big companies & brand names, she did company research for sitting for the interview- read up online. (unlike for smaller companies, she would do it after clearing the interview, to decide)

For bigger brands and jobs one is really wanting, one tends to do research (atleast online) before the interview. Research is about the company and the skills for role you are looking for

Brand, want, research

Malvika Jain

Friends’/ Experienced peoples’ tips are also taken for sitting for interviews.

Interview tips are also taking from those who are experienced in giving the interview

Interview tips

Malvika Jain

For her, brand name of the company is very important as she feels it affects future prospects.

Perception that brand name affects future prospects

Brand, Future

Present Job Adit

Likes: opportunity to travel, and a lot of exposure to diff industries: might help in future.

While considering good and bad factors about present job, tendency to point out the factors considering the future

Judge, Future

Adit

Dislikes: No timelines, unlike in TCS where they were fixed

Tendency to judge present job by comparing it to previous company.

Present, previous, compare

Arpan

Factors he likes about the jobs are more to do with relationship between him and people – trust factor, open door policy and also about himself- confidence because of handling important projects

Factors one likes are mostly about people, company philosophy and about personal growth: something which he experienced and felt; and had no idea about before joining.

Experience, employees, subjective

Arpan

What he dislikes is more to do with inability to pursue interest through his role – which he initially thought he will be able to.

(DD: working employees writing their favourite thing about a company) Factors one dislikes are mostly gap between expectation and reality. Therefore it is important to reduce that gap

Arpan

Society and Jobs: He feels there are 2 types of jobseekers: 1. Who want to get into big brands as that is socially respectable 2. Who want to get into startups as their contribution is more valued and it is more challenging.

The perception is that respect in society comes with bigger brand; and real work and contribution is with startups.

Interest, expectation

Startups, brands, society

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Ankur Gur

He liked people, challenging job, no politics, cooperation about TCS job Disliked the environment at Cognizant (again, subjective)

What one likes and dislikes are factors that only experience can tell- not facts but feelings of people who have worked there

Experience, feelings

Samarth Gupta

Measures good and bad factors about company in terms of comparison with other companies: Discusses it with friends working in different companies

Friend’s experiences/ opinions about their companies affects judgement of the person about his own company: Tendency to compare with peers

Compare, friends, companies

Ritvik Pandey

Personal Networking and professional benefits: Took a break in between but joined again after some time at a better position: This was possible because he had worked there and knew people, who informed him about openings.

Past employees are given info about openings first through people they know in the organization

Past employees, info, openings

Ritvik Pandey

Getting along with bosses is important for him: was happy to leave job because his new manager did not get along with him

Gelling with people is very important to like a job.

Gel, people

Ritvik Pandey

Likes office because can afford to have fun in office too, gets along with people

People tend to like very Subjective factors – which one knows only after experiencing them

subjective

Malvika Jain

Initiating new projects; participating in activities other than own work

Flexibility and responsibility that a company offers the employee are important for him/her.

Flexibility, responsibility

Extra activities other than regular work are sometimes more important for employees

Extra curricular activities

Reason for switching/ not switching Adit

He specifies 2 reasons why people leave jobs from his personal experience- some, who work directly after MBA do not enjoy their job even though the money is good; and some have differences with senior management

Adit

He knows some close friends who are working but are not happy with their jobs mainly because of very hectic schedules and bad work environment Believes that people change jobs for higher pays or different profiles Acc to Arpan (HR), Salaries are the main reason for switching jobs: Startups tend to overpay able people. Therefore, Expectations of people (in context of salaries) are built by people/classmates’ offers. Package and location made him change his first job

Sneha Arpan

Ankur Gur

-

Gap between expectation and reality can increase if one works directly after post grad. This may lead to switching

Gap, expectations

- Not gelling with seniors in the company may lead to switching Work environment and work life balance are very important to continue a job

People, geling Work env, balance

Money and change in role- main reason for changing jobs

Money, role

Money is the main reason for switching

Money

Tendency to compare salaries with peers. Better Money is the reason for switching Location is also a reason for switching

Compare, peers Money location


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Ankur Gur Anup K John Samartj Gupta Samarth Gupta Shashank Gupta Ritvik Pandey Malvika Jain Malvika Jain

According to him, package and role are the most important reasons why people switch jobs so often thesedays Feels that people switch jobs mainly because there is a lot of opportunity. Also because of increment He hasn’t switched job till now because wants to do an MBA, otherwise would have definitely switched Feels that reasons for switching jobs is very individualistic. However, feels that switch of jobs in the IT industry is mainly because of many opportunities People don’t find their jobs challenging enough Believes that MONEY is the main reason why people (younger generation) are switching Feels she has not switched because it is “convenient” for her to not switch jobs right now. Most people have issues with their managers or coworkers. Also feels people who do not work for very well known companies face societal pressure and tend to switch.

Money and role- main reasons why people leave jobs

Money, role

Frequent switching is a result of increase in demand and opportunity Frequent change in jobs is common

Demand, opportunity

Too many opportunities result in increase in switching jobs

Opportunities, switching

Highlights importance of challenge in work- confidence, growth are therefore important aspects of a job Money- perceived as the biggest reason why youth changes job so often. Comfort, and convenience are sometimes factors why people do not switch : need motivation to switch Working for big brands is perceived as socially respectable

Challenge, confidence

Relationship between manager and employee is very important for staying in the job

Manager and employee relationship

Freshers face maximum gap between expectation and reality

Freshers, maximum

Gap is mainly because people do not look at timings, work, profile and pressure before joining a company

Other factors, important

Most people give preference to brand name and money

Brand name, money

Being paid for your interest would be ideal.

Interest, money

Indian society influences the minds of youth because of stress on money and competition. Studying abroad can make a person more open to experimenting Ideal, sometimes, is influenced by what one is not getting from present job.- Human Tendency to want something one doesn’t have For her, Individual opportunity (contribution) and hands on work is most important Work life balance is most important, then role and then salary

Society, youth, money, competition

An “ideal” job is related to interest but for deciding to take up a job, salary is most important (contradiction).

Money, Interest

Responsibility and constant change are factors to make a job

Responsibility, constant change

Frequent, change

Money Comfort, convenience Brand, respect

Gap between expectations and reality Adit

Says that there are gaps between expectation and reality- eg. as a fresher, you have different expectations and in real, you have to face lot of pressure. Also this gap could be subject to a company. Says that most times, we look at brand name and money in consultancies- not timings, work, profile and pressure- which is why there is a gap.

Ideal Job

Adit

Sneha

Ankur Gur Samarth Gupta Shashank

Ideal job would be something he loves to do- like travel writer – being paid for it. Further explains how India, because of its societal pressure has led to people being driven by money; and lot of competition His thinking, after studying abroad has been influenced greatly and now is free from pressures- open to do experimental stuff An ideal job for her would be a job offering great opportunity- to do things hands on (What she disliked about her job- to not get enough opportunity)

Work Life Balance, Role and then Salary are the ideal factors for him An ideal job would be one in which he would want to go in the morning: Clearly interest and passion is most important, feels that if interest is there, then growth will automatically be there Ideal job for him involves a lot of responsibility, and constant

Abroad, environment, freedom Want, presently lack Opportunity, contribution, hands on Ideal factors

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Gupta Ritvik Pandey

Malvika Jain

change. An ideal job would be what he enjoys doing even if the timings are tough: He would want challenges in present which lead to a better future. Interesting, different projects, , growing and earning a lot of money, nice people, good food and nice toilets because most of the day is spent in toilets

ideal Interest is most important for an ideal job. Ideology of working hard and facing challenges for a better future A mid level person looks at all factors : Work, personal growth, money, work environment etc. unlike freshers who mainly look at brand name and salary

Interets, ideal Present, future All factors

SOCIAL Social circles & activities Adit

Sneha Arpan

Weekdays: Office colleagues, house mate, building friends. Weekends: participates in initiatives company: meets some new people Is not in touch with many friends. Mix- Closest to College friends; then school and work. On weekdays, he spends time playing video games with Roommate. He belongs to MP and does not have family in Delhi- that is why, he says he has lot of friends here- ex colleagues, team people. On weekends, likes to go for movies, disc, travel, photography.

Ankur Gur

Social Activities: For him, most of the socializing activities were related to meeting up – like gappe ladaana, TV, roaming around the city, drinking - not virtual. He says he had a Mix of friends; in diverse professions; Therefore used to spend time with building friends, who lived close by and college friends who he lives with.

Anup K John

Joined TCS together with a group of friends from college , lived together and mainly socialized with them only

Samarth Gupta

Samarth Gupta Ritvik Pandey

Socializes with office friends who share common interests (sports); does not socialize much with other friends because it is difficult to get connected as he lives in Gurgaon (and feels everyone has their own circles); Is very close to family- comes back home on the weekend Friday goes out with friends, sleeps late; Saturday watches movies/ sports; Sundays are leisure days: does what he wants to Mainly college friends and office. Office friends’ socializing is limited to office hours only

Ritvik Pandey

College friends’ socializing activities: movies, coffee, lunches, sometimes bowling

Socializing is max with people one meets most often and easily Interested in meeting people with common interests

Convenience, social circle Common, interests

A person has different circles based on common edu or prof background On weekdays, since most people are busy, socializing is centred around people with whom it is convenient to meet, and activity is a shared common interest. When not living with family, people tend to socialize more with other people – for social bonding and support. Basically, socializing with people close by is a tendency Weekends are days when people (single) want to indulge in own interest to unwind Clear relationship between convenience and time spent socializing since people who are close location wise, are people with whom maximum time is spent communicating

Circles, common background

Socializing for some still means meeting up, and not virtual socializing

Meeting, real, not virtual

Socializing with colleagues increases if previous friends not around – i.e. one tends to be friendly with people he knows in an environment where he doesn’t know anyone Socializing with office colleagues who share common interests works With busy lifestyles, socializing is about convenient social bonding with people who you can meet easily.

Colleagues, environment, friends

Activities based socializing: movies, sports and going out

Activity

Socializing with office colleagues in the office only: Convenience, time spent based socializing

Socializing, office, convenient

Activity based socializing, not just talks

Activity

Convenience, common interest Family, support, proximity Pamper, self interest Convenience, socialize

Office colleagues, common interests Convenience, busy


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Communication Medium Adit

Sneha Samarth Gupta

Ritvik Pandey Malvika Jain

Mostly socializes by meeting colleagues, house mate, building friends. From school: 4-5 whom he sends a msg on fb once in 2 months or email. Other than that, some college friends are in Bombay- so he says it is easier to keep in touch. Uses BBM because it is most accessible, most hassle free, and everyone can see the message when they get time. She and her group are interested in meeting up for cultural events too. for close friends- BBM, Whatsapp, Phone : but only fortnightly Also uses email as it almost acts like a SMS (since “everyone” has smartphones) Uses facebook to get in touch with someone who he hasn’t spoken to for really long Communication Medium: With close friends: Phone, SMS, chat With not so close: SMS, Chat Communicates with her best friend through messaging, does not meet her often as she is busy in her own schedule.

Prefers meeting people ; Others- message, email, and rarely call: Either face to face meeting or communication that does not require immediate attention Preference towards a form of communication that is convenient and stores “messages” so that people can see and reply as per their convenience Emailing acts like sms because of increase in smart phone users.

Preference to meet

Message, BBM, convenient Email, sms, smart phones

Facebook is only for finding people who haven’t been in touch

Facebook

Comfort to call people one is close to. With not so close- messaging and chat is what one is comfortable with. Messaging may be used as a very personal mode of communication;

Close versus not so close, Phone, sms

Messages are quick ways of keeping friends updated and conversing Comfort to discuss jobs

Messages, personal, updates

Messages, updates

Adit

Would be most comfortable to discuss jobs with girlfriend, parents and housemate.

Mainly closest circle- girlfriend, parents, housemate: (Personal contacts) Trust and closeness very important

Closest circle, trust

Adit

Says he could discuss it with office colleagues too, because he isn’t insecure about it

Comfort discussing with colleagues too

Professional contacts

Sneha

Friends at work and friends from college who have exposure in similar areas of interest. Also, first do it over the phone or discuss. Says last stage is to email the CV.

Insecurity is the reason for not discussing jobs with colleagues. People who one knows personally or professionally and who have similar professional interests and more experience.

Insecurity Experience,

Arpan

Anup K John Samarth Gupta Shashank Gupta

He seeks career advice from Ex Manager/ present manager, ex colleagues (those who have gone through a similar path). Family s advice is only important for emotional support- in times of personal need Was open about exploring other opportunities at the workplacehad informed own manager Would discuss job change with close friends from college and seniors as they being experienced are in a position to answer his queries; Not parents since they are in a different field With close college friends- because they have similar jobs and have had similar problems. They have helped him in the past by giving referrals or by telling solutions to problems.

Communication medium for discussion: Preference to first call and discuss; and finally send CV through email People take advise of those who have gone through the path they want to go through Comfort to discuss job change with previous bosses and colleagues Family advise is mainly for emotional support comfortable to discuss future opportunities with own managercommunication and trust Discussing job change with close friends, seniors is more appropriate as they are in a similar position If past experience has been positive, one tends to trust that person’s advise more – (Maybe a feature which keeps a score of the no. of times a person has helped; tendency to give more weightage to that)

Path follower Ex colleagues, ex bosses Family, emotional Future, professional contact Appropriate, similar position Past affects trust

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Malvika Jain

Discusses job change with close Colleagues whom she trusts. They help by giving info about new roles/ openings within the company, understanding what is required for that role

People are comfortable discussing jobs with someone in a similar situation, who is close and trustable People heading for similar career goals discuss about decisions : The one who has a slight edge over the other ends up giving advice. Comfort to discuss with few, trustable colleagues

Similar, comfort

Companies, people

Steps to find jobs Sneha

Look up relevant companies & industry and then, find people in those.

First step: to find relevant companies one is interested in (DD: a platform to find companies related to your domain)

Ankur Gur

If had to find a job, would still use websites first. Earlier, had used naukri and monster. But now, after MBA would use Linkedin because all seniors of MBA (from IIM) are on it.

Second: to find people in those companies After getting education from premier institute, senior’s connections become strong and important for jobseeking- and hence Linkedin is the preferred jobsite.

Anup K John Ritvik Pandey

Ritvik Pandey

First step to look for jobs- people and campus placements, secondall job sites 1. Identify companies where he wants to work (based on online research and surroundings) 2. Finding people in these companies for feedback) 3. Finding internal referrals (Jugaad)

Now if he had to look for job, he would not apply through job site. He would apply directly or look for people in these companies

Similar goals, discuss Colleagues

Premier, seniors, connections

For people not from premier institutes, job sites like naukri.com, monster.com are more valuable.

Regular college, jobsites

first- people & campus placements; second- all job sites. Accessibility to all possible job posts makes one secure Step 1- Identify companies of interest Medium: Online research, surroundings

People, campus , Integration, accessibility Companies, people, referrals

Step 2: Finding people in these companies (to check authenticity of info) Step 3: Find internal referrals (to improve chances ; and fasten) People want to get an extra edge over others- because of so much competition and hence prefer to find people in the company. Preference to apply directly than through job site because people prefer to apply to selected few properly and appropriately .

Edge directly

Influence on decisions Adit Sneha

Arpan

Samarth

Has always gone with the flow – Says never got influenced by people’s advices except in TCS. But did engineering because everyone around him was doing it. She prefers to take decision based on her own priorities- does not always implement the advice of others.

For professional advice he generally does independent researchspends time, takes notes, writes about pros and cons, and then takes a measured decision Thinks that he is very much influenced by people around him- says

Influence of peers’ professions is strong – tendency to do what everyone is doing.

Peer, influence

People feel that their own priorities should be the reason behind decisions. Others advise may not be valid for the person. Therefore, not always followed Wanting to make a measured decision by researching all pros and cons through independent research Taking decision based on independent research makes one feel satisfied with the decision. People around (physical space) tend to influence decisions

Self, Priorities Valid, others, advise Measured, independent Satisfaction, independent Influence, physical space


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Gupta

that that is the biggest reason why he wants to do an MBA

Adit

Seeks professor’s advise in Cambridge who gives him info about new initiatives; has similar background to him and is doing what he would want to do 10 years from now: Logical decision of choosing him as advisor His gf seeks his advise. She says she helps people make informed choices- gives knowledge about possible choices Lot of People take his advice because he is in HR. Take advise: Would take elder sisters’ (who is an MBA and much senior) or ex bosses advise Relies on his own opinion for decisions. May take advice of people who have seen others do the same thing- eg. teachers. Feels if something is being done by a lot of people, then it must be right.

Adit Sneha Arpan Ankur Gur Anup K John

Anup K John Samarth Gupta Shashank Gupta

Ritvik Pandey Ritvik Pandey

Seeking and Giving Advise Seeking advise from a professional connection who knows your interests, and is already doing what you want to do .

Professional, logical advise

Personal and emotional connections also lead to seeking advise Help can be given by giving correct information about all options, leaving final decision to the person. People in HR are strong influencers Would take advise from those who are experienced in the field – whether family or previous bosses Tendency to believe in a lot of people’s decision: Feeling that if a lot of people are doing something, it must be right Belief in teacher’s advise- a third person who have seen lots of others experience the path

Emotional, personal advise Info, choice

Relying on yourself for final decision

Yourself, final decision

People take advice of those who have done what they want to do Others opinions: a source of info and finally taking own decision

Experience, want

Discussion- a source of info, not advise : 2 sided interaction, not one sided

Discussion, 2 sided

For each individual, his own priorities are important Trusts his own research more. Influence is related to advisor’s knowledge and your own past experience with the person’s advise

Priorities. Individual Self research Knowledge, past experience

Shows people listen to those who have crossed the barriers they are facing.

Experience, barrier

Knowledge about a specific subject can lead to change in traditional flow of advise People’s questions vary with the person they are asking – according to his knowledge

Knowledge, specific

Got assured by friends of business families who had good contacts to go ahead with Cambridge (it seemed risky) and not worry about finding a job. Also, got connected to friend’s Mamaji, who was experienced to understand ERP when he had just joined TCS

Seeking help from second degree connections- family/ relatives of friends or helping friends through your family contacts Giving a feeling of security is also help Getting some basic knowledge about a field from those experienced in the field is a form of help

Second degree, relatives, friends

Offered help to friends from Cambridge to join E&Y: forwarded

Helping friends by forwarding CV to own company: Info that a

Refer, own company

Some juniors in TCS take his advice about CAT, who all to tell about it, etc. Says he makes decisions by listening to everyone and then doing what he wants to and thinks is right Tends to trust his own research more; discusses with friends- may or may not implement: Focus on individual priorities

For him, dad’s advise holds the most importance because it has always worked in the past: whatever he has said has happened and also he knows a lot Office people (both seniors and juniors) ask him for advice: Their questions are generally about other departments, their new role, and how to get a better profile (because he has experienced the other department and had got a better profile in 14 months only!)

Influence, HR Experience, ex boss, family Quantity Teacher, experience

Source of info

Vary, knowledge

Helping friends and help from friends Adit

Adit

Security, help Experienced, knowledge

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Adit Adit Sneha

Sneha Arpan

Arpan Ankur Gur

Ankur Gur Ankur Gur

Anup K John Anup K John Anup K John Samarth Gupta Samarth Gupta

their resumes for London and Kolkata Offices. Also earlier used to forward the monster.com emails to TCS friends, who were looking for jobs. Still checks the emails because has a blackberry phone Had got an offer from friends who had started their companies, even without him asking Forwarded some offers to friends (who had appropriate background) in which he was not interested; does not know whether they took it up or not She says sometimes, being an employee- she gets prior knowledge about openings- then she calls up close friends who she knows are looking for jobs. Sometimes, people call up to ask for openings

Has never passed on an offer she got because she didn’t know who ll be interested Helps friends by giving them interview tips, what to expect, resume writing, research on the company

Flow of info about jobseeking is from jobseeker to HR person/ employee, unless the employee gets to know about an opening absolutely fit for someone he knows: which is rare.. Has helped previous colleagues by forwarding their CVs in own company.

Most of them had doubts about experience based info like work life balance, job security, approximate expenses No idea about who s looking for job thesedays as he is studying: No one talks abt jobs with him

Helped a senior get a referral through manager as he was not allowed to refer any one that time: Made a special effort Companies who hire in bulk do not consider potential employee’s contacts for hiring While studying, has not been communicating about jobs and career with friends from previous college Would be very much willing to help friends and younger sibling because understands that he was also in a position as them and someone did help him Has helped friends through friends lot of times – may not be in professional terms, but even otherwise

friend is interested in your company is important Friends need info about which company you are working in Helping those friends looking for jobs by forwarding job posts to them : info about which jobs a friend is looking for is important Startups tend to look for people they know (for employment)

Jobseeking friends, forward, job posts Startups, contacts

Knowledge about friends’ background is important to forward job offers you’re not interested in

Friends, background, jobs

Info about which friend is looking for a job in your company is critical Knowing the preferences of your jobseeking friend is important For friends, information that who is working in which company is critical Knowledge about which jobs will interest friends who are looking for jobs is important People ask friends (especially in HR) about info related to interview tips, what to expect in interviews, resume writing. People also need help to research on companies- where to research, what all to find out etc. DD: being able to save the search you have done, and passing on to a friend or Info about how to research on the platform Unless you know your friend is looking for a job, you will not inform him about the openings

Jobseeking, friend, info

Helping friends by forwarding CVs in own company- for friends, the info that there is an opening in the company they re interested in AND that their friend is there, is important People are comfortable to ask ex colleagues for help Doubts asked by people to people are experience based- like work life balance, job security, approximate expenses etc Comfort of discussing jobs comes among people in a similar situation Conversations are centred around context and people tend to talk about things that are common between them. Tendency to make an extra effort for people who have helped in the past Referrals is a way of individual hiring- bulk hiring companies don’t make use of it Similar situations shared by people enhance conversation about that situation among those people Tendency to help people because someone else has helped you in same situation

Forward, CV, company

Helping friends through other friends lots of times

Friends of friends

Preferences, jobseeking Friend, company Preferences, jobseeking, friends Pre interview tips, info Info, how to research

Similarities Context, commonalities Past, help, people Referrals, individual, hiring Similar situation, conversations, group Give and take, help


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Samarth Gupta

Shashank Gupta Ritvik Pandey Ritvik Pandey Ritvik Pandey Ritvik Pandey Malvika Jain

The flow of communication about openings is generally: When a person expresses his interest in a job, and u find out about the opening, you inform him. Rarely what happens is if the opportunity is very good, you would tend to email your very close friend to ask him if he is interested (if you are not) Interaction and communication reduces among friends if physical distances increase: tend to talk less on the phone, but have the comfort to call for referral Communication flow: He tells people to apply when there are openings, does not send their CVs.

Info about a friends’ interest in a job is important In case of exceptionally good opportunity, one would contact their very close friends to inform them about the opportunity, even if they aren’t looking for a job

Friends, interest, jobseeking Opportunity, help, forward, exceptional

Comfort to call people for referral who were close in the past

Referral, comfort

The flow of communication about job opening can be both ways- him telling friends about job openings or friends asking

Communication, both ways

Has also told friends and colleagues about an opening that he was not interested in – because the profile was bad , even though the brand was very good Had not told his friends who were looking for jobs regarding present openings because thought that they were not “dhang ki” openings: Only best friend and girlfriend had told him that they were looking for jobs; other than that , he had “heard” about other friends looking for jobs Had called a close friend when got to know about an internal opening, but usually it happens the other way round.

Passing on jobs to friends and colleagues one is not interested in

Pass on

Shows that employee’s (friend’s) perception of what the jobseeker is looking at plays a very imp role.

Perception

People do talk about common people they know looking for jobs (eg. A might tell B about C looking for a job): News spreading Only the closest circle directly talk about looking for jobs. For close friends, the communication flow for referrals maybe from company employee to jobseeker (friend) over the phone, but for most times, it is the other way round When a friend calls you, and you cannot help: you generally direct him/her to a close friend who may or may not be connected to that friend be of help DD: a system to automatically direct your friend to the person who can help

Common, job seeking Closest circle

Malvika Jain

A friend had called her asking her if there are openings in Google, but there weren’t , so she told her to ask me about openings in naukri.com.

Friend, help

Sneha

Would not want to post it on facebook as would not want to be too open about wanting to change job, especially with office people Would never post jobs on facebook publically; may do it on a personal msg

Not too open about job change – especially with office people

Secretive, job change, hesitation

People do not want to make job posts/ discussions public Jobs- a personal topic.

Public, jobs

Likes the idea of discussing jobs with friends: used branchout Very rarely people talk about job change on facebook msg (gives an example of one incidence). He himself is not comfortable discussing anything on facebook : Shows distrust; lack of privacy Feels discussing/ posting job on facebook will not be accepted by the company. Also feels it is “obvious” that one wont if he has colleagues on fb If had got a job offer, would not put it on fb

Some people like sharing professional life with friends Facebook has a strong privacy issue: lack of trust job discussions are not public conversations

Professional, social Facebook, Privacy, trust Job, discussion, public

Discomfort to discuss jobs with colleagues ; discomfort to discuss jobs publically

Colleagues, not open Public, job change

Insecurity regarding jobs is always there: More demand than supply of jobs. Should be a personal experience

Insecurity, demand, supply

Facebook and Jobs Ankur Gur Anup K John Samarth Gupta Shashank Gupta Ritvik Pandey Ritvik Pandey

Would prefer to personally inform friends about job opening, NOT through fb

Personal, communication

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Malvika Jain

Would not discuss it on wall (public) , feels personal msg is ok as “it is not in the open”. Has asked about college, but never about job.

College life can be discussed over fb, not job: Job is a personal question.

Personal

Facebook clearly has a privacy issue: “having it out in the open”

Privacy, fb

Business Card Adit Sneha

Samarth Gupta Ritvik Pandey

Does not exchange business cards during personal conversations, unless someone asks for it. Only exchanges with clients Hardly uses business card- prefers online professional networkingthrough email. Would want to share professional info with someone who is into interesting work or can be helpful to get a job later

Uses his business card either for clients/ external agencies or to get food discounts (as a form of identity – linked to company) ; does not use it normally otherwise Exchanges business cards with vendors, and supplier- not with other people. Does not carry business cards, prefers email

Exchanging business cards with clients mostly.

Clients, company contacts

Hardly does professional networking by meeting peoplePrefers to do online/ virtual professional networking – through email

Meeting, professional networking Online, professional networking

Interested in networking professionally with people who share professional interests- for future prospects Business cards- only used for company contacts; not personal. Therefore, there is a gap in communicating professional identity with personal contacts Only uses the physical exchange of business card with vendors and suppliers (company third party contacts). Otherwise, for exchange of professional info with most people preference to email.

Common professional interests, network, future Professional identity, personal contacts

Reason for joining Linkedin can be because your peers have joined it. – Influence. Linkedin and fb are used by some only as point of contact online– for people to be able to find them.

Influence, peers

Some only know about linkedin through others and have heard well- wanting to use something because of what others have told them- Influence Recruiters use Linkedin for tracing potential employees’ activities, professional updates etc. Info about one’s peers’ promotion and salaries influences him. Recruiters, as jobseekers use Linkedin to follow companies too. Recruiters are interested in other companies’ updates about hiring etc. Ability to connect with those one knows and those one wants to know as they might be professionally benefitting. Info about who can be professionally benefitting for the person is important Some feel that they would only use Linkedin if they need a job. A feeling of being in control of job search helps.

Influence

Vendors, company contacts Email, online

ONLINE MEDIA Competitive analysis Linkedin Adit

Sneha

Not a regular user of Linkedin, he joined it because TCS and Cambridge people were on it; he feels it isn’t of much use to him because he is not looking for a job; Clients & professionals look him up and add him: for him- fb and linkedin are similar (help people find him and connect) except fb has pictures and conversations. Has never used Linkedin, but wants to register

Arpan

Uses Linkedin for following companies – not really as a jobseeker but just to keep himself updated. Uses Linkedin for 4 hours a day! Has 1400 connections. Uses it for looking at activities, adding people, following companies, messages, looking at who has got a promotion

Ankur Gur

Uses it to connect to someone he wants to connect (by first sending a message) with and those he knows: therefore, it is used as a platform for connecting with known as well as professionally beneficiary people. Also, would NOT use it unless he needs a job Feels through Linkedin, he is responsible for job search. (feeling of being in control)

Find, point of contact

Potential employees’, professional, updates Peers, influence Recruiters as jobseekers Recruiters, other companies Present contacts, desirable contacts Info, who Need job Control


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Samarth Gupta Samarth Gupta Shashank Gupta

Ritvik Pandey Malvika Jain

Uses the android application of Linkedin.

Mobile phone internet replacing PC internet

Mobile, internet

Fb network has personal contacts- who will definitely be there on linkedin; but people on linkedin may or maynot be there on facebook Feels that Linkedin is for keeping in touch with people who can later help you get jobs. Fb network has school and college friends whereas Linkedin has colleagues, and people who will be professionally benefitting to him.

Comfortable to discuss professional aspects with personal contacts, but not the other way round

Personal, professional, contacts

Linkedin- allows keeping in touch with people who might help in the future with jobs.

Professional benefitting, future

Linkedin network has people who will be professionally benefitting: Knowing People is important for job search or knowing people closely who know lot of people is important Facebook has social friends- school, college etc. Some, who have better family contacts haven’t registered on Linkedin Some who got jobs through campus placement (without much search) are not on Linkedin Linkedin has a “useful reputation” among mid level people Need of “knowing your worth” by comparing it with others (peers or people of similar profiles) and getting info about the offers people in similar profiles are getting Majority of social circle using a particular product online, will lead to you also wanting to explore it- just out of curiousity

Network, people

Has not used Linkedin Is not on Linkedin, but wants to register: wants to know her current worth- by comparing people of similar profiles and see the offers they are getting.

social Family contacts Campus, Linkedin Reputation, word of mouth Compare, worth, updates

Malvika

Joined twitter only because others had, not to tweet- just to know what it is like

Curiousity, majority

Samarth Gupta

Has never used websites to look for jobs

Satisfaction with job offer as a fresher comes easily- one may not look for more options.

Satisfaction, job offer, fresher

Ritvik Pandey

Feels applying directly on company sites is a better option because it shows your interest in that company. Used to apply to 5 companies daily when was looking for a job: Used to check emails of the jobsites, not website. Now moves all these emails to spam:

Some feel Passion & interest of jobseeker is important to companies. Regularly applying to a no. of companies everyday Awareness about mass sent mail and their irrelevance to the person. This results in distrust, filling up of the inbox and treating them like spam. Perception that Jobsites are meant for those who do not have connections in the industry- for eg. freshers. Perception that freshers with family connections in the industry would try to get jobs through the connections For mid level, referrals work better because they have established contacts in the industry. For senior level, headhunting works better as more appropriate, relevant positions

Passion, interest

Linkedin network is perceived as “own community”- not unknown. Being able to get recommendations through people you know Expectation from jobsite- match should be according to keywords, timeframe(active/inactive) and salary

Community, own

Job Sites

Ritvik Pandey Ritvik Pandey

Feels that jobsites are better for freshers because they do not have connections or networks in the industry, unless there s some family member. For experienced people, headhunting is better. For significantly higher positions, people hire people working in same company or competitor’s

Regular application Irrelevant, spam Freshers, no connections Freshers, family connections, referral Mid level, contacts, referrals Senior, headhunting

Expectations- linkedin versus job site Adit

Linkedin- Making your own community; not approach unknown people; also get recommendations

Adit

Job Site: Very massive system; match should be in accordance to keywords, timeframe (active/ inactive user) and salary.

Recommendation Perfect match

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Arpan

Linkedin helps finding people with rare skills or who are hard to attract: eg. Recruiting designers in Noida. Takes more time, but has access to non active jobseekers too.

Anup K John

Linkedin- is about people, and pushing your resume through them Naukri is about finding an opportunity through your resume

Samarth Gupta

Feels that linkedin can be used to find people who are not interested in finding a job (from recruiters perspective) because job sites have those people only who are looking for jobs: gives example of himself For networking- getting info about friends in different companies for referrals. Naukri/ Monster- To look for jobs- you cantact the company.

Shashank Gupta

Recruiters get access to non active jobseekers through Linkedin, i.e. inactive or passive jobseekers may get opportunities through this.

passive

Takes more time than job sites Find rare skills people, i.e., ability to be found online by recruiters Linkedin jobseeking- dependent on how much people want to help you. Naukri- you can help youself According to passive jobseekers, if there is a good opportunity suitable for them, recruiters will be able to find them through Linkedin. Therefore, passive jobseeking is an activity on linkedin. People want info about friends’ companies mainly for referral and to compare in case they have similar backgrounds; Naukri is a middle party whereas Linkedin increases the chain of people through whom who are connected to the company Linkedin- about contacting people ; Naukri- about contacting companies

Time Rare skills Help, dependent, yourself, others Passive,opportunity, recruiters

Info, friends, referral

Features that should be added/ improved Arpan Ankur Gur

Ankur Gur Shashank Gupta

Ritvik Pandey

Feels it would be great to add integrate social media and professional media with naukri.com Used to check emails, not website of naukri or monster: is more convenient. 90% emails were useless; still gets emails even though has been inactive for really long.

Subject of email and first few lines of email are very imp: decide whether he ll open the email or not. Improving it would require relevant searches, appropriate job matches, and tapping responses- has the recruiter seen your resume etc. Feels naukri.com can be improved if its search is more comprehensive and they stop emails and calls for inactive users

Social media integration; Professional media integration should be added to naukri.com Checking emails is more convenient than logging on to the website Mass emails are considered spam or useless. Filtering is done by the user. Inactive users are also sent mails regularly Subject of email and first few lines are the decision making point of filteration Relevant search, and appropriate matching is important to avoid the user from treating emails as spam Ability to track responses at any point of time would help by giving it more transparency Search should be more comprehensive

Social, professional Convenience, emails Mass email, spam, filtering Inactive Filter, subject, first few lines Relevance, match Transparency, track Search, comprehensive

Inactive users should not be sent emails and calls

Additional Info

Arpan

Recruiter’s Mindset: He says, as a recruiters he is more interested in hiring people with practical capabilities (approach and attitude), rather than just academic. [This could be bias for him as he himself has learnt through practical experiences and scenarios.]

Personality, and attitude is as or more important than academichence resumes aren’t as important as personal traits Recruiter’s self traits and experience influences his hiring characteristics

Personality, attitude, approach Self traits, influence, bias


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Mid Level Employeeâ&#x20AC;&#x2122;s Themes After the basic analysis, a number of themes emerged, which led to some design directions and ideation.

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Major Themes from mid level employeesâ&#x20AC;&#x2122; analysis: - Branded job and social respect - Using contacts for getting referrals for jobs - Self research, priorities and decision - Advice from those who have experience is preferred - Measuring own worth by comparison - Information about how and from whom to seek help - Opinions and feelings of employees are more important as information for jobseekers than facts - Present decision based on future prospects - Hesitation to talk about job change; Secretive passive jobseeking

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AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Themes (continued): - Commonalities (shared) based professional socializing - Convenience based socializing - People switch because of better opportunities. - Online professional identity - Mass email= spam

LEARNING:

At every stage of analysis it is important to reflect, go back to the objective and ensure that the analysis does not go beyond the scope of the project.

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Senior Level Employeesâ&#x20AC;&#x2122; Design Directions Key Highlights

Inferences

For the senior level analysis, I followed the same process as mid level employee analysis. So, I made a table of key highlights from interviews, inferences and keywords.

Keywords

Design Direction

The inferences that were similar were grouped together to get single (or multiple) design directions. Similar design directions were then clustered to form a theme.

Key highlights

138

Inferences

Common Inferences

Design Directions

Themes

Process followed: Categorization of design directions Clustering Pattern analyzing


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Shown below is the table of analysis for midlevel employees Name

Highlight

Ashutosh Bajaj

Aashutosh contacted consultant & friends. A friend told about vacancies . Aashutosh inquired about the profiles from friend. Spoke to his brother in law, who further spoke to his brother in law. Realized he knew the CEO. Brother in law’s brother in law contacted the CEO. CEO passed on info to HR.

Inference PROFESSIONAL Job Finding

Keywords

Tendency to look for jobs in more than one ways

More than 1

Consultant is another way to find jobs, at senior level

Consultant

Asking friends (classmates, ex colleagues) comes naturally in the form of discussion

Friends

Taking help from Second degree family contacts- eg. brother in law’s brother in law

Family, bro in law’s bro in law

Pearl Malhotra

It was her first job- she got it through campus placement.

Campus placement – the first way to find a job

Campus placement

Pearl Malhotra

Now has been asking friends (who are HR) about vacancies

Exploring your own network of HRs (friends) for vacancies

HR network

Pearl Malhotra

Also has been looking through job sites and Linkedin

Job sites, Linkedin

Job sites, Linkedin

Smita Dube

First job was a campus placement. Then, newspaper and consultants, then job sites and now again consultants or friends.

Evolution of job finding

Smita

Evolution: Used to have paper resumes and had to physically go to meet the consultants. Now it is much easier – access to info. Earlier newspapers and had no idea how to approach

First job- campus placement Then- newspaper, consultants Then- Job sites Now- consultants, friends Job finding has become much more easy because of access of info and no need to meet consultants in person.

Sumeer Goyal

First job- through father’s colleague’s friend (acquaintance)- 3rd degree connection All other jobs- through consultants. Asks friends about good consultants; finds out about potential employers through them

rd

First job- through 3 degree family connection (father’s colleague’s friend) All other jobs- through consultants People ask their friends about good consultants, find out about potential employers through them :Finding consultants is also through word of mouth with friends

* This table is a process work

Easier, job finding

Family connection, consultants Consultant research

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Sumeer Goyal

Also tried to use job portals while finding this job, but didn’t work because previous background did not match with his interest: was looking for internet company

In jobsites, the objectivity of the matching system does not allow flexibility; experience is given more preference than interest/passion. So if a person is switching professions, he ends up not matching and going to consultants

Jobsites, objective match

Summer Goyal

Evolution: Earlier, had to meet the consultants face to face for them to get to know him better. But this time, he only communicated with them over the email and phone.

Earlier people had to meet the consultants face to face for them to get to know the jobseeker well. But thesedays, email and phone are adequate.

Evolution, medium

Deepak Girdhar

This job- through reference (senior professional friend) Before this, through reference two times, through consultant and through newspaper the first time

1st job- newspaper Most - references Other- consultant

medium

Deepak Girdhar

He feels it has become easier to find jobs, but tougher to work- because of too much “clutter”: Throughout the interview, his words suggested that he feels the environment in the office is not good at all, and he doesn’t have good relations with his boss and colleagues

People find it easier to find jobs now.

Easier, evolution

If a person doesn’t like the work environment, he finds it difficult to work.

Work env

Doubts and Decision Making Ashutosh Bajaj

Ashutosh Bajaj

Pearl Malhotra

Smita Dube

140

Had couple of options- Mainly between Airtel and this. But took this one because the profile was very good : had much more responsibility : was the head of 11 verticals. Discussed this with the friend too.

For senior level jobseekers, profile and responsibility is very important.

Profile, responsibility

Discussing doubts about decision making with friends from similar background.

Discuss, doubts, decision making

After working as an entrepreneur and realizing he is not growing, he decided to take up a job. So the criterias were: -He wanted to start from where he had left- and not the beginning -For him stability was important because he feels at a mid or senior level, one has to plan for the future. Didn’t have doubts about joining because of brand name and salary. Recently left the job because wanted to shift to Delhi- She is now looking for a job in Delhi that suits her taste- HR Consultancy- not recruitment

Stability is also an important factor while considering a job- because at senior level, people want to plan their future

Stability, future

Brand name and salary- most important as a fresher. But with experience, profile and role becomes very important, along with location. With experience, people develop specific interests in the field and want to pursue that particularly.

Experience, factors

During the first job, was happy to get a job- did not consider more options or have doubts. After that, switched to good brand names

First job mindset- happy to get a job. No doubts or looking for options.

First job, Happy to get

After first job, brand name became important

Brand name


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Smita Dube

Factors she considers before joining: (i) Stability of company (ii) Work environment (iii) Respect and liking for job

Most important factors that one considers before joining: Stability of the company, work env (company research-online and through people) Also, the liking for the job (Interest)

Company, interest

Smita Dube

Thinks Money matters because of hard work one puts in

Believes in equating money with hard work

Equate, money, hard work

Smita Dube

She feels that the company should look into all the needs of the employeelike Amex- has gym, Medical room, ATM, all kinds of tea and coffee, biscuits: Employees don’t need to go anywhere; feel pampered.

Thesedays, employees want the company to pamper them by giving them access to everything they need in the office

Employee, pamper

Sumeer Goyal

Deciding factors: Potential of completing 2-3 years; seeing himself contribute; potential in growth and company in a position to compensate for his work for the 2-3 years

Deciding factors: potential to complete 2-3 years in the org, ability to contribute, potential in growth; company in a position to compensate for next 2-3 years:

Company, personal growth

Most decisions based on company and the match of person’s skills with company – personal growth, contribution Research touchpoints about the company- Person who has referred (most important- can clear out doubts); internet for info

Research touchpoints

Deepak Girdhar

-He says the most important touchpoint for research is the person who has referred you- getting info from him makes a difference (feeling based info). Also he says that people refer others carefully and only when they like them. The second touchpoint would be internet to get detailed info (fact based info)

People feel that one will only refer him/her if he has a good relationship with him/her because of the responsibility that comes with referring someone.

Motivation, responsibility, relationship

Present Job Ashutosh Bajaj

He feels he has an entrepreneurial mindset and the company operates like a startup. So this match is really good. Also he feels the liberty in systems is not something that exists in other companies (compares). Says he cannot even look for change because of these reasons.

Matching of the person’s mindset and the working of the company makes it good for him: A very experience based factor Tendency to point out factors like liberty in systems , by comparing with other companies

Matching, person and company Compare

Other than this, about his profile: He likes to be given power in terms of decision making and responsibility- which he is getting. Feels it is challenging, not easy. So there is a lot of learning on everyday level.

The perception of other companies’ operations and ideology affects the satisfaction, and hence willingness to change/switch

Perception, other company, switch

In terms of profile, decision making power, responsibility, challenging work and constant learning- is what he really likes , i.e. individual contribution

Profile

Ashutosh Bajaj

Dislikes Nothing! Because the company keeps evolving- not stagnant

Constant change and adaptation gives employees a feeling of growth

Change, adapt, growth

Ashutosh Bajaj

Feels that there are very few jobs that can satisfy you. Says the attrition rate in his organization is very low. He is the head of 500 people and the system in the organization ensures individual growth through training budgets, and various interventions in Self Development Plan.

Individual growth is very important for satisfaction.

Individual growth

Pearl Malhotra

Liked: Culture- open to new ideas Disliked: Slightly beaurocratic; needed lots of approvals; hierarchy

People tend to like/ dislike “culture”, philosophy: experiential factors about their jobs

Experience, factors

Smita Dube

a. Like: Global exposure. Gets to interact with different country employees – lot of meetings. Long and Hectic but loves it- would feel left out if didn’t have meetings

Personal growth, global exposure is what some people like about their jobs.

Personal growth

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b.Dislike: No time to take leaves and no respect for planned leaves. Compares with US and UK.

People tend to compare their jobs with people in UK and US (peer influence)

Compare, with other countries

Likes: Designing a new software/ architecture Dislikes: Does not point out anything. Says the only thing is he has to come back to delhi from Bombay on every weekend. But this is a choice he made before he started (This was part of his expectation)

Expectations decide what you like or dislike about your present job.

Expectations, like, dislike

Contant challenges that are new are liked by people : Profile and role

Sumeer Goyal

Previous versus now (established versus startup): Previous (Established): very process oriented and slow Present (Startup): think today, implement tomorrow: fast and exciting. (clearly, contribution levels are high)

Comparison between previous and present jobs happens only on the basis of differences

Constant, challenges Compare, differences

Deepak Girdhar

Likes: Travelling and meeting people Dislikes: Lack of trust between employees and employer; inconvenient reporting structure ; bosses not practicing what they preach

Like: personal factors like being able to travel, meet people

Sumeer Goyal

Inspite of not liking all this, he thinks he made a good decision to switch because of exposure, widen contact list and outlook change: aspects of personal growth

Dislike: interaction with people ; reporting; bosses; lack of trust- very feeling based aspects, that are subjective

Factors, like, dislike

There are some people who are unhappy with their jobs and are just waiting for the right opportunity to click- though are not really looking for jobs actively

Passive, opportunity

People s motivation to stick to a job could be personal growth, widening contact list

motivation

Reason for switching/ not switching

142

Ashutosh Bajaj

Feels - Feels People want quick turnaround and position -For a change- money

Perception of why people switch jobs- Quick turnaround time, position and money

Turnaround time, position, money

Pearl Malhotra

Mostly money. Secondly, lot of it has to do with Ego- boss and credit

Perception of why people switch jobs- Money and ego (with boss)

Money, ego

Smita Dube

Not growing; not getting along with people; and location shift

Reasons for switching-related to personal growth, people in the organization and location

Growth, people, location

Smita Dube

Feels people switch jobs mainly because they think “they deserve the moon” (feel they can get better opportunity) and want money without doing any hard work.

People feel others switch jobs mainly because they think they deserve better – in terms of money; and are not ready to work hard for money

money

Sumeer Goyal

Didn’t see potential in the sector; the company ran out of funds (startup) and the location was very boring

Sector, company, location

Sumeer Goyal

He believes that people switch jobs faster these days because they are able to identify better opportunities faster. – it may not be that they are not satisfied: (Opportunities are more now). Says for him, the main reason for switching has been “green paper” which is money. Other than that, better opportunity and learning are also important

Reasons for switching : Didn’t see potential in the sector; company ran out of money; didn’t like the location. Hence, seeing potential and future in the sector/ company is imp to stay in the job Increase in opportunities has resulted in faster switching- because people identify better opportunities faster Main reason for switching- money Other reasons- better opportunity, learning

Money, opportunity

Deepak Girdhar

Gap between expectations and reality

Opportunities


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Ashutosh Bajaj

Gap between expectation and reality: Feels there is a gap because once you start the job, that’s when you get to know the depth and what is required; not from outside.

Self experience is the best way to get info about a job- only then can one know the depth and what’s required.

Self experience, info

Pearl Malhotra

Her initial expectation and reality had a gap- she thought the work wasn’t upto her educational level but later realized that this is the industry normfreshers are given this kind of work only. Feels it exists -Says she got better than expected at Goldman’s Sacks -At Amex, her travelling was lesser (Compares it to previous job)

With experience, people tend to expect less out of jobs and profiles. So the gap reduces.

Expect, less

Expectations are set with reference to previous jobs, hence tendency to compare present and previous job

Expectations, references, compare Reality, expectation

Smita Dube

The gap always exists- sometimes reality is better than expected, sometimes notin different factors Sumeer Goyal

Does not think there was a gap because had done thorough research before joining. Research steps: -Identified an area of his interest -Research on companies doing similar work -How they work -Approached consultants (over email and phone)

Adequate research can minimize the gap between expectations and reality

Research Steps: Find out area of your interest Companies doing that kind of work How they work Approach consultants/ medium to find jobs (through email/ phone) People feel the gap is always there. It increases with time- in the beginning, things feel great but as time passes, one has to face the politics

Interest, company, how they work, consultants

Deepak Girdhar

He feels gap between expectation and reality always exists. He says in the beginning, it is fine but with time it gets worse- politics

Politics, work env

Ashutosh Bajaj

Feels his present job is ideal. He only wants to grow in it – eg. if he handles 100 crore business, take it to 1200 crores.

Present job is ideal for some people, they only want to grow in it. – Highest level of satisfaction

Ideal, present

Pearl Malhotra

Presently what she is doing is ideal for her. Factors that make it ideal: 1. extremely flexible 2.Stimulating and Challenging 3.Work from home

Some who leave their jobs and start doing something by themselves – for them, present work is ideal.

Ideal, presemt

Flexibility in timings,and challenges in work are ideal factors

Flexibility, challenge Factors, brand, salary, work env

Ideal Job

Smita Dube

Good brand name, decent salary and excellent work environment

1. 2. 3.

Brand name Decent salary Excellent work environment

Sumeer Goyal

Feels being passionate and ability to contribute is most important

Interest and passion; ability to contribute

Deepak Girdhar

Feels jobs cant be perfect- because the higher one goes, the worse and better it gets.

Some feel that there is no ideal/ perfect. As people climb higher, there are things that get worse too.

Interest, personal contribution No ideal

SOCIAL Social circles & activities Ashutosh Bajaj

Weekdays: very hectic schedule. 5 days a week. Weekends: chills with family and kids for work life balance. Also job required

Weekdays are extremely busy; and weekends are family days.

Family

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Pearl Malhotra Smita Dube

Sumeer Goyal

Deepak Girdhar

location change- therefore social life takes a back seat. Orissa- feels people are very reserved Chandigarh- had old friends, because has grown up there. Closest friends are school and post grad friends. Weekdays: Impossible to meet. Only SMS, BBM and fb Weekends: Meets one set of friends (mostly from previous offices: 5-6 people) only and family living closeby. Movies, shopping or book shop. Does not like meeting office people at all after office hours: does not consider them friends.

Weekends: Goes to Delhi. Family, relatives and very close friends (3-4: 2 from school, 2 from professional years) Weekdays: very hectic. Little time. 90% goes in office. Socializes with office friends in the office only- Order food and sit in conference room

Weekdays: In the office for most of the day (he says 24/7) : so social life goes along with professional life. Says he socializes with some office friends and some so-called- friends (clear diplomacy; no depth in relations in office). Weekdays: Spends time with family.

Jobs which require location change make people’s lives less social – because one doesn’t tend to make friends so quickly and easily. Closest friends- school and post grad.

Location, social

Closest circle- ex colleagues, family living nearby

closest

Present office colleagues- not friends Weekdays- very busy, only SMS, BBM and fb. Weekends- meet up close friends (only 1 set of friends): there are different sets of friends Socializing Activities: movies, shopping, sitting at book shop

colleagues Weekdays vs weekends

Socializing on weekdays- with office colleagues in office only- ordering food.

Office socializing, family socializing

On weekends- with family, relatives and very close friends Closest circle- family, friends from school, from professional years (ex colleagues etc.) There is a social life in professional life too. There is some amount of diplomacy that people abide to, when it comes with office colleagues. Office colleagues are “so-called” friends

Socializing on weekends is with family

Closest circle

Activities

Closest circle Social, professional Diplomacy, no authenticity

socializing

Communication Medium Ashutosh Bajaj

Feels that Frequency of calls reduce when you are away Does not use BBM and SMS much but does reply if he gets a message.

Pearl Malhotra Smita Dube Deepak Girdhar

Mainly phone and sometimes going out for dinners

When distance increases between people, communication decreases Reply to messages (SMS, BBM)- and not initiate them Mostly phone, sometimes meeting up for dinners

Close people: call Not so close: SMS Specifies that communication medium for both, close and not so close is same. The difference lies in the communication flow- One has to be professional with office people (whom he refers to as “not so close”) while talking and you can come out the way you are in front of close people

Comfort to call close people; SMS not so close A clear hesitation to talk to people in office openly- secrecy and diplomacy; lack of transparency. Feeling of being yourself only in front of non office friends and family Communication medium with close and not so close is same but comfort and therefore, content differs

Distance, communication Reply Phone, meeting Close versus not so close Hesitation, office Being youself, non office Communication medium

Comfort to discuss jobs Ashutosh Bajaj

Brother in law.

Family member who is doing well and is a senior professionally

Family, senior

Pearl Malhotra

Her closest post grad friends- since they have all done MBA

Friends (college) who have the same professional background

Sumeer Goyal

Comfortable discussing job change with: spouse, closest friends (who are in similar jobs)

Family and close friends who are in similar jobs

Friends, professional background Family, close friends


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Deepak Girdhar

Is mainly comfortable to discuss it with people who can really help and be of use- like consultants and referrals. He specifies that most of the times the boss is not good enough and therefore one cannot discuss it in office

Comfort to discuss with people who can really help – be useful like consultants/ people who can refer

Helpful, useful

Not comfortable discussing jobs in office

Office, hesitation

Steps to find jobs Ashutosh Bajaj

Pearl Malhotra

-Will look at friends in various industries -Find out about the positions available -Also look at consultants who have a good track record, because it is difficult for top level. Feels consultants will have 3-4 sittings to understand you ( feels face to face conversations bring more clarity).

(i)Upload resume to job portals like monster.com and Timesjob.com. (ii) Use Linkedin- visit it much more than others because job sites are common and used by so many people which leads to irrelevant results. Also linkedin is highly focused and genuine.

Find and Contact friends in various industries, find out about positions available. Will also look at consultants who have a good track record (ask friends about it). Feels it is important for the consultant to have 3-4 sittings (face to face)with youto understand you : Understanding the person and need is important; The communication should be a personal experience and help bring more clarity to the person 1. Upload resume on Job sites 2. Use Linkedin Preference to Linkedin for jobseeking because job sites are used by too many people- and therefore, chances of getting irrelevant results are high. Perception of Linkedin: focused and genuine 1- Research on companies, identify the ones you re interested in 2- Ask friends about it- whether good or bad 3- Look at salary and whether it will be worth the switch

Find, contact, friends Consultants, good track record Consultants, Understand Job sites, Linkedin Preference, Linkedin

Smita Dube

(i) Identify company and sector (ii) Ask friends about company and profiles – whether the work is good or not (iii) Look at salary towards the end

Sumeer Goyal

(i)Search for more contacts on Fb and Linkedin because these contacts keep growing. Says he got guidance & info through these contacts before coming to Quikrr. Feels networking sites are good contact points for consultants. (ii)After finding these contacts, would email them or send them an online message on Linkedin. (iii)If they respond, he would touch base with them over the phone. (i)Find out about consultants who are known in the market (which is done by talking to friends) (ii)Find out about the market through them- companies etc (iii)Find references: He says when one is working, he tends to meet people and build a rapo ; so you tend to share future plans and seek help

Search for contacts on Fb, Linkedin These contacts can help guide and provide info 2. Email these contacts 3. If they reply, contact them over the phone

Contacts

1.- Find good consultants through friends 2. Find out about the market, companies through the consultants 3. Find references- through professional contacts. People tend to share future plans with each other and seek help accordingly

Consultants, market, references Future plans

Ashutosh Bajaj Sumeer Goyal

Parents and brother in law

Family members have the max influence on decisions

Family

Feels he doesn’t really get influenced by people a lot- takes advise but final decision is his

People feel others’ advise is informative but finally the decision is dependent on them. Others advise is not seen as influence

Advise, info

Ashutosh Bajaj

People inquire about profiles/ companies almost every month.

People tend to seek advise of senior level people they know- about profiles and companies.

Seek advise, profiles, companies

Deepak Girdhar

1.

Research, identify

Influence on decisions

Seeking and Giving Advise

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Pearl Malhotra

Takes her parents’ advice because of emotional support. But ex boss because she is experienced and she knows she gives good advice.

Parents – for emotional support Ex boss- experienced, genuine advise

Emotional, professional

Pearl Malhotra

Mostly Grad friends who haven’t done MBA take advice- not school friends because they ve done very different stuff.

People take advise from friends who have done what they want to do.

Experience based

Smita Dube

Takes advise from immediate family- Parents and Mausi Mausa (who live closeby and have been her support since many years) Prachi, her flatmate takes her advise. She feels that it is because over a period of time, each other’s advise seems pragmatic

As time spent with a person increases, you think he knows you (and therefore, what will be best for you) . Therefore, one tends to seek advise from family members who have experience in your field , old friends who have same professional background

Time spent,understandi ng

If past experience with him/her has been good, you tend to trust his/her advise.

Past, present

Smita Dube

Feels that advise really helps: even in situations when something wrong is happening with you in the office. Eg. took mausi’s advise one time recently when she was upset. Worked perfectly.

People tend to take advise about problems faced in the office- seeking emotional support and asking what to do about it

Seek advise, problems

Ashutosh Bajaj

People ask about vacancies once in 3 months.

People also tend to ask senior level people about vacancies in their companies often.

vacancies

Ashutosh Bajaj

Passes on job offers through consultants: eg. if consultant calls regarding a job, directs the consultant to someone else he knows who is looking for job.

People pass on jobs through consultants- so consultant is the middle person through whom jobs are passed on.

Consultant, pass on

Pearl Malhotra

Got help from friends who were HR at diff companies – like E&Y, Siemens, Headstrong. But didn’t work out.

People ask people working in companies for help to get an interview call (especially if they know the HR)

Pearl Malhotra

Helped Grad friends, juniors by giving referrals in her own company. They called her up that they are looking for a job at Infosys as they knew she is there. And she being in HR, could influence recruitment. They had inquiries but told them to ask recruiters.

Tendency to help friends by giving referral in own company.

Referral, own company

People who want help call asking about vacancies

Communication flow, help

Info that which company has your friends is important

Info, company, friends

HR contacts are really important as they have the ability to influence recruiters

HR contacts, influence

Helping friends and help from friends

Pearl Malhotra

Generally refers people to Infosys or if they specifically mention a company and she has a friend there, then that.

People refer people to their own companies; or if they specifically mention a company, and they have a friend there, then that

Own company, specifically mention

Smita Dube

Giving referrals: -She gets calls 5-6 times in a year. Mainly from ex colleagues and ex office people. -Also has helped second degree connection- Cousin’s girlfriend . But didn’t work out. Also helped her to refine the resume -Passing on jobs is very common -Feels getting referrals works much better than applying directly. Gives eg. of Prachi (flatmate)- she has always got jobs through referrals, and many times

Referrals are given to: Ex colleagues; ex office people(juniors also); second degree connections- like relative’s friend

People, referrals

Passing on jobs is common

Help, pass on

Frequency of getting calls for help with referrals: 5-6 times in a year

Frequency, referrals


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

through Smita. (Smita helped Prachi through another friend Arun) -If a person is very good, she would first look outside her company to refer; otherwise her company would definitely be an option. They do get monetary incentives for referring people. -Feels a responsibility to pursue all throughout the recruitment process; not just referring. -Recently got a call from ex office junior that he is seeking a job. She feels he probably feels close enough to her; she doesn’t. He didn’t really describe the job offer he is

Smita Dube

Sumeer Goyal

Resume refinement is also a form of help that senior level employees are asked for

Resume, help

People also help friends through other friends

Friends , through friends

People, after giving referral feel a responsibility to pursue all throughout the recruitment process and ensuring the person gets the job

Responsibility, referral

People may not always feel the same amount of closeness to each other. 1 may feel closer to the other.

A to B, B to A

If the ability of the person seeking referral is very good, one tends to look for jobs outside the company too; otherwise self company is a backup option

Other companies, self company

- Applied to Amex through referral (junior from ex office). He forwarded to HR. HR turned out to be a relative of Smita’s brother in law. She went out of her way to help her get the job. - Does get calls from friends telling her about openings (even without her expressing interest). She feels this is because when anyone gets to know about a job opening, they want to first ask in their known-to’s.

People tend to ask their known tos (especially senior level peope) when they get to know about openings. (Monetary incentive + obliging people) even if they are not looking for jobs

Known to, refer

Senor level people also apply through referrals- through ex colleagues, ex juniors etc.

referral

There are times when recruiters find out about the jobseeker being a connectionthrough family or others : it’s a small world

Small world

Giving Referrals: - Gets request for recommendation from approximately 2 people per 6 months : usually ex colleagues & ex juniors (from previous jobs) : They themselves figure out their future employer and ask him to refer them - Before referring someone, first finds out if the qualification of the person is appropriate- only after that recommends; does not usually refer second degree connections - Has helped friend through friends multiple times

Senior level people get request for recommendations approximately for 4 people in a year- usually ex colleagues, ex juniors

Frequency, referral

People figure out their future employers and ask the senior level employees to refer them (either to their own company or others)

Company,

Some do research on the person before giving referral because it is seen as a responsibility (DD: If the system can do research and say yes or no- comparing him with other jobseekers)

Research before referral, responsibililty

People hesitate to refer second degree connections because of the feeling of responsibility

Sumeer Goyal

- Gets calls from friends telling him about openings but politely declines (not pass on) - Feels direct applying never works. Best way is to apply through consultant or through referral- because your name becomes visible.

People help friends through other friends. For the person who is helping, the credibility of the middle person is the deciding point

Friends, through friends

People tend to ask friends (senior level people) about openings they might be interested in , even if they haven’t expressed interest

Inform, openings

People feel that direct applying never works. It is best to apply through consultant or referral- as this makes your name visibe.

Referral, consultant

Jobseeking Friend

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Pearl Malhotra

Smita Dube Sumeer Goyal

Yes, there are some. Mostly people who got married and shifted. Some of them have got a job now- had been seeking for 2 months. Some want to switch because they re frustrated with boss

Recently got a call from ex office junior that he is seeking a job. She feels he probably feels close enough to her; she doesn’t. He didn’t really describe the job offer Knows a very close friend looking for a job- they were discussing about jobs and he informally communicated it. Mr. Sumeer did not try to find out about jobs for him because he did not communicate it formally- i.e. he says, formal communication starts with resume.

Marriage and change in location- one reason for switching jobs.

Marriage, reason for switching

Frustration with boss- another reason to switch jobs

Boss, reason for switching Jobseeking, info

People only inform others about seeking jobs, not describe what they are looking for Unless a person is really serious about finding jobs, people do not make an effort to find them for him/her.

Serious jobseeking

If you want others to help you find jobs, it is important for you to make them feel that you are serious about it- through formal communication To express serious interest in jobseeking, people feel resume is the way to formal communication

Serious perception Resume, formal communication

Facebook and Jobs Pearl Malhotra Smita Dube

Sumeer Goyal Smita Dube

Not comfortable discussing jobs on fb- only through personal message

Job is not a topic that is discussed on a public forum, like Facebook

Public, job

- Had once posted a status about hectic hours in office but immediately deleted it - Feels one needs to sometimes crib about office but if you have colleagues on friends list, it is difficult. Does not discuss jobs on Facebook ever; has office colleagues in friends list

There is a need for people to crib about office but cannot do it on facebook as there are colleagues on it People tend to crib about office on fb and then delete it so that others don’t see it People are not at all comfortable discussing jobs on facebook as they have office colleagues on it

Need, crib

Not much use of business cards. Only at conferences, training and restaurant discounts, i.e. exchange of professional info is only needed at conferences, and training

Conferences, training

Linkedin is used for updates about friends’ professional life and also for looking at people’s profiles before hiring.

Updates, hiring

Uses Linkedin for updates from groups, interesting articles, forums and sometimes inmail.

use

Not used only for job finding.

use

Business Cards Has a business card but hardly uses it- only in conferences, training and restaurant discounts.

Crib, delete Colleagues, comfort

ONLINE MEDIA Competitive analysis Linkedin Ashutosh Bajaj

Looks at friend’s updates mainly- how they are doing, if they have switched jobs, Feels linkedin solves his purpose- before hiring someone, he would want to look at their Linkedin profile

Pearl Malhotra

Feels that Linkedin is a networking platform. Uses it to get updates from groups- If finds something interesting, then clicks and checks. Almost dailynot just for jobs. Features- Majorly groups, forums, sometimes inmail

Frequency of use: Almost daily. Pearl Malhotra

rd

Connecting with 3 degree connections is cumbersome and takes a lot of time

frequency rd

Linkedin lacks the ability to easily and efficiently connect with 3 degree connections, on time.

3rd degree connections


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Pearl Malhotra

Companies like Infosys do not use Linkedin because it doesn’t allow anonymity, which is needed because you don’t want competitors to know that you re hiring. Also Infosys hires in bulk. Linkedin doesn’t cater to them

Linkedin doesn’t cater to bulk hiring. Hence, not used by IT companies which hire in bulk

Bulk hiring

Linkedin doesn’t allow anonymity and most companies do not want their competitors to know that they are hiring. Hence, not used for hiring much.

Anonymity

Thinks of Linkedin as an awesome professional tool. Uses daily. Mainly uses to do background research about bosses etc. Sometimes, you end up knowing bosses through college. Features- Groups, mails, friend request, which company is posting jobs. Thinks Linkedin is perfect and should not be paid.

Linkedin is perceived as a very good professional tool.

Professional tool

Mainly used for doing background research of people- like bosses. There are times when people end up knowing their bosses through college

Background research, people

Features used: groups, mails, friend request, following companies (which company is posting jobs)

Features

Linkedin- feels it really works for him. Features he uses- Top 4 articles (good info for him), who all viewed his profile, updates about people he is connected to

Linkedin is used for viewing latest news about the field, who all viewed your profile, updates about people in your network

News, updates, profile

People who are satisfied with their jobs feel Linkedin is a very useful platform

useful

Deepak Girdhar

Does not use it. Only registered to find friends

Some people use Linkedin only to find friends

Find friends

Ashutosh Bajaj

Fb Network: Purely societal, non sense; uses Fb on alternate days Linkedin Network: Professional; uses Linkedin once a week.

Perception of fb is “non sense” ; perception of Linkedin: professional.

Perception

In terms of frequency, Fb is used three times more than Linkedin

Frequency

Pearl Malhotra

Branchout- didn’t want to sign in. Hardly uses fb apps- as feels that if she does anything on fb, the whole world knows about it. Network on linkedin is ex company colleagues, post grad friends- people she hardly knows too. Whereas fb is people from her entire life. She doesn’t think she is connected to her best friend on fb. Linkedin is a professional forum, if people add she accepts- unlike fb.

Fb is not a trusted platform. People think of it as too public. Therefore, branchout is also not used by some because of its link with fb.

Privacy, trust

Linkedin Network: Ex company colleagues, post grad friends – people one hardly knows too, but not your closest friends. Facebook- people from your entire life.

Network

People want to increase their network on Linkedin and trust it enough to add people they don’t know. Whereas on fb, people do not add if they don’t know them Fb- personal network Linkedin- professional- school, college, office people

Adding people, trust

People like to keep their personal and professional networks separate. Linkedin- strictly professional Facebook- friends, acquaintances

Personal, professional, separate

Smita Dube

Sumeer Goyal

Fb versus Linkedin

Smita Dube

Fb network- personal; Linkedin network- school, college, office people.

Sumeer Goyal

Network: Linkedin: Professional; Facebook: friends circle, acquaintance. Says he likes to keep these separate

Ashutosh Bajaj

Feels they are better for freshers, not for mid and senior level employees. For them, it can just suggest jobs. Says in his company, they hire freshers through job portals but mid and senior level people through consultants who know the kind of jobs they offer

Networks

Job Sites

Pearl Malhotra

Used Monster and Timesjob; not naukri because of bad branding. Made multiple resumes with minute changes according to profile. Initially used to check once in a week; now once in 15 days. Mostly click on email, never go on

Does not use job sites ; perception that they are mainly for freshers. Mid level and senior level are generally hired through consultant- who know the kind of jobs a company offers, i.e. understanding about the kind of job offered by a company is important for mid and senior level hiring. Nauki needs to do improve its brand image People make multiple resumes according to profile

Perception, freshers Consultant, know the job Brand image Multiple resumes

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website. Pearl Malhotra

Smita Dube

Sumeer Goyal

Didn’t use naukri.com because actually she only wanted to register to monster{ because of its good branding– ads bahut achha hain. Also because Infosys used Monster for middle level hiring}. Once she did that, she got an email from Timesjob (useful spam) – and so registered on that too. Didn’t get any email from naukri. Has used naukri.com in the past. Used to check it 5-6 times daily- the website. Now, never logs in to website- sometimes checks emails. Has used mail, save favourite jobs, save the search criteria and email. Would use naukri.com in the future too.

People prefer checking email than logging on to the website With time, people’s frequency of checking the emails (about job) also reduces Naukri should detect jobseekers from other jobsites and attract them instantly Company’s hiring medium affects the employees’ medium for jobseeking “Useful spam”: mass mail that is useful to you at that point of time When people are actively looking for jobs, they check in to the website frequently: 5-6 times daily. Do not check in the website when not actively looking for a job- check emails. Features used: save search criteria, save favourite jobs, email If one is clear about what he wants to do , tends to make one single resume only

Applied on naukri premium this time. Made a single resume because he feels he was clear about what he want to do. Used to visit the site whenever he would get a notification that a recruiter saw his profile, not otherwise. Has not visited naukri since 6 months now.

People tend to visit the site when they get to know that a recruiter has seen their profile: Important for people to get updates on who all and how many people have seen their profile People who are satisfied with job do not visit naukri People find it more convenient to check emails, rather than logging on to the website. People tend to check the (naukri) emails only when they update their profiles

Email, website Frequency Detect, attract jobseekers Hiring medium, jobseeking Useful, spam Active jobseeking, frequency Passive jobseeking features Single resume, clarity Vieweing your profile passive Emails, convenience Emails, profiles

Deepak Girdhar

Had registered on job sites too. Used to check emails, not website- feels “no one has time to check website” : feels checking emails takes lesser time than website. Says checks these emails whenever he updates his profile

Pearl Malhotra

Expectation from Linkedin: To learn about whats happening in the job market ; monthly update of followed companies

Linkedin Expectation: Learn about the happenings of the job market; monethly update about followed companies

Smita Dube Sumeer Goyal

From Monster: Jobs should perfectly match my profile – the right recruiters should connect with me. Linkedin-When you are working but are still in circulation Naukri- You are only looking for jobs Linkedin: Just connected, not looking for a job Naukri: get connected with potential recruiters

Job sites: Jobs should perfectly match the profile – the right recruiters should connect Linkedin- for staying in circulation even when you re working Naukri- for looking for jobs Linkedin is perceived to only connect people, even if not looking for a job. Naukri is used only to get connected to potential recruiters

Naukri experience has been very good. Got lots of calls through naukri. Improvement- refreshing jobs (not a mix of old and new); company wise job listing- not “Top MNC in Noida” : This reduces the perceived authenticity for the user

Refreshing- new jobs should be updated; should not keep showing the old jobs

Refresh, new

People like the experience with naukri because of the quantity of calls they get from them. Company wise job listing- not “Top MNC in Noida”- authenticity is an issue People like jobsites because of the no. of choices it provides The emails (since they are not relevant) are considered equivalent to spam People would like job sites to allow recommendations too The matching system should be stronger

Company wise choices Spam, email recommendations Match system

Expectations- linkedin versus job site

Smita Dube

Sumeer Goyal

Deepak Girdhar

Happenings, job market, followed companies Perfect match. Active, passive Active, passive

Features that should be added/ improved

Would use naukri in the future too because it provided him with a lot of choices. Improvements:- looking for jobs, one wants to find people for recommendations too -Matching alogarithm needs to be stronger otherwise it becomes spam. Feels that all websites are the same But would prefer if people could call rather than email: Would prefer a more personal experience

Some people feel getting calls will be better than receiving emails for job alerts. – a more personal experience

Additional Info

Personal, phone


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Pearl Malhotra

As HR, she looks for 1. Basic knowledge of work ;Prior experience 2. Right organization or team fit. â&#x20AC;&#x201C; eg. Simple/ aggressive

Basic Knowledge; Prior work and right organization/ team fit is what recruiters look at- before selecting a candidate

Knowledge, experience, personality

Smita Dube Deepak Girdhar

Colleague interaction: Feels people have now become much more competitive and cut throat. Earlier, used to not be secretive about anything He repeats: grass is always greener on the other side : Shows lack of trust/ authenticity

Secrecy has increased among colleagues because of cut throat compeition

Secrecy, competition Trust, authenticity

There is lack of trust and authenticity. Feeling that things always look better when you are not into them (grass is always greener on the other side)

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LEARNING:

It is important to keep in mind the size of the sample and the probability of it being skewed.

Themes that emerged from senior jobseekers:

–– Comfort with consultants: Personal human touch. –– Potential for future, stability of company and personal growth –– People help others with jobs only if they think they are seriously looking –– Giving referrals involves responsibility

Senior Level Employees’ Themes After the basic analysis, a number of themes emerged, which led to some design directions and ideation.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Themes (continued) - Privacy is preferred for discussing the topic of jobs - Judge present job by comparing it with past - People tend to pass on job offers to contacts looking for jobs - The ladder of influence: senior level employees are looked upto for advice by others - Relaxed socializing because of hectic schedules - Research about jobs, companies, consultants through people - People tend to discuss jobs with people they trust , who they know for a long time. - Birds of a feather: people are comfortable discussing jobs with people from similar professional background as there is a feeling of connectedness - Background research about professional contacts online - Job alerts through job sites = spam

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4.4 Personas

LEARNING:

Once all the interviews were completed and insights were extracted out of them, four personas were identified.

- Persona representation helps simplify the research and understand needs of the target group clearly.

Personas are fictional users representing real needs/ goals. Premium Fresher

Mid Level Employee

154

Regular Fresher

Senior Level Employee


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Persona One: Premium Fresher

Premium Fresher Neha Chopra Age: Location: Education: Experience: Company: Income:

23 years Mumbai B. Tech (DCE); MBA (S.P. Jain) 0-1 years HUL 10 lacs+

Online Presence and Usage 2-3 hours Per day

Networking Sites used Jobsites

About her Neha is a 23 year old single woman living in Mumbai (Andheri) with her roommate, Aanchal who is her college friend. She is working in the marketing department of Hindustan Unilever Limited. Her hobbies include reading, dancing and watching movies.

Not used

Online Activities Search; Email; Socialize; Shop; share photos; watch videos; read blogs

Personality Keywords: Ambitious, Focussed, leader, confident

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Her story- how she got the job: â&#x20AC;&#x153;Talking to alumni gave me a more transparent perspective, unlike HRs Fresher Premium She first got an internship with Hindustan presenting a rosy picture. They could at least tell me clearly about their ing to alumni gave me a more transparent perspective, unlike HRs presenting a rosy picture. Unilever They Limited through campus placement. internship experience as they had not been working for long.â&#x20AC;? d atleast tell me clearly about their internship experience because it had not been much time on Then, the HR offered her a Pre Placement Offer (PPO).

Campus Placement

Got Pre placement Offer

Accepted the offer

Work env Brand Name Internship Experienced Alumni Compare with similar companies

156

Before accepting the Offer, she spoke to some college alumni who had worked in the same company. They confirmed that the work environment is good. She knew that the brand name was good. She then compared it with similar companies like P&G, and finally decided to accept the offer.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Mental Model and Behaviour Patterns: • Perception that bigger the brand, better the future. • Tendency to socialize according to convenience: eg. people who live close by, people who are in the office. • Tendency to compare the company with similar ones to decide. • Researches online about people one meets for professional purpose- eg. through LinkedIn. • Researches through People: eg. to find out about a company or job profile. • Looking for authentic information about companies and jobs. • Wants to take a measured decision when it comes to jobs and career. • Wants exclusivity in job information: eg. closed alumni group. • Wants privacy in discussions related to job. • There are two kinds of advice she seeks: one is professional from college alumni, and one is personal- from close friends to figure out what is best for her.

BRAND

Personal + Professional Advise

Future

Need  Extr a dec Reas abou Priv  Aut

Convenient Socializing

MENTAL MODEL & BEHAVIOUR PATTERNS

Compare with similar companies

Goal:  Wo earni

Privacy in Job Discussion Exclusivity in job info

Measured Decision

Short  To the b throu

Thorough Research through and about people Authentic Info

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Premium Fresher: Needs and Goals Needs Extreme Clarity before making a decision Reassurance from other people about her decision Privacy in job discussion Authentic information Goal: Work for your interest, while earning well. Short Term Goal: To work hard, excel and get the best possible opportunity through the job

Mental Model/ Behaviour : Research Findings Factors: Big Brand name= better future prospects. Professional Network Office people are colleagues; not friends. Professional networking helps being updated. Convenient socializing with office people, and friends who live close by.

Advice Professional advice from those who are experienced (among who she knows). Customized Personal advice for her from those who know her.

Job Discussion Comfortable to discuss jobs with close friends from same professional background.

Mode of communication: Personal mode of communication- phone; Professional- email.

Privacy/ Secrecy in Job Info Exclusivity in job info (not mass sent but group sent). Levels of privacy (circles) to inform about job posts.

Judges her present job by comparing it with similar companies.

Research: Explores all ways of research before making a decision.

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Would research about jobs through people who have been working there. Finding people she knows in companies she is interested in. Online Research about backgrounds of people Authentic info is what she is looking for.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Persona Two: Regular Fresher

Regular Fresher Ketan Mehta Age: Location: Education: Experience: Company: Income:

25 years New Delhi BBA (GGSIPU) 1-2 years American Express 2.5 Lacs+ +

About him Ketan is a 25 year old man from Chandigarh, living in a rented room in Delhi. He had a Sales job with Electrospark and changed to Amex as he felt the company scope was limited. He has a busy hectic schedule and hardly gets time for himself, apart from Sundays. He has a girlfriend in Chandigarh and they want to settle down as soon as possible.

Online Presence and Usage 5-6 hours per day

Networking Sites used Jobsites Online Activities Search; Email; Socialize; watch videos

Personality Keywords: Follower, dreamer, attached to family, impatient

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“Best ways to get a job is through referrals – because HR looks Regular at that first, in big companies. Naukri and all is generally usedFresher by ways to get a job smaller“Best companies. ” is through Referrals – because HR looks at that first, in big companies. Naukri and all is generally used by smaller companies. ”

Better than previous Accepted the offer

DOUBT

 Family, friends

Family and friends network Direct application

160

Cousin

Referral

Jobhunt after graduation: After his graduation, he hunted for jobs through Naukri.com, his social network and through direct application. He finally found a job through Naukri.com in Electrospark. Since this was his only option, he did not have any doubts and accepted it happily.

Compares With similar companies

Second Job: But after a while, he started having doubts as he wanted to get a job with a better brand name. So again, he started looking for a job through his social network and found a job Aware through a friend who worked there in American Express through a referral from a Profile & work second degree connection. Before accepting the offer, he knew that the brand name was good, and assumed that the work environment should be good too. Money was better than what he was getting. Also, one of his friends had worked there and through him, he knew that the work profile is good. So after analyzing these factors, he finally decided to accept the offer.

Brand name Money Work env Friend

His Story- How he got the job:

Now, while working with American Express, he judges his job by comparing it with similar companies.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Mental Model and Behaviour Patterns: • Bigger the brand name, lesser the doubts. • Tendency to look for referrals through offline social network because he does not have enough confidence in online network. • Researches about jobs through people, who have experience and have similar professional background: his doubts are more feeling based. • Perception that job sites cater to smaller companies. • Takes help from people for filling applications, writing resume and also to find out where to do company research. • Tendency to apply through multiple media to find a job; has a feeling of insecurity that no opportunity should be missed out. • Wants privacy about jobs at least in the office. • For him, mass email is mostly irrelevant as it is not tailored to what he is looking for.

Needs  An e jobsee  Find Selec amon  Sele future  To g oppor

DOUBT

BRAND Mass email= Mostly Irrelevant Privacy about jobs in the office

1/ Doubts

Referrals through offline social network

MENTAL MODEL & BEHAVIOUR PATTERNS

Apply through multiple media

Happy to get a job!

Research through people: Feeling based doubts

Goal:  To e satisfi

Jobsites cater to Small companies

?

Pre application and research help

Experienced, Common professional background

Short  To p a repu

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Regular Fresher: Needs and Goals Needs: • An edge over the others for jobseeking • Find a job • Selecting a job that is best among the options • Selecting a job that has good future prospects • To get access to all opportunities Goal: To earn very well and be satisfied with what he is doing. Short term Goal: To pursue MBA next year from a reputed institute.

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Mental Model/ Behaviour: Research Findings Factors : - First job- happy to get a job. - After that, brand name, salary, profile, location matter. Research: - Big brand name= less doubts= less research. Feeling based doubts. Job Discussion: - Comfortable discussing with close friends/ family in similar jobs. - Not comfortable discussing with office colleagues. Social Network, Professional Needs: - Has a strong network for finding referrals but offline. - Doesn’t use online platforms like LinkedIn because he feels he does not have a strong network. - Uses his family network mainly to find jobs. Social Circles: - Office colleagues aren’t considered friends.

Job Finding: - Tends to find job through multiple media: feeling that no opportunity should be missed out. Advice: - Takes advice of those who he knows closely and have achieved his goal. Communication: - Feels message is appropriate for initial information about job. - Phone or meeting up for detailed information. Mass emails and Irrelevance: - Feels the relevance ratio of jobs is 1:50 in job alert emails. Research Help: - Information about research- what, how, where, who can help Interview tips, resume tips from those who are experienced


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Persona Three: Mid Level Opportunity Seeker

Mid Level Employee Krishna Menon Age: Location: Education: Experience: Company: Income:

27 years Bangalore B. Tech (Vidya Academy of Engn.) 4 years Infosys 6 lacs+

“I listen to everyone and do what I think is right for me. ” About him Krishna is a 27 year old man from Kerela, living in a rented flat in Bangalore. He has a technical job with Infosys presently. He loves gadgets and whenever he gets time off work, he likes to go out with friends for a trip near Bangalore.

Online Presence and Usage 6 hours per day

Networking Sites used Jobsites Online Activities Search; Email; Socialize; watch videos

Personality Keywords: Adapting, Curious, Enthusiastic, Tech savvy, Sensible

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“Now if I had to look for a job, I would apply directly or find people Mid Level EmployeeHis Story- How he got the job: in different I feel these are more beneficial to these w if I had to look for a job, companies. I would apply directly or findwebsites people in different companies. I feel Jobhunt after graduation: After his gradubsites are more beneficial to freshers” freshers” ation, he hunted for jobs through Naukri. Recession

Senior Engineer; Plans to stay for a Change of Priroties year

DOUBT

Updates; Not actively looking

College Senior Family and friends network

Direct application

164

Brand+ Money+ Work Life Balance+ Location

com, his social network and through direct application. He finally found a job through his social network (college senior) in Infosys. Since there was recession that time, he was happy to get a job. Current Status: Now he is a senior engineer in the company and plans to stay in the company for a year. Now, his priorities have changed as he is looking for a good brand name, good money, work life balance and a preferred location. So he keeps looking at opportunities through LinkedIn but is not active on any of the job sites or has not started looking for jobs through any other medium.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

M Mental Model and Behaviour Patterns: - Since he is a passive jobseeker, he hesitates to speak about it. - He is curious about the market, latest trends, his friends and therefore would like to get latest updates about it. - He wants a feeling of being in control- he would like to do independent research on companies/ jobs and then decide. - For him, his worth is measured by comparing it with people in similar profiles - His decision about jobs and career is based on the future prospects of it. - Ultimately, he feels the main priority is too earn better money, though other things are also important. - Since he is currently working and does not plan to quit too soon, he is in no hurry to find a job. -He wants to be aware about all possible opportunities as he would like to know if there are better ones than what he already has. - He would like to have privacy about jobs in the office.

Needs Awar for him  Grab oppor Know and sa worth

Curiousity & updates

Hesitation and

passive Seeking jobs Privacy about jobs in the office

MENTAL MODEL & BEHAVIOUR PATTERNS

Comparison based worth

X>Y

Goal:  To ea balanc

Decision based on the future

Opportunity Hunting Not in a hurry to find a job

Feeling of being in control; independence in research

Multiple factors “All I want is everything”

Short  To ge that h after g

It’s all about the MONEY!

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Mid Level Opportunity Seeker: Needs and Goals Needs: • Knowledge about market hiring and salary trends to know his worth • Awareness about opportunities for him • Grab the best possible opportunity

Goal:

• To earn well and have a happy balanced life. Short term Goal: • To get a better paying job so that he can support his wife after getting married

Mental Model/ Behaviour: Research Findings Self research, priorities and decision: - Independent online research is the first form of research. - Feeling of being in control – helping yourself. - Relying on oneself for final decision as he is aware that each one’s priorities differ – therefore decisions that are appropriate for oneself are meaningful. Few trusted experienced advisors: - Only seeks advice from the ones he trusts, and who have experience. Comparison & Worth: - Judges his worth by comparing between this job and peers’ who have similar profiles. Commonalities & professional socializing - Seeking common grounds to converse and discuss about – e.g. professional/ other interest; similar situations; similar goals. Opportunity Hunting - Constant lookout for better opportunities.

166

Hesitation and Passive Jobseeking - Hesitation to tell people he is looking for a job since he is only passively seeking jobs achieved his goal. Present decision, Future Consequences - Basing present decision on future consequences. Job discussions, privacy and professional environment - Jobs as a topic are comfortable discussed in a professional environment privately. Mode of communication - Messaging is preferred as it allows the person to see it whenever he has time. - Email = SMS because of increase in smart phones. - Is not in a hurry to find a job- so prefers messaging and taking time to think. It’s all about the money - Money is the first filter to choose a job.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Persona Four: Senior Level Stable Employee

Senior Level Employee Sameer Girotra Age: 35 years Location: Mumbai Education: B.Sc (Govt. Eng. College, Bhatinda); MBA (Symbiosis, Pune) Experience: 9 years Company: Bharti Airtel Income: 20 lacs+ “What im doing right now is an ideal job. Ofcourse, everyone aims to grow; so I would like to grow into a bigger circle/ company. ”

About him Sameer (35 years) lives in Mumbai with his wife and two kids. He has been working with Bharti Airtel for the past 5 years and is currently the Business Head. On weekdays he has a hectic schedule, involving 2 hours travelling between home and office. On weekends, he likes to unwind by spending time with family. Personality Keywords: Focused, Satisfied, Mature, Inspiring, Balanced

Online Presence and Usage 6-10 hours per day

Networking Sites used Jobsites Online Activities Search; Email; Socialize; Shop

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“One time I applied to a company and checked the boss’ name on LinkedIn and he turned out to be a batch mate. ”

Senior Level Employee

“One time I applied to a company and checked the boss’ name on Linkedin and he turned out to be a batchmate. ”

3 years

Consultants

Family and friends network

168

Friend told about vacancy suiting his profile Discussed with Brother in law, whose friend knew the CEO – got referral

Business Head; No plans to switch in the future; uses Linkedin for updates and background research

His Story- How he got the job: After his graduation, he got a job with CocaCola, where he worked for three years. After three years, he felt that he wasn’t growing and therefore, wanted to switch. Job hunt: He started looking for jobs through his family and friends network. He also asked them about good consultants. Finally a friend told him about a vacancy in Airtel that suits his profile. He discussed it with his brotherin- law, who also got him a referral through a friend. He decided to join the company. Current Status: Now he is the Business Head and has no plans to switch in the near future. He uses LinkedIn for updates, and background research of people.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Seni Mental Model and Behaviour Patterns: • He is satisfied with his job but is still curious about others’ professional status. • He is comfortable to look for jobs through consultants as he feels they will be able to understand his needs. • He feels the professional world is small as he is well connected to people in the industry. • Giving referrals brings in a feeling of responsibility for him. Therefore, he prefers doing research and being careful about who he is referring. • For him, personal preferences are very important because he has a family to take care of. • He is extremely choosey about what he wants in a job. • In terms of communication, he prefers being specific about the purpose and uses messaging or email- a convenient mode. • If looking for a job, he would ask people about it and may apply through referral. • He, being at a senior position, is a strong influencer on others as people look upto him for advice. • Stability and potential of the company, and personal growth are important priorities n a job for him.

Satisfied yet Curious

Stability, Potential & Personal Growth

Comfort with

consultants It’s a small world!

Referrals & responsibility Personal preferences

Need  Wo get an  Pro throu profe  The unde job  Per

Privacy in control

MENTAL MODEL & BEHAVIOUR PATTERNS

Strong Influencers Word of Mouth:

Goal  To c in pro the fa

Referrals & info

Very choosey, many factors, lot of research

Specific and convenient Communication

Short  To h

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Mid Level Opportunity Seeker: Needs and Goals Needs

• Word of mouth referral – to get an edge over others • Professional networking through personal and professional networks • The other person to understand his exact needs for a job • Personalized choice making

Goal:

• To continue to achieve growth in professional life, and satisfy the family needs.

Short term Goal: • To have a steady and stable job

170

Mental Model/ Behaviour : Research Findings Comfort with Consultants - He feels they understand the kind of jobs he is looking for. Networks of networks (of networks) - Knowing someone through someone’s someone. Looking for Potential, Stability and Growth: - Potential for the future is what he is looking for. - Stability of the company. - Personal Growth. Referrals and Responsibility - He feels a sense of responsibility while recommending/ referring someone; Hesitates to refer second degree connections; Does some research about the person before referring. Background Research - He does background research on others before meeting them- like bosses/

interviewees/ conference speakers. Word of Mouth - Flow of communication: Contacts--Information--- Referrals and Companies. - He also asks people about good consultants too. Connectedness and comfort - Comfort discussing jobs/ career with people from similar professional background as there is a feeling of connectedness. Mode of communication: Convenient - Prefers checking emails than logging on to a site. - Since has mobile internet, very convenient to check emails. Trust with time - He tends to discuss jobs with people he has known for a long time: ex colleagues/ friends/ family. Personal Preferences: - Has certain personal preferences related to family/ location/ profile etc.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

4.5 Common Behavioural Patterns After understanding the mental model of the personas, I decided to figure out the common behavioural patterns across all four of the personas. Since the final design was going to be universal in nature, and not for a specific persona, it was going to form the backbone of the system.

with close friends & family from similar professional background • As experience increases, need for privacy increases • Comfort increases as feeling of connectedness increases: Similarities, commonalities

Advice & INFLUENCE: • Advice from those who are experienced, who have achieved your goal • Personal advice (“What is good for me” from friends and parents) • Personal mode of communication- phone; Professional mode- Email

RESEARCH • As experience increases, choosy-ness increases, therefore doubts and research increases • Independent online research is the first form of research

SOCIALIZE: • Convenient socializing with office people, and friends who live close by • Different social groups according to common shared experiences • Different social activities with different groups • Commonalities & professional socializing : Seeking common grounds to converse and discuss about – • eg. professional/ other interest; similar situations; similar goals COMFORT DISCUSSING JOB: • Comfortable to discuss jobs/career

MODE OF COMMUNICATION: • Messaging is preferred as it allows the person to see it whenever he has time • Email = SMS because of increase in smart phones • Mode of communication should be quick and convenient • Preference to checking emails than logging on to a site BEHAVIOUR: • Curiosity about others; Curiosity about who all viewed your profile • As experience increases, need for “personalization” increases because of increase in personal preferences

Since the system was to be designed for all personas, it was important to understand common behavioural patterns across personas as these would form the backbone of the design.

LEARNING: Finding common patterns is not as obvious as it seems, but requires analysing behaviour and reasons for that behaviour in depth.

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Chapter FIVE 5.1 FOCUS AREAS 5.2 DESIGN GOAL 5.3 SPECIFIC DESIGN GOALS

Secondary Research

+

Primary Research

+

= Redefined Brief

172

Analysis


Redefined Brief “Discovery consists not in seeking new lands, but in seeking with new eyes” - Marsel Proust

5.1 Focus Areas After completing the analysis, there were three clear directions for my project- The social aspect of jobseeking could be seen in three areas: - Career Advice - Referrals and Jobs through People - Company and Job Information Career Advice: 1. People want to get advice from those who have better experience in the same field. 2. Connections and commonalities with the person increase trust on advice and information. 3. People want privacy in job and career discussion. 4. People are comfortable taking advice one to one or one to few. Referrals and Jobs through People: 1. Through personal network, as well as professional network (offline as well as online)

2. Second degree and third degree connections of strong ties generally help providing referrals. 3. People generally apply through multiple media because of the tendency to not let an opportunity miss out. 4. Giving referral brings in a feeling of responsibility and therefore, people want to be sure about the person’s credibility before they refer. Company & Job Information: 1. Authenticity in information is very important. 2. People want to have extreme clarity before making a decision. 3. They need reassurance from others about their decision. 4. Getting first-hand information from someone who has the experience is preferred.

Career Advice

Referrals and Jobs through People

Company & Job Information


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Mid Level Opportunity Seeker: Needs and Goals Needs Word of mouth referral â&#x20AC;&#x201C; to get an edge over others Professional networking through personal and professional networks The other person to understand his exact needs for a job Personalized choice making Goal: To continue to achieve growth in professional life, and satisfy the family needs. Short term Goal: To have a steady and stable job

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5.2 Design Goal Based on these focus areas, my redefined goal was:

To design a system for freshers, mid level, and senior level, that is complementary to the jobseeking process, with focus on referrals, career advice (decision making) and company and job information to increase engagement levels of users and encourage user- to- user interaction. Naukri.com GOALS: - To increase engagement levels of users - Make use of existing data to enhance job search experience - Get updated professional information from users

Functional Requirements: - Find relevant jobs through people - Get awareness about opportunities - Decide between options - Take advice - Find referrals


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

5.3 Specific Design Goals: After listing the design goals, each separate goal was converted into a design direction to get better clarity to proceed towards ideation.

Design Goal

Design Direction

Extremely high clarity before making a decision

Get info about companies and jobs on naukri: people reviews, photos, information that comes from experience like flexibility, timings etc

Reassurance from other people about the decision Privacy in job discussion

Communicate with chosen person/people to ask them for advice Making the communication only visible to jobseeker and adviser Get anonymous user (employee) generated information about companies and jobs. Referral from employees

Authentic Information An edge over the others for jobseeking: Get noticed Selecting a job that is best among the options Decision making on the basis of future prospects Get access to all opportunities

Knowledge about market hiring and salary trends to know your worth Awareness about opportunities

Word of mouth referral â&#x20AC;&#x201C; to get an edge over others Professional networking through personal and professional networks Motivation to help

Get information about jobs through reviews and specific advice from chosen people Being able to compare future prospects within options- through a graphical representation Being able to get jobs through different ways of job finding â&#x20AC;&#x201C; like job site (naukri), and employee referrals. Also, Consultants can also be included in the system. Show salary trends and calculator through database. Also market hiring trends for specific functional areas Current employees to be made aware of opportunities for themselves; Recruiters approaching candidates. Internal system of referrals- from finding referrals to communicating with the recruiter. Using mobile contacts, facebook, gmail, yahoo contacts to find referrals, see updates etc. Giving the employees an incentive to help like social recognition.

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Chapter SIX 6.1 IDEATION 6.2 EXPLORATION OF CONCEPTS 6.3 INFORMATION ARCHITECTURE 6.4 WIREFRAME EXPLORATION 6.5 FEEDBACK 6.6 POST FEEDBACK 6.7 CONCEPT PROOFING

Ideation & Conceptualizaton 176


Ideation & Conceptualization 6.1 Ideation Once the specific design goals and directions were set, I started to ideate the system in terms of separate features that it will have. The pictures show exploration of multiple ideas. Finally, some of these were merged to form features, which would form the system.


NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

The pictures show some of the explored concepts, which were later merged and converted into features for a system.

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AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Translating the design directions into features involved understanding technological possibilities, business advantages, apart from user needs.

LEARNING: Converting design directions into concepts involved thinking creative within restrictions. The challenge is to decide among multiple options, the best possible options, which was guided both by logic and intuition.

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6.2 Exploration of Concepts

-

180

Feature Opportunity Knocker: -Recruiters starring Employees -If you express interest, your phone no./ email id is visible to recruiter, he’ll call you.

Problem / Function Problem: Missing out on opportunities because of hesitation to apply for jobs

Salary & Market Trends: Your salary compared with rest of the people in similar profiles, through graph Invite for advise, and referral: -Invite people from FB or email to give you advise- a private space- with your CV and only those people you have invited. Ask for advise. -If these people know someone who works in the company you are applying to, they can help you get referral or invite that person - These people can also write comments/ chat/ edit resume Comparison & Decision Making Tool: - Choose your preferences and assign weightage to each. Eg. Income-6, Brand-5, Location-7. Now, you choose people from fb or through email to rate the income, brand and location in Option A, B and C. This will give a matrix, which will result in an objective no. for each option, thus help to achieve clear decision making Decision Making and Relevant People (company wise) - While deciding on the options, one can get a list of people working in these companies through fb and this can give him a suggested list of people he can invite for deciding. - Being able to search contacts company wise. The contacts are not physically imported, only scanned through fb and gmail, to continue the privacy policy. - Also search by location: who is close by (so that one can go meet them personally) - Option to get the person’s phone no. through SMS - Option to invite the person on the platform via email or fb

Being able to compare easily and measure your own worth

Solution: Constant awareness about possible opportunities

-

Controllable Privacy in discussing jobs Advise from the experienced/ selected advisors

-

Ability to compare between options Taking help of those selected few you want to Measured Decision Clarity in decision making Decision based on Personal Preferences Get info about who would be able to help. Being able to scan through all online contacts at once.

Advantage to Business Increase engagement of users, for better revenue - Giving people a reason to log in, even if they are not actively seeking so that the data gets updated. -

Increase engagement by making use of available data

-

-

Get data about connections between people through fb and gmail. Encourage user to user interaction resulting in increased engagement levels, resulting in better revenue -

-

Get data about people’s opinions and reviews. Get data about jobseeker’s preferences. Get data about people’s connections Data about connections of people Data about advisors and advise takers


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

-

Feature Automatic Match - Once people have given us data about their connections (by connecting to fb or gmail), we can have an automatic match system, where if A sees a job post which is suitable to B, he gets a message to suggest it to B. - Quick recommend for jobs: Ability to quickly recommend (like tagging in photos): So @facebookname or amitgautam@gmail.com (Searchable) Colour Code Red- Inactive Jobseeker Green- Active If not selected any, then passive Save and store Bookmarking of discussions/ jobs/ professional events etc. People/ profiles in the form of virtual business cards. This is only visible to people who are on your fb or gmail. Filling up a review form A person can be asked his company experience. Eg. Samsung: Work environment, Income, Location This will be completely anonymous. The person can save this and send it directly to people who invite him for help.

Problem / Function

Advantage to Business -

-

Convenient way to help No need to specify details to your friend- about what exactly you are looking for Person to Person interaction

-

Subtle, clear communication Can be helpful to recruiters

-

Data about actively looking, passively looking and inactive users.

-

Allows integration of professional data by storing at one place Professional info about people you know. Will help give a personalized experience. Increase Authenticity

-

Data about users’ behavior

-

Clear data about jobseekers – can be helpful to recruiters Get crisp data about people’s experience. This can help get clear reviews company wise

-

-

-

-

Generating data through increasing user to user interaction Increasing engagement of users, increasing revenue

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Being new to the field, Information Architecture taught me how to systematically organize multiple functions on a website into features. It helped think about features in depth and accordingly adapt them.

6.3 Information Architecture: After the features were listed, I had to categorise them into groups to get clarity about how the system is going to be navigated.

Information architecture is the term used to describe the structure of a system, i.e the way information is grouped, the navigation methods and terminology used within the system.

Initial Grouping of Information: 1. My Profile: - Name - Status - Jobseeking Status (Colour Coded) - Educational Background - Professional Background 2. Recommend Jobs - Quick Recommend this job to XYZ (through a bookmarking tool on chrome/ firefox) 3. Find More Jobs - Search Referrals - Show 2-3 jobs (To get more such jobs, post a job ) 4. Ask for Advice: (i) Take advice: a. Find People for advice: - Company/ Name Wise - Set privacy levels: show basic profile/ show CV/ ability to edit CV/ enable interaction between different people - Search through facebook/gmail/ others

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AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

b. Interact: - Online message or email - Real time chat - Save phone number for later - Invitee can invite others also - Edit Resume real time (ii) Decision Making: a. Decision Making Matrix: - Choose top 3 priorities - Assign weightage to each

- Search People for rating these - Save the scores b. Searching for relevant people for help 5. Opportunities: - Followed by: Express Interest/ ignore/ get more info - Recommended Jobs (by people) - Suggested companies (companies where people like you are working)

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Being new to the field, Information Architecture taught me how to systematically organize multiple functions on a website into features. It helped think about features in depth and accordingly adapt them.

184

This grouping was further detailed to form a system: Naukri Collaborate, which is a new system attached with Naukri focusing on collaborative decision making, advice, referral and constant awareness about opportunities.

1. My Profile: A. Personal Information: • Name • Contact Information • Photograph B. Professional Information: • Resume Link • Education, Professional Background • Current Status


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

• Colour coded jobseeking behaviour 2. Start a Discussion: A. Choose people to invite: Integrated contact search from facebook, email, phone B. Privacy Settings: Viewable Resume, Viewable other invitees, Invitees may interact

C. Define purpose: • Referral Request: Write message, Choose top 3 companies • Resume help: Write message, make resume editable • Take advice: write message • Decide between options: Choose top 3 options.

LEARNING: “The whole is greater than the sum of its parts.” While doing the information architecture of the system, I realized that design is not in isolation but as a whole. The challenge lies in adapting the system to the context, the user and the business.

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3. Updates and More: A. Updates: • Companies/ Recruiters following you: See who is working there in my network, option to connect. Express Interest/ Know More • Recommended Jobs (or Links): by people • Suggested Companies: Option to ‘Google’ them Company Website link See who is working there • Salary Trends for your profile (from Naukri database) • Companies you are following B. See Relevant Jobs: • 2-3 relevant jobs shown • For more, post the url or relevant text, and get 20 relevant jobs back (Non Naukri jobs will be an additional resource for the company)

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4. Help my network: Show people who need referrals: • Automatic match (for quick recommend) • See list of people and check automatically who can help from my network

6.4 Wireframe exploration: Once the information was categorized, I designed wireframes for “Naukri Collaborate” to present it to the mentor in the office.

A website wireframe, also known as page schematic or screen blueprint, is a visual guide that represents the skeletal framework of a website. It connects the underlying conceptual structure, or information architecture, to the surface, or visual design of the website. Wireframes help establish functionality, and the relationships between different screen templates of a website.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Home Page

Activity Page Collaborate Collaborate

Collaborate

Ankit Sharma Sharma Ankit Online

Home

Career Discussion Platform

Log in

Sign up

Profile

Sign Up for free

2 5 3

Job

Sudhir Jain

Accept

Help

FAQ

Terms

Privacy

People

Accept See msg

Recommend

Password

People

Follow the company

See message

Retype Password

OR

View more >>

Recommended jobs

People in Samsung

Sent Invitations

Job Title Location Recommended by Job Title Location

...

Recommended by

Anju Dubey

You are being paid more than 73% of people having a similar profile like yours

15 hours ago

Jasdeep Lamba

View details

Job Title Location Recommended by

23 hours ago

View more >>

Facebook

Mr. Devesh Patel wrote a comment in the discussion regarding Ms. Isha Gupta’s decision making. “ Isha, I feel Accenture would give you a better learning experience as..... View Discussion

Agree

Comment

Jobs for You Job Title Location Job Title Location

Ms. Gitanjali Bose has invited you for a discussion regarding career advise

Careers

Search...

Suggested Companies

Samsung has posted a job that fits the profile of Ms. Isha Gupta

Accept

About

People

Jobs

Mr. Sudhir Jain has invited you for a discussion regarding job change.

Received Invitations

Gitanjali Bose

name@domain.com

Company

Express Interest

We respect your privacy. We NEVER post anything without your permission.

Easily integrate all your contacts Sync all your contacts together so that you can easily search contacts by company, profession or name. You can also sync your phone contacts through our Mobile Application

Companies

Mr. Amit Gautam (Recruiter: Infosys India Pvt. Limited) is now following you

Accept See msg

Name

Sign me up Stay Updated Get authentic information about salary trends for your profile

Messages

Latest Updates

10

Invitations Comments Agree

Tex explaining Collaborate in a sentence

Opportunity Knocker Allow opportunities to come your way. Get followed by companies; get info about which companies you can apply to.

Discussion

About Contact Notification

By Invitation Only Select and Invite a few of your contacts, who can refer, recommend, help you with your resume, find the right company and more! And all this without fearing it to go public!

Contact Book

View more >>

See message

All rights reserved © 2012 Info Edge India Ltd

Lorem ipsum dolor Consectetur adipisicing elit, sed do eiusmod tempor incididunt.

The home page was focussed on explaining the functions of the platform “Collaborate” at a glance. - Sign up: There is an option to sign up through email or through facebook, and the communication stresses on ensuring the privacy of the user.

Lorem ipsum dolor Consectetur adipisicing elit, sed do eiusmod tempor incididunt.

Lorem ipsum dolor Consectetur adipisicing elit, sed do eiusmod tempor incididunt.

About

Help

FAQ

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Careers

All rights reserved © 2012 Info Edge India Ltd

The activity page is like the action page with latest updates, notifications, invitations, recommended jobs, and suggested companies.

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Contact Book Page

Discussion Page

Collaborate Collaborate

Ankit Sharma Sharma Ankit

Collaborate Collaborate

Ankit Sharma Sharma Ankit

Online

Home

Contact Book Discussion

Profile

Your address book looks a little empty:

Messages

Companies

Jobs

Search by company/ name/ profession...

or

Add a source

Search...

People

Name

ABC ABC

Discussion 2

Current position, company

DEF ABC

Name of person

Current position, company Name Current position, company

+ Add Gmail

Invite for

Referral Request Resume Help Seeking Advise Deciding between options

C

+ Add Outlook

Want to know about your experience

Name

+ Add a Phone

Others Pls Specify

Current position, company

Current position, company Name Current position, company

Adding sources will make it easier for you to search through all your contacts.

Contact Book

Discussion Messages

Sort by

Invite subject

People

People

Jobs

Name Current Position Company

To invite someone for discussion, search by company/ name/ professoon

UVW: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer consectetur, mauris eu congue elementum, magna magna egestas massa, nec hendrerit elit ipsum a ante. 10 hours ago

Name Current Position Company

Ankit: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer consectetur, mauris eu congue elementum, magna magna egestas massa, nec hendrerit elit ipsum a ante. 8 hours ago

5 3

Confused what to write? Get some templates here

Search...

Discussion about career advise: I want to know whether I should join Accenture or HCl. Please help!

PQR: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer consectetur, mauris eu congue elementum, magna magna egestas massa, nec hendrerit elit ipsum a ante. 15 hours ago

Other Invitees

Comments Agrees

Companies

Name Current Position Company

Message Write your message

Name

+ Add Yahoo

Profile

Discussion 1

XYZ ABC

+ Add Facebook

Online

Home

Contacts Selected XYZ ABC

A

Add a new contact

People

XYZ’s References Resume Top 3 companies Aspiration Applied Jobs Shortlisted Jobs Saved Jobs

Agree

D

Write your comment here Customize privacy settings for the discussion

Name Current position, company

Send

SEND

About

Help

FAQ

Terms

Privacy

Careers

All rights reserved © 2012 Info Edge India Ltd

The contact book page shows all the contacts that one has added on the platform. - Add contacts: One has an option of adding contacts or adding a source of contacts - eg. facebook, gmail etc. - Invite people: Now, one can select contacts from the list and choose the purpose of the invite, and write a message.

About

Help

FAQ

Terms

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Careers

All rights reserved © 2012 Info Edge India Ltd

The discussion page has the following: - A vertical tab column to choose the discussion, which shows the invitees, subject of discussion, number of comments and “agrees”* - Invite people: Now, one can select contacts from the list and choose the purpose of the invite, and write a message. - The right side of the page is for the references that an invitee may want to see before commenting on the discussion- eg. His resume, Top 3 companies etc. This will be according to the privacy settings set by the user.

* Agree: A quick way to say yes - this could help the inviter in getting opinions more easily, which may help in decision making.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Profile Page

Messages Page

Collaborate Collaborate

Ankit Sharma Sharma Ankit

Collaborate Collaborate

Ankit Sharma Sharma Ankit Online

Online

Home

Profile Contact Book

Discussion

Messages

Companies

Jobs

People

People

Search...

Discussion

Messages Companies

Invitations

Professional Info

Full Name

Messages Sent

People

Archive

13 hours ago

Delete

Subject shows here. Reply

Search...

Delete

Subject shows here. Reply

Received

People

Jobs

Archive

Full Name

Compose

Top 3 companies

Archive

17 hours ago

Delete

Drafts

Position and Company Position and Company 1 Position and Company 2 Post Grad College, Location Graduation College, Location School, Location Downloadable file in sync with naukri http://in.linkedin.com/pub/xyz/3b/2a1/b07

Resume Linkedin

Contact Book

Recruiters Following

Current Position Company Name Location

Education

Profile

Search...

Name

Current Past

Home

Important

Aspiration Text text text text text text text text text text text.

Full Name

Templates

Subject shows here. Reply

Archive

21 hours ago

Delete

Archived

Top 3 factors Brand; Money; Work life balance

Divya Soni

(via Dheeraj Mehta)

Invitation for discussion Reply

Archive

3 days ago

Delete

Naukri Profile: 8 views in past 3 days Collaborate

Personal Info Interests Birthday Contact Info Website Twitter Email Phone

About

Recommend Connect Archive

Text, text, text 25th November 1976 Collaborate

www.xyz.com Link here xyz@abc.com 9811098100

Help

FAQ

Isha Gupta’s profile matches a job posted by company A.

5 days ago

Delete

Your salary is more than 60% of people in your field

9 days ago

Archive Delete Prev

Terms

Privacy

Careers

All rights reserved © 2012 Info Edge India Ltd

The profile page essentially gives the professional information about a person at a glance. - Recruiters Following: shows the recruiters (companies) which are following a person. - More information: like top 3 companies, the aspiration and top 3 factors for a person are also shown on this page. 3.It also shows the number of profile views

About

Help

FAQ

Terms

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Careers

Next

All rights reserved © 2012 Info Edge India Ltd

The messages page shows all the messages, including invitations for discussion and also alerts about automatic matching: eg. Ms. Isha Gupta’s profile matches a job posted by Mr. Ravi Mehta. Along with this, salary trends are also received as messages from Collaborate.

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

Companies Page

Jobs Page

Collaborate Collaborate

Ankit Ankit Sharma Sharma

Collaborate Collaborate

Ankit Ankit Sharma Sharma Online

Online

Home

Profile

Contact Book

Suggested Companies

Discussion

Messages

People

Companies Jobs

People

Home

Search...

Profile

Contact Book

Companies following you

Search ... Company name/ keywords/ people working there

All

Companies

People

Jobs

People

Jobs from followed companies For my profile

For

Jobs from companies following

Search...

Jobs for you

Type the person’s name

Microsoft is looking for Account Technology Strategist in Mumbai (Exp: 3-5 years)

All

Companies you are following

Shortlist

Save

Recommend

Apply

Saved

List

Recruiters following you Name Company Name

Samsung has posted a job that fits the profile of Ms. Isha Gupta Recommend People in Samsung View more >>

Messages

Recommended Jobs Refine search by adding a filter Keywords/ Job title/ Company / CTC range

News

Discussion

Shortlisted

Lorem ipsum dolor Consectetur adipisicing elit, sed do eiusmod tempor.

Applied

Shortlist

Save

Recommend

Apply

Lorem ipsum dolor Consectetur adipisicing elit, sed do eiusmod tempor.

Name Company Name

Shortlist

Save

Recommend

Apply

HCL has opened a new office in Hyderabad Share Comment

Lorem ipsum dolor Consectetur adipisicing elit, sed do eiusmod tempor.

Name Company Name

Naukri.com CEO received an award for the best entrepreneur of the year Share Comment

Shortlist

Save

Recommend

Apply

Lorem ipsum dolor Consectetur adipisicing elit, sed do eiusmod tempor.

Companies which viewed your naukri.com profile

Shortlist

Lorem ipsum dolor Consectetur adipisicing elit, sed do eiusmod tempor incididunt.

Save

Recommend

Apply

Lorem ipsum dolor Consectetur adipisicing elit, sed do eiusmod tempor. Shortlist

Save

Recommend

Apply

Prev

Next

Share Comment 3 days ago

Lorem ipsum dolor Consectetur adipisicing elit, sed do eiusmod tempor incididunt.

5 days ago

6 days ago View more >>

Share Comment

Lorem ipsum dolor Consectetur adipisicing elit, sed do eiusmod tempor incididunt. About

Share Comment

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All rights reserved © 2012 Info Edge India Ltd

Lorem ipsum dolor Consectetur adipisicing elit, sed do eiusmod tempor incididunt. Share Comment

Lorem ipsum dolor Consectetur adipisicing elit, sed do eiusmod tempor incididunt. Share Comment View more >>

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The companies page shows - updates from companies you are following- eg. jobs, latest news etc. - The side bars show the list of companies and recruiters following you - Companies which viewed your Naukri.com profile page - Suggested companies

The companies page shows - updates from companies you are following- eg. jobs, latest news etc. - The side bars show the list of companies and recruiters following you - Companies which viewed your Naukri.com profile page - Suggested companies


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

6.5 Feedback Once the wireframes were done, I decided to present the concept and the wireframes to the seniors in the organization to get feedback and accordingly, move forward in the project. Given below are points highlighting the feedback I got from them- Mr. Saad Akhtar (Senior Interaction Designer, Naukri.com) and Mr. Rinchan Gupta (Associate Vice President, User Interface Design, Infoedge India Ltd). 1. Think about the object around discussionlike on facebook, people comment on photos etc; Since invitees will be based on search, the object of discussion will be job search results on one side and the mentorsâ&#x20AC;&#x2122; past and present jobs (experience) on the other side. 2. For entry point, instead of showing it as a side panel, you can also blend it in the system- because getting users on a completely new platform is a huge challenge. Eg while browsing, showing friends who are there in a company etc. next to the job: Relevant contacts will be shown next to each job resulted from search (While designing wireframes,

provide facility to easily remove/ filter jobs and people). 3. Make it an intelligent system, relevant for each user group specifically. Eg. people should be able to see : people they know company wise (eg. if they choose ideo, then it shows people from ideo)/ functional area and location wise (eg. if searched for interaction design delhi, then it shows interaction designers in delhi); Also it should show jobs available for interaction designers where his friends are working (may or may not be interaction designers). 4. Different ways of getting referral can be incorporated. Referral can happen in 2 ways: (i) When a job of an ex or current company matches with the inviterâ&#x20AC;&#x2122;s profile, then the person can refer that person and the person will apply; The system will keep track of who it is referred by. (ii) Also, the mentor may download the CV and email the HR from there itself, with the title of the job as the subject.

Speaking to the seniors helped me understand that blending the concept into the existing system of Naukri would require lesser investment and be more contextual. Also, getting users to a completely new platform would require huge effort.

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The system was getting too complicated. I needed to simplify it. The challenge was to make the system intelligent, where users get relevant information and actions.

5. Mentors may also suggest jobs to inviters from the companies they are following or are being followed. Also, they can suggest any job which they come across while browsing. Mentors should have an option to refer people to companies which are following them. 6.Till now, job hunt on Naukri is with respect to what you have done- Not what you want to do. So from those already on Naukri- ask What kind of a job are you looking for? For those not on Naukri, can ask during the registration only. This may also be included in the message to the mentor (can come in wireframing). 7. Think of recruiters advantages when he follows a passive jobseeker. Normally, recruiters make a folder of people they like â&#x20AC;&#x201C; eg. interaction designers. This way, the person will also get to know that he is being followed. Also if he becomes active on the site, recruiter will be updated. That is an advantage.

192

8. Recruiter pages are being built on Naukri. They should also be followable- as and when they post, the people following that company will get alerts. 9. There should be options for topics when you are following recruiter/company or being followed. Eg. Only send me updates when recruiter posts jobs of interaction design and delhi. 10. There should be an option for the mentor and the inviter to unfollow: i.e. for an inviter to end discussion with a mentor and a mentor also to unfollow discussion.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

6.6 Post Feedback After I got this feedback, I started thinking about adapting the concept to blend into the existing system of Naukri and making it intelligent such that it caters to the specific needs of the user. So I started thinking of entry points where the system could be blended into Naukri. Some of those are: COMPANY & JOB INFORMATION:

Reviews: - While filling the work experience page on Naukri, when the user enters the name of a company, he is asked about his experience.

Ask and Answer: • Ask: On the Job Description page, a user may ask questions about the job from existing employees or recruiters anonymously. • Answer: The employees may be asked these questions when they update their company. • Answer: The recruiters can also answer some of these questions.

Information about jobs:

Information about internal opening:

• When a user saves a job, he is asked if he would like to get more information about the job.

Option of asking his friends for internal openings.

FIND FRIENDS to GET ADVICE/ REFERRAL/ RECOMMENDATIONS:

Option to ask friends to recommend jobs for you. - When a user saves a job, he is asked if he would like to get more information about the job and shown friends in the company.

Find friends in a company: • When the user searches Jobs by company, he is shown friends in that company. • When Job Description page opens, he is shown friends in that company

Find friends in a location: • When a user searches for jobs by location, then he is shown friends working in the location and the companies they are working for.

Recommend Jobs:

LEARNING:

Designing a new system requires building connections between functions, user and context. Functions

Actions: Employee Referrals:

SYSTEM

Option to ask friends for referrals.

Ask for Resume Help:

User

Context

Option of discussing resume with some of his experienced friends.

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

ENTRY POINTS Search Job by Company Search Job by Location Saved Jobs Job Description Page Employment Details Page

ACTIONS Employee Referrals

SHOW FRIENDS WORKING IN SAME COMPANY/ LOCATION

Advice Company/ Job Information Ask for recommending jobs Ask for resume help Ask for internal openings Ask questions about job anonymously Give Reviews/ feedback about your company

Approved and taken forward Rejected

Model showing connection between entry points, and the corresponding actions

194


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Decision Making Table for actions: Each action was analysed from the point of views of business and user. ACTION Employee Referrals

Advice

ADVANTAGE TO BUSINESS

VALUE TO USER

INVESTMENT/ RESOURCES REQUIRED

DECISION

APPROVED

APPROVED

Company and Job Info Ask for recommending jobs

REJECTED

Ask for internal openings

REJECTED

Ask for resume help

REJECTED

Ask questions about jobs anonymously

REJECTED

Give Reviews/ Feedback about your company

APPROVED

Comments (If any) Since the value to the user is very high and the ratio of business advantage to investment is average, this feature will be incorporated. Since advice will mostly be about company and job information, it makes sense to merge the two, and leave it open to the user. The motivation for a new user to make the effort of recommending jobs for the user is missing. According to user feedback, the online media is not suitable for this, especially for a new user (employee). Also, if one wants to, this could be part of the advice. Since a part of naukri.com revenue comes from resume making, this would be harmful to the business. The problem is that recruiters may not be able to answer all of these questions and unless all questions are answered, the value to the user is not enough. The ratio of business advantage to investment is high as user generated content will really help add authenticity and trust to the site, without much effort from the company.

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“ I would prefer to do it online than to call, because when in office, I can’t take too many calls- but can easily sit online” As a jobseeker: 1. If you were looking for a job on naukri, and you come across a section where you can take advise of people you know on facebook, filtering them according to company, would you go for it? Why/ Why not? If you do, what kind of questions/ doubts would you ask? What kind of an interaction would you like- chat like/ message like/ email like/ phone? 2. Through this, would you ask people for referrals/ internal openings too? If yes,how many people? If no, why not? 3. If you were updating your employment details, and were asked about your previous company experience, would you fill in authentic info (if you knew it would be anonymous)? 4. If you were looking at a job, and see the JD page, would you ask queries there and then? What kind of queries would you ask? 5. On a JD page, would you want more info about the job? If yes, what all? 6. Once you apply for a job, would you also want to see similar jobs you d be interested in? If not, what would you do next?

6.7 Concept Proofing: Once the concept was finalized, I decided to go for concept proofing to the users before presenting it to the seniors in the organization. Feedback of Concept Proofing: People asked: 1. Debolina- Content Team 2. Arpit Jain- Tech Team 3. Sujit Nayar- Handling Engineering Team (First Naukri and Naukri) 4. Pratibha Sharma- Testing QA Team 5. Kumar Anand- Tech Team (Jeevansathi) 6. Preeti – QA (99 Acres) 7. Manoj Singh Rana- Tech Team (Jeevan Saathi)

As a mentor: 7. If you get an email from a person you know, for career advise, would you go to the link and help? Or would you prefer to call up? 8. If you knew that a friend of yours could help that person better, would you want to connect the two? Or would you ignore it? 9. If you get to know that the person who had invited you is interested in a job with Microsoft, where you know someone. Would you refer? 10. What could make you help that person?

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11. What information would you want from that platform if you were already working?

Results: - Six out of Seven had a positive response about the concept : Would use it as jobseeker - Seven out of seven: would use as a mentor - They thought the context is appropriate - Preference of online media to phone because in office, you cant take too many callsbut can easily sit online


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

- Six out of seven would write authentic details about previous experience, one would not write anything. - Would be interested in reading ex employee’s reviews about company/ job out of curiosity - Motivation to help would be the relationship with the person and the feeling that “I could be in a similar situation”

- Reviews will need to be authenticated for being published - Invitees should be able to provide information through links or articles - There should be an option for the mentor to unfollow discussion even after accepting the invite

Some points to look into: - Privacy: communication that it will not be posted on the wall etc - Recruiter will not be able to reply to queries posted by jobseekers - May not want to ask query to recruiter before you are selected. - Information you will be interested in as a passive jobseeker: Higher (better) post, salary, updates about your area of work. - Second degree connections should get an invitation through the first degree connection, once he has clicked connect

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c nnect

NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

final concept

Chapter SEVEN 7.1 INTRODUCTION 7.2 USER TASK FLOWS 7.3 BUSINESS PLAN 7.4 DESIGN DETAILING 7.5 IMPLEMENTATION PLAN 7.6 STRATEGIC INTERVENTION 7.7 DESIGN INTERVENTION 7.8 CONCLUSION 198


Final Concept 7.1 Introduction

-

Naukri Connect is a complementary system within Naukri which is used to: - Get referrals for jobs (from those you know) to get noticed by recruiters - Get career advice from your own contacts to get clarity in your decision making - Get company reviews from those working in the company These three functions, all social in their nature, will help the business to: - Attract new users - Update data of passive jobseekers - Increase engagement of users by increasing user to user interaction - Get data about social connections - Get user generated authentic data Help users to: - Make an informed decision. - Highlight their resume through their social network. - Get authentic user generated data.

Advice Trusted, Authentic Reviews Referrals

USERS

mentor -

-

-

jobseeker

Authentic reviews -

Job alerts Awareness about opportunities Monetary Incentives Convenience to help a friend Attracting new users Increase engagement of existing users (more number of clicks) Updated data Get data about connections Get user generated reviews

BUSINESS

Attracting new users More clicks Data about connections

-

-

Naukri Connect

-

-

Context Existing users Monetary Investment

Professional Information about friends contextually Convenience to get employee referrals Authentic Reviews

Filtered list of referred candidates Can easily get info about candidates

RECRUITERS/ COMPANIES


NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

7.2 USER TASK FLOWS 2

1

Active User

3

Visits Site

Connect with fb to See people in jobs. Privacy assured

4

Search

5

Search Result Page

R

Comes to inbox of Recruiter with a highlight (R) : he can see who has referred

Gets referred for the job.

6

7

8

9

Receive email, message on naukri when Invitee gives referral.

Choose people

Apply with referral; Write message to Invitee. Send

R

REFERRER’S FLOW 1

Receives facebook message

2

Sees resume, saved jobs, other invitees etc

3

Accepts referral request

4

Writes Referral System asks mentor Note to recruiter; to give company and Sends job feedback for jobseeker

Task Flow of a jobseeker to get referral; Corresponding task flow of a referrer giving referral

200

5

System suggests mentor to give information to get job alerts

The models shows the task flow of a jobseeker using Naukri Connect to –– get referral –– get advice from the mentor –– get company and job information in the form of objective reviews


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

2

1

Active User

Visits Site

3

4

Search

5

Search Result Page

6

7

8

Discuss on the forum; Gets reviews from mentor

Connect with fb to See friends working Next to each job. Privacy assured

Receive email, message on naukri when mentor gives advice

Write message to ask for advice; Send

Choose people

MENTORâ&#x20AC;&#x2122;S FLOW 1

Receives facebook message

2

Sees resume, saved jobs, etc

3

Accepts request

4

Gets into the discussion; comments

5

System asks mentor to give company and job feedback for jobseeker

System suggests mentor to give information to get job alerts

Task Flow of a jobseeker to get advice; Corresponding task flow of a mentor giving advice

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Jobseeker (who asked for help)

Mentor’s Company and job Reviews

Anonymous reviews For all jobseekers Company and Job reviews from mentors

202

ADVANTAGES OF THE FLOWS: 1. Advantages of the referral flow: For Jobseeker: –– Since the flow is initiated with searching for jobs, it ensures that relevance is the first filter and when one is interested in the job, he can see who he knows in the company. –– It follows the behavioural flow of finding vacancies and then finding out who works in the company to get information. –– The flow is complete in function as the referral note reaches the recruiters’ inbox once sent by referrer. For Referrer: –– The referrer can first check the credibility of the person by going through his resume and other professional details before referring him. –– Company and job feedback is asked towards the end of the flow, thus making it optional and passive.

For Recruiters: –– The referral note getting attached to the applications helps filter applications. 2. Advantages of the advice flow: For Jobseekers: –– The sequence of the flow ensures filtration of jobs through relevance first. Further, if the job is of the user’s interest, then he may ask his contacts in the company for advice or information. –– Searching for jobs is the most used function on Naukri.com and hence this flow ensures maximum accessibility of the feature. –– Communication about privacy just before connecting to facebook helps avoid hesitation of the user to connect to facebook. For Mentor’s Flow: –– The flow ensures that the mentor has enough information at hand to decide whether he wants to mentor the person or not.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

3. Advantages of the company and job reviews flow: For Jobseekers: –– Since anonymous reviews can be viewed at the Search Result Page itself, it helps a user who does not know any one in the company –– It helps users make an informed decision because one can get more clarity after seeing the reviews at a glance on the Search Result Page itself . He can then accordingly decide to view the job details or not. –– Getting reviews from his own mentor increases trust in the reviews. For Mentor’s Flow: –– The flow of giving feedback is placed at the end of the sequence so that it is not forceful, and is completely optional. For Business: –– Since the reviews from mentor to jobseeker are also collected as user generated database, they help collecting authentic information.

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7.3 Business Plan

VALUE PROPOSITION User: • Reduction in time to find and get referrals • Highlighted resume • Inside Information about companies and jobs Recruiter: • Get better response quality • Conveniently get more information about candidates through offline interaction

REVENUE SOURCES • Increase in number of clicks because of increase in time spent (increase in ad revenue- CPC model) • More traffic on the website (ad revenueCPM model) • Updated Data of existing passive users and access to new users’ data (which can generate revenue from recruiters and companies) • Data in terms of reviews (can be used to generate revenue in long term)

CUSTOMER ESTIMATION Number of unique visitors on per month

25000

Estimate % of users using naukri connect

3%

Estimate unique visitors per month (through naukri connect assuming two mentors per person)= 3% of 2 of 25,000 = 1500

The model shows the basic building blocks which describe the business model. The business plan of Naukri Connect has the following components: –– Value Proposition: What is being offered to the users –– Required resources and partners –– Customer Estimation –– Sources of generation of monetary wealth out of the proposition.

*CPM model- Cost per mille or thousand

RESOURCES & PARTNERS NEEDED

• Designers for changes in interface • Engineers for technical changes • Database Management Partner: • Facebook: for access of database

CPM stands for Cost per Mille or thousand; M is the Roman numeral for thousand. This type of ad campaign is purely based on numbers, with the cost of the ad determined for 1,000 page impressions (each time the ad is shown)

**CPC model- Cost per click

CPC stands for Cost per Click. In this case, the publisher is paid each time a visitor clicks the ad being displayed, thus delivering the visitor to the advertiser’s website. No matter what action is taken at the advertiser’s website, all that matters with this cost model is that the ad was clicked.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

7.4 Design Detailing The flow of finding a referral on Naukri.com through Naukri connect is shown below. Following pages show the wireframes for the same.

REFERRAL FLOW Jobseeker View: Naukri Existing Home Page

Search for Job JOBSEEKERâ&#x20AC;&#x2122;S REFERRAL FLOW: Jobseeker searches for a job

Sees his friends next to each job

Sends a Request to a friend to refer him

Friend Accepts; gives referral

Recruiter receives the referral

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REFERRAL FLOW Jobseeker View: Naukri Search Result Page

Jobseeker View: Naukri Search Result Page Pop Up

Show friends working here Connect with facebook

206


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

REFERRAL FLOW Jobseeker View: Naukri Search Result Page showing number of friends with each job:

Shows Number of friends working next to each job

Jobseeker View: Naukri Search Result Page showing names and photos of friends

Shows names and pictures of friends

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REFERRAL FLOW Jobseeker View: Naukri Job Description Page

Apply with Referral

208

Jobseeker View: Naukri Job Description Page with pop up

Choose friend(s) for Referral


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

REFERRAL FLOW Jobseeker View: Naukri Search Result Page with pop up

Jobseeker View: Facebook message (automatic smooth transition)

Facebook: Write message

Mark Checkbox, click “Apply and Get Referral”

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REFERRAL FLOW Jobseeker View: Post ‘Apply with Referral’ Page

Communication explaining that application has been sent; referral (if received) will be attached Recommended Jobs

210

Jobseeker View: Naukri Job Description Page with pop up

Other Jobs with Connections


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

REFERRAL FLOW REFERRER’S REFERRAL FLOW

Referrerr View: Receiving Facebook Message

Referrer sees facebook message from jobseeker

Clicks on Link; Can see jobseeker’s professional details

Accepts request for referral

Writes referral message; Sends

May give company/job reviews

Can create a job alert

Facebook message from jobseeker

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REFERRAL FLOW Referrer View: Facebook Allow Access Pop up

Referrer View: Facebook to Naukri transition

Information about the jobseeker Accept Request

Permission for access to facebook information

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AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

REFERRAL FLOW Referrer View: Referral Message Page

Referrer View: Referral Message Preview Page

Preview of Referral Message

Referral Message

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

REFERRAL FLOW Referrer View: Company Review Page

Referrer View: Post Company Review Page

1. If user is new to Naukri

Give Information to get Jobs in Inbox

Update information

214

Get job alerts

2. If user has used Naukri in the past

Company Reviews form for referrer


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

REFERRAL FLOW RECRUITERâ&#x20AC;&#x2122;S FLOW

Recruiter View: Responses to Job posts page

Recruiter Receives Application of candidate

When referral is sent by referrer, it gets attached to the application

The referred label gets attached to the application

Recruiter can see who has referred and read the message from referrer

Referred applications filtered New Referred applications

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

REFERRAL FLOW Recruiter View: Candidate Applications Page

Referred Label next to application

216

Referred folder

Recruiter View: Candidate Applications Page

Name and designation of referrer


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

REFERRAL FLOW Recruiter View: Application of a referred candidate

Referral Note from Referrer

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REFERRAL FLOW JOBSEEKERâ&#x20AC;&#x2122;S FLOW (Getting a reply- after he logs in)

Jobseeker View: My Naukri Page (After log in)

Jobseeker logs in to naukri

He gets notifications about new messages in Naukri Inbox

Reads the message from referrer: referral note, company review

Send a thank you note

Back to Naukri Inbox

Messages

218

Latest Updates


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

REFERRAL FLOW Jobseeker View: Naukri Connect Folder (Inbox)

Jobseeker View: Opened Message page

Preview of Referral Message

Message from Referrer

Send thank you note

Company Reviews

Referral Note

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

REFERRAL FLOW Jobseeker View: Sending thank you note

Jobseeker View: Thank you note sent page

Message for Referrer

Thank you note sent

220


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

STAKEHOLDERS AND BENEFITS FROM REFERRAL SYSTEM

–– Response quality is improving because of filtration –– Can easily get more information about the person through offline interaction

Naukri.COM

Is helping a friend conveniently (No effort to find an opening for him) Is contributing to the company May get monetary incentive (depends on company policy)

JOBSEEKER

RECRUITER

–– –– –– –– –– ––

–– –– ––

Increased engagement of present users Attracting passive jobseekers through active jobseekers: updating profiles, and getting more users Increase in the number of Facebook connect Giving the recruiters an advantage of filtering Giving jobseekers a value addition in the jobseeking process : to highlight their resume Getting company reviews from users- authentic data

REFERRER

–– –– –– ––

Additional Edge over others Gets a review of the company from his/her own contact Convenience- same platform for applying and getting referral

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ADVICE FLOW Jobseeker View: Naukri Existing Home Page

Advice Flow The flow of getting advice from a friend on Naukri.com through Naukri connect is shown below. Following pages show the wireframes for the same.

JOBSEEKERâ&#x20AC;&#x2122;S ADVICE FLOW: Jobseeker searches for a job

Sees his friends next to each job

Sends a Request to a friend to get advise

Friend Accepts; gives advise

Search for Job Jobseeker receives the advise

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AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

ADVICE FLOW Jobseeker View: Naukri Search Result Page

Jobseeker View: Naukri Search Result Page Pop Up

Show friends working here Connect with facebook

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ADVICE FLOW Jobseeker View: Naukri Search Result Page showing number of friends with each job:

224

Shows Number of friends working next to each job

Jobseeker View: Naukri Search Result Page showing names and photos of friends

Shows names and pictures of friends


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

ADVICE FLOW Jobseeker View: Naukri Job Description Page

Get advice from friends working here

Jobseeker View: Naukri Job Description Page with pop up

Choose friend(s) for Advice

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ADVICE FLOW Jobseeker View: Naukri Search Result Page with pop up

Jobseeker View: Naukri Search Result Page showing names and photos of friends

Write message for advice request

Mark Check box, click “Get advice”

226


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

ADVICE FLOW Jobseeker View: Request sent page

Recommended jobs

Communication that request has been sent

Jobseeker View: Request sent page

Other jobs with connections

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ADVICE FLOW MENTOR’S FLOW

Mentor View: Facebook Message

Mentor sees facebook message from jobseeker

Clicks on Link; Can see jobseeker’s professional details

Accepts request for referral

Writes his advise; Sends

May give company/job reviews

Can create a job alert

228

Message from jobseeker


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

ADVICE FLOW Mentor View: Facebook Allow Access Page

Mentor View: Naukri Connect Page

Permission to get access to information

Information about jobseeker Accept Request

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ADVICE FLOW Mentor View: Naukri Connect Message from Jobseeker

Jobseekerâ&#x20AC;&#x2122;s message

230

Write comment

Friends of mentor working in the company

Mentor View: Naukri Connect Post Advice Page

Company Review Form

Advice sent


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

ADVICE FLOW Mentor View: Post Review Page 1. If mentor has used Naukri before

Update information to get jobs

2. If mentor is new to Naukri

Give information to get jobs in your inbox

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ADVICE FLOW JOBSEEKERâ&#x20AC;&#x2122;S FLOW (To get a reply- when he logs in again)

Jobseeker View: My Naukri Page (After log in)

Jobseeker logs in to naukri

He goes to the Activity and Discussion Page

Opens the discussion page; reads message from mentor; sees company review if received

May continue discussion or end it with thank you note Writes thank you note

232

Activities & Discussion

Latest Updates


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

ADVICE FLOW Jobseeker View: Activities Page

Jobseeker View: Activities Page

Requests Latest Activities

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ADVICE FLOW Jobseeker View: Discussions Page

Mentor View: Naukri Connect Post Advice Page

New comment Latest Comment

234

References; Privacy Settings


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

STAKEHOLDERS AND BENEFITS FROM ADVICE SYSTEM

–– Is helping a friend –– Can initiate social communication between his and jobseeker’s contacts

Naukri.COM

JOBSEEKER

ADVISOR

–– –– ––

Attracting passive jobseekers Getting data through increasing facebook logins Offering a value addition to users through user generated interaction.

–– –– –– ––

Can get Career Advice: confidentially and from targeted users Gets “inside” information from his/her own contact Gets a company overview Can also invite others (may not be from same company)

235


NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

COMPANY REVIEWS FLOW

Company Reviews Flow

Getting Reviews Referrer/ Advisor gives reviews

Reviews received by jobseeker And stored in database

Showing Reviews User visits My Naukri/ Employment Details

Sees option to review company (anonymously)

Gives reviews

Reviews stored as database

views

Showing Reviews User visits My Naukri/ Employment Details

Sees option to review company (anonymously)

236 Gives reviews

Jobseeker searches for a job

Gets additional info(parametric reviews) for each company

The flow of getting reviews from users and showing reviews to users on Naukri.com through Naukri connect is shown on the side. Following pages show the wireframes for the Gets additional info(parametric same. Jobseeker searches for a job

reviews) for each company

There are two ways of getting reviews: 1. Through Mentors/ Referrers 2. Through active jobseekers (users of Naukri) who are updating their employment details. The reviews are shown in the search result page along with each job.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

COMPANY REVIEWS FLOW (SEEING COMPANY REVIEWS) Jobseeker View: Naukri Search Result Page

Company profile

Jobseeker View: Naukri Search Result Page

Anonymous, objective Company reviews

237


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COMPANY REVIEWS FLOW (GIVING COMPANY REVIEWS) Jobseeker View: My Naukri Page

Jobseeker View: Naukri Search Result Page

Review form: objective and quick

Review company

238


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

COMPANY REVIEWS FLOW (GIVING COMPANY REVIEWS- OPTION TWO) Jobseeker View: Naukri Profile Page

Review company

Jobseeker View: Naukri Profile Page

Review form: objective and quick

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

STAKEHOLDERS AND BENEFITS FROM REFERRAL SYSTEM

–– User generated reviews : Their claims are getting authenticity

Naukri.COM

JOBSEEKER

RECRUITER

–– –– –– ––

240

–– Can give quick feedback (as it is objective)

Getting user generated content (authentic data) Company profiles getting made by users’ effort Jobseekers are taking informed choice May become a reputation management platform for companies : update profile

REVIEWER

–– Can compare individual rating versus aggregated –– Gets company review even if he doesn’t know anyone in the company


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

7.5 Implementation Plan

STAGE III

Further Growth and Innovation; Launch of Naukri Connect Mobile Application Widening Penetration with launch of Naukri Social Mobile Application

Mobile Application, widening penetration and making it more convenient

Partnering with companies for adding internal openings feature

Employee database from companies to inform their friends about internal openings

Expansion and evolution of Social features according to the needs of the time

Further innovation and features using social media

STAGE II

Steady Growth of users on Naukri Connect; Launch of Naukri mobile site Stay Focused on User

Focus on user than business

Database Management for reviews

Database Management maintaining authenticity of reveiws

Word of mouth Promotion

One to One Promotion (user to user)

STAGE I

Naukri Connect goes live Immediate launch of the system coinciding with promotion

Promotion and Awareness: Facebook Partnership: Usability Testing & Feedback:

On time launch to cut out on competition Online promotion to create awareness Buying the facebook API Usability and ease of use* of interface

* API= Application Program Interface

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STAGE ONE

REVENUE

GROWT

H

More clicks and traffic- Increase in ad revenues

STAGE TWO - More clicks and trafficIncrease in ad revenues - increase in data about new users: revenue from recruiters

STAGE THREE - More clicks and trafficIncrease in ad revenues - increase in data about new users: revenue from recruiters

USERS 1500 unique users per month intially

KEY POINTS 242

- Initial Investment - Slow growth - Recruiters to be introduced to the system - Low awareness

3000+ unique users per month

6000+ unique users per month

- Privacy and focus on users to be ensured - Awareness increases

- Innovation required for expansion - Exponential growth of users - Internal Opening also inroduced - A system of incentives for reviewers


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

7.6 STRATEGIC INTERVENTION Active jobseekers

Facebook API

Existing Naukri Users

Opportunity seekers

Passive Jobseekers

Advisors

UI Design

Monetary Investment

Advice

Resour

September 2013

Employee Referrals

March 2013

January 2013

STRATEGY

m Fr a e

Employee Referrals and inside information about companies from your social network

Tim

s ce

e

Technical Database Management support and development

Naukri Connect goes live on naukri.com

rget User Ta

Mobile Application of Naukri Connect

Naukri Connect with additional features in mobile site

Company and Job information

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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

STRATEGIC INTERVENTION: As seen in the model, my Strategic Intervention consists of five areas: 1. Target User 2. Components 3. Resources 4. Innovation 5. Time Frame

1. Target User: The system design aims to expand the target user group of Naukri.com from only active jobseekers to passive jobseekers ( as they will act as mentors to active jobseekers) Advantage: Naukri.com mainly attracts those who are actively looking for jobs. Out of these, people who find jobs do not have a motivation to come back to it. Mentorship acts as a motivational tool for these passive jobseekers to come back on Naukri.com.

2. Components:

244

There are mainly three components that have been added to the system of Naukri.com. They are: Employee Referrals, Advice and Company/Job Information.

Advantage: Since these components are centered around the social network of the user, there is increase in trust and authenticity in the site.

3. Resources: Resources needed for the system to be in place are Facebook API, Database Management, Technical Support, User Interface Design and Monetary Investment.

4. Innovation: The strategic intervention is centred around user centric innovation, which includes employee referrals and inside information from social network. This is a new feature for a job site and fits perfectly into the context and user needs. Advantage: This innovation is based on what users need and how they tend to find jobs offline. This helps to make the process convenient and faster for them.

5. Time Frame: The time frame for the system to be implemented is critical as the industry is very fast moving. Therefore, if not implemented at

the right time, the feature may get redundant. The suggested time frame for implementation of the system is 4 months: that is, by January 2013 Naukri Connect should go live. By March 2013, it should be integrated into the mobile site. If the feature is successful and is able to get enough users, the Naukri Connect mobile application should be launched by September 2013, which will have additional features of internal openings in companies as well.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

7.7 DESIGN INTERVENTION Job Search

EXISTING NAUKRI SYSTEM & FEATURES

Mobile Response Management System

Resume Spotlight

MASS EMAIL

PLATFORM

CONTEXTUAL

MATCHING

OBJECTIVITY

RELEVANT

C

TRUSTABLE

CAREER ADVICE

VEWS

E MP

A NY / J O MP B O

AUTHENTIC

COMMUNICATION

Resume Writing

OFFLINE BEHAVIOUR

ANONYMOUS

RELEVANCE

PROFESSIONAL

Premium Naukri (Segmentation)

PayCheck (Are you being paid right) Registration and Profile Building

- Search for jobs - View friends in the company - Apply with referral - Referral attached to application

RE

Filteration

E REFERR A YE

LS

LO

SOCIAL

EMPLOYEE REFERRALS

FILTERED INFORMATION

- Search for jobs - View friends in the company - Ask them for advice/ information related to the company or job profile

COMPANY/ JOB REVIEWS - Search for jobs - Can see reviews from employees about job and company


NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

DESIGN INTERVENTION The model shows the Existing Naukri System 2. Career and Job Advice and major features. Along with this, it shown • Using this function, a user, while looking for jobs can view who all from his the design intervention that was done. facebook network is or was working for There were three main areas of design the company. intervention: • He can then ask the person for advice. 1. Employee Referrals For example, about the company’s work 2. Career and Job Advice culture, job profile. 3. Company/ Job Reviews Advantage: User can ask for advice conveniently using the same media he uses 1. Employee Referrals: • Using this function, a user, while looking for applying for jobs. This advice is more trustable than reviews or other information for jobs can find out who all from his facebook network are working or have that he may find online. Challenge: Fake professional information on worked in a company. facebook. • Further, he can “Apply with Referral”, which means he can ask one of his friends who have worked or are working in the company for a referral note. • Once the friend sends the referral, it will get attached to the user’s application in the recruiter’s inbox. Advantage: User can highlight his resume and increase his chances of getting a job with the help of his social graph. Challenge: Dealing with fraud (people who have filled in fake information on facebook)

246

2. Company and Job Reviews • A user, while searching for jobs, may have doubts about the company or job profile • He can look into anonymous reviews from employees and ex employees of the company to get the real truth. Advantage: Those who do not know anybody in a company can also get an idea about the company and job. Challenge: Companies ensuring that their

reviews are good by making their employees work for it. Also, this could become a revenue source for the company if recruiting companies decide to pay Infoedge for improving their reviews. There may be loss of authenticity due to this.


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

7.8 CONCLUSION The need for jobsites in India emerged because of the hassles of going through newspaper and magazine classifieds to look for jobs. They have solved a number of problems by drastic reduction in time (because of filters), and effort (because it is so easily accessible). However, it has made the process much more objective and mechanized which is contrasting to human behaviour. Hence, the project was centred around qualitative research of user - understanding their opinions, perceptions and behaviour about social interaction, networks, communication patterns; and relate these to jobseeking. The research conducted shows that population and competition have a number of implications in the psychology of jobseekers in India. Indians tend to use multiple media to find jobs, because of cut throat competition and the psychology of not wanting to miss out on an opportunity. People, whether they are freshers, mid level or senior level, want to highlight their applications to increase chances of getting a job- whether through referrals, consultants or cover letters. Also, in the Indian context, social and professional networks- both are used for jobseeking. Further, to truly understand the social aspect of jobseeking, it was also important to comprehend the existing players in the market- the biggest and most popular one being LinkedIn. In the context of India, LinkedIn is used mainly by those who have a strong online professional influence- which means- mainly senior and mid level users. Freshers, who constitute the majority of the Naukri users, tend to get intimidated by using LinkedIn because of their inability to fit in the strong professional network. These, and many such insights, drove me towards the concept of Naukri Connect, which is a complementary system on Naukri.com, helping users to connect with a social network for jobseeking. The forces of inflation, recession, problem of employee retention and incentivisation have a major role to play in the changing dynamics of the job market. Hence, to survive in this constant change, organizations need to adapt to it and innovate new features constantly. To sum it up â&#x20AC;&#x153;It is not the strongest of the species that survives, nor the most intelligent; it is the one that is most adaptable to change.â&#x20AC;? - Charles Darwin

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“Reflection Reflection is looking in so you can look out with a broader, bigger, and more accurate perspective.” 248


Reflection In Retrospect Context, Contradiction, Compassion Twenty four weeks of Diploma Project were my first experience in the IT field. Everything from the work culture, people and perspectives were new, yet interesting to experience. It made me understand how environments influence action and behaviour. Naukri.com, “India’s No. 1 job site” opened up the exciting world of jobseeking to me. Through the project, which was concentrated on the social aspect of jobseeking, I understood the importance of understanding basics to simplify complex problems. When I look back, I feel design process and planning, were the most critical points of my project. Design is no more a term to describe form and function but a term connecting the user needs with business in a particular context. The contradictions between the business needs and the user needs is what makes this even more challenging and interesting. My first experience with interface design taught me how context defines information grouping. I started seeing all websites I visit so

frequently with a new perspective. My project was focussed on user research and hence, taught me the practical aspects of conducting user research- right from making eye contact with the user to importance of probing. I enjoyed the mix of logical process with an intuitive approach. My most important learning at Naukri.com was the balance between doing what you believe in and taking the feedback of others positively. The interactions with Mr. Rinchan Gupta and Mr. Saad Akhtar were truly insightful and have provided me with a new perspective of looking at things. I feel grateful to have got the opportunity to work on the project and am very excited to see it come live soon. It was an adventurous ride, and now that I look back, I feel like it could not be better.


NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

References Websites:

About social media, digitalization:

http://blogs.hbr.org/cs/2012/03/indias_exploding_digital_econo.html http://big.onvab.com/2011/11/digital-users-usage-trends-statistics.html http://sidplanet.blogspot.in/2010/04/online-recruitment-sector.html http://www.indiasocial.in/social-media-for-recruitment/ http://www.financialexpress.com/news/importance-of-social-media-in-recruitment/815754/3

Business Models:

http://mashable.com/2009/07/14/social-media-business-models/ http://stefann.com/2011/05/LinkedIn-business-model-analysis http://www.forbes.com/sites/darcytravlos/2012/04/10/LinkedIn-and-facebook-applied-social-networking-could-push-LinkedIn-to-120-by-summer/ http://venturedig.com/tech/monetizing-social-networks-the-four-dominant-business-models-and-how-you-should-implement-them-in-2010/

Competitor Study:

http://www.LinkedIn.com/answers/hiring-human-resources/staffing-recruiting/HRH_SFF/857192-24394628 http://www.moneymint.in/jobs/top-indian-job-sites-Naukri-com-vs-monsterindia-com-where-do-you-apply-your-jobs-or-upload-your-resume http://gigaom.com/2010/07/20/should-LinkedIn-be-afraid-of-branchout-and-facebook/ http://www.citehr.com/32045-comparative-analysis-job-portals-india.html http://www.medianama.com/2011/06/223-LinkedIn-india-10-million-job-portals/ http://gist.com/corp http://www.inthedoor.com/ http://flavors.me/akshata_malhotra http://money.cnn.com/2009/06/02/smallbusiness/LinkedIn_startup_story.smb/index.htm?postversion=2009060210 http://business-standard.com/india/news/numberindian-LinkedIn-users-second-only-to-us/452366/ http://linkhumans.com/blog/the-graduate-take-pros-and-cons-of-monster-beknown

Contextual Trends (India):

http://socialtrendsindia.blogspot.in/ http://business.mapsofindia.com/india-retail-industry/emerging-trends-in-indian-organized-retail-sector.html http://techcircle.vccircle.com/500/e-payments-soaring-high-a-ringside-look-at-emerging-trends/ http://www.pwc.com/in/en/press-releases/the-indian-entertainment-and-media-industry-to-grow.jhtml http://articles.timesofindia.indiatimes.com/2010-01-23/india-business/28141273_1_power-parity-largest-economy-global-economic-power


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

Questionnaire Design:

http://www.indianscribes.com/preparing-questions-for-a-qualitative-research-interview/

Global Trends:

https://about.me/ http://www.therecruiterslounge.com/2012/01/06/social-recruiting-advantages-of-new-social-recruitment/ http://flavors.me/akshata_malhotra http://www.shrmindia.org/recruiting-strategies-social-media http://www.jobsblog.ie/Jobs/how-to-do-social-recruitment-on-networking-events/979 http://mashable.com/2009/03/26/iphone-job-search-apps/ http://mashable.com/2011/05/20/social-media-resumes/#146398-Pitch-Electronically http://mashable.com/2011/06/19/get-job-using-social-media/ http://www.facebook-studio.com/site/about http://www.1stwebdesigner.com/design/design-social-media-2012 http://www.thinkoutsidein.com/blog/ http://mashable.com/2012/02/07/pinterest-web-design/ http://sonicrim.com/2012/02/scoping-the-new-social-network/ http://www.facebook-studio.com/site/about

Contextual Trends (Global):

http://www.nowandnext.com/?action=top_trend/list_trends&sectorId=1 http://www.nowandnext.com/?action=top_trend/list_trends&sectorId=4 http://www.nowandnext.com/?action=top_trend/list_trends&sectorId=12 http://www.entrepreneur.com/article/222740 http://www.emarketer.com/Article.aspx?id=1008773&utm_source=twitter.com%2feskimon&utm_medium=twitter&R=1008773 http://www.ere.net/2011/12/05/10-predictions-for-2012-the-top-trends-in-talent-management-and-recruiting/

Presentations:

http://www.slideshare.net/gautam/social-recruiting-india-social-summit-2012-by-gautamghosh http://www.slideshare.net/Taz1975/jobvite-socialjobseekersurvey2011 http://www.slideshare.net/mattalder/ace-research-change-in-job-seeker-behaviour


NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012

Books, Reports and Documents:

Corporate Philanthropy http://www.isb.edu/familybusiness/File/FamilyCorporatePhilanthrophy.pdf Emerging Trends in Healthcare, KPMG http://www.kpmg.com/IN/en/IssuesAndInsights/ThoughtLeadership/Emrging_trends_in_healthcare.pdf Trends and Technology Timeline 2010, Now and Next http://nowandnext.com/PDF/trends_and_technology_timeline_2010.pdf Changing Landscape and Emerging Trends, PWC http://www.pwc.com/en_IN/in/assets/pdfs/publications-2011/Indian_IT-ITeS_Industry_-_Changing_Landscape_and_emerging_trends.pdf New and Improved Emplooyee, Godrej Interio http://www.godrejinterio.com/godrej/GodrejInterio/Pdf/New-And-ImprovedEmployee.pdf India Goes Digital, Report by Avendus http://www.avendus.com/Files/India_goes_Digital.pdf Shivani Mohan, TI Cycles, Diploma Document, NID Amit Patil, HP Labs, Diploma Document, NID

Research Papers:

Recruitment and Social Media, Stephan ten Kate, August 2009 Impact Of E-Recruitment On Human Resource Supply Chain Management, Vinky Sharma, February 2010 The Internet and Job Search, Betsey Stevenson, January 2010 Social Media Recruitment - A Study, Mr. Pagidimarri Gurunadham Ramulu, 2010-11

Indian Market trends:

http://lighthouseinsights.in/experts-predict-indian-social-media-trends-for-2012.html http://lighthouseinsights.in/freaky-traveller-hunt-is-on-facebook-studio.html http://info.shine.com/Article/Industries/Employment-2012-Hiring-trends-in-2012/5563/cid1.aspx http://www.indiasocial.in/tag/social-media-india/ http://windchimes.co.in/blog/2012/01/social-media-trends-to-look-out-for-in-2012/ http://ramblingrecruiter.wordpress.com/2010/03/05/job-portals-going-social/ http://www.gautamblogs.com/2010/09/content-community-social-media-model.html http://businesstoday.intoday.in/story/social-media-jobs-hiring-right-candidates/1/15770.html http://www.tmp.com/articles/current-trends-within-the-indian-recruitment-market/411/


AKSHATA MALHOTRA | PGDPD STRATEGIC DESIGN MANAGEMENT, NID

http://articles.timesofindia.indiatimes.com/2012-05-31/news/31920139_1_social-media-traditional-media-social-networking http://www.indiasocial.in/gen-y-study/comment-page-1/#comment-2380 http://www.therecruiterslounge.com/2012/01/19/2012-recruiting-trends-companies-need-to-develop-a-new-social-media-recruiting-strategy/ http://www.indrashishghosh.com/social-media-in-india/

Understanding Recruitment and Jobseeking:

http://recruitment.Naukrihub.com/types-of-job-seekers.html http://recruitment.Naukrihub.com/recent-trends.html http://recruitment.Naukrihub.com/changing-role-of-intermediaries.html http://recruitment.Naukrihub.com/factors-affecting-recruitment.html http://recruitment.Naukrihub.com/outsourcing-process.html

Understanding User Needs:

http://tech.fortune.cnn.com/2009/07/23/a-social-application-for-business/ http://lighthouseinsights.in/creativa-india-discusses-customer-support-via-social-media.html http://timesofindia.indiatimes.com/tech/itslideshow/5916768.cms http://mashable.com/2011/06/19/get-job-using-social-media/ http://businesstoday.intoday.in/story/social-media-jobs-hiring-right-candidates/1/15770.html http://www.webguru-india.com/blog/importance-of-professional-networking-for-a-website-designer-part-1/ http://maraiasrainmakingblog.mt4temp.lexblognetwork.com/social-media/why-use-LinkedIn http://www.gautamblogs.com/2012/01/culture-is-employment-brand.html http://articles.economictimes.indiatimes.com/2010-09-13/news/27575701_1_new-recruits-platforms-active-users http://hfcn.blogspot.in/2007/03/cool-career-tools-for-today.html http://www.thinkoutsidein.com/blog/ http://www.thinkoutsidein.com/blog/2011/12/facebook-one-night-stands/ http://www.thinkoutsidein.com/blog/2011/12/why-marketers-misunderstand-facebook/ http://www.thinkoutsidein.com/blog/2010/11/kik-and-creating-a-sense-of-place/

Images:

www.cartoonstock.com www.google.com www.gettyimages.com www.shutterstock.com www.corbis.com www.internetworldstats.com


Process Document- Naukri.com  

Diploma Project Document

Process Document- Naukri.com  

Diploma Project Document

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