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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Understanding the need for a job site
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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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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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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
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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,
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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
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
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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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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.
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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.
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- 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.
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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
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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
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- 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.
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- 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
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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
I donâ&#x20AC;&#x2122;t use social networking websites Have you registered on any of the job sites?
Orkut
Others (Please Specify) __________________ Yes
No
If yes, which ones? Naukri
Monster
Shine
Others: (Pls Specify) ___________________
ApnaCircle
What all activities do you do online Search
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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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012
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
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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”
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Convenience decides the people one socializes with: Close proximity
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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
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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
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
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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
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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
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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.
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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
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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
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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
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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.
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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
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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
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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.
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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
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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.
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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
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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
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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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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
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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
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Name Company Name
Naukri.com CEO received an award for the best entrepreneur of the year Share Comment
Shortlist
Save
Recommend
Apply
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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
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5 days ago
6 days ago 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.
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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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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
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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
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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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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012
REFERRAL 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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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
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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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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012
REFERRAL FLOW Jobseeker View: Post ‘Apply with Referral’ Page
Communication explaining that application has been sent; referral (if received) will be attached Recommended Jobs
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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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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012
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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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
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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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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
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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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NAUKRI CONNECT: A PLATFORM DESIGNED TO ENABLE SOCIAL ASPECTS OF JOBSEEKING | [NAUKRI.COM], DELHI | 2012
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”
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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)
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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
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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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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:
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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