Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016
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The document outlines a collaborative approach to enhancing the candidate experience in recruitment, focusing on user research and journey mapping techniques. It identifies different personas of potential job seekers and their motivations, frustrations, and aspirations, revealing their challenges in finding employment. The findings lead to recommendations for improved messaging and a strategic approach to talent acquisition, resulting in increased candidate engagement on social media.
Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016
- 1. HELLO Anton Artemenkov Creative Director Anna Fullerton-Batten AVP, Talent Acquisition
- 4. Designing for Human Experience Human Business Technology
- 9. ‘Experience designers, not process developers’
- 11. HOW WE DO THIS
- 12. Example Journey: Job seeker applying for employment
- 13. Team Workshops (Internal input) Usergroup Workshops (Qual) 13 Workplace Ethnography (Qual) Surveys (Quant) First, gather input:
- 14. Name: Gender: Age: Life Stage: Interests: Key motivators: Technology: Social Media: Candidate Persona
- 22. Real eyes on real people Make it task specific 22 One point of view Top 5 Tips for Successful Journey Maps Create collaboratively Use extra sticky post-it notes
- 23. BULGARIA Candidate Experience CASE STUDY
- 25. What we did: Team Workshop Interviews Site Visit
- 27. Personas Rookie Typically very young, student; this is first serious job; yet to develop working habits and confidence; has an affinity for teamwork. Uncommitted Foreigner Comes from a more developed country; his sojourn is a near- term adventure; gets better options than at home. Committed Foreigner Came as a result of relationship or special interest. Longer term oriented to become part of the social fabric. Experienced Employee Mature person with extended working experience. Typically with a record of several BPO jobs. Extrinsically motivated. Returned National Someone who studied or worked abroad for years and returned. Immersed in the culture of the language they speak. Both intrinsically and extrinsically motivated.
- 28. Media/Social Media tools used Rookie Initial State ● Still studying or just graduating/ graduated, or in between Bachelors and Masters ● Just relocated to Sofia from elsewhere ● Studied abroad and came back ● Little or no prior office work experience Motivations and Aspirations ● To utilise languages ● To be part of a great team ● To work part-time or flexible hours ● To receive support from peers and supervisors ● To have the ability to learn and develop Frustrations ● Difficult to find a job with no experience ● Difficult to find a job in their specialty ● Lack of confidence on the phone ● Applying for job is a “very fragmented process” Name: Aleksandra Age: 22 Location: Bulgaria Education: in progress, or fresh after high school Typically very young, student; this is first serious job; has yet to develop working habits and confidence; has an affinity for teamwork. “I want to use my languages but I am not very confident” “For me it is very important how they treat me during the interview” Facebook Messenger Viber Spotify TwitterInstagram Motivation Flexibility Performance Commitment Salary 4 5 5 4 2 Key Quotes
- 30. Largely Millennials cohort Sutherland is a chance encounter 30 Lack of compelling narrative Insights Lack of focus on early awareness
- 31. Build a Talent Community 31 Reframe the Story Collaborate with Partners Recommendations
- 32. New messaging - ad campaign New social media approach Near term tactical outcomes Additional funding
- 35. Social Media (before - 700 followers)
- 36. 36 Social Media (after - 7500+ followers)
- 37. Longer term strategic outcomes 37 Attrition Sales Team Personas HR Global Transformation
- 39. Measurable outcomes 39 Increased our pipeline of quality candidates Satisfaction scores have increased Time to hire has decreased Cost per hire has decreased