Talify: Finding a segment shouldn*t be a job, or some
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Transcript Talify: Finding a segment shouldn*t be a job, or some
TALIFY
SEARCHING FOR A PLATFORM
Matt Chylak, Chloe Heckman, Gabriella Kahn,
Amanda Taitz, Lili Valentine
Millennial Job Search
Millennials are expected to make up 75% of the
workforce by 2025
However, the desires of millennials are far different
than those of baby boomers
GradStaff: “Why can’t I find a new grad that’s willing
to work hard?”
But of course there are grads willing to work hard
New methods are required to find a job
Introducing Talify
What is Talify?
Online job search platform
Brings employers to students instead of vice versa
Core value proposition: "Finding a job shouldn't be
one"
Uses personality assessment to match candidates
with careers
Launched in March
Unique element incorporated into job search site
Currently available on select (similar) campuses
Penn, Harvard, Duke, Wash U
Who Talify is Currently Targeting
Innovators:
Proactive jobseekers
Most will be
studying business
Involved with
business-focused
student groups on
campus
Early Adopters:
Eventual job-seekers
Engineers interested
in business
Problem Definition
Talify has come up with an innovative new way to
connect users to jobs
However, they’ve had trouble building a significant
user base
Hypothesis: Talify is currently targeting the wrong
market at Penn
So, who should Talify target?
Roadmap
Research Purpose
Objectives
Qualitative Data: Focus Groups
Quantitative Data
Online Survey
Choice Based Conjoint Analysis
Limitations
Conclusions
Recommendations
Research Purpose
Identify a potential market
segment for Talify
Objectives
Determine the current available job search
resources at Penn
Identify segments that are unhappy with the current
resources available to them
Determine which types of jobs are important to
underserved segments
Qualitative Data: Focus Groups
Two focus groups, 9 students in each group
OCR
Non-OCR
• “OCR is a necessary evil”
• “It is stressful, but it has
what I’m looking for”
• “All the top employers
use it because they want
Penn students”
• “OCR doesn’t have the
careers I’m looking for”
• “It’s too stressful”
• “I want guidance, but I’m
not wearing a suit for
three months”
Quantitative Data: Online Survey
Culled down from 104 total
“Have you gone through OCR?”
Respondents (n = 50) asked to rank their OCR
experience on a sliding scale
From 1 = Very Dissatisfied to 5 = Very Satisfied
Quantitative Data: Online Survey
μ= 3.54
Results skew right
56% of respondents showed overall satisfaction with
the process above the neutral stance
25
20
15
Number of Respondents
10
5
0
1
2
3
4
5
Quantitative Data: CBC Conjoint Analysis
3x3x3 choice-based conjoint that examined what
Penn students care about with regard to careers
Salary (6 Figure, Reasonable, Low)
Passion (Dream, Stepping Stone, Not Passionate)
Culture (Entrepreneurial, Traditional, Corporate)
8 choice trials to each respondent
Quantitative Data: CBC Conjoint Analysis
Elected to do a Choice Based Conjoint, which
involved partial factorial analysis
Respondents (n = 59)
Individuals who did not do OCR (aside from Freshman)
Neutral and Unsatisfied OCR Students
Quantitative Data: CBC Conjoint Analysis
RI (Salary)=45.05%
RI (Passion)= 38.91%
RI (Culture)= 16.03%
Quantitative Data: CBC Conjoint Analysis
Highest utility: dream job with a 6-figure salary
and an entrepreneurial culture
Entrepreneurial culture is most important to the
students in Talify’s target segment
Help determine kind of employers that Talify features
on its site
Increase in utility from an entrepreneurial culture
Yet undergrads’ preferences are most flexible
Willing to trade off for preferences in passion or
salary
Limitations
Could have had higher number of respondents
Yet sample is statistically representative of the Penn
undergraduate population
Conducted
a χ² Goodness of Fit that rejected H0
Generalizability of data across schools
Wharton School may skew the broader interests of the
school toward careers in business
Conclusions
Focus groups show OCR is king
Students at Penn are satisfied with OCR
But some undergrads still slip through the cracks…
Underserved segments looking for opportunities
that OCR doesn’t offer
So what do underserved segments want from a job?
Industry Preferences of Respondents
Not Satisfied with OCR
23% — Media/Entertainment
18% — Government/Policy and Law
Industry Preferences of Seniors Who
Have Not Undergone OCR
29% — Medicine
14% — Media/Entertainment; Government/Policy
Recommendations
We recommend one of two courses of action:
Go to schools other than those already targeted
Harvard, Duke, Wash U are all fairly similar
Hone in on those underserved by OCR
Provide career opportunities outside of the traditional
recruitment process
Recommendations
Regardless of the decision:
Marketing should focus on “finding a job you are
passionate about”
Separates Talify from the rest
Must establish brand recognition
Info sessions, free merchandise
Increase campus ambassador visibility
Q&A
Thank You!