Transcript Goal What are their goals?

NET Board Presentation
Charlene Li
Research Director
Forrester Research
Theme
A focus on user goals will
drive design and brand
decisions
Agenda
 The future of career network portals
 Portal branding issues
 Recommendations and summary
Use Scenario Design To Drive Decisions
Goal
Who
are your
users?
How do they
accomplish
those goals?
What
are their
goals?
Identify Most Common User Goals
 Individuals
» Find a new, better job
» Assess my skills for a current/new job
» Find training
» Locate a Career Center
 Employers
» Find an employee
» Assess skills
» Train an employee
» Comply with government regulations
Online Job Seekers Are Dissatisfied
“How satisfied are you with the quality of the jobs you have found online?”
43%
Mean rating = 2.73
24%
15%
13%
4%
1
2
Not at all satisfied
3
4
5
Extremely satisfied
Based on 1,541 online job seekers responding
(percentages do not total 100 due to rounding)
Roots of Dissatisfaction
 Candidates
» “Real” jobs hard to find (often not listed in AJB)
» No response from submitted resumes
» Incomplete career and job planning resources
 Employers
» Hundreds of resumes to shift through
» Candidates have poor qualifications
» Resumes in databases not up to date
» Incomplete and inaccurate employer information
Career Networks
A one-stop career
management site that
aggregates multiple career
services for consumers and
recruiters and serves both in
an ongoing relationship.
Career Networks Power Online
Recruitment
The Career Network
Users
Recruiters
Profile
Jobs
database
database
• Career management
advice
• Job-posting tools
Matching
• Screening databases
engine
• Self-assessment tools
• Training resources
• Training resources
• Corporate profiles
• Personal page
• Job outlook data
• Dynamic salary levels
Job
sites
HR
tools
Assessment
services
Training
resources
• Off- and online
résumé integration
• Benefits buying and
management
Characteristics of Career Networks
 An aggregation of job posting sites
 A connection to the recruiter desktop
 Profile, not resume, databases
 Assessment and training tools
 Secure privacy throughout the process
Best Practices of Career Networks
 Easy navigation between sections and features
that facilitates user goals
» No more than two clicks to accomplish goals
 Extends relationship beyond job searching
» Career advice, assessment and training, and other
career-related information easily available
 Retains my personal information throughout the
network visit (i.e. Passport)
» Personalizes the experience throughout the site with
content, advice, and services
Opportunities for DOL/ETA
 Integrate features to make it easier for
consumers
» Organize around common user goals
» Remove confusing names for each service
 Become the trusted network for career
information
» Unbiased, governmental agency
» Aggregate the best of the best
– Network of all job boards
– Scrap jobs from sites (e.g. EmployOn or Flipdog)
– Organize all career resources (e.g.
MyJobSearch.com)
Use Scenario Design To Drive Decisions
Goal
Who
are your
users?
How do they
accomplish
those goals?
What
are their
goals?
Branding Considerations
 Who are the users?
 What are their goals?
 What is the site’s charter?
 What about existing brand equity?
Who’s using career information?

32% of Internet users have ever used the
Internet to get information about job listings

Percent who look for job or career information
online once a week or more…
» All Internet users - 11%
» Internet users who changed jobs in last year - 23%

When will they use the site versus competitors?
» At the beginning of a search?
» First resource for ongoing career information?
What sites do they use?
Index of 100 = Monster.com unique users in the US
» Jobsonline.com = 87
» Homeemployed.com = 54
» Careerbuilder.com = 39
» Hotjobs.com = 37
» Headhunter.com = 26
» Flipdog.com = 15
» Jobs.com = 11
» Dice.com = 10
» America’s Job Bank = 8
Source: comScore June 2001
Measuring Unique Audiences
% of
Monster.com
visitors also
visiting
% of
HotJobs.com
visitors also
visiting
% of
Headhunter.com
visitors also
visiting
Monster.com
100%
54.7%
53.2%
HotJobs.com
19.6%
100%
28.4%
Headhunter.com
14.3%
21.4%
100%
What goals underlie career information
use?
 Actively looking for a job because of
unemployment
 Looking for a better job
 Hoping to improve future career prospects
 Is the users’ focus on “jobs” or “careers”?
What is the site’s charter?
 Define the landscape
» Competing against Monster.com or newspapers?
 When would individuals visit the site?
» At the beginning of the search
 What will be unique about the site?
What’s the value of existing brands?
 AJB strongly associated with job listings
» Job sites are a dime a dozen
» Job listings quickly becoming a commodity
» No strong brand identify
 “Kit” implies tools
» Doesn’t reflect the depth of resources available
 America’s Workforce Network imparts few user
benefits
» Also very cumbersome
Finding The Site
“What did you use in the last month to find new Web addresses?”
Search engine
73.4%
TV program
31.8%
Email messages
72.8%
Newspaper ad
28.3%
Link from another web site
70.3%
Product packages
28.1%
Recommendation from a friend
53.0%
Shopping catalog
25.0%
Online banner ad
48.3%
Direct mail ad
20.8%
Magazine or newspaper article
43.2%
Radio ad
19.8%
TV commercial
41.4%
Radio program
17.6%
Magazine ad
37.5%
Outdoor billboard
10.8%
Print article
32.5%
Branding Recommendations
 Focus on careers, not jobs
» Broadens the audience beyond job listings
» Leverages all the resources available
 It’s still early in the game
» Many users still haven’t even heard of AJB or ACK
» Those who have, don’t have a strong value association
» Brand migration can be managed in the marketing
process
 Keep it short and memorable
 Consider a new name that reflects…
» The goals of targeted users
» The mission of the portal site
Summary
 Tremendous opportunities still exist in creating
career networks
 Focus on user goals to make branding decisions
Thank you
Charlene
617-613-6156
[email protected]
www.forrester.com