Diploma Project

Platform catering to the social aspect of jobseeking

01 Project Brief

02 Research & Insights

03 Personas

04 Final Concept

Design Brief Business Brief

User Statements Common behaviour

4 types Needs Behaviour Mental Model

Intro of concept Flows Screens Benefits

01

Project Brief

Design Brief Business Brief

01
Project 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.

Design Brief

Keywords: Social | Communication | Behaviour | Job seeking

01
Project Brief
- Business Restrictions to be kept in mind : cannot go totally social like Linkedin because profiles cannot be public Other than this, some 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)

Business Brief

02

Research & Insights

Interviews User Statements Common Behavioral Patterns

02
Research & Insights
Fields: IT SalesMarketing HR Finance Media Operations Consultant Management

Face to face Phone interviews Time taken per interview: 45 min to 1 hour

6
Freshers
(upto 2 years ex) [ 2 S + 2 Mk+ 1 F + 1M]

9
Mid Level
(2-5 years) [ 1S, 1 HR, 1 F, 1 O, 4 IT, 1 C]

5
SeniorLevel
(5 years+) [2 IT, 1 HR, 2M]

02
Research & Insights

User Statements

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. Mass Email= spam ; Unless it is for me, it is of no value

I switched because I got a better opportunity. Simple!

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

I feel these websites are more beneficial to freshers

02
Research & Insights
ADVISE & INFLUENCE:
Advise from those who are experienced, who have achieved your goal Personal advise(What is good for me) from friends and parents

SOCIALIZE:
Different social groups according to common shared experiences. Eg childhood, college, school, colleagues and ex colleagues, Commonalities & professional socializing : Seeking common grounds to converse and discuss about eg. professional/ other interest; similar situations; similar goals COMMON BEHAVIOURAL PATTERNS

COMFORT DISCUSSING JOB:

Comfortable to discuss jobs/career with close friends & family from similar professional background As experience increases, need for privacy increases Comfort increases as feeling of connectedness increases: Similarities, commonalities

02
Research & Insights
RESEARCH
As experience increases, choosy-ness increases, therefore doubts and research increases Independent online research is the first form of research

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

BEHAVIOUR:
COMMON BEHAVIOURAL PATTERNS Curiousity about others; Curiousity about who all viewed your profile As experience increases, need for personalization increases because of increase in personal preferences.

03

Personas

(Fictional users representing real needs/ goals)

Four types of personas Needs Behaviour & Mental Model

Premium Fresher

Regular Fresher

Mid level Employee

Senior level Employee

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 Not used

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. Personality Keywords: Ambitious, Focussed, leader, confident

Online Activities
Search; Email; Socialize; Shop; share photos; watch videos; read blogs

Premium Fresher
Talking to alumni gave me a more transparent perspective, unlike HRs presenting a rosy picture. They could atleast tell me clearly about their internship experience because it had not been much time on job.
Campus Placement Got Pre placement Offer Accepted the offer

Work env Brand Name Internship Experienced Alumni Compare with similar companies

Premium Fresher
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.
Thorough Research through and about people Authentic Info

BRAND

Future

Convenient Socializing

Personal + Professional Advise

MENTAL MODEL & BEHAVIOUR PATTERNS

Compare with similar companies

Privacy in Job Discussion

Exclusivity in job info

Short Term Goal: To work hard, excel and get the best possible opportunity through the job

Measured Decision

Regular Fresher

Regular Fresher Ketan Mehta

Age: Location: Education: Experience: Company: Income: 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. Personality Keywords: Follower, dreamer, attached to family, impatient

Online Presence and Usage

5-6 hours per day

25 years New Delhi BBA (GGSIPU) 1-2 years American Express 2.5 Lacs+ +

Networking Sites used

Jobsites Online Activities
Search; Email; Socialize; watch videos

Regular Fresher
Best ways to get a job is through Referrals because HR looks at that first, in big companies. Naukri and all is generally used by smaller companies.
DOUBT

Better than previous Accepted the offer

Compares With similar companies

Family, friends Family and friends network Direct application

Brand name Money Work env Friend Referral

Cousin

Aware through a friend who worked ther Profile & work

Regular Fresher
DOUBT

BRAND
Mass email= Mostly Irrelevant
Privacy about jobs in the office

1/ Doubts

Referrals through offline social network Research through people: Feeling based doubts

MENTAL MODEL & BEHAVIOUR PATTERNS

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.

Apply through multiple media

Jobsites cater to Small companies

Happy to get a job!

?
Pre application and research help

Experienced, Common professional background

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+

Online Presence and Usage

6 hours per day

Networking Sites used

Jobsites Online Activities
Search; Email; Socialize; watch videos

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. Personality Keywords: Adapting, Curious, Enthusiastic, Tech savvy, Sensible

Mid Level Employee

Now if I had to look for a job, I would apply directly or find people in different companies. I feel these websites are more beneficial to freshers
Recession
DOUBT

Senior Engineer; Plans to stay for a Change of Priroties year

College Senior Family and friends network Brand+ Money+ Work Life Balance+ Location

Updates; Not actively looking

Direct application

Mid level Employee

Curiousity & updates

Hesitation and
passive Seeking jobs

Privacy about jobs in the office

MENTAL MODEL & BEHAVIOUR PATTERNS

Feeling of being in control; independence in research

Comparison based worth

X>Y

Needs Awareness about opportunities for him Grab the best possible opportunity Knowledge about market hiring and salary trends to know his worth
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

Opportunity Hunting
Not in a hurry to find a job

Decision based on the future

Multiple factors All I want is everything

Its all about the MONEY!

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.

Online Presence and Usage

6-10 hours per day

Networking Sites used

Jobsites Online Activities
Search; Email; Socialize; Shop

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

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

Business Head; No plans to switch in the future; uses Linkedin for updates and background research

Consultants
Friend told about vacancy suiting his profile Discussed with Bro in law, whose friend knew the CEO Got referral

Family and friends network

Senior Level Employee

Satisfied yet Curious
Comfort with

Privacy in control Stability, Potential & Personal Growth

consultants Its a small world!

MENTAL MODEL & BEHAVIOUR PATTERNS

Strong Influencers
Word of Mouth:

Referrals & responsibility

Personal preferences Very choosey, many factors, lot of research

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

Referrals & info

Specific and convenient Communication

SOCIAL ASPECT OF JOBSEEKING

CAREER ADVISE

REFERRALS AND JOBS THROUGH PEOPLE

COMPANY AND JOB INFO

CAREER ADVISE
1. 2. Advise from those who have better experience Connections and commonalities with the person increase trust on advise and info Privacy in Job/ Career Discussion Comfort: Within known group or One to One 1.

REFERRALS AND JOBS THROUGH PEOPLE

Through personal network, as well as professional network (offline + online) Second degree and third degree connections of strong ties Apply through multiple media : No opportunity should be missed out Giving referral brings in a feeling of responsibility

COMPANY AND JOB INFO

1. 2. 3. Need Authentic Info Extreme Clarity before making a decision Reassurance from others about their decision Get Info from the experienced

2.

3.

4.

3. 4.

4.

04

Final Concept

Introduction Flows Screens Benefits

04
Final Concept

Introduction

Naukri Connect is a system within Naukri to - Get referrals for jobs (from those you know) to get noticed by recruiters -Get career advise from your own contacts to get clarity in your decision making - Get company reviews from those working in the company

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

Jobseeker View
(Apply with Referral)

(Jobseeker View)

(Jobseeker View)

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(Jobseeker View)

(Jobseeker View)

Jobseeker View
(Apply)

(Jobseeker View)

(Jobseeker View)

(Jobseeker View)

(Jobseeker View)

(Jobseeker View)

Referrer View

Referrer sees facebook message from jobseeker

Clicks on Link; Can see jobseekers professional details

Accepts request for referral

Writes referral message; Sends

May give company/job reviews

Can create a job alert

(Referrer View)

(Referrer View)

(Referrer View)

(Referrer View)

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(Referrer View)

Recruiter View

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

(Recruiter View)

(Recruiter View)

(Recruiter View)

(Recruiter View)

Jobseeker View
(When user logs in again)

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

(Jobseeker View)

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Stakeholders & Benefits

RECRUITER
-Response quality is improving because of filteration - Can easily get more info about the person through offline interaction

JOBSEEKER
-Additional Edge over others - Gets a review of the company from his/her own contact -Convenience- same platform for applying and getting referral

REFERRER
- 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)

Stakeholders & Benefits

Naukri.com
-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

Advise 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

Jobseeker receives the advise

Advise Screens

Jobseeker View

(Jobseeker View)

(Jobseeker View)

(Jobseeker View)

(Jobseeker View)

(Jobseeker View)

(Jobseeker View)

Mentor (Advisor) View

Mentor sees facebook message from jobseeker

Clicks on Link; Can see jobseekers professional details

Accepts request for referral

Writes his advise; Sends

May give company/job reviews

Can create a job alert

(Advisor View)

(Advisor View)

(Advisor View)

(Advisor View)

(Advisor View)

(Advisor View)

(Advisor View)

Jobseeker View
(When user logs in again)

Jobseeker logs in to naukri

He gets notifications about new messages in Naukri Inbox

Reads the message from mentor; sees company review if received

May continue discussion or end it with thank you note

Writes thank you note

(Jobseeker View)

(Jobseeker View)

(Jobseeker View)

(Jobseeker View)

(Jobseeker View)

Stakeholders & Benefits

JOBSEEKER
-Can get Career Advise: confidentially and from targetted users - Gets inside information from his/her own contact -Gets a company overview - Can also invite others (may not be from same company)

NAUKRI.COM
-Attracting passive jobseekers - Getting data through increasing facebook logins -Offering a value addition to users through user generated interaction.

ADVISOR
- Is helping a friend - Can initiate social communication between his and jobseekers contacts

Company Reviews Flow

Getting Reviews
Referrer/ Advisor gives reviews User visits My Naukri/ Employment Details

Showing Reviews
Jobseeker searches for a job

Reviews received by jobseeker And stored in database

Sees option to review company (anonymously)

Gets additional info(parametric reviews) for each company

Gives reviews

Reviews stored as database

Company Reviews Screens

Jobseeker View
(Seeing Company Reviews)

(Jobseeker View)

(Jobseeker View)

Jobseeker View
(Giving Company Reviews)

(Jobseeker View)

(Jobseeker View)

Jobseeker View
(Giving Company Reviews 2)

(Jobseeker View)

(Jobseeker View)

Stakeholders & Benefits

COMPANY
-User generated reviews : Their claims are getting authenticity

JOBSEEKER
-Can compare individual rating versus aggregated - Gets company review even if he doesnt know anyone in the company

REVIEWER
- Can give quick feedback (as it is objective)

Stakeholders & Benefits

Naukri.com
- 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

Personas Revisited

Premium Fresher

Regular Fresher

Mid level Employee

Senior level Employee

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+

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

How is Naukri Connect helping her?

Getting targeted advise from people she knows Privacy ensured Can see authentic data (user generated) through company profiles

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+ +

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.

How is Naukri Connect helping him?

Getting an edge through internal reference Can ask for advise and referral from different contacts Can ensure better future prospects by shortlisting based on company profile

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+

Needs Awareness about opportunities for him Grab the best possible opportunity Knowledge about market hiring and salary trends to know his worth 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

How is Naukri Connect helping him?

Helping other people using his industry knowledge Getting to know opportunities in his field through his visits to Naukri Connect

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+

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

How is Naukri Connect helping him?

Conveniently giving advise to people who ask him for help Can use his existing professional network to help those who need help Can passively seek jobs through visits on naukri connect Can get referral for a job he is interested in

THANK YOU