>Clarify the Goal: Is it to increase engagement? Any particular metric that we want to improve?
Jobs is a two sided product with different supply and demand funnels
Supply Side - Recruiter Personas:
- Proactive outbound Debbie
- Reaches out to candidates by herself. Motivated and actively seeks and nurtures leads
- Laidback inbound Jack
- Has too much going on to drive outbound. Let's candidates reach out to him. Likely too busy to respond unless for the top 1% candidate
Demand Side - Candidate Personas:
- Under prepared Raj
- Not prepared for interviews and conversations but still goes around messaging recruiters and applying to jobs
- Over zealous Tom
- Applies to way too many jobs than can be handled optimally
- Savvy but procrastinating Stephanie
- A very qualified candidate but doesn't get energized enough to go through the arduous process of applying
If we really want to increase engagement and make Linkedin jobs the defacto job search place I would focus on activating the passive user Stephanie.
> Pain points: Savvy but procrastinating Stephanie
- Not able to indicate that she is interested and would like to be helped
- Not motivated enough (P1 because once motivated human beings will find a way)
- Don't know how and where to start
- Doesn't know which job could be a good fit (P2 because there is a lot of "water water everywhere but not a drop to drink" that goes on give the overwhelming number of jobs
- Feels alone in the daunting task (P3 Support means a lot in a trying phase)
- Feels nervous about rejection, scared of application being ignored
- Unsure about any negative affects of applying and then getting rejected
- In feed survey: Inject feelers in the feed. When you find Stephanie browsing a lot on the feed ask her plain and direct in the feed in a 2 or three question cascading survey- "Hey are you looking to explore new jobs"? Y/N, "Which Cities?" "What time frame"
- This keeps the tone conversational and gets the candidate to "speak up". Same can also be accomplished by a Job bot - but the bot would need to humanized else it would feel cold. E..g is "Maya" chatbot from Lemonade app
- As soon as the Stephanie signals, put her on motivation algorithm
- Show posts/content which highlight benefits of seeking a change and how rewarding it can be
- Create a widget "Friends who recently switched jobs"
- Create a predictive "match %" or "match score" next to a job based on matching between job requirements, skills user has and observing crowd data. Gives a pre-emptive idea of how well or bad of a fit a job could be. E.g. if Lyft is hiring a lot from facebook, then all FB employees see a higher match score for lyft openings. This is critical as it would encourage folks to apply
- Create streaming conversation channels aka slack channels lookalikes for job seekers to come together E.g. APMs in San Francisco channel where members can join and collaborate and do mock interviews and exchange information. Groups is fine too - though they should be modified to include topics or channels. Also booking 1:1 calendar slots should be made available aka calendly style
Possible metrics could be: Job volume interacted with, applied to (candidate) - demand
Total applications received, applications per posting, apps opened, No of candidates reached out to - supply