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Designing Delightful Experiences for Job Shoppers
© 2015 IBM Corporation2
“The war for talent is over. The talent won.”
Bersin :: 2014 Predictions :: http://wrd.cm/1YP5gVI
© 2015 IBM Corporation3
Our field user research reveals a tremendous amount of job seeker tasks & needs…
© 2015 IBM Corporation4
… and at any given step, job seekers continue to lack information, tools, & support.
© 2015 IBM Corporation5
Job seeker’s experience is filled with uncertainty and anxiety
Knowledge Security Tools Planning Management
© 2015 IBM Corporation6 Bersin 2014 predictions http://bit.ly/1NXmT0f
"Our employees are no longer looking for a career, they're looking
for an experience.”
© 2015 IBM Corporation7
Today, eCommerce shopping experience is heavily influencing the expectations of job seekers
© 2015 IBM Corporation8
Reuters sites 3 top online activities - globally
BANKING SHOPPING JOB HUNTING
48%60% 41%
Reuters :: http://reut.rs/1Gm4fZP
© 2015 IBM Corporation9
Let’s hear Becca’s story
© 2014 IBM Corporation10
© 2014 IBM Corporation11
© 2014 IBM Corporation12
© 2014 IBM Corporation13
© 2014 IBM Corporation14
© 2014 IBM Corporation15
© 2014 IBM Corporation16
© 2014 IBM Corporation17
© 2014 IBM Corporation18
© 2014 IBM Corporation19
BRAND
SOCIALMOBILE
CONTENT AUTHENTIC
© 2015 IBM Corporation20
So, how is job hunting like shopping?
STORE EXPERIENCE
SOCIAL EXPERIENCE
PRIMARY USER INFLUENCERS RECEPIENT
EXPLORING
$
VALIDATION PURCHASE
CONVENIENCE
TELEVISIONGOOGLEFRIENDSWINDOW SHOPPING
ONLINEFAMILY & FRIENDSFRIENDSWINDOW SHOPPING
FAMILY & FRIENDSBRIDE TO BEIN STORE SHOPPING
FAMILY & FRIENDSBRIDE TO BEIN STORE SHOPPING
ONLINESTORE
MOBILE EXPERIENCE
EDUCATION CONFIRMATION
ONLINE EXPERIENCE
KEY FUNCTIONALITIES, TACTICS AND MARKETING OPPORTUNITIES (Starting Point)
SEODATABASE MARKETINGMERCHANDISINGEASY WAY OF SAVING CREATING WISHLISTAND MORE...
VISUAL MERCHANDISINGCONTEXTUAL EDUCATIONPROPRIETARY CREDITPRODUCT REVIEWSINTERACTING WITH PRODUCT IN STOREAND MORE....
VISUAL MERCHANDISINGPRODUCT COMPARISONSELECTION TOOL (ACROSS DEVICES)SHARE ON FACEBOOKINTERACTING WITH PRODUCT IN STOREAND MORE.......
VISUAL MERCHANDISINGSELECTION TOOL (ACROSS DEVICES)SHARE ON FACEBOOKINTERACTING WITH PRODUCT IN STOREAND MORE.....
REPEAT PURCHASEPERSONALIZATIONINFLUENCE NEW PURCHASEAND MORE....
CONVENIENCEVALUE
EMOTIONAL CHOICE
Ranjana Sharma :: Echidna
© 2015 IBM Corporation21
What can we learn from eCommerce Design & Marketing
practices?
Brand“You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.“
~ David Ogilvy
© 2015 IBM Corporation23
Product reputation = Workplace reputation
Wired 2013:: http://wrd.cm/1YP5gVI LA Times 2015 :: http://lat.ms/1JDl4iM
© 2015 IBM Corporation24
Brand :: Creating insistence
Ideally, your brand should be the first one that comes to their minds within specific product categories and associated with key consumer benefits.
Shopify :: Tucker Schreiber :: http://bit.ly/1N1n5wO
“
© 2015 IBM Corporation25
Brand :: Its ever-lasting influence
Get Elastic :: Linda Bustos :: http://bit.ly/1KOMJ4q
© 2015 IBM Corporation26
Brand :: Tell what makes you unique
© 2015 IBM Corporation27
Brand :: Let your brand character shine through
© 2015 IBM Corporation28
Brand :: Be where people are
Bazaar :: Lauren A Fisher :: http://bit.ly/1j3bfWx
© 2015 IBM Corporation29
Brand :: Change the branding rules
Shopify :: Tucker Schreiber :: http://bit.ly/1LkgoG5
417coffee :: John Vaughan :: http://bit.ly/1j3cogR
© 2015 IBM Corporation30
Brand :: What we are doing today
… which can be easily adopted to any customer brand
Engaging, branded experience extending from the Career site into the Talent Suite leveraging Culture Fit Quiz and other company content…
© 2015 IBM Corporation31
Brand :: What we could be doing tomorrow
Send us your ideas or thoughts:
Mobile & Responsive“Mobile users will do anything and everything desktop users will do, provided it’s presented in a usable way.”
~ Brad Frost
© 2015 IBM Corporation
“We are no longer in a mobile first world, we are in a mobile only world.”
~Larry Page
© 2015 IBM Corporation
Mobile Responsive :: Some fun facts
Undercover Recruiter :: http://bit.ly/1jANfKk Shopify :: http://bit.ly/1jANrcG
“People do not put their phone down then go find a desktop to do something. The use their phone.”
~ Larry Page
“Average smartphone user checks their phone up to 221 times per day.”
~ Paul Cousineau, Amazon
© 2015 IBM Corporation35
Mobile Responsive :: Optimize experiences to be simple, beautiful, & mobile / responsive
© 2015 IBM Corporation36
Mobile Responsive :: Use easy, frictionless checkout approach
© 2015 IBM Corporation37
Mobile Responsive :: Personalize (humanize!) based on usage and data
© 2015 IBM Corporation38
Mobile Responsive :: Leverage context, e.g. location, situation, and time
© 2015 IBM Corporation39
Mobile Responsive :: Get ready for Mobile 3.0 through IoT and wearables
Gt Elastic :: http://bit.ly/1JGXIZM
© 2015 IBM Corporation40
Mobile Responsive :: 5 current must-haves for Talent Acquisition
Get your career site optimized.
One click. Maybe two.
Get comfortable accepting profiles instead of resumes.
Measure you career site web traffic better.
Deliver what candidates want.
The Hiring Site :: Tim Sackett :: http://cb.com/1jB4Wth
© 2015 IBM Corporation41
Brand :: What we are doing today
Talent Suite Onboarding Lead Manager
Assessments Candidate Experience Recruiter & Hiring Manager
© 2015 IBM Corporation42
Mobile Responsive :: What we could be doing tomorrow
Send us your ideas or thoughts:
Social“Ratings and reviews make a material difference to consumers. They influence purchase decisions – that’s a given.”
~ Daniel Hewitt
© 2015 IBM Corporation44
92 % percent of people believe friends and
family over marketing hype for consumer brands.
Forbes :: Kimberly A. Whitler :: http://onforb.es/1NXiuKM
© 2015 IBM Corporation45
48% of job seekers say reviews posted on Glassdoor in the last six months have the
most impact on their perception of the employer brand
New Talent Times :: Erin Osterhaus :: http://bit.ly/1jANfKk
Social :: It’s no different for Talent Acquisition
© 2015 IBM Corporation46
Social :: It’s not just about reviews, liking, and sharing…
© 2015 IBM Corporation47
Social :: You can weave in social in creative & relevant ways
© 2015 IBM Corporation48
Social :: Blogs & social sites are great (but how current & easy are these to find?)
© 2015 IBM Corporation49
Social :: What we are doing today
© 2015 IBM Corporation50
Social :: What we could be doing tomorrow
Send us your ideas or thoughts:
Content“Content is anything that adds value to the reader's life.”
~ Avinash Kaushik, Google
© 2015 IBM Corporation52
Content :: The many facets of eCommerce content
Salmon Limited :: http://bit.ly/1OcONag
© 2015 IBM Corporation53
Content :: The many facets of eCommerce content, cont.
Salmon Limited :: http://bit.ly/1OcONag
© 2015 IBM Corporation54
Content :: The power & diversity of video
Shopify :: Richard Lazazzera :: http://bit.ly/1P9qWHK
Storytelling & Product Showcase Entertainment + Product Highlight Showcasing Product Features
Product Review/Selection AdviceEntertainment + Product Feature
© 2015 IBM Corporation55
Content :: Are you using video at each phase of your candidates’ journey?
Authentic“We have to dare to be ourselves, however frightening or strange that self may prove to be.”
~ May Sarton
© 2015 IBM Corporation57
Authentic and Personal
Of A Kind :: http://www.ofakind.com/ :: http://bit.ly/1Lhf2vQ
© 2015 IBM Corporation58
Content :: Adding personal touches
Shopify :: Tucker Schreiber :: http://bit.ly/1LkgoG5
Summary
© 2015 IBM Corporation60
It’s not about job seeking anymore, but about
job shopping experience
© 2015 IBM Corporation61
Could this be your job detail page of the future?
© 2015 IBM Corporation62
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