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!