Talify: Finding a segment shouldn*t be a job, or some

Report
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!

similar documents