Talify: Finding a segment shouldnt be a job, or some other pun type thing

Talify Searching for a platformMatt Chylak, Chloe Heckman, Gabriella Kahn, Amanda Taitz, Lili ValentineMillennial Job SearchMillennials are expected to make up 75% of the workforce by 2025However, the desires of millennials are far different than those of baby boomersGradStaff: Why cant I find a new grad thats willing to work hard?But of course there are grads willing to work hard New methods are required to find a jobIntroducing Talify

What is Talify?Online job search platformLaunched in MarchBrings employers to students instead of vice versaCore value proposition:"Finding a job shouldn't be one"Uses personality assessment to match candidates with careersUnique element incorporated into job search siteCurrently available on select (similar) campusesPenn, Harvard, Duke, Wash UWho Talify is Currently TargetingInnovators:Proactive job-seekersMost will be studying businessInvolved with business-focused student groups on campusEarly Adopters:Eventual job-seekersEngineers interested in business

Problem DefinitionTalify has come up with an innovative new way to connect users to jobsHowever, theyve had trouble building a significant user baseHypothesis: Talify is currently targeting the wrong market at PennSo, who should Talify target?RoadmapResearch PurposeObjectives Qualitative Data: Focus GroupsQuantitative DataOnline SurveyChoice Based Conjoint AnalysisLimitationsConclusionsRecommendationsDO WE WANT TO MAKE THIS A GRAPHIC??7Research PurposeIdentify a potential market segment for TalifyObjectivesDetermine the current available job search resources at Penn Identify segments that are unhappy with the current resources available to themDetermine which types of jobs are important to underserved segments

Qualitative Data: Focus GroupsTwo focus groups, 9 students in each groupOCRNon-OCROCR is a necessary evilIt is stressful, but it has what Im looking forAll the top employers use it because they want Penn students

OCR doesnt have the careers Im looking forIts too stressfulI want guidance, but Im not wearing a suit for three months

Divide between OCR and non OCRPeople recognize that Career Services is available, but it isnt a salient thought on 10Quantitative Data: Online SurveyCulled down from 104 totalHave you gone through OCR?Respondents (n = 50) asked to rank their OCR experience on a sliding scaleFrom 1 = Very Dissatisfied to 5 = Very Satisfied

Quantitative Data: Online Survey= 3.54Results skew right56% of respondents showed overall satisfaction with the process above the neutral stanceQuantitative Data: CBC Conjoint Analysis3x3x3 choice-based conjoint that examined what Penn students care about with regard to careersSalary (6 Figure, Reasonable, Low)Passion (Dream, Stepping Stone, Not Passionate)Culture (Entrepreneurial, Traditional, Corporate)8 choice trials to each respondent

Quantitative Data: CBC Conjoint AnalysisElected to do a Choice Based Conjoint, which involved partial factorial analysisRespondents (n = 59) Individuals who did not do OCR (aside from Freshman)Neutral and Unsatisfied OCR Students

Quantitative Data: CBC Conjoint AnalysisRI (Salary)=45.05%RI (Passion)= 38.91%RI (Culture)= 16.03%

**Salary is still the most important aspect for these people**second most is passion**Passion approaches salary**culture is less important**Combo of passion and culture is more important than salarythis is what motivates people?15Quantitative Data: CBC Conjoint AnalysisHighest utility: dream job with a 6-figure salary and an entrepreneurial cultureEntrepreneurial culture is most important to the students in Talifys target segmentHelp determine kind of employers that Talify features on its siteIncrease in utility from an entrepreneurial cultureYet undergrads preferences are most flexibleWilling to trade off for preferences in passion or salaryLimitationsCould have had higher number of respondentsYet sample is statistically representative of the Penn undergraduate population Conducted a Goodness of Fit that rejected H0Generalizability of data across schoolsWharton School may skew the broader interests of the school toward careers in businessConclusionsFocus groups show OCR is kingStudents at Penn are satisfied with OCRBut some undergrads still slip through the cracksUnderserved segments looking for opportunities that OCR doesnt offerSo what do underserved segments want from a job?

Industry Preferences of Respondents Not Satisfied with OCR23% Media/Entertainment18% Government/Policy and Law

Industry Preferences of Seniors Who Have Not Undergone OCR29% Medicine14% Media/Entertainment; Government/Policy

RecommendationsWe recommend one of two courses of action:Go to schools other than those already targetedHarvard, Duke, Wash U are all fairly similarHone in on those underserved by OCRProvide career opportunities outside of the traditional recruitment process

RecommendationsRegardless of the decision:Marketing should focus on finding a job you are passionate aboutSeparates Talify from the restMust establish brand recognitionInfo sessions, free merchandiseIncrease campus ambassador visibilityQ&AThank You!