Design thinking workshop: How personas and journey maps can improve the candidate experience |...
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HELLO Anton Artemenkov Creative Director Anna Fullerton-Batten AVP, Talent Acquisition
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Transcript of Design thinking workshop: How personas and journey maps can improve the candidate experience |...
HELLO
Anton Artemenkov Creative Director
Anna Fullerton-Batten AVP, Talent Acquisition
Researchers Designers Strategists Technologists Filmmakers Storytellers Developers Engineers
Designing for Human Experience
Human
Business Technology
Discover
Define
Ideate
Prototype
Test
Designing for Human Experience
‘Experience designers, not process developers’
HOW WE DO THIS
Example Journey: Job seeker applying for employment
Team Workshops (Internal input)
Usergroup Workshops (Qual)
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Workplace Ethnography (Qual)
Surveys (Quant)
First, gather input:
Name: Gender: Age: Life Stage: Interests: Key motivators: Technology: Social Media:
Candidate Persona
Real eyes on real people
Make it task specific
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One point of view
Top 5 Tips for Successful Journey Maps
Create collaboratively
Use extra sticky post-it notes
BULGARIA Candidate Experience CASE STUDY
What we did: Team Workshop Interviews Site Visit
Personas
Rookie Typically very young, student; this is first serious job; yet to develop working habits and confidence; has an affinity for teamwork.
Uncommitted Foreigner Comes from a more developed country; his sojourn is a near-term adventure; gets better options than at home.
Committed Foreigner Came as a result of relationship or special interest. Longer term oriented to become part of the social fabric.
Experienced Employee Mature person with extended working experience. Typically with a record of several BPO jobs. Extrinsically motivated.
Returned National Someone who studied or worked abroad for years and returned. Immersed in the culture of the language they speak. Both intrinsically and extrinsically motivated.
Media/Social Media tools used
Rookie Initial State ● Still studying or just graduating/
graduated, or in between Bachelors and Masters
● Just relocated to Sofia from elsewhere ● Studied abroad and came back ● Little or no prior office work experience
Motivations and Aspirations ● To utilise languages ● To be part of a great team ● To work part-time or flexible hours ● To receive support from peers and
supervisors ● To have the ability to learn and develop
Frustrations ● Difficult to find a job with no experience ● Difficult to find a job in their specialty ● Lack of confidence on the phone ● Applying for job is a “very fragmented
process”
Name: Aleksandra Age: 22 Location: Bulgaria Education: in progress, or fresh after high school
Typically very young, student; this is first serious job; has yet to develop working habits and confidence; has an affinity for teamwork.
“I want to use my languages but I am not very confident”
“For me it is very important how they treat me during the interview”
Facebook Messenger Viber
Spotify Twitter Instagram
Motivation
Flexibility
Performance
Commitment
Salary
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5
5
4
2
Key Quotes
Largely Millennials cohort
Sutherland is a chance encounter
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Lack of compelling narrative
Insights
Lack of focus on early awareness
Build a Talent Community
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Reframe the Story
Collaborate with Partners
Recommendations
New messaging - ad campaign
New social media approach
Near term tactical outcomes
Additional funding
Campaigns - (before)
Social Media (before - 700 followers)
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Social Media (after - 7500+ followers)
Longer term strategic outcomes
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Attrition
Sales Team Personas
HR Global Transformation
Measurable outcomes
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Increased our pipeline of quality candidates
Satisfaction scores have increased
Time to hire has decreased
Cost per hire has decreased
