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 Launched in March

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 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 job-

seekers 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

groupOCR 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

1 2 3 4 50

5

10

15

20

25

Number of Respondents

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!