WorkinTexas.com: Your Ultimate Job Search Companion

1. Focus Group and Strategy Summary conducted and written by Sherry Matthews Group

2. Group Composition

3. Easy, industry leader Pops up when Googled Black hole, too many emails Generic, dated The original, but obsolete; lost its way, visually distracting, old posts and scam jobs Lots of commercials “spammy” “scammy” Networking, connections, professionals Local centers helpful, associated with TWC, cumbersome Local, quick-cash jobs; sometimes creepy Company reviews and salaries Fast, local, quick-cash jobs

4. Awareness of WorkinTexas.com is low. • For those with firsthand experience, particularly at the workforce centers, perception is positive and deep. • Those who knew about WorkinTexas.com had used it extensively and could explain services in detail. • If they had used it, feedback was generally positive. • Follow-up calls by counselors were appreciated. • Like that workforce center staff would come to company locations when there were layoffs. • Association with Texas Workforce Commission elicits mixed reactions. Jobs not careers.

5. Job Seekers: The Job Search • Familiarity and search results breed favoritism. Sites they use most often are those they have used, heard about before, or appear at the top of their Google searches. • Easy is the name of the game. Most people visit the site that is easiest to use. Features such as “easy apply/submit” or “autofill” are important. • Getting to know the company. Want to learn more about potential employers. Employee reviews, salaries, inside information, interview questions, and company culture are important. • Lip service. Many vets, transitional military, and persons with disabilities feel that employers are trying to earn “brownie points” with the public.

6. Job Seekers: The Job Search • They say the same thing: All job sites offer numerous job listings and tools to help you. • Often don’t use tools. Most job seekers were aware that job sites had specialized tools but many had not used them. • Lost in a sea of applications. They are not sure if their resumes are even seen. • Ineffective. Most job seekers feel that job sites are here to stay but feel they are not very effective in getting jobs, particularly if you have special needs or limited experience. Personal connections are still the way to get a job.

7. INSIGHT: Need connections to find job. “I use the job sites but I’ve never gotten an actual job through one.” • Word of mouth about a job opening • A referral by someone they know/work with • Networking (virtually and in person) • Going directly to a company location to inquire about jobs • Job fairs, school counselors, etc.

8. Evaluated 17+ Potential Benefits • Which were unique versus competition? • Which motivated interest in using WorkinTexas.com? • Which were the in the Top 5 ?

9. Core Category Features and Benefits These features are expected for the category (not differentiating): • Ease of use • Alerts and notifications • Free access to jobs/applications • Thousands of job openings • Ability to use on any platform (phone, tablet, laptop, etc.) • Matching services (if ours are better or unique, must explain why)

10. Messages: 180 Workforce Centers Dominates ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ *180 Workforce Centers was selected by twice as many as any other message. 2/3 of the time it was selected #1 or #2.

11. Key Message Analysis This chart distinguishes features based on how important and different they are. The strongest messages will always be in the TOP RIGHT box (both important and different). RED ranked in Top 5

12. Brand Positioning Strategy “A foot in the door.” “Tools, resources, and staff that provide real help.” “A black hole of no help”

13. CONSUMER BELIEF: You have to know someone or be connected to get a good job. WORKINTEXAS.COM BRAND POSITIONING: WorkinTexas.com is “the person you know.” • KEY SUPPORT • WorkInTexas.com is a robust website with tools to give my resume the best chance of rising to the top. • Resume Scoring and Resume Builder guide me to create, evaluate, and improve my resume. • Sophisticated technology can match my skills and characteristics to jobs most appropriate for me. • Virtual Recruiter works on my behalf, matching my profile to positions 24/7. • Knowledgeable staff at 180 workforce offices can refer me to positions, connect me with employers. • The site and staff can inform me about and connect me to career exploration and hiring events. • The site and staff offer resources and services (online and in person) including for veterans and persons with disabilities. • They are the creators of Texas marketplace job data that can help me understand Texas market opportunities. BRAND ARCHETYPE (PERSONA) THE MATCHMAKER A guide, a mentor, a facilitator, a connector. Someone in the know who has the connections, the information, who knows the ropes. Designed and driven to help you get where you want to go.

14. Thank You and Q&A

15. DETAILED FINDINGS BY TARGET SEGMENT

16. Motivating Insights COLLEGE 18-24 HOUSTON • While 100% vested in online job search, people are not convinced it really works. • Most are interested in sites where they can learn about potential employers (reviews, salaries, benefits, etc.). They are interested less in how to sell themselves and more about where they want to work. • They like the idea of using social media to find jobs. It combines ease-of-use with technology and the idea that you get jobs through “people you know.” • The expectation is that online interface should be easy and simple (quick apply, autofill), but the tools should be sophisticated (customization, matching, etc.). • Overall issues on other sites include too many irrelevant emails, “old” job listings, spam/fake jobs, and applications disappearing into a black hole (never hearing back). • Internships are critical to successful job search. Access to good internships is appreciated. • Many used resources on campus; partnering with schools would be a way to be one of the first to connect with graduating students.

17. Competitive Learning COLLEGE 18-24 HOUSTON AWARENESS AND USE • The group averaged applying/having accounts on about 3 sites, but had visited up to 6. Most had used Indeed and LinkedIn. • Indeed was ranked in the Top 3 by almost everyone, but only a few ranked #1. • LinkedIn was a close second in the Top 3 ranking but had the most #1 rankings. • Glassdoor was also in Top 3 of most participants. • Most had not heard of Work in Texas. • 8 different sites made it into the Top 3. UNAIDED RECALL OF WEBSITES LISTED 6 ON AVERAGE • Indeed (8) • Glassdoor (7) • LinkedIn (7) • ZipRecruiter (7) • Monster (6) • CareerBuilder (3) • Specific company sites (3) • Craigslist (2) • Handshake (2) • Work in Texas (1) • Google (1) PERCEPTIONS • Indeed is plain (design) and efficient, but sends too many emails and is subject to spam/fake jobs. • LinkedIn is all about networking for a job and for professionals. • Monster is old, dated. • Glassdoor is a place to go to learn about a company and job. • Google points them in the right direction.

18. Key Message Ranking COLLEGE 18-24 HOUSTON RED ranked in Top 5

19. Key Message Ranking COLLEGE 18-24 HOUSTON TOP 5 MOTIVATING MESSAGES • While 180 workforce centers ranked high, more than half said they were not likely to actually go to one. • 180 workforce centers • Resume Scoring • Resume Builder • Web/staff assistance if factors impact ability to obtain and retain jobs • Custom job-matching (but not seen as unique)

20. Motivating Insights HS/TRADE SCHOOL 18-24 KILLEEN • Job training was not explained. The word “training” is too general. Participants apply for jobs that require specific skills and they need more detailed information to decide whether the training mattered to them. Many had on-the-job training. • It is harder to find jobs on traditional job sites if you are trade-focused or have fewer qualifying skills, particularly in smaller markets. • Many participants are looking for skilled labor jobs that provide higher income and stability. • Participants are more likely to use sites for quick-cash jobs (Snagajob and Craigslist).

21. Competitive Learning HS/TRADE SCHOOL 18-24 KILLEEN AWARENESS AND USE • The group averaged applying/having accounts on about 3 sites and went to only about 4. • Indeed was in everyone’s Top 3 and all but one ranked it #1. • CareerBuilder, LinkedIn, and Monster were ranked by about half the group, although they were not as familiar with these sites. • About half had heard of WIT and used the site. • 8 different sites made it into the Top 3. UNAIDED RECALL OF WEBSITES LISTED 4 ON AVERAGE • Indeed (7) • Craigslist (4) • Monster (4) • LinkedIn (3) • Snagajob (3) • Work In Texas/TWC (2) • ZipRecruiter (2) • CareerBuilder (1) • USAJOBS (1) • Career Help.com (1) • Jobs In Texas (1) PERCEPTIONS • Those familiar with WIT were very familiar with the services and had been to a workforce center. • Less inclined to use social sites for job searching. • Often looking for “quick money” jobs (Craigslist, Snagajob).

22. Key Message Ranking HS/TRADE SCHOOL 18-24 KILLEEN TOP MOTIVATING MESSAGES • Free • Resume Scoring • Alerts and notifications • 180 workforce centers • Texas jobs for Texans, by Texans

23. Key Message Analysis HS/TRADE SCHOOL 18-24 KILLEEN RED ranked in Top 5

24. Motivating Insights CHANGING CAREERS AGE 30+ EL PASO • Were very actively looking for work both online and in person. Many in this “career change” group were just looking for careers that paid better. • Most were going from temp/retail/seasonal type jobs to more career-oriented jobs that required training/certification (from construction to medical technician). • Many had tried several websites but didn’t find that their online experience easily connected them to what they wanted to do. They felt in-person help at WIT was more effective. • Hands-on, personal touch at workforce centers is a high motivator.

25. Competitive Learning CHANGING CAREERS AGE 30+ EL PASO AWARENESS AND USE • Group averaged applying/having accounts on about 4 sites and went to about 7. • WIT was in all but one’s top 3, but mostly ranked 2nd or 3rd. • Many had not heard of LinkedIn or ZipRecruiter. • Many had used Monster, although it was not ranked high. • Many went directly to organizations’ sites. • 9 different sites made it into the Top 3. UNAIDED RECALL OF WEBSITES LISTED 6 ON AVERAGE • Organization's Site (9) • Indeed (8) • Work in Texas/TWC (7) • CareerBuilder (6) • Craigslist (5) • Monster (4) • Linked In (3) • Facebook (3) • Glassdoor (2) • Google (2) • USAJOBS (1) • Snagajob (1) PERCEPTIONS • Feedback on WIT was very positive, and most had gone to a center and had a deep understanding of services offered. • Less inclined to use social sites for job searching. • Often looking for “quick money” jobs (Craigslist, Snagajob). • Group most motivated to find new work.

26. Key Message Ranking CHANGING CAREERS AGE 30+ EL PASO TOP MOTIVATING MESSAGES • More positive about messages than any other group. They saw many messages as both differentiating and important. This could be impacted by their past positive experience with WIT. • Top messages really focused on the first two listed related to services at centers. • 180 workforce centers • Refer you to free services and opportunities • Custom job-matching technology • Resume Scoring • Resume Builder

27. Key Message Ranking CHANGING CAREERS AGE 30+ EL PASO RED ranked in Top 5

28. Motivating Insights SPANISH- DOMINANT EL PASO • Even though this group preferred speaking in Spanish, many used English-language job sites. They liked the idea of having a Spanish-language site translated by people rather than an online translator. • They do use “networking” skills but less LinkedIn, more Facebook or hearing about a job from a friend or family member. • They are not shy about going to a place of business and asking about openings. • They wanted to know if added value services (training, etc.) were free. • They are very motivated by on-the-job training if relevant to their career.

29. Competitive Learning SPANISH- DOMINANT EL PASO AWARENESS AND USE • Group averaged applying/having accounts on about 3 sites and went to about 5. • Indeed is in almost everyone’s Top 3 and about half ranked it #1. • The other sites were less well known. About half of the group did not know CareerBuilder, LinkedIn, ZipRecruiter, or Work in Texas. • Many use Facebook to seek jobs because they can connect with a community who might be looking for help. • Many go directly to organizations site (Walmart, etc.) or go directly to an employer and inquire about openings. • Only 6 different sites made it into the Top 3. UNAIDED RECALL OF WEBSITES LISTED 6 ON AVERAGE • Organization’s site (13) • Indeed (9) • Facebook (6) • CareerBuilder (5) • LinkedIn (5) • Monster (5) • Work In Texas/TWC (4) • Glassdoor (2) • Craigslist (1) PERCEPTIONS • Many used social media to look for local, community work (nanny, yard work, etc.). They are making connections but not through LinkedIn. This makes for a different kind of job search. • Many feel they have better luck just going into a business and asking about openings. • Found sites that were translated were not translated well (machine-translated).

30. Key Message Ranking SPANISH- DOMINANT EL PASO TOP MOTIVATING MESSAGES • Online training • Resume Builder • 180 workforce centers • Custom job-matching technology • Texas jobs for Texans, by Texans

31. Key Message Ranking SPANISH- DOMINANT EL PASO RED ranked in Top 5

32. Motivating Insights PERSONS WITH DISABILITIES HOUSTON • When applying for a job online, most preferred not to disclose they had a disability. They felt it hurt their odds of getting a job. Some said they might disclose their disability during the interview, while others said they would wait until after they had landed the job and proven themselves. • Most of their physical disabilities had more impact on retaining a job. Many could not stand or sit for extended periods of time or needed regular time off. • Most would like job sites to better define the physical aspects of the job so they can figure out if they can do it. • Many in this group had established credentials and experience that on paper would qualify them for a job they could not fulfill today. Most felt job search services, including WIT, did not truly listen when they described how their disability limited the work they could do, despite their qualifications.

33. Competitive Learning PERSONS WITH DISABILITIES HOUSTON AWARENESS AND USE • Group averaged applying/having accounts on about 5 sites and went to about 7. Visited more sites than any other group. • Indeed ranked highest – in about half of group’s Top 3. CareerBuilder and going directly to an organization’s site were next most popular. • 14 different sites made it into the Top 3. • Most had heard of WIT and half had created an account. UNAIDED RECALL OF WEBSITES LISTED 8 ON AVERAGE • Organization’s site (13) • Monster (8) • CareerBuilder (5) • Indeed (5) • LinkedIn (4) • Glassdoor (3) • Work In Texas/TWC (3) • USAJOBS (3) • Craigslist (2) • Nextdoor (2) • Facebook (2) • Others (10) PERCEPTIONS • There wasn’t any particular site that was overtly helpful for those with disabilities. • There wasn’t enough information about what a job would entail for people to know whether they could physically do the job.

34. Key Message Ranking PERSONS WITH DISABILITIES HOUSTON TOP MOTIVATING MESSAGES • Retaining jobs is important. Many can get a job but then have trouble keeping because of a disability (flare ups, doctor’s appointments, restrictions on job, etc.). How do they overcome that? • Working from home (at least part time/flex time) is a potentially important feature. • “Best practices” for those with disabilities? • Identify what this individual can and wants to do first, then match them to a job. • Employers want to recruit and retain employees with disabilities. WIT helps. • Web/staff assistance if factors impact ability to obtain and retain jobs • Vocational rehabilitation services for Texans with disabilities • Alerts and notifications • 180 workforce centers

35. PERSONS WITH DISABILITIES HOUSTON Key Message Ranking RED ranked in Top 5

36. Motivating Insights VETS/ TRANSITIONAL KILLEEN • Most have a variety of skill sets but are not sure how to translate them into job applications. • Bases offer transitional services. WIT should complement and connect to those services rather than duplicating them. • Some are hesitant to say they are vets on websites because employers are “afraid” of vets (PTSD, etc.). • Vets appreciate being appreciated but are skeptical of quotas and “supporting our troops.” They want to see real, tangible benefits and efforts. Some suggestions in addition to what was presented: • Highlight vet ratio of employer • Vet signing bonus • “Points” rating system to move resume up to top • Vet/transitional military-specific job fairs/go on base • A designator or seal of approval by an authority group that identifies employers as truly supporting vets and giving them jobs

37. Competitive Learning VETS/ TRANSITIONAL KILLEEN AWARENESS AND USE • Group averaged applying/having accounts on about 2 sites and went to about 5. Applied on fewer sites than any other group. • Indeed ranked highest – all but one’s Top 3. • WIT made it to the Top 3 for about half of participants, other half haven’t heard of it. • 9 different sites made it into the Top 3. • Used transition services on base. Used a few military specific sites. No one mentioned Monster’s Military.com. • Craiglist offers more new jobs daily and more “quick-cash” jobs. UNAIDED RECALL OF WEBSITES LISTED 4 ON AVERAGE • Indeed (7) • Craigslist (6) • Work In Texas/TWC (4) • Glassdoor (3) • ZipRecruiter (3) • Monster (2) • USAJOBS (2) • CareerBuilder (1) • Express Employment (1) • NextOp (1) PERCEPTIONS • There wasn’t any particular site that was overtly helpful for vets or transitioning military. WIT workforce centers were vet-friendly. • A little skepticism for sites touting “vet friendly.” Are they just checking a box?

38. Key Message Ranking VETS/ TRANSITIONAL KILLEEN TOP MOTIVATING MESSAGES • All of the key messages selected were specific to veteran services with the exception of #2, 180 workforce centers. • Appreciated that WIT counselors came on-site to companies that were laying off people. • Veteran preference hiring • 180 workforce centers • Veteran-specific training, scholarships, and hiring events • Services for transitioning military • Texas employers want to hire veterans

39. Key Message Ranking VETS/ TRANSITIONAL KILLEEN RED ranked in Top 5