Talify Searching for a platform

1. Talify Searching for a platform Matt Chylak, Chloe Heckman, Gabriella Kahn, Amanda Taitz, Lili Valentine

2. 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

3. Introducing Talify

4. 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

5. 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

6. 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?

7. Roadmap • Research Purpose • Objectives • Qualitative Data: Focus Groups • Quantitative Data • Online Survey • Choice Based Conjoint Analysis • Limitations • Conclusions • Recommendations

8. Research Purpose Identify a potential market segment for Talify

9. 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

10. Qualitative Data: Focus Groups • Non-OCR • OCR • Two focus groups, 9 students in each group • “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”

11. 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

12. Quantitative Data: Online Survey • μ= 3.54 • Results skew right • 56% of respondents showed overall satisfaction with the process above the neutral stance

13. 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

14. 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

15. Quantitative Data: CBC Conjoint Analysis • RI (Salary)=45.05% • RI (Passion)= 38.91% • RI (Culture)= 16.03%

16. 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

17. 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

18. 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?

19. Industry Preferences of Respondents Not Satisfied with OCR • 23% — Media/Entertainment • 18% — Government/Policy and Law

20. Industry Preferences of Seniors Who Have Not Undergone OCR • 29% — Medicine • 14% — Media/Entertainment; Government/Policy

21. 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

22. 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

23. Q&A Thank You!