+1 vote
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Currently, Linkedin is a great platform to make connections which helps in job search. However, Linkedin Jobs is not a go-to platform for candidates to search for jobs. How do we improve Linkedin jobs, considering Linkedin jobs to be a global job search platform?
asked in Product Improvement by (23 points) | 671 views

2 Answers

+3 votes

>Clarify the Goal: Is it to increase engagement? Any particular metric that we want to improve?

Jobs is a two sided product with different supply and demand funnels

>Personnas

Supply Side - Recruiter Personas: 

  • Proactive outbound Debbie
    • Reaches out to candidates by herself. Motivated and actively seeks and nurtures leads
  • Laidback inbound Jack
    • Has too much going on to drive outbound. Let's candidates reach out to him. Likely too busy to respond unless for the top 1% candidate

Demand Side - Candidate Personas:

  • Under prepared Raj
    • Not prepared for interviews and conversations but still goes around messaging recruiters and applying to jobs
  • Over zealous Tom
    • Applies to way too many jobs than can be handled optimally 
  • Savvy but procrastinating Stephanie
    • A very qualified candidate but doesn't get energized enough to go through the arduous process of applying

If we really want to increase engagement and make Linkedin jobs the defacto job search place I would focus on activating the passive user Stephanie. 

> Pain points: Savvy but procrastinating Stephanie

  • Not able to indicate that she is interested and would like to be helped
  • Not motivated enough (P1 because once motivated human beings will find a way)
  • Don't know how and where to start
  • Doesn't know which job could be a good fit (P2 because there is a lot of "water water everywhere but not a drop to drink" that goes on give the overwhelming number of jobs
  • Feels alone in the daunting task (P3 Support means a lot in a trying phase)
  • Feels nervous about rejection, scared of application being ignored
  • Unsure about any negative affects of applying and then getting rejected
  • ...etc

> Solutions

  • In feed survey: Inject feelers in the feed. When you find Stephanie browsing a lot on the feed ask her plain and direct in the feed in a 2 or three question cascading survey- "Hey are you looking to explore new jobs"? Y/N, "Which Cities?" "What time frame"
    • This keeps the tone conversational and gets the candidate to "speak up". Same can also be accomplished by a Job bot - but the bot would need to humanized else it would feel cold. E..g is "Maya" chatbot from Lemonade app
    • As soon as the Stephanie signals, put her on motivation algorithm
      • Show posts/content which highlight benefits of seeking a change and how rewarding it can be
      • Create a widget "Friends who recently switched jobs"
  • Create a predictive "match %" or "match score" next to a job  based on matching between job requirements, skills user has and observing crowd data. Gives a pre-emptive idea of how well or bad of a fit a job could be. E.g. if Lyft is hiring a lot from facebook, then all FB employees see a higher match score for lyft openings. This is critical as it would encourage folks to apply
  • Create streaming conversation channels aka slack channels lookalikes for job seekers to come together E.g. APMs in San Francisco channel where members can join and collaborate and do mock interviews and exchange information. Groups is fine too - though they should be modified to include topics or channels. Also booking 1:1 calendar slots should be made available aka calendly style

Metrics:

Possible metrics could be: Job volume interacted with, applied to (candidate) - demand

Total applications received, applications per posting, apps opened, No of candidates reached out to - supply

answered by (70 points)
0 votes
LinkedIn is a social network for professional who are looking to network for new opportunities, catch up on the industry, read interesting articles by peers. You can also post job listings and search for them.

There are 2 users for Jobs - the employee and the employer.
I would like to focus on the employee as I'm not familiar with Jobs for the employer.

Who are some personas of job search?

1. New graduates/college students
2. Someone who has been laid off
3. Someone who is looking for a promotion
4. Parents coming off of parental leave and need to find a more fitting job

I would like to focus on New graduates/college students since I see a big potential there

What are we trying to achieve? More engagement? More hires?

More engagement

Why would there be problems for new graduates/college students?

1. Long sign up process and job seekers could be put off and wonder off to competition like glassdoor, indeed, etc.
2. LinkedIn is a social network, the more connections you have, the more engaged you will be. Being new, you have less connections and don't necessarily see the benefit of looking for jobs on LinkedIn as its more of a networking tool than job search focused.
3. Looking for a job is intimidating, people graduate and don't know what could be applied from their learning to a real life job and what to look for.

I would like to focus on the 3rd point because I feel the younger generation tend to skip around jobs a lot of part of that reason is because people don't know what they want to do, get bored on a job they don't like. If LinkedIn can help guide them toward a career they might want to pursue, they can achieve higher engagement.

Solutions
1. Introduce filters other than position name and location. Add other things that would help an employee determine if they want the position: benefits, salary, company size.
2. Ask employees to fill out a survey about the classes they studied, skills they have and interests and present options that relate to their skills rather than titles
3. Same as 2 but instead of listing job options, they can list out alums who listed similar skills and show the job titles that the alums have

1. Impact Med (these are interesting but maybe college students won't know the standard anyways), Complexity Low (LinkedIn has most of these information listed on the job listings most of the time anyways)
2. Impact High (skills/classes/hobbies are usually the only thing college/new grads can list anyways so need to use these to help find jobs instead), Complexity High (LinkedIn asks these things already but might take some algorithm/machine learning to spit out relevant jobs)
3. Impact High (same as above), Complexity Med (less complex since the network of alums is already there and it's based on matching skills with people and listing positions off of those)

I would try solutions 2 and 3. 1 can be an iteration down the line, not necessarily only targeting our current persona. The last 2 solutions go hand in hand and can have a big impact.

Metrics
1. # of items added by user (the more they add, the more refined the system can be)
2. # of clicks on searches that are displayed (the more matches, the more they will click on the companies to look at)

With the amount of college students looking for new jobs and not knowing exactly what to do look, LinkedIn can leverage the database of info already + the network of alums and help new graduates/college students formulate their path from the very beginning. Once they are able to find jobs or even as a tool to connect with more people, their network will grow and thus they will stay loyal and be more active in general on LinkedIn.
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