This document provides information about YouRock, a website that helps young people identify their hidden work skills by matching their activities to specific skills. It allows users to build a dynamic online profile displaying their skills. Employers can search profiles by skills. The document outlines YouRock's functionality, target audience, marketing and PR efforts. It notes the site has been successfully crowd-funded and sponsored by organizations like the European Commission and Liberty Global to help address youth unemployment across Europe by better matching young job seekers to open positions.

1. Sponsored by

2.  Testing workshop in Berlin (see later)
 Promoted by EC as pledge to
Grand Coalition for Digital Jobs
 Information and news site at
http://LatentSkills.com
 Successfully crowd-funded to run
hackathon and create prototype
 YouRock Online Ltd established in
UK in August 2013
 YouRock live in 15 languages on http://YouRock.Jobs
 Finalist in the European Commission Social Innovation Prize 2014
 Winner in Erasmus Young Entrepreneurs Business Challenge, 2014
 Sponsored by Liberty Global PLC, the largest international cable
company with operations in 14 countries
 EC Commissioner Kroes promotes on social media & visits hackathon in
Lithuania where prototype profile was developed (pic below)

3. Background and Opportunity
5.5m unemployed, yet only 17% use LinkedIn
Strategic Challenge and Opportunity
5.5m young people unemployed across EU as of January 2014. (Eurostat, 2014)
A best estimate shows only 17% of young people use LinkedIn
(Millennials & Social Media, 2013, Google Survey, 2012, Young People Hate LinkedIn, 2013,
LinkedIn doesn’t matter to the people who need it most, 2013)
EC and ICT industry in the Grand Coalition for Digital Jobs is focused on an
estimated 500k unfilled ICT jobs by 2015, 900k by 2020.
(eSkills for Jobs in Europe report, EC and Empirica, 2014)
Only 40% employers confident they would find skilled graduates to fill junior
positions (Education to Employment: Getting Europe's Youth Into Work McKinsey 2014)
 Economy in DE demands more skilled entry-level candidates than exist in whole pop.
 47% employers in Italy stated that lack of skills is harmful to business.
 33% of employers in GR regularly leave positions open since they cannot find the
skilled employees they need.

4. YouRock Functionality
- Creates dynamic profile of skills
- Employers can search for users by skills
 It helps young people to identify their hidden work skills from their activities
 It acts as an early career profile, building confidence by discovering skills
 It gives the user the language of employers to describe their skills
 The process of profile building encourages repeat ‘skill discovery’ behavior
 It creates a skill profile for each user in a dynamic, graphic “diamond”
 It particularly encourages recognition of ICT skills
 YouRock will be optimized for mobile, tablet &
desktop use
 Employers able to search for people with specific
skills combinations
 Large employers looking for new candidates
 SMEs looking for local talent
 Entrepreneurs looking for partners
 Employers from Grand Coalition will be encouraged
to use YouRock in recruitment processes
Berlin testing workshop

5. A sample user profile
Each activity that the user adds
changes the relative value of
each skill group. This creates a
personalized ‘diamond’ that
reflects the users’ predominant
skill groups.
Activities also generates a
dynamic ‘skills cloud’, detailing
all of the specific skills that a user
may have for each skill group.
The viewer gets a detailed
picture of the skills of a user with
a traditional Resume, a Portfolio
and endorsements.

6. Skills discovery
120 activities matched with 100 work skills
Users are able to choose which skills apply and then create or provide
links to online content showing those skills and endorsements.
Camping: follows instructions, organizes, plans, communicates effectively, builds
relationships, team worker, identifies resources
Makes clothing: methodical, patient, artistic, designs, expressive, visualizes,
attends to detail
School Council member: takes initiative, organizes, plans, team worker, builds
relationships, expresses ideas, negotiates, presents, generates ideas, solves
problems, assesses needs, recognizes opportunities
Sells items on online auctions: understands customers, entrepreneurial, analyzes
data, calculates, estimates, predicts, recognizes opportunities, ICT-competent
Social media user: expresses ideas, presents, understands audience, forms
opinion, content publisher, creates digital content, data literate, ICT-competent
Part-time catering job: follows instructions, attends to detail, copes with pressure,
team worker, patient, communicates effectively, understands customers, assesses
needs

7. YouRock Audience
Aged 15-24, male and female, European
 Aimed at 15-24, but perceived likely target
age range 17-21. Demographics may have
variance between countries.
 Employed, unemployed, or in full time education;
 Have little or no workplace experience or career
profile;
 Have little or no interest in ICT as a career;
 Uses technology daily;
 Likely to use range of social media but not
LinkedIn.
 Ongoing development of new features &
languages
 Turkish, Arabic soon; plans for 5 Asian languages
 Planned function to export profile to Europass
“LinkedIn is not forgiving. This issue goes so deep I wouldn’t even know
where to start.” (Lydia)
Testing event in Berlin with Young
people and Christian Schenk,
Olympic Decathon gold medalist.

8. A new support resource
For community based intermediaries
 YouRock was launched in May for the eSkills for Jobs
campaigns and the EYE2014 event.
 YouRock can be used by a wide range of organisations and
networks that support young people.
 A YouRock support guide has been produced for youth
networks, telecentre and other intermediary organisations.
 Each language version offer free banner links to intermediary
networks, skills training providers & employment advice services.
 Engagement with networks in 20+ countries across Europe
15 Languages
Bulgarian
Croatian
Dutch
English
French
German
Greek
Hungarian
Italian
Lithuanian
Polish
Romanian
Russian
Serbian
Spanish

9. Marketing and campaigns
Creative resources in development
Given London
(Comms agency for
Virgin Media/LGI )
engaged to develop
youth-focused
materials and
messaging.
Social media
campaign will begin
conversation with
target audience.
Campaign planned
for 2014-15 with
youth
“Ambassadors”.

10. Press, PR and Blogs
© 2014 YouRock Online Ltd.
No: 8636365 VAT: 172 0265 34
EC Finalists of Social Innovation Prize
http://europa.eu/rapid/press-release_MEMO-14-287_en.htm
Forbes article on Social Innovation Prize
http://www.forbes.com/sites/federicoguerrini/2014/04/16/10-innovations-that-want-to-tackle-unemployment-in-europe/
EC supports Get Online Week & YouRock
http://europa.eu/rapid/press-release_IP-14-310_en..htm
Kathimerini article (Greece) (scan top right)
http://www.kathimerini.gr/768572/article/oikonomia/epixeirhseis/yourock-prwta-oi-de3iothtes-kai-meta-h-ergasiakh-empeiria
Neolaia article (Greece)
http://www.neolaia.gr/2014/05/27/yourock-jobs/
Get Busy blog (Greece)
http://getbusy.gr/Home/News/All/18732
Sunday Business Post (Ireland) (scan right)
(Online story is behind paywall)
Careers Advice blog
(Poland)http://uplosarek.wordpress.com/2014/05/19/yourock-
jobs-rosnie-konkurencja-dla-serwisow-profesjonalnych/
EYE Event Blog from EU Youth Awardhttp://eu-
youthaward.org/news/interview_ian-clifford
NESTA (UK): Living map of Jobs Innovators
http://jobsinnovators.org/2014/05/21/yourock/
Liberty Global & partners PR on launch
http://www.libertyglobal.com/pdf/press-release/03-27-Liberty-
Global-and-Telecentre-FINAL.pdf
http://www.umkbw.de/content/dam/umkbw-
de/doc/140328_Pressemitteilung_UnitymediaKabelBW_YouRock_job
s.pdf