1. DTAL 2013 - Assignment 1 - Jeffrey A Thom
Empathy Map
SAY:
• There are so many applicants for a single position;
• Students are not completing the application process;
• Students think the only subjects that matter are the ones they liked or
excelled in;
• Students are not taught business fundamentals;
• They have a bad attitude to work;
• They're doing me a favor by working for me;
• This is a job not a not a moral crusade;
• Experience is more important than a Degree qualification;
• There are parts of a job that everybody dislikes;
• The ones who interview well are not what I want in an employee;
• Final marks do not make the man;
• Am I that out of touch;
• My wife says I am to hard on them and expect to much;
• It is all about them, what is in it for me, how much, when and where;
• I should get my wife to do the recruiting;
• They're already planning on leaving before they've arrived;
• We are not a big company and never will be;
• Believes Facebook and all that stuff is a 'fad';
• We need a 'website' but it is not where our business is
THINK & FEEL:
• This could be our or a friends kid;
• How can I get through to them (Undergraduate)?
• Do they like me & more importantly the business?
• Do they know my parents started this business and it is
older than them?
• I do not like having to do lots of things but I have to.
• This is not a text book example, it's a business that
supports 7 families which they are asking to be a part
of?
• What would happen if I was not here and they had to
run their part of the operation for a month?
• Has no intention of growing the business into mega-
multinational;
• Trepidation - how do you know who is the right
candidate;
• Maturity - I was married with child on the way at the
same point in my life;
• Loyalty - there is no sense of obligation;
• Different Life Values and Life Stages;
• Respect - candidates do not care for the what was
done to provide them this opportunity;
DO:
• Frustrated, hand gestures;
• Frustrated, takes to much time;
• Laughing, understanding that this young person could be someone they
know;
• Dress and appearance; professional appearance (suit and tie)
• Authoritarian - hierarchy, do as told;
• Formal - sits at desk, power positioning;

2. DTAL 2013 - Assignment 1 - Jeffrey A Thom
Definition Statement
STAKEHOLDER:
Serious small business
manger;
Successful and respected
local business person and
community member;
Blunt and forthright
personality;
Old-school values driven
individual;
Highly motivated and
focused on specific
interests;
Diligent, dedicated and
defined by the family
business he runs;
Extremely loyal to close
circle of family and friends
(including staff);
Proud family focused man.
PROBLEMS/NEE
DS
Bob wants his business to
continue;
Needs a new approach to
recruitment;
Needs to consider what he
is actually looking for in new
staff;
May not actually know what
he wants;
Needs to shift his values to
identify potential hires;
INSIGHTS
Bob needs to shift his
business values;
He needs to understand
that university recruits see
the world much differently
to him;
Understand that students
value time differently;
Understand that new
graduates do not define
themselves by their work
(yet);
Understand that graduates
have been exposed to much
more of the world than he
may realize;
Bob might have to be
prepared to visit Uni or
spend some time listening;
Bob might need to start
actualizing his contingency
planning;