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HELLO
Anton Artemenkov
Creative Director
Anna Fullerton-Batten
AVP, Talent Acquisition
Researchers
Designers
Strategists
Technologists
Filmmakers
Storytellers
Developers
Engineers
Designing for Human Experience
Human
Business Technology
Discover
Define
Ideate
Prototype
Test
Designing for Human Experience
‘Experience designers,
not process developers’
HOW WE DO THIS
Example Journey:
Job seeker applying for employment
Team Workshops (Internal input)
Usergroup Workshops (Qual)
13
Workplace Ethnography (Qual)
Surveys (Quant)
First, gather i...
Name:
Gender:
Age:
Life Stage:
Interests:
Key motivators:
Technology:
Social Media:
Candidate Persona
Real eyes on real people
Make it task specific
22
One point of view
Top 5 Tips for Successful Journey Maps
Create collabor...
BULGARIA Candidate Experience
CASE STUDY
What we did:
Team Workshop
Interviews
Site Visit
Personas
Rookie
Typically very young, student;
this is first serious job; yet to
develop working habits and
confidence; ha...
Media/Social Media tools used
Rookie
Initial State
●  Still studying or just graduating/
graduated, or in between Bachelor...
Largely Millennials cohort
Sutherland is a chance encounter
30
Lack of compelling narrative
Insights
Lack of focus on earl...
Build a Talent Community
31
Reframe the Story
Collaborate with Partners
Recommendations
New messaging - ad campaign
New social media approach
Near term tactical outcomes
Additional funding
Campaigns - (before)
Social Media (before - 700 followers)
36
Social Media (after - 7500+ followers)
Longer term strategic outcomes
37
Attrition
Sales Team Personas
HR Global Transformation
Measurable outcomes
39
Increased our pipeline of quality
candidates
Satisfaction scores have increased
Time to hire has de...
info@sutherlandlabs.com
sutherlandlabs.com
Stay Curious
Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016
Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016
Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016
Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016
Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016
Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016
Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016
Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016
Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016
Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016
Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016
Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016
Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016
Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016
Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016
Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016
Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016
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Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016

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Anton Artemenkov, Sutherland Labs
Anna Fullerton-Batten, Sutherland Global Services

We all want a never ending pipeline of highly qualified talent and innovative solutions to make recruiting easy. However, the reality is that the war for talent is getting harder. So to enable smarter talent acquisition, new approaches need to be explored. In this session we tell the story of how, with limited time and budget, we experimented with new ways of approaching existing challenges by applying Design Thinking principles. Find out how we used immersive research, ‘walking in candidates shoes’, to understand the candidate journey throughout the recruitment process, created behavioural personas and journey maps and how we used the insights learnt to create better candidate experience.

Session highlights:
Top tips for personas and journey maps creation.
Learn how we applied this in our Bulgaria geography (one of the world’s hotbeds for multilingual IT and customer support talent).
Insights on how to enable leadership buy-in.

This workshop will have practical exercises and share tips of how they can start doing this themselves.

Check out the best of Talent Connect: http://bit.ly/2e5ojNe

Published in: Recruiting & HR

Design thinking workshop: How personas and journey maps can improve the candidate experience | Talent Connect 2016

  1. 1. HELLO Anton Artemenkov Creative Director Anna Fullerton-Batten AVP, Talent Acquisition
  2. 2. Researchers Designers Strategists Technologists Filmmakers Storytellers Developers Engineers
  3. 3. Designing for Human Experience Human Business Technology
  4. 4. Discover Define Ideate Prototype Test Designing for Human Experience
  5. 5. ‘Experience designers, not process developers’
  6. 6. HOW WE DO THIS
  7. 7. Example Journey: Job seeker applying for employment
  8. 8. Team Workshops (Internal input) Usergroup Workshops (Qual) 13 Workplace Ethnography (Qual) Surveys (Quant) First, gather input:
  9. 9. Name: Gender: Age: Life Stage: Interests: Key motivators: Technology: Social Media: Candidate Persona
  10. 10. Real eyes on real people Make it task specific 22 One point of view Top 5 Tips for Successful Journey Maps Create collaboratively Use extra sticky post-it notes
  11. 11. BULGARIA Candidate Experience CASE STUDY
  12. 12. What we did: Team Workshop Interviews Site Visit
  13. 13. Personas Rookie Typically very young, student; this is first serious job; yet to develop working habits and confidence; has an affinity for teamwork. Uncommitted Foreigner Comes from a more developed country; his sojourn is a near- term adventure; gets better options than at home. Committed Foreigner Came as a result of relationship or special interest. Longer term oriented to become part of the social fabric. Experienced Employee Mature person with extended working experience. Typically with a record of several BPO jobs. Extrinsically motivated. Returned National Someone who studied or worked abroad for years and returned. Immersed in the culture of the language they speak. Both intrinsically and extrinsically motivated.
  14. 14. Media/Social Media tools used Rookie Initial State ●  Still studying or just graduating/ graduated, or in between Bachelors and Masters ●  Just relocated to Sofia from elsewhere ●  Studied abroad and came back ●  Little or no prior office work experience Motivations and Aspirations ●  To utilise languages ●  To be part of a great team ●  To work part-time or flexible hours ●  To receive support from peers and supervisors ●  To have the ability to learn and develop Frustrations ●  Difficult to find a job with no experience ●  Difficult to find a job in their specialty ●  Lack of confidence on the phone ●  Applying for job is a “very fragmented process” Name: Aleksandra Age: 22 Location: Bulgaria Education: in progress, or fresh after high school Typically very young, student; this is first serious job; has yet to develop working habits and confidence; has an affinity for teamwork. “I want to use my languages but I am not very confident” “For me it is very important how they treat me during the interview” Facebook Messenger Viber Spotify TwitterInstagram Motivation Flexibility Performance Commitment Salary 4 5 5 4 2 Key Quotes
  15. 15. Largely Millennials cohort Sutherland is a chance encounter 30 Lack of compelling narrative Insights Lack of focus on early awareness
  16. 16. Build a Talent Community 31 Reframe the Story Collaborate with Partners Recommendations
  17. 17. New messaging - ad campaign New social media approach Near term tactical outcomes Additional funding
  18. 18. Campaigns - (before)
  19. 19. Social Media (before - 700 followers)
  20. 20. 36 Social Media (after - 7500+ followers)
  21. 21. Longer term strategic outcomes 37 Attrition Sales Team Personas HR Global Transformation
  22. 22. Measurable outcomes 39 Increased our pipeline of quality candidates Satisfaction scores have increased Time to hire has decreased Cost per hire has decreased
  23. 23. info@sutherlandlabs.com sutherlandlabs.com Stay Curious

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