Ana rúbia nunes empathy map and problem state
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The employer is looking for an intern for their marketing team but is concerned about finding someone mature enough for the corporate world who is also willing to learn. They are trying to solve new, complex problems with outdated communication solutions. The employer worries about delivering creative solutions that will provide relevant results for the firm. They are considering hiring someone with experience instead of an intern but cannot afford the higher salary. The employer needs a way to find and engage people from different backgrounds who can provide new ideas to communicate with customers in innovative ways given the challenges of gaining attention in today's digital landscape.
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- 1. The school-to-work transition Empathy map and problem statement
- 2. Employer looking for an intern (marketing). Empathy Map “It´s hard to find an intern who is mature enough for the corporate world and at the same time, willing to learn”. “I know it's only an internship, that I can´t expect a person with experience and maturity. But it is an opportunity with a lot of responsibility and complex activities”. “We are trying to solve new problems (and worse ones) with the same old and boring communication solutions”. She is worried about the results of her team. She is afraid of not being able to deliver creative solutions that could bring relevant results for the firm. She is almost giving up and asking for a graduated and experienced professional for the HR. But, if she does that, she will need more money and benefits. She won't find anyone to the job. “Our industry (newspaper) is facing a great challenge to survive and grow in the digital era”.
- 3. Insights • She needs people from different background, experience and education, but is having difficulty to find them. • Maybe she needs more than an intern can deliver. But she has no budget available for a graduated and experienced professional. • Her team needs to be more daring. Everyone thinks the same way, come to the same conclusions. • All candidates interested in the job seem to have the same profile of the members of her team, but without much experience.
- 4. Problem Statement Employer from newspaper industry, specialist in direct marketing, with more than 10 years of experience in marketing, who coordinate a collaborative and creative team needs a way to Stakeholder Find and engage interesting and interested people because they need ideas for an innovative way to communicate with customers, because it is increasingly difficult to get their attention in a world with too much non-asked advertising.