How do people view employment? Does it differ for those who have jobs, want jobs or are discouraged? We identified 3 mental models that transcend age, gender, income, region and employment status. The findings challenge conventional notions of unemployment and point towards new directions for creating employment, policy and services. Study funded by SEI Center for Advanced Studies in Management at the Wharton School.

1. The Three Faces of Labor
Discovering mental models towards the “inner experience” of
employment
Research Conducted for SEI Center for Advanced Study
by
Stephen D. Rappaport and Howard R. Moskowitz
Questioning Institute
with assistance from Ellen Fu, UPenn
October 25, 2012

2. STUDY POPULATION: 16-64
DEVELOPED ELEMENTS FOR “Inner Experience” VIGNETTES
Recruited through
online panel
16-64 Gen Pop IdeaMap SURVEY
507 completes
Online Panelists
Read and Rate
ANALYZED DATA
MINDSETS INTERESTS & EMOTIONS SEGMENTATION WIZARD
Total Seg 1 Self Seg 2 Seg 3 Seg 4 Personal
Sample Driven Online Technology/ Collaborative Touch with
Banking High Security Online Seekers Technology
Seekers Seekers
Base Size: (267) (105) (50) (59) (53)
Constant: 31 34 28 31 26
Online Collaborative
OC1 Connect online in 'real time' with a customer rep via instant
messaging, voice over IP or video conferencing via your No more paper mail – we will send you copies of statements by secure e-mail
copies of statements by secure e-mail
computer 0 2 2 5 -13
OC3 Faster loan application process…work in real time online with a
loan officer 0 0 -8 12 -8
OC4 Our bank's customer service reps will help you browse and use
our online banking services -1 0 -6 10 -10 Securely manage your account by PDA, Internet of automated telephone
account by PDA, Internet of automated telephone
OC2 Use our online tool to find and schedule at your convenience an
online working session with an expert such as investment broker,
insurance agent, and/or loan officer -3 1 -11 6 -12
Our banks customer services reps will help browse & use our on-line services
Online Other
ON3 We will answer all your requests in 'real time' by email, instant or
text messaging 1 7 -11 3 -1
ON4 We offer 'On demand' status reports for services requests (e.g.,
loan application) delivered to you via e-mail, text or instant 1 6 -4 -3 0 Manage all your banking needs with a state of the art kiosk and be confident
ON2 messaging
No more paper mail... We will send you statements and images of that live help is available if you need it
transactions securely by email -2 5 -17 -5 2
ON1 We allow you to pay bills securely using your mobile devices (cell
phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2
In-Branch Recognition
BR3 We offer a bank-issued smart card so we can recognize you
entering the branch and process your needs faster 4 2 6 -3 13
BR4 Choose a secure eye or finger security scan to identify you
immediately in-branch and at ATM 4 3 10 -1 3
BR2 We have the most secure biometric system that identifies you as
you enter the branch so we can process your needs faster 2 -1 8 -5 6
BR1 We will recognize our customer's mobile phone signal when
entering a branch so we can recommend appropriate bank
products, promotions and special services -4 -3 -6 -11 2

3. Respondents Rate Vignettes Two Times:
1) How well it describes me, 2) Select an Emotion

4. What We Uncovered: 3 Mindsets
 Total Sample: “Status Quo”
• Worry about future, have support from friends/family, look for any
job.
Segment 1: “I’m Out of Date” (27%)
Need to update skills, including social networking;, looking
for any job but would like to have one like they had; have
support from friends/family,
Segment 2: “I Still Have It” (49%)
See themselves as capable and confident, but concerned
about future at same time.
Segment 3: “I Can Adapt” (24%)
confident in oneself, has social support, willing to change,
critical of employer practices.
October 25, 2012 ©2012. Questioning Institute. Presented to SEI Center for Advanced Study 5

5. Mental Models are Within People:
They are Not Related to Employment Status
And also not related to demographics

6. Example: Government Job and Career Service Sites
Career Services
• Career counseling • “Laundry List” of services
• Skills assessment • One size fits all assumption
• Resume development
• Career workshops (such as job
search strategies, networking,
interview skills, etc) What if it were possible to
• Career resource library tailor services to mental
• Job search resources and job models?
placement assistance
• Referrals to other educational,
training and social services
Source: http://www.labor.ny.gov/dews-index.shtm

7. With a Few Questions, You can Assign Individuals to
Segments
Segment 2: Still got it
You See Yourself As ...
Worried about your future
What would be the More capable than your resume shows
strategy for a person Will do everything to get through this
with this mental Open to any job you might be qualified for
model? You Do Not See Yourself as ...
Having the skills employers want
How would it differ Needing to update your skills
from the others? Changing careers
Needing to be retrained for today's jobs

8. Conclusions, Implications and Next Steps
 We made a big step in identifying mental models and
creating a micro-science of the inner experience of
employment
 Mental models can be used to guide policies, and develop
and programs and practices that fit people
 Improving chances for people to gain, retain or change
employment may require keeping, changing or replacing
mental models held by people, and the private and public
sectors
 Next steps: identify the mental models of employers and
policy makers; then make recommendations based on the
three studies
October 25, 2012 ©2012. Questioning Institute. Presented to SEI Center for Advanced Study 9

9. Appendix
October 25, 2012 ©2012. Questioning Institute. Presented to SEI Center for Advanced Study 10

10. Elements Used in the RDE Research Protocol
360 View of the Inner Experience of Employment

11. Total Sample
“Status Quo”
Total Sample: No strong elements that sample agrees "describes them
today." Middling support for elements implying a consensus around
employment today: that people are worried, have family/friends support,
and willing to look for anything. They don't feel that social networks are
particularly valuable.

12. Segment 1:
“I’m out of date”
"I'm out of date" - see themselves as needing to update skills and modernize,
draw on personal support, looking for anything. Don't "blame" employers; see
little value in social networks.

13. Segment 2:
“I still have it”
"I still have it" - unwilling or doesn't see the need to change, confident that the
skills they have are enough, yet concerned about the future.

14. Segment 3:
“I need to adapt”
"I need to adapt" - confident in oneself, has social support, willing to
change, critical of employer practices. This is the "attitude" the
employment community promotes, but it's only 1/4 of the sample.

15. Segments by Age and Gender

16. Segments by Education and Region

17. Segments by Income

18. Segments by Ethnicity/Race and Marital Status

19. Sample Demographics:
Age, Gender, Education, Combined HHI, Marital Status
Age n % Education n % HHI n %
16-17 35 7% Still in High Less than
36 7% 80 16%
School $25,000
18-24 137 27%
Some High $25,000-
25-34 139 27% 153 30%
School, no 14 3% $49,999
35-44 92 18% Diploma or GED $50,000-
96 19%
$74,999
45-54 73 14%
$75,000-
55-64 27 5% High School 68 13%
106 21% $99,999
diploma/GED
65 and over 4 1% $100,000-
44 9%
Some $149,999
college/No 116 23% $150,000 -
17 3%
$199,000
Gender n % degree
Certification $200,000 or
7 1%
from a more
Female 276 54%
Community Prefer not to
Male 231 46% 17 3% 42 8%
College o answer
training
Marital program
Associate degree 58 11%
Status n %
Bachelor degree 117 23%
Single, never
233 46%
married Master degree 26 5%
Married 189 37% Doctoral or
Divorced or Professional 17 3%
36 7%
separated degree
Committed
41 8%
relationship
Widowed 8 2%

20. Sample Demographics:
Ethnicity, Marital Status, Kids Under 18, Living Arrangements,
Own or Rent Home
Marital
Ethnicity n % Status n % Kids U18 n %
White 328 65% Single, never Yes 224 44%
Black or 233 46% No 283 56%
married
African- 44 9%
American Married 189 37%
Hispanic or Divorced or
36 7%
Latino
40 8% separated Own/Rent n %
Asian 55 11% Committed
41 8%
relationship Own 275 54%
American
Widowed 8 2% Rent 176 35%
Indian/Alaska
Native/Hawaii
6 1%
an
Native/Pacific
Living n %
Islander Live alone 88 17%
Some other Live with
3 1%
race spouse or 245 48%
2 or more partner
21 4%
races Live with
Prefer not to friends or 40 8%
10 2%
answer roommates
Live in
118 23%
parent's home
Parents live in
16 3%
my home