Role: Content Strategy | Project Management
CoAction: Re-imaging Recruiting
Co-Action: Reimagine Recruitment" a platform geared towards decentralizing traditional recruitment practices. This platform facilitates a collaborative engagement between employers and job-seekers, adopting an individual-focused approach that acknowledges the distinctive skills and potential of each candidate, transcending conventional application procedures.
Team size: Group Project
Duration: 10 Weeks
Project Brief: Co-Action
Challenge
The current job market is a struggle for both employers and potential candidates.
Limited opportunities force candidates into rigid applications that overlook their strengths and cultural fit. This results in:
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Dissatisfied Employees: Talented individuals are placed in unfulfilling roles, leading to low morale and high turnover.
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Inefficiencies for Employers: Companies spend hours sifting resumes to find the perfect fit, often settling for candidates who may lack cultural fit or the required skills.
Solution
Co-action disrupts the traditional recruitment model. We envision a platform that fosters a synergistic connection between employers and job seekers. This goes beyond resumes and applications - it's an individual-focused approach that recognizes the unique value each candidate brings.
Impact
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Empowered Candidates: Co-action empowers candidates to showcase their unique strengths and cultural fit, increasing their chances of landing their dream job.
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Happy Employees: By matching talent with the right opportunities, Co-action reduces employee dissatisfaction and improves morale and productivity.
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Streamlined Hiring: Companies spend less time sifting through generic applications and find the perfect cultural fit with the right skills for the role.
Key Features
Soul Kin Matching
Interactive Matching & Communication
Event Exploration & Networking
Gamified Learning (Industry Specific)
Based on user responses to personality and skills assessments, Co-action assigns a "Soul Kin" that reflects their unique traits, values, and aptitudes. This goes beyond technical skills for a more holistic match.
Co-action fosters two-way communication between employers and candidates, making the application process more personal and engaging.
Expand your professional network and discover relevant industry events through our platform's integrated features.
Our platform provides an engaging and personalized learning experience tailored to your chosen industry.
Tools
Miro, Slack, Figma, Adobe Illustrator and Photoshop, Microsoft 365, Canva
*This webpage provides key highlights of the project, learn more about the project in process book*
Our Process
Building a User-Centered Business Case for Co-action (10 Weeks)
This 10-week project involved a deep dive into understanding Co-action's business landscape and user needs. We utilized various tools like SWOT, user archetypes, and Business Model Canvas to:
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Identify Opportunities: Analyze strengths, weaknesses, threats, and opportunities to discover a strategic fit for Co-action.
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Define User Value: Develop user archetypes to guide our research and ensure the solution aligns with user needs.
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Craft a Compelling Value Proposition: Leverage Value Pillars and Blue Ocean Strategy principles to position Co-action for success in a competitive market.
Addressing User Needs & Market Challenges:
We tackled the 17 ZAG questions to ensure Co-action's brand addresses user needs and stands out in the crowded marketplace. This analysis informed the refinement of our Business Model Canvas and Business Scorecard, creating a user-centered and data-driven business strategy.
Project
Highlights
Archetypes
North Stars
Value Pillars
Business Model Canvas
Design Solution
North Stars
Framework and guidance provided by Gabi Lanning: The framework helped align our design thinking with the business's goals. We developed them, emphasizing the integration of creative perspectives into strategic decision-making.
Value Pillars
For our specific user demographic, the driving force behind the concept of "authenticity" is the notion of "expression," with the enablers manifesting through the concepts of "trust" and "visibility." Similarly, in the context of "equality," the motivating factor centers around the feeling of "value," and for "transparency," it hinges on being "informed." Consequently, the enablers encompass a broad spectrum, including elements like "trust," "visibility," "community," and "technology."
Business Model Canvas
Competitive Landscape: Recruitment-Focused SNS
To understand the user landscape and competitive environment for our recruitment-focused SNS, we utilized Business Model Canvas. This framework allowed me to analyze key players like LinkedIn, Otta, Instagram, Glassdoor, and even broader recruitment tools like Phenom.
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Key Learnings:
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Identifying User Needs: This analysis helped identify user needs and pain points across different platforms, informing the value proposition and features of our own SNS.
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Competitive Differentiation: By understanding our competitors' strengths and weaknesses, I could identify opportunities for our SNS to stand out in the market.
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Data-Driven Decisions: The insights from the Business Model Canvas will contribute to strategic decision-making, ensuring our SNS caters to user needs and achieves long-term sustainability.
Business Score Card
We identified metrics of assessment that would help us to align the goals for our usability testing. We integrated financial, customer-oriented, internal business process, and learning perspectives in order to create a holistic approach and ensure that we were creating a well-rounded and effective recruitment solution that had both business value and value for our customer groups. Defining metrics specific to a fully digital SNS helped us see the nuances of testing and measuring success as a business.
Brand Identity
Mobile App and Marketing Prototype
Our final concept comes to life in this last phase where we use the data from user testing to refine the product and create high fidelity mobile application screens. We also prototyped a social media post and pop-up stall to showcase how we will reach our audiences. We defined some measures of success for our concept upon implementation for both recruiter and the job seekers.
Our archetype job matching feature takes shape in the form of 'Soul Kins'.
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The Soul Kin is the user's identity on our platform that is generated after they answer a set of questions designed to understand their behavior, values, preferences, attitude and aptitude. Based on their responses, users can be categorized into buckets which give a snapshot of their traits, skills and mental alignment.
These Soul Kins then become a tool for us to help match jobs and organisations to users on multiple levels, not just on their technical skills.
Marketing Artifacts
Innovation Outlook
Defining the metrics of success for the CoAction application for Phase 1 from the perspective of the recruiters and job seekers.
Co-Action Investor Pitch
Self Retrospective
Personal Growth Through Collaboration:
My incredible teammates were a constant source of support and learning. Their unwavering encouragement empowered me to push my boundaries. Even when we encountered miscommunications or differing perspectives, open communication ultimately strengthened the project and fostered a truly collaborative environment.​
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Stepping out of my comfort zone:
While I initially held back from voicing my ideas for fear of them being overlooked, I found the courage to have an open and honest conversation with my team. This not only fostered understanding but also allowed them to offer valuable support. This experience solidified the importance of transparency in a collaborative environment.​
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Breaking the Ice:
This project emphasized the importance of collaborative problem-solving. It also highlighted the power of honest communication in fostering a successful and supportive team environment. Moving forward, I aim to prioritize open communication and actively seek diverse perspectives to constantly refine my collaborative skills.