sutherland labs: design thinking for candidate experience

HELLO

Anton Artemenkov

Creative Director

Anna Fullerton-Batten

AVP, Talent Acquisition

Expanding Your Horizon:

Design Thinking workshop

Researchers

Designers

Strategists

Technologists

Filmmakers

Storytellers

Developers

Engineers

Designing for Human Experience

Human

Business Technology

Discover

Define

Ideate

Prototype

Test

Designing for Human Experience

‘Focus on entire journey,

not just individual touchpoints’

‘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 input:

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 Tips for Successful Journey Maps

Analyze collaboratively

BULGARIA Candidate Experience

CASE STUDY

What we did:

Team Workshop

Interviews

Site Visit

Personas

RookieTypically very young, student;

this is first serious job; yet to

develop working habits and

confidence; has an affinity for

teamwork.

Uncommitted

ForeignerComes from a more developed

country; his sojourn is a near-

term adventure; gets better

options than at home.

Committed

ForeignerCame as a result of

relationship or special interest.

Longer term oriented to

become part of the social

fabric.

Experienced

EmployeeMature person with extended

working experience. Typically

with a record of several BPO

jobs. Extrinsically motivated.

Returned

NationalSomeone who studied or

worked abroad for years and

returned. Immersed in the

culture of the language they

speak. Both intrinsically and

extrinsically motivated.

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

Largely Millennials cohort

Sutherland is a chance encounter

30

Lack of compelling narrative

Insights

Lack of focus on early awareness

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

Sales Team Personas

HR Global Transformation

Measurable outcomes

39

Increased our pipeline of quality

candidates

Satisfaction scores have increased

Time to hire has decreased

Cost per hire has decreased

info@sutherlandlabs.com

sutherlandlabs.com

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