JobsDB

UX Research Case Study

Background

JobsDB is the leading online job board and career marketplace in Hong Kong. With the local career marketplace sector undergoing aggressive growth, JobsDB would like to investigate how new channels and technologies are being leveraged to drive increasing usage to get more ad scale and visits.

JobsDB

Research Goal

Explore and analyse the local competitor landscape with specific focus on new channels and alternative use of existing platforms for Candidates to submit job applications.

Research Goal

Methodology

The objective of the research is to find out users’ job-seeking behaviour patterns and their opinions about new job-seeking channels. Our approach is to do quantitative research and qualitative research in which in-depth interviews and surveys are adopted.



Phase 1
Conduct user surveys for target demographic.


Phase 2
50-minute contextual interviews with 16 people.

Target Audience

Age Group
25-34


Education
DSE or below, Non-degree tertiary, Degree, Postgraduate or above


Segmentation
Hard to fill and specialist roles e.g. IT/tech (e.g. digital marketing, developers), creative roles, researchers

Phase 1: Conduct user surveys

Quantitative Research

Online Surveys

Gather user feedback toward job seeking platform using google form. The survey contains 23 questions covering the following 5 topics:


  • Criteria to choose a platform
  • Importance of rating and reviews towards a company or applicant
  • Ability of hiring person to value the candidate skill set
  • Occurrence of repetitive or suspicious job ads
  • Usange of new channels

Important Takeaways

  • Only 0% tried to apply for full-time jobs via social media
  • Only 0% never see any suspicious or repetitive job ads in the platform.
  • 0% find it important to see other people's rating and reviews towards the company before applying for a job
  • Over 0% want the hirer reach them out proactively
  • The top 3 concerns about Job ads on social media are:
    • Credibility (94.7%)
    • Privacy issue (70.2%)
    • safety (52.6%)

Phase 2: Contextual interviews

Qualitative Research

In-depth Interviews

Semi-structured interviews were conducted with 16 interviewees. It tooks 50 minutes for each interview on average. The interview questions split into 4 sections:


  • Job platforms and new channels
  • Job-seeking pattern (land on the platform, search for a job, locate a job and apply job)
  • Post-application experience
  • New technology and COVID-19

What our interviewees said

New channels may be helpful for finding a part-time job but definitely not a serious full-time job.

It is a waste of time to apply “fake posts” ending up not recruiting. Frustrated and angry about recruitment agencies collecting our personal data for meeting their KPI.

What I love about LinkedIn is that you can easily reach out to recruiters, and they are helpful in giving feedback. I feel that there’s more human touch and equality.

Persona

Based on the findings of the research, we made three personas to visualize the most common type of the target audiences we interviewed.

Personas
Personas
Personas

Industry Analysis

Exploration and deep dive were conducted for companies in the same industry sector who compete with this company’s products and services.

SWOT Analysis

SWOT

Competition Map

Competition Map

Research Findings

Affinity Map

Based on the research findings, we organized the data by affinity mapping to categorize them into groups or themes based on their relationships. From that, we can obtain insights on the pain point for young specialists using the current job platform.

Affnity Map
Research Findings - Many Suspicious Job Ads

According to the research findings, it is observed that specialists often encounter suspicious job ads when they are looking for employment on job platforms. They might apply those job ads mistakenly and lose their personal data.

Apart from that, specialists desire recruiters to proactively approach them. For specialists, whose capability has no universal standard, due to the job nature, they want to show off their works or portfolio to potential recruiters rather than just a resume and a cover letter.

Research Findings - Many Suspicious Job Ads

Problem Statement

How might we prevent users from spending extra time on suspicious job ads and enhancing their satisfaction on JobsDB?



How might we modify the job-seeking process for specialists within JobsDB?

Proposed Solutions

Review Section

Review

In general, the Review section can help job-seekers know more about the companies. Not only Job-seekers can prevent from mistakenly applying suspicious job ads, they may also get practical information from the recruiters so as to increase the chance of securing job offers.

Community Section

Community

To address the need for showing off works or portfolios from the specialists, it is suggested to have a Community Section in which the specialists can showcase their works as proof of capability to potential recruiters.

User Journey Map and Competitor Analysis


With the proposed solution, we made a user journey map to show the expected outcome and the whole process of a user using the feature suggested.


We also created a competition analysis to show how JobsDB will become the most holistic features job board amond all competitiors after applying the solutions mentioned above.


User Journey Map
User Journey Map

Conclusion

What I have learned from this project?

Never expect the research result


When I got the client brief, I thought there may be some insights on the new channels features from the research. However, it was found that the target audience do not prefer using new channels for job-seeking as they deem the new channels are not for professional recruiters and job-seekers.


Instead of finding the patterns of the use of new channels, suggestions based on the in-depth interviews and surveys are made to help JobsDB enhance the users' satisfaction.