About
Aviur Group is a child company of M&A, it has been providing recruiting services in Atlanta for years. With the goal of business growth, they are providing more services and ready to switch to PEO (professional employer organization). They need a website to promote their current services.
The goal is to work with the information architecture and responsive interface design to offer clients better user experience while seeking services.
Requirement Gathering
-Help business to simplify their unnecessary business process
-Promote their services
-Help clients directly find the service they need
-Improve the efficiency of the recruiting process
-Mobile friendly
Problems
1. What does unnecessary business process(es) are?
2. How to promote services in a better way
3. How do we get clients directly to the services that they need?
4. How to improve the efficiency of the recruiting process?
Before we start solving anything we should take a look at the issue at hand and break it down to its root cause(s).
To figure out why the applying to reaching process is that long, I did secondary research, read some statistics and found possible reasons that resulted in the delay.
The average job opening attracts 250 resumes. (Glassdoor)
Assumption: Too many appliers that resulted in late reply?
Glassdoor users report they use an average
of 7.6 job sites during their job search. (Glassdoor)
Assumption: Is it because the way that recruiters works resulted in the delay?
With those two assumptions, I interviewed the recruiter manager.
From the kickoff meeting, recruiters want to accelerate the recruiting process, but their current process is slow, to figure out why I conducted user interview & behavior watch on recruiters.
User Interview
Ask: How long does it take to call back for appliers if the position is not filled?
Recruiter: Usually it may take 2-4 weeks to get back to appliers
Ask: Do you think its a long process? Why does it take so long? Is it because you will receive over 250 applications per one position?
Recruiter: Yeah it is. I think it just the process itself is too long.
Ask: Why do you think it takes so long? Can you describe the process?
Recruiter: We spent a very long time manually grab their information from different platform and summary to contact list. Then view their basic info. Calling them to come to the office to fill the application and interview them.
As we can see, the real problems that reveal delay are lack or organization. If we can find a way to summarize all information of applicants to one platform, that will be much easier. To confirm the real problem, I conducted User behavior watching.
User behavior watching
Recruiter checked user name and password—forget the password—reset password—logged in indeed account—look at candidate’s info—call the candidate—log in facebook—check post—answer questions—ask for contact—log in Careerjet—check applicants—no applicant—login glassdoor—check applicants—contact applicants—check back from Indeed…
As an analysis, there is too much traffic for recruiters to switch on different platforms, lack of organization. All recruiters did things the same way. They need a better way to obtain & mark data.
1. The company encourages recruiters to post on different platforms and want them to submit information from the platform itself. But there will be limited information gathering tools through different platforms.
2. It’s a time-consuming process that recruiters manually gather all applicants information and summarized to one contact list
3. Lack of notifications, or chaos for them to randomly contact candidates.
4. Several recruiters could work on the same person, there will be some candidates who are contacted several times. No synced contact list to leave notes to know who has already been contacted.
We want to make it easier for people who are willing to apply, and for recruiters to access applicants information. At this point, goals are clear.
Goals
1. Simplify the recruiting process, simplify viewers process of getting their services
2. Promote services
3. Design clear navigation to help different group of users
4. Design responsive layouts
To better achieve goals, We have to better understand our users.
Group of Users
Clients: Companies who need HR solutions
Job seekers: Talents who need new opportunities
Company staffs: Recruiters, HR specialists, Sales.
To understand users better, we conducted VALS, to get insights from users.
VALS(values & Life Styles)
We conducted votes based of our staff, who know the most about our users.
Participants who are given two options on both clients & job seekers.
Participants amount: 10
Results
Clients vote
Innovators 5 Thinkers 9 Achievers 4 Experiencers 2
Believers 0 Strivers 0 Makers 0 Survivors 0
Jobseekers vote
Innovators 0 Thinkers 0 Achievers 0 Experiencers 1
Believers 4 Strivers 8 Makers 3 Survivors 4
As a summary, we can see based on 10 peoples' vote, our clients belong to thinkers the most, jobseekers belong to strivers the most.
Based on interview and VALS, we built Persona as a reference through the whole process.
Persona
Method of Persuasion
In order to communicate with the user, we have to know what languages they are speaking. Based on user persona & analysis, we think that job seeker is more likely to be persuaded by Imagination and Emotion.
Imagination
Persuasion can be achieved using:
Leveraging belief
Invoking faith
Perceiving Value
Forming sensations
Envisioning potential
Emotion
Persuasion can be achieved using:
Instilling confidence
Leveraging fear
Introducing happiness
Eliciting trust
Generating feelings
The business owner is more likely to be persuaded by Reason and Science.
Reason
Previous agreement
Logical argument
Valid premise
Critical arrangements
Truth statements
Science
Undisputed facts
Empirical evidence
Quantifiable results
Measurable data
Repeatable steps
In order to break down user journey into steps, we did user journey map.
User Journey
Job Seekers
Business Owner
Flow Chart
Sitemap
Low Fidelity Wireframe
High Fidelity Wireframe
User Testing
Participant 1:
Female
Age: 41
Participant 2 has no problem find & follow flows to find what she wants, but she indicates that for job seekers, they might see job posts from the third-party platform or social media pages.
Solution: Provide an express apply button on nav bar so that applicants can apply without going through all the process.
Participant 2:
Female
Age: 27
In the process of looking for payroll services, when she jumps to HR services page, she read the short description and decide to go check details, but she has to move up to the header to navigate.
Solution: Service page will have button lead clients directly to the detailed page, so it will have fluent experience.
Outcome
