Product Augmentation Group F

Company & Product Augmentation

Background and Overview

•Founded in 2003

•Based on a freemium business model

•Customer Target: Professional individuals and businesses of all types Recruiters, Executives, Businesses and Individuals

• Professional Networking • Job Search• Group and community

membership• Idea sharing• Professional status building

Targeted news

• Targeted Recruiting• Corporate Community development

• Business profile building

Consumer Corporate

Linkedin is a networking platform for all professionals that empowers users and helps them progress professionally by providing the

ability to stay connected, informed and relevant in their profession.

Value Proposition

CORE PRODUCT Online platform for professional networking

REAL PRODUCT • Credible and easy to navigate online and mobile interface

• Profile exposure and career advancement support

EXPECTED PRODUCT • Professional audience

• Flexible platform (mobile, tablet)• Statistics and tracking of your networking

• Support for expanding your network within LinkedIn• Targeted and reliable job search and professional updates

AUGMENTED PRODUCTPersonal visual resume builder

(PDF and JPEG exporting enabled)

Product Structure & Augment

CORE CONSUMER VALUE PRODUCT

The ability to establish yourself as a connected and relevant member of

your professional community

AUGMENTED PRODUCT

AUGMENTED VALUEThe ability to establish yourself more

easily through improved communication and multi-platform

usable professional profile

GOAL • Protect LinkedIn’s competitive position

• Expand product offering to promote up-selling and improved revenue

• Grow LinkedIn’s position in the Job Search market

Value Added & Goal of Augmentation

Market Overview & Trends

Recruitment trends for 2014

• Employee referral programs will become the dominant source for hiring; every employee will become a talent scout and this will be further fortified by social media tools.

• Social media platforms will open the door for passive professionals who don’t have the time to update their resumes; more firms are learning that accepting a social media profile alone (usually a LinkedIn profile) is more than adequate at least initially to begin the hiring process.

• Technology plays an ever-increasing role in the hiring process as more companies are now using an applicant tracking software – the computer simply sifts through information in the system for résumés whose contents meet the current job opening’s criteria.

Source: The Top 10 Recruiting Trends, Problems and Opportunities for 2014 8 Hot Job Hunting Trends for 2014

Market

Companies received an average of 383 applications for every opening they advertised in 2013

Employers are becoming pickier due to similar qualifications

Job searches are taking a longer time over a year in certain cases

Even though creative resumes that have recently emerged grab recruiter’s attention, employers are still looking for hard skills which can be better articulated in classic formats and can be easily uploaded

“Bells and whistles do get attention, but ultimately what I'm looking for is strong content, clearly articulated accomplishments and a unique value proposition.” Recruitment expert

Source: Creative Resumes, Gimmick or Great Idea?

Market

Creative resumes are gaining popularity but classic formats are still under demand by recruiters

Unemployment Data

Spanish unemployment duration exceeded 2 years in 2013

While other parts of the world saw a decrease in the unemployment rate in 2013, the Eurozone saw an increase

Unemployment data indicates a continuous need to clearly communicate strengths to employers

Job Seekers Situation

According to the latest report by the Bureau

of Labor Statistics, job openings in the US

decreased by 43,000 in December 2013

There were enough job openings for only

38.5% of the job seekers

Source: Bureau of Labor Statistics

In the same month, the job opening rate was 2.8% while the unemployment rate

was 6.8%

• Social networks like Linkedin present referral opportunities that help increase the chances of landing a job opportunity

• According to career coach Julie Jansen, 85% of hiring managers use social networking sites like LinkedIn to look for potential candidates who’ve been referred by other professionals

• Linkedin provides job seekers with a free resource to build personal branding opportunity which is essential in today’s competitive environment

Linkedin as an essential employment tool

“In today’s competitive job market, you need to think of yourself as a brand. No one gets excited about commodities.” William Aruda – founder of personal branding company Reach Branding Club

Competitors

Vizify

Visualizing. Realizing. Clarifying.

• Founded in 2011

• Freemium business model

• Targets business professionals

• Features

• Resume + biography presented through animated slides

• Powered by social media feeds, i.e. automatic updates

• Personal site analytics such as page views

• Personal domain name + email forwarding

• Customizable content

Vizify

ResumUp

Go visual. Get visible.

• Founded in 2011

• 100% free for users

• Targets business professionals + recruiters

• Features

• One-click resume infographic

• Career road map

• Career preferences (e.g. travel, salary, relocation, etc.)

• Free comparison to candidates looking for same career profile

• Leverages information from other social media platforms automatically

ResumUp

Linkedin’s Advantges

•Promoting New Resume Builder through Slogan•Promote Premium Membership for to upgrade resume builder into the full version (customizable)•Provide Help and FAQ support (clickable Link)•Profile Picture •Address and Phone/Mail Details•LinkedIn Resume link for export on third party sites (only for premium members)

•Option of Implementing a personalized Video (premium members only)

•Personal Endorsements

•Professional experience, Education and Background description

•Personal Skill endorsements from the LinkedIn Network

•Pie chart illustrating overall time (until present and in %) of Work experience, Apprenticeships, Studies, Unemployment/Job Seeking, Technical and further education

•Several Pie chart illustrating skill level of different software and job related skills in general

Linkedin’s Advantages

• Visual appeal in a classic format

• Allows for display of professional endorsements

• Shareable within the LinkedIn platform

• Convenient – minimal effort required

• Exposure to more job openings

Implementation

Implementation

IntegrationAwareness Education

Implementation

Awareness

• Notifications and announcements on homepage

• Advertisements on competitors’ websites• Google ads• Social Networks

• Customers will have a free trial in order to have a feel of their resume

Education

• Available tutorial about software

• How to use• What to include• Sample formats• “Magic words”

Integration

• Alliances/partnerships with companies/universities to encourage students and employees to use software

• They will have a limited amount to download (3) before purchasing the augmented value