The Future of Jobs as we know them
In this article I shall be taking a stab at the positioning for Jovi.
This is the the current positioning — “Video interview based recruitment platform for future-proof jobs” its simple and straight to the point but I feel it could be better. The positioning should be something more memorable that all messaging shall be based on.
These are some examples of iconic product propositions
Uber — The Smartest Way to Get Around
Apple iPhone — The Experience IS the Product
Unbounce — A/B Testing Without Tech Headaches
Now that we have drawn some much needed inspiration lets get to the Product Proposition Canvas and map out out the Jovi Proposition
Product Proposition Canvas
Competitive alternatives
There are numerous competitors in the recruitment space from your career junction, career jet, careers24, pnet, linkedin, hirevue, and even good old Google has a Google jobs product.
If we did not exist the users would keep using those same platforms and keep getting the same results, that dreadful job hunting experience that is filled with agony, costs and disappointment.
Unique Attributes
The key feature the product has is the video interview, but not a video conference/call type of interview.
It is a login, see a question and answer it and move to the next one and once you are done with 9 questions you can use that as your primary job hunting tool. With Jovi the recruiters find you.
Once you have been shortlisted for a position the recruiter moves you to the next level interview and you get to go through the video based question and answer scenario again. There is no calling, driving, waiting at reception whilst everyone gives you weird looks.
The recruiter can send your interview video to the rest of the team (tribe) and they can have a look and give you a thumbs up or down.
The product recommends online training and skills development initiatives to help you in your career journey and also connects you to coaches and mentors to help fast track your career.
Value (and proof)
The clear value that the video interview feature enables is the time and cost saving for job hunters and recruiters.
The job hunter does not need to worry about the costs associated with commuting to the interview and possibly taking time off from their current job. They can record their video interview at home and use that to apply for multiple jobs or have recruiters find them.
Most platforms are only concerned with the recruitment side of talent management and not the development and promotion component.
The recruiters do not have to juggle diaries and setup interviews with prospects, time is expensive and the more it can be saved whilst achieving the best result the better.
Target Market Characteristics
There are two primary target markets we targeted
- Job seekers who are currently employed
They care allot about the value as their time is important and taking time off work to attend interviews is not an option
- Recruiters who are constantly on a recruitment drive
They care allot about the value as their time is important and getting time from managers is a challenge, the product allow the managers to just view video interviews and provide a thumbs up or down and recommendation. The product brings a level of simplicity comparable to streaming a movie (on Netflix and not Showmax, as Showmax now is terrible)
Market category
The recruitment category is littered with completing companies and if Jovi is placed in this box it will be difficult to sell. The category Jovi truly sits in is Talent Management and aims to be a trusted platform for job hunters from interview to promotion.
Product roadmap
Jovi aims to (with time) fulfill all talent management functions.
Jovi aims to be the platform the company uses to post new positions, video interview candidates in a quick and effective manner, offer training and skills development for employees, offer a coaching and mentoring marketplace, offer rewards, contracting and retention services.
Trends
AI is shaping the world, and recommendations are as essential as breathing
In a perfect world Jovi would be an AI that recommends candidates and can predict which candidates will be hired based on previous posts, company history, company culture and hiring criteria.
Conclusion
There were a couple of alternatives that were developed and here they are
- “The recruitment platform that makes recruitment as fun as online dating”
- “recruitment made fun”
- “The talent management platform helping you in your career journey from interview to promotion”
- “From video interview to promotion, the complete talent management solution”
Positioning — “From video interview to promotion, the complete talent management solution”
