Värdeskapande för arbetssökande : Hur e-rekryterare kan attrahera arbetssökande och uppmuntra fortsatt användande
Sammanfattning: PROBLEM DEFINITION: E-recruiters have two customer segments to look after, job seekers and employers. Value for these two segments is created by the e-recruiter when communication and information between employer and job seeker is facilitated. Job seekers evaluate e-recruiters based on the value proposition that is offered. This study examines what components of the value proposition generate value for job seekers and how the value proposition is communicated through channels. PURPOSE OF THE STUDY: The study aims to investigate which factors that have a major impact on job seekers in their choice of job portal, as well as how e-recruiters' value proposition and business model should be designed and communicated to match these customer needs. METHODOLOGY: In this case study value creation for job seekers has been studied by interviewing students as representatives for job seekers. The response from the students have then been compared to a company that provides a job portal. The use of an interview guide has ensured that all the respondents have received similar questions. In order to compare theory with collected data an operationalization has been used to create a consistent structure for interpreting the respondents replies. CONCLUSIONS: E-recruiters currently focus a great deal of resources on developing a powerful and competitive value proposition. A great value proposition is important, but it must be focused on the most important functions for job seekers -a large pool of jobs and simplicity in searching and filtering jobs. One area that is not prioritized sufficiently high is how the value proposition should be communicated to job seekers. E-recruiters must focus more on how and where contact is made with job seekers, where our study shows that digital channels and word of mouth-effects are important areas to work on.
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