I started this blog not long after founding MyWorkSearch in 2009. We started product development in February 2009 and provided our online service to our first customers in September 2009. In what seems like a blink of the eye, our portal is now five years old. We have a reasonably large team, numerous customers and are about to expand overseas. Whilst I still consider MyWorkSearch to be in startup mode I often hear others refer to us as an established business and the benchmark in our sector.
The five-year milestone has resulted in my thinking back to our original plans and how they have evolved over the years. The technology world often refers to business ‘pivoting’. This is a fancy way of describing when a company discovers that its anticipated business model has not worked out and survival necessitates a change of strategy. MyWorkSearch has certainly done its fair share of pivoting and it has only been in the last year or two that we have had a clear sense as to who our target customers are and the value we bring that will result in them paying for our services.
Our original rationale was that most people find job search a challenge. They approach the task in a chaotic and haphazard fashion and this reduces their effectiveness. Having paid consultants/advisors provide job search assistance is in most cases simply too expensive. We believed that technology would provide an effective and affordable alternative and this led to MyWorkSearch. We decided to create a portal that would provide all the resources a jobseeker would find useful as well as the tools to stay organised. We knew that this would increase job search effectiveness and real-life experience has demonstrated this to be the case.
Which brings me back to our business model. We have identified five types of customer. However, our ‘compelling value’ proposition only works well with four of them:
- Motivated jobseekers see immediate relevance in MyWorkSearch. They access the resources they find useful and recognise the value they have received from their MyWorkSearch account.
- Providers delivering a programme for the unemployed also appreciate MyWorkSearch. Our portal provides the structure and reporting that both enable effective job search and demonstrate that it is happening. MyWorkSearch ensures that systematic job search takes place and the provider can require that those they are assisting use it. We are a low cost, scalable and efficient way of delivering business performance and we can readily communicate this to our prospects.
- Employability is important for colleges and vocational training providers and they can see how MyWorkSearch helps them systematically achieve progression. MyWorkSearch is part of how the students’ courses are delivered and they just get on and use it. Study Programmes, Traineeships and employability courses all generate customers for us.
- Some organisations, such as libraries and job clubs, want to have a range of useful resources available to their users. MyWorkSearch is a readily accessible portal that service users will appreciate and a sector for whom we have a clear proposition.
Our challenge is the fifth type of customer. This is the unemployed individual who lacks job search motivation and is not on a programme where MyWorkSearch usage is mandatory. We know that MyWorkSearch can help this person, however, we also know that there is a high chance that the individual will either fail to open a MyWorkSearch account or quickly give up. As matters stand we don’t have a compelling proposition for these customers as our service cannot benefit them if they won’t use it.
As we look to the future my hope is that we find some solutions for this fifth customer group. How can technology engage with and motivate individuals who have got into the habit of giving up and who are not on mandatory programmes? If we can solve this our next five years will be even more successful.