Case Studies

A Recruitment Platform Created by Women for Women – a Business and Marketing Strategy Project for the Momo Pracuj Foundation

This case study explains:

  • what the branding and naming processes look like,
  • why the research stage is essential for the final strategy,
  • what interdependencies exist between strategic processes.
Client:
Fundacja Mamo Pracuj
Objectives:
to design a marketing and business strategy as well as a branding strategy for a new product of the Mamo Pracuj brand
Collaboration period:
October - November 2020
Number of sprints:
6
Number of people in the project:
4

Project context:


Many women do not feel free to choose a job or think they don’t have the same career opportunities as men.
The situation and participation of women in the Polish labor market have been widely discussed for years by the Mamo Pracuj Foundation. It is not just words – the Mamo Pracuj team carries out many activities that have a real impact on reversing the prevailing trends. 

Permanent and stable employment is the best way to empower women economically, so it is necessary to increase women’s participation in the labor market, which was the direct motivation for the project of the recruitment platform created “by women for women”. 

In this case study, you will learn about the research and strategy for a recruitment platform that addresses women’s needs related to career and professional development.

Sprint 1: Kick-off workshop and analysis of data from the women’s labor market


We begin each project with a kick-off workshop that sets the tone for all future collaboration. The kick-off meeting is an opportunity to get to know each other and establish the basic rules of effective partnership. This is where
Team Canvas proves its worth. It allows to establish the initial level of information and understand the project objectives. If a client is involved in the process, Team Canvas is also a tool to establish formal rules – communication and roles in the project team.

Team Canvas developed at the kick-off workshop

 

The main goal of the workshop is to work out and understand the project goals as well as the expectations of each person involved in the process. The key activity in this type of meeting is… active listening to better understand the background and context of the project. 

The next step of the kick-off workshop is to fill out the Lean Canvas, which helps organize the initial business model on a single page. It is a great tool for entrepreneurs growing their business because it: 

  • enables mapping out business ideas;
  • facilitates focusing on the overall strategy;
  • helps to identify the drivers of profitability in the industry. 

The participants included the Mamo Pracuj team (Agnieszka Czmyr-Kaczanowska, Anna Łabno-Kucharska and Joanna Gotfryd), Project: People (Aleksandra Lysy and Agnieszka Zygmunt) and Artur Olszyna of Kopp&Hagen – a company responsible for the branding materials.

Since we knew the context and the goal of the project, we started getting acquainted with the materials provided by the Mamo Pracuj team – reports, market analyses, and preliminary sketches of a product. In the analytical phase, we also used the method of netnography, i.e. the analysis of Internet resources such as articles, industry reports, and statistical data. The review of such materials is a critical point in the research process, as it allows us to better design a research plan based on detailed research hypotheses.

Sprint 2: Research process – in-depth interviews and exploratory survey


The next stage of our work was the research to validate the hypotheses. We decided to use two forms of research: exploratory survey and in-depth interviews with groups of respondents selected at the stage of desk research:

  • women currently looking for a job,
  • women who had a long  break in work due to maternity,
  • women who had a long  break in work for reasons other than maternity,
  • representatives of HR departments responsible for employment and diversity & inclusion activities, or representatives of companies that run special programs concerning the employment of women.

In the end, we conducted 16 in-depth interviews, which provided us with information about the specific market segments. We also clarified the psycho-demographic profile of early adopters who are more likely to use the solution. 


Problem solution-fit

Additionally, the information we gathered gave us a clear picture of women’s needs in the labor market and provided crucial feedback on the solution being designed by the Mamo Pracuj team, which enabled us to develop a problem-solution fit.

When designing a problem-solution fit, we focus on addressing the problems identified in the research process with a particular product or service.  It is one of the essential elements of the Lean Startup method as it confirms the market demand for the value we offer and the solution we provide.

During the research stage, we mapped the results on a matrix. Then we analyzed the data to identify the so-called “patterns” – recurring behaviors that help define the personas.

Sprint 3-4: Data interpretation and validation 


At the beginning of Sprint 3, we focused on the synthesis of information from the explored sources with regard to the project objectives and research hypotheses. At this stage, as particular assumptions are validated, the business, marketing, and branding strategies begin to take their final shape. 


Validation process

The market research provided important insights that enabled us to characterize the size and condition of the labor market. On the other hand, the in-depth interviews increased our knowledge of both women’s and employers’ needs. The collected information allowed for a documented validation of the assumptions in the Lean Canvas made during the kick-off workshop. This activity aims to confirm that the proposed strategic solutions do lead to the achievement of objectives.

 

The process of interpreting and arranging data 

Data interpretation is the process of analyzing data to make sense of it and develop a conclusion. As a result, the project team developed the final elements of the marketing and business strategies.


Persona and target group analysis  

Before launching a product or service in the market, it is helpful to answer the following question: who is the target audience for my product? A marketing tool that allows you to define and visualize the potential customer is the Persona.  It is a tool that details the target audience identified in the research process. In addition to understanding general demographic information (such as gender, job title, function, and company size), the persona details the needs, problems, and challenges faced by target customers.
We identified specific personas based on information such as: 

  • psycho-demographic profile, 
  • criteria he/she follows when looking for a job/employee,
  • key factors influencing career decisions,
  • personal preferences and frustrations, mode of communication.

Based on the in-depth research and analysis of the exploratory surveys, we characterized 4 groups of recipients to whom the platform would be addressed – 2 groups of women seeking employment and 2 groups of employers cooperating with the platform. 

Examples of personas and target groups

Unique Value Proposition of the recruitment platform

A unique value proposition (UVP) is one of the core elements of a business and marketing strategy that explains the specific value and unique features that differentiate a company’s products or service from others on the market. UVP is often used in brand communication, for example, as slogans on a website. It is a great way to concisely and effectively convey the value that your product provides to a potential customer, especially during the decision-making process – whether to use your offer or go to your competitors. 


How to determine your UVP?

Step by step. Start with research. Before developing the first draft of UVP for the recruitment platform, the project team conducted a series of in-depth interviews that enabled them to generate a buyer persona. The discovery of potential customers’ personalities, needs, goals, and behaviors enabled us to identify the most important product features.

The UVP draft prepared based on the Golden Circle:

Developing a UVP requires the use of concise and plain language. Most Unique Value Propositions are less than 50 words, so it’s important to pinpoint the core of your business. The key to a Unique Value Proposition is the differentiating element. Of all the benefits and values the product gives, choose the one that is unique and TRULY differentiates your product from the competition.

 

An important step in the UVP development was the validation with the Mamo Pracuj team, who provided us with the necessary information about the goals and problems that their recruitment platform was meant to solve.
As a result of the research, conversations, and conclusions captured in the Golden Circle, we were able to create a UVP that perfectly described the concept of the platform.

ENG translation: A platform that connects valuable and open candidates with employers who need such talents.

Sprint 5: Branding strategy for a recruitment platform


At this stage, we worked closely with the Mamo Pracuj and Kopp&Hagen teams. After developing most of the strategic materials – most importantly, the persona – we started designing the branding elements, i.e. the brand’s identity. The design team focused on visualizing the character, associations, and emotions that the brand evokes.


Based on a joint branding workshop, materials developed by Project: People, and a brief, the Kopp&Hagen team designed the visual identity of the brand:

  • logo (design)
  • typography (selection of fonts, development of the visual system for text content) 
  • guidelines regarding colors (rules for the use of brand colors)
  • guidelines for photo materials – moodboard
  • mockup – presentation of the brand in its everyday context/environment (e.g. on a sample gadget, in a sample digital communication format) 

Mockup prepared by Kopp&Hagen

Naming

Starting a business involves many interdependent elements. A new brand has to deal with the naming process or name creation. An original name influences the image of the brand itself. Whether we decide on simplicity or sophistication, an appropriate name is essential to a brand’s marketing efforts.

There are several different approaches to naming: crafting new words, using familiar references, creating modern and minimalist names… However, before we entered the ideation phase, we formulated the assumptions of the naming process. Some of the assumptions are as follows:

  1.  Verification of pl. and com. domains availability
  2. Verification of the name in other contexts
  3. Checking the meaning in other languages

Once again, our team referred back to the results of the previous sprints – the personas. After two naming workshops, we come up with the name Talenti, which in our opinion, reflects the goals of the platform – connecting talented women with employers and developing their talents on the job market. 

Sprint 6: Business and marketing strategy for Talenti platform 


The last sprint of the project is usually devoted to arranging the previously mapped information and creating recommendations in the form of a business and marketing strategy. In the case of Talenti platform, our team decided to prepare two different Business & Lean Model Canvas.


Our project team also developed: 

  • sales and distribution channels for services and products offered on the platform,
  • brand communication strategy including the messaging model and communication channels formulated in the marketing funnel,
  • the business model along with a pricing proposal based on market benchmarks,

roadmap facilitating implementation of assumptions worked out in the strategy.

Summary in numbers

16

in-depth interviews

4

target groups

3

strategies

Tools, methods, and technologies used in the project:

  • in-depth interviews,
  • exploratory survey,
  • marketing funnel;
  • Hybrid Business & Lean Model Canvas,
  • Team Canvas.
  • Naming 
  • SWOT analysis
  • Lean Canvas
  • Proto-personas

It was the first time we worked in sprints on such an important issue.
And despite initial doubts about whether we would manage, it turned out that thanks to the pace of work set by Project: People, we achieved very ambitious objectives in an insanely demanding timeframe!  Throughout the whole time of our collaboration, we knew that the process was in good hands. Communication was always seamless, and the PP team was open to discussing matters of particular importance to us. And this was a crucial aspect of this collaboration. On the one hand, we needed professionals to manage the process. On the other hand, we wanted to get involved at every stage. It was very demanding, but it resulted in a wise, coherent, authentic strategy, which is a signpost for us in further work on the project. Thank you for the collaboration, and we look forward to more joint projects!

Agnieszka Czmyr-Kaczanowska

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Project team, i.e. who was responsible for what

Author of the Case Study

Aleksandra Lysy Lean Marketing Consultant & Strategist
Alexandra is a true communicator with a passion for agility and creative solutions. She develops marketing and business strategies and builds a social media presence. She is solution-oriented and always pays attention to detail to ensure unique high-quality project deliverables.

She gathered her experience as a PR & Marketing Manager in organizations where she had the opportunity to learn the agile approach that she successfully implements in project execution. For several years she was associated with WOŚP Olsztyn as a spokesperson. She was responsible for contacts with TVN, local media, sponsors, and city authorities.

She spends her free time practicing sports - she is a two-time medalist in the Polish Academic Handball Championships. She trains Crossfit, skiing, and sails in the summer.

Other members of the team

Agnieszka Zygmunt Lean UX Researcher, Industrial Design & Service Designer
Agnieszka performs analyzes, conducts research, and experiments. She specializes in Product Discovery research and helps create solutions focused on the real user needs.

She takes a holistic view of the design process accounting for t all factors that may affect the final user experience. In her work, she combines her analytical skills with a high level of empathy and love of science.

Co-creator of the Proste Rozmowy podcast. Privately involved in non-profit projects supporting those who need it most.
Grzegorz Górzyński Senior Strategist w Project: People
Creates and helps clients develop marketing and business strategies.

He gained experience in NGOs, corporations, startups, SMEs and agencies which gives him a holistic view of the business.. He also worked with Facebook Inc. on the Global Developer Circles project.

He has led or participated in dozens of strategic projects.

He provides training in marketing, social media and business idea validation. He was a speaker at Social Media Week Warsaw, BOSS Festival, PR Camp, or Crash Mondays.

Enthusiast of Lean Startup approach, traveling and good food.
Aleksandra Sklorz UX/UI Designer & Brand Designer
Aleksandra is a visual designer and user experience designer. She values a holistic view of the process and collaboration with clients. In her everyday work, she combines an analytical approach to design problems with creative solutions. She worked in advertising agencies for nearly 5 years. She was responsible for branding, created graphics for digital campaigns, and designed packaging. As an Art Director, she managed communication within the team.

She builds a coherent brand image based on the strategy: from a logotype, through Key Visual, to the website. She greatly appreciates efficient communication with clients and the team.