Social Impact Project Team A | Alessandro, Balsam, Nadine, Sebastian, Sofia
Our challenge
How might we augment the employability of the beneficiaries of Fundaciรณn Tomillo by means of human-centered design and CX?
Elizabeth 25 years old Driven, ambitious, Intelligent, creative Has a degree
Immigrated from PerĂş
Struggles to find job in Madrid
Victim of circumstances
Wants to demonstrate her qualities
Wants to find a job in Madrid
ASSUMPTIONS & HYPOTHESES First encounter Formaciรณn Reglada Assumption 1 Tomillo beneficiaries are difficult to manage and lack motivation Assumption 2 Teachers struggle to follow them individually
INTERNAL RESEARCH Not all beneficiaries are made equal Formación Reglada and Formación No Reglada have a different student base
IN-DEPTH INTERVIEWS
Teachers offer personalized help Teachers don’t just teach: they act as mentors and tutors and follow beneficiaries individually
ETHNOGRAPHIC OBSERVATION
Tomillo offers quality education After observing the beneficiaries in the class environment, we saw that the content taught is valuable and well structured
Feedback is hard to get Once students get hired, it’s difficult and time-consuming for Tomillo staff to reach out and receive valuable feedback
What do employers think of Tomillo students?
EXTERNAL RESEARCH Hiring managers are not aware of Tomillo After interviewing several HR managers, most of them told us that they didn’t know what Fundación Tomillo is
Those who are were biased Those who knew about Tomillo had a biased view of its beneficiaries: they thought that its students lack skills
They look for specific backgrounds The managers said that they look for people coming from very specific institutions during the hiring process
Their job offers require recommendations Hiring managers appreciate recommendations from trusted sources to make hiring them faster and easier
HOW MIGHT WE HELP ELIZABETH...
Unleash her potential in Tomillo Allow employers to understand the quality of her education While creating a process that enables feedback from companies
TOMILLO’S VALUES
Humanism People are at the heart of Fundaciรณn Tomillo
Optimism
Determination
Rigor
Integration
Trusting human potential and believing in the better
Creating accurate, effective and long-lasting solutions
Constantly improving and applying systematic methods
Weaving initiatives together to face complex challenges
OUR FOCUS Formaciรณn No Reglada (3-6 months / 300-600 hours)
Formaciรณn Empleo
Intermediaciรณn Laboral
January
2019 Tomillo timeline approx.
Awareness
Empowerment
Feedback
Q1
Q2
Selection
February Q1
Q2
March Q1
Q2
Course + transversal
April Q1
May Q2
Q1
June Q2
Q1
Internship period
July Q2
Q1
Q2
PHASE 1 AWARENESS
“If a company doesn’t take the time and effort to communicate its values in a meaningful way, then it’s like the old tree-falling-in-the-forest cliché: It makes a big splash, but no one is around to appreciate its impact.” Rosanna M. Fiske Harvard Business Review
PHASE 1 | AWARENESS | WHY LINKEDIN
LinkedIn is the third most used social platform among business owners *2015 State of Marketing report
LinkedIn is the most effective platform for lead generation *2017 Regalix poll
LinkedIn is the ideal network to create brand awareness *2015 Hubspot research
PHASE 1 | AWARENESS | TOMILLO ON LINKEDIN
PHASE 1 | AWARENESS | THOUGHT LEADERSHIP
Thought leadership is all about providing the answers to the biggest questions on the minds of your potential partners and employers, while letting your audience know who you are.
What is Fundaciรณn Tomillo?
Are their beneficiaries qualified for jobs?
Is Tomillo trustworthy and competent?
What are their skills?
PHASE 1 | AWARENESS
Linkedin Pulse Free to use publishing platform that is directly connected to your LinkedIn business profile
PHASE 1 | AWARENESS | WHAT CAN TOMILLO DO
Update
Identify
Strategize
Implement
Refine
Update its current page
Identify content themes
Create a social strategy
Implement the strategy
Refining and tracking
Adding a detailed description and value proposition
Tomillo already has strong values
Identifying trends in the sector
Being timely and consistent is crucial to gain momentum
LinkedIn makes it easy to track relevant metrics
Including relevant multimedia content
Showcasing them through original stories and features
Creating release schedules for the content
Your audience will appreciate it
It allows to understand who is interested and who is not
PHASE 1 | AWARENESS | IMPLEMENTATION
Anyone can be a thought leader
1 exhaustive feature story every week
LinkedIn is Spanish friendly Showcase author online
4 hours per week
PHASE 1 | AWARENESS | VALUES
Humanism People are at the heart of Fundaciรณn Tomillo
Determination Creating accurate, effective and long-lasting solutions
January
2019 Tomillo timeline approx.
Q1
Q2
February Q1
Q2
Q1
Q2
Course + transversal
Selection
Update
March
Strategize
Implement
Awareness Identify
Empowerment
Feedback
Refine
April Q1
May Q2
Q1
June Q2
Q1
Internship period
July Q2
Q1
Q2
PHASE 2 EMPOWERMENT
“If you don’t give the market the story to talk about, they’ll define your brand’s story for you.” David Brier Personal Branding Expert
PHASE 2 | EMPOWERMENT | WHY PERSONAL BRANDING
Show initiative
Be inventive
Develop motivation
Be proactive
Counter stereotypes
Be authentic
#WeAreTomillo #SomosTomillo
LinkedIn hashtags can help students identify with Tomillo brand
Increase company visibility and trustworthiness
PHASE 2 | EMPOWERMENT | SYLLABUS
Web Presence Intro to Linkedin
Myers Briggs Personality Test What is Your Purpose?
Building a Personal Brand 7 weeks | Once per week | Gradual
PHASE 2 | EMPOWERMENT | NETWORKING LANDS JOB OPPORTUNITIES
*LinkedIn Report 2015-2016
PHASE 2 | EMPOWERMENT | WORKSHOPS & NETWORKING SKILLS
CV
The intensive workshop course will allow beneficiaries to apply what they have learned from the Personal Branding course
Cover letter
Networking skills
PHASE 2 | EMPOWERMENT | JOB FAIR
PHASE 2 | EMPOWERMENT | JOB FAIR | BENEFITS FOR STUDENTS
Maximize their Time & Effort
Students will have access to several companies at the same time, therefore reducing the time needed to apply multiple companies.
Apply skills Personal Branding
Add Personality to their CV
Self-esteem & Confidence Boost
Network with Companies
Using the Personal Branding Workshop as a foundation to build their soft skills, they can apply them in real life and see what their strengths and weaknesses are.
They will be able to bring their CV to life, adding a face to it, elaborating and defining the information. They will learn how to sell themselves.
Companies showing interest in them, their skills and who they are as people will convince them that they are worthy, their skills are valid and to not be ashamed of their background.
Even if they do not get job offers or internships, building a connection and knowing people from different companies allows for them to contact you or vice versa in the future.
PHASE 2 | EMPOWERMENT | JOB FAIR | BENEFITS FOR EMPLOYERS
Economical
Companies will be able to conduct on-the-spot interviews, have face-toface meetings and not have to worry about advertising for the jobs, schedule several interviews, and devote time.
Qualified Potential Employees
Community Involvement
They will be exposed to qualified people with skills that they are looking for in people that they would not have otherwise thought to look for.
Companies involved with Tomillo, a nonprofit organization, will have their company image improve and hopefully inspired other companies to follow the same path.
Diverse Employees
Re-Brand Company
With people having different backgrounds and skills than the typical employees companies hire, they will be able to draw such unique experiences that will add to the company.
The companies involved will go through a change, and will will give them a chance to rebrand themselves from a “Ivy School� company to a company for all who have drive, ambition and skill.
PHASE 2 | EMPOWERMENT | JOB FAIR | ROAD TO BUILDING SPACE
Possible space for job fair
Tomillo location
PHASE 2 | EMPOWERMENT | JOB FAIR | ROAD TO BUILDING SPACE STRATEGIC PLAN Road map, details lists, assigned jobs and tasks, contacts
BUILDING OF SPACE Time allocated to build space, hands-on work
CO-DESIGN & CO-CREATION WORKSHOP INSPIRATION Visit site, ethnographic research, desk research, journey maps
Tomillo, Architecture & Landscape Studio, community members
USABLE SPACE FOR TOMILLO Space that can be used not only for job fair, but other activities
PHASE 2 | EMPOWERMENT | JOB FAIR | ROAD TO BUILDING SPACE | INSPIRATION
2
1 Sustainability Project at Fundacion Tomillo
PHASE 2 | EMPOWERMENT | JOB FAIR | ROAD TO BUILDING SPACE | CASE STUDY
Building Creatica’s new space with ENORME Studio
PHASE 2 | EMPOWERMENT | SYLLABUS
Web Presence Intro to Linkedin
Myers Briggs Personality Test What is Your Purpose?
Interviews, Networking, and more CV & Cover Letter Workshop
JOB FAIR DAY
Building a Personal Brand
Refinement & Application of Skills
7 weeks | Once per week | Gradual
7 days | Once per day | Intensive
PHASE 2 | EMPOWERMENT | IMPLEMENTATION
Student participation
Help from faculty and staff
All non-formal courses (initiative is transversal)
Employees and teachers (to take on the course implementation)
Curso de jardinerĂa (For job fair creation)
IntermediaciĂłn laboral staff (To create and maintain relationship with companies) Volunteers (To help coordinate the courses and the job fair)
60 + 40
70 + 10 + 10
100 hours
90 hours
190 hours
PHASE 2 | EMPOWERMENT | VALUES
Optimism
Integration
Trusting human potential and believing in the better
Weaving initiatives together to face complex challenges
January
2019 Tomillo timeline approx.
Q1
Q2
February Q1
Q2
Q1
April
Q2
Q1
May Q2
Course + transversal
Selection
Update
March
Strategize
Q1
June Q2
Q1
July Q2
Q1
Q2
Internship period
Implement
Awareness Identify
Refine
Test
Web presence
Workshops
Empowerment Purpose
Feedback
Job Fair
PHASE 3 FEEDBACK
PHASE 3 | FEEDBACK Students What worked and what didn’t in course What did they learn from the job fair What would they change What were their favorite companies
Tomillo
Tomillo
Feedback
Students
Employers
Understand the students Understand employer needs and wants Understand what employer impressions are Qualitative / quantitative information
Employers What would they change about the job fair Their impressions of the students How desirable are they in students’ eyes Their impression of Tomillo
PHASE 3 | FEEDBACK
Feedback can come in the form of:
Surveys
Forms
Meetings
Interviews
PHASE 3 | FEEDBACK | IMPLEMENTATION
Mandatory for all employers and students to give feedback Employers Receive forms towards the end of job fair to ensure honest and fresh review about impressions on Tomillo and students
Students Surveys and questionnaires are handed out to students after job fair Opportunity for Q & A with academic staff
PHASE 3 | FEEDBACK | VALUES
Rigor Constantly improving and applying systematic methods
January
2019 Tomillo timeline approx.
Q1
Q2
February Q1
Q2
Q1
April
Q2
Q1
May Q2
Course + transversal
Selection
Update
March
Strategize
Q1
June Q2
Q1
July Q2
Q1
Q2
Internship period
Implement
Awareness Identify
Refine
Test
Web presence
Workshops
Empowerment Purpose
Job Fair
Surveys Feedback
Q&A
THANK YOU