DTAL 2013 - Assignment 1 - Jeffrey A Thom

Empathy Map

SAY:• There are so many applicants for a single position;• Students are not completing the application process;• Students think the only subjects that matter are the ones they liked or

excelled in;• Students are not taught business fundamentals;• They have a bad attitude to work;• They're doing me a favor by working for me;• This is a job not a not a moral crusade;• Experience is more important than a Degree qualification; • There are parts of a job that everybody dislikes;• The ones who interview well are not what I want in an employee;• Final marks do not make the man;• Am I that out of touch; • My wife says I am to hard on them and expect to much;• It is all about them, what is in it for me, how much, when and where;• I should get my wife to do the recruiting;• They're already planning on leaving before they've arrived;• We are not a big company and never will be;• Believes Facebook and all that stuff is a 'fad';• We need a 'website' but it is not where our business is

THINK & FEEL:• This could be our or a friends kid;• How can I get through to them (Undergraduate)?• Do they like me & more importantly the business?• Do they know my parents started this business and it

is older than them?• I do not like having to do lots of things but I have to.• This is not a text book example, it's a business that

supports 7 families which they are asking to be a part of?

• What would happen if I was not here and they had to run their part of the operation for a month?

• Has no intention of growing the business into mega-multinational;

• Trepidation - how do you know who is the right candidate;

• Maturity - I was married with child on the way at the same point in my life;

• Loyalty - there is no sense of obligation; • Different Life Values and Life Stages;• Respect - candidates do not care for the what was

done to provide them this opportunity;DO:• Frustrated, hand gestures;• Frustrated, takes to much time;• Laughing, understanding that this young person could be someone they

know;• Dress and appearance; professional appearance (suit and tie)• Authoritarian - hierarchy, do as told;• Formal - sits at desk, power positioning;

DTAL 2013 - Assignment 1 - Jeffrey A Thom

Definition Statement

STAKEHOLDER:Serious small business manger;Successful and respected local business person and community member;Blunt and forthright personality;Old-school values driven individual;Highly motivated and focused on specific interests;Diligent, dedicated and defined by the family business he runs;Extremely loyal to close circle of family and friends (including staff);Proud family focused man.

PROBLEMS/NEEDS

Bob wants his business to continue;Needs a new approach to recruitment;Needs to consider what he is actually looking for in new staff;May not actually know what he wants;Needs to shift his values to identify potential hires;

INSIGHTSBob needs to shift his business values;He needs to understand that university recruits see the world much differently to him;Understand that students value time differently;Understand that new graduates do not define themselves by their work (yet);Understand that graduates have been exposed to much more of the world than he may realize;Bob might have to be prepared to visit Uni or spend some time listening;Bob might need to start actualizing his contingency planning;