Why Students Choose Craigslist Over Career Services
I recently did some consulting with a group of university career service offices. Before working with the career service team, I wanted to get a thorough understanding of what might be a typical interaction with students. I went online and applied for a job through the career service office software. What I found was amazing.
From start to finish, to apply for a job through the career service office it took me 24 minutes. I went through 8 different pages, filled out a profile, and entered my phone number and email address. Wow.
From start to finish, to apply for a job through craigslist took me 3 minutes. I went through four pages.
Let’s recap. University career services: 24 minutes and 8 pages. Craigslist: 3 minutes and 4 pages.
Rest assured, I have no problem spending the extra 21 minutes (with the university career service software) if it helps me secure a better job or increases my chances at landing a worthwhile job. But nowhere on any of the career services websites, did I receive any type of value proposition! And to be honest, the jobs on craigslist seemed just as good. My point – If you want me to spend 24 minutes, tell me how this increases my chances of getting a meaningful job!
It’s no wonder that students continue to question the value of their university career service office thus resulting in capable students never even entering the doors of those offices. If I ran a career service center I would immediately (tomorrow) do two things: (1) Create a position title “User Experience Manager.” This position would track student’s experiences with every career center touch point, create an open dialogue with students, and develop software with students in mind. (2) Implement Google Analytics on my university career service website. This is free! I would use this to track where students exit the site and how they interact with the processes. Measure everything. Interactions are going digital; you must invest in these experiences.
Career service offices need to think more like digital ad agencies. 24 minutes vs. 3 minutes. As a student, which would you choose?
I’m not arguing against career service offices, in fact, I believe that they should have an expanded role in connecting students with employers. That said, these offices need to invest in better digital experiences and offer students a clear value proposition. Technology rapidly accelerates the ability for students and employers/alumni to foster meaningful relationships – lead this! It’s important!
At the end of my meeting with these career service professionals, I challenged them to think like a student and go to their career service website for the first time. If you get a chance, do the same and post comments on your experience interacting with the software as a first time student would.
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