Service Innovation in Online Recruiting

Elfi Ettinger and Bjoern Kijl
Volume 10, number 23, Communications of the IBIMA, 2009, pages 174-185

Since most existing online recruiting services are simple job boards serving to replace traditional newspaper ads, we study how to innovate such services. Specifically, we apply the lead user method as a driver of breakthrough innovations. We compare new service ideas emerging from interviews with 60 registered applicants with the ideas derived from two lead user studies. From both types of data we learn that applicants desire the integration of community and social network features for specified user segments. Interestingly, while most of the interviewed applicants suggested social network features they already knew from other online platforms, lead users came up with more innovative service solutions. Our findings indicate that online career services should not contain only useful information regarding careers and continuing education, but can also encourage friendships and social activities, as well provide access to virtual experiences that may enhance users’ self esteem.