Gen Z - Career Development & Mentorship Needs
Role: UX Researcher
Study type: Foundational
Timeline: May 2022 - November 2022
Methodology:
Phase 1 (unmoderated diary mission): Tool - dscout | Recruitment - dscout screener survey | Screen in criteria - LinkedIn user, Ages 18-25, Ethnically diverse, varied work industry representation, college major, or vocational interest | # of participants - 12
Phase 2 (moderated 1:1 interviews): Tool - dscout | Recruitment - Participants shortlisted (phase 1) | Screen in criteria - Completed all parts of phase 1 unmoderated diary mission | # of participants - 6
Problem:
Past research at LinkedIn revealed that Gen Z users were having challenges leveraging LinkedIn to network and find job opportunities. As the newest entrants into the workforce, this multi-quarter study aimed to:
Discover if Gen Z users’ perceived LinkedIn as a place to seek career mentorship and career development and why/why not
Understand Gen Z users’ needs around career mentorship and career development opportunities
Understand how Gen Z users defined and spoke of career mentorship and career development
Research Impact:
My research led to recommending the following top opportunities that LinkedIn could leverage to create an ideal user experience for Gen Z users:
Participants during both phases of research valued anonymous sharing and/or receiving information online about career mentorship and development. They believed communicating in this way led to more transparency.
Participants wanted an easier way to identify WHO is willing to mentor so they could be more intentional about members they could reach out to for career guidance and support.
Participants desired more ease of personalization catered to their needs.
