Quantitative Online Survey Human-Computer Interaction Developing a Jewish Professionals Internet Application

Valerie Fenster and Jason Friedlander Project Name: Channect (pronounced Kanekt) January 15, 2012

Table of Contents

Executive Summary .................................................................................................................................................3 Objectives.....................................................................................................................................................................3 Methods and Procedures .......................................................................................................................................4 Participants .................................................................................................................................................................5 Findings ........................................................................................................................................................................9 Conclusion ................................................................................................................................................................ 16 Appendix A Research Stimuli ........................................................................................................................ 16 Appendix B Research Data ............................................................................................................................. 22

Executive Summary
Our online quantitative study was designed to help us understand how individuals use professional business and social media sites. We collected education, current employment status, employment type and duration data, and asked participants to share sources used when seeking employment. To determine appropriate platforms to consider for application development, we collected computer equipment usage, such as ownership information for desktops, laptops and tablet PCs, as well as for the use of smartphone technology. Based on feature information gleaned from a prior competitive survey studying LinkedIn and Ryze networking sites, we invited 100 random participants to answer a 24-question online survey. 54 participants completed each of the 24 questions, and we have summarized their response data using bar graphs. From this survey, we learned participants use varying methods for looking for employment, with over half of our participants tending to favor online searching, using professional networking sites and job postings through their web browsers. All participant use at least one type of desktop, laptop or tablet PC or combination, and almost 80% of our sample uses a smart phone, and at least From our research, we can conclude that online access is by far the most popular way to search for a job. However, users would like to see the following added: More job seeking and referral services. More local & community information.

Of the 31 participants who indicated a religious preference, roughly 19 or 61% said they are of the Jewish faith. Of those 19 participants, 47% stated they would like to see more job seeking and referral services. 32% would like to see more local and community information.

Based on these initial findings we plan to investigate a design of a professional services web site targeted towards the Jewish demographic.

Objectives
Our initial objective is to create a demographically targeted networking service for Jewish professionals using online access. We want to create a site where this group can connect with others to not only look for jobs, but to find community services such as schools, temples, professional associations, other personal referrals and to connect with widely known and prestigious Jewish organizations.

Our quantitative research explored how participants interact with professional job and social media site. Specifically, we wanted to understand: Participant Demographics
Age range Gender Current employment status, industry and the type of work performed Their self-classification of blue collar, white collar workers and work title Highest education level Religious preference

When job-seeking
How is work normally found (Internet, trade organizations or publications, newspapers, professional recruiting services or word of mouth referrals) How frequent mentioned resources are used Specifically, if professional online networking site(s) are used and at what frequency Which, and how often social media sites are used

When using professional networking sites

If used, how theyd rate their sites choices Which features, such a community, job networking, religious affiliation information they find most important

Which computer equipment is most commonly used

Cell phones Smart phones Desktop or laptop computers Tablet PCs

In analyzing data received from the interview questions we hoped to gain a better understanding of the needs Jewish individuals experience when using professional online networking services.

Methods and Procedures

We used Craigs List, Facebook and friends and family to recruit a 100-person sample. Potential participants were sent participation invitation with an embedded survey link, and once clicked, the survey asked them to read and agree to an informed consent form and to verify they were at least 18 years old. Upon hitting the agreement button, they were taken to the 24-question survey. 4

Participants
Of the 100 people recruited, 66 answered our survey, but only 54 completed each of the 24 questions. Therefore, we have used a 54 participant sample. In some cases, participants answered a question as I dont know or Prefer not to Answer. These are considered as complete answers since they were part of the answer choices. The majority of our participants ranged in age from 25 to 65. Three of those individuals were students, and two were retired. Four participants declined to answer. Over half of our respondents were male, with 56% reporting male and 44% reporting female. Four participants declined to answer. At least 52% of our participants hold a bachelors degree, and 31% hold a graduate degree.

Forty-eight or 89% of our sample are fully employed (one declined to answer). We found that 80% have been employed between 1 year and 10 or more years, and 75% reported working in white-collar positions.

It seems the majority of our participants are employed in the Entertainment / Recreation industry. This could be skewed due to participants emanating from Southern California area where these industries are prevalent. At least 54% indicated their occupation title is either a salaried professional, assistant director or department head, manager or assistant manager or CEO, general manager or business owner. Again, these figures could be skewed based on the propensity for white collar workers and professionals to have online access at work and at home, and would therefore, be more prevalent online than those workers who would have been contacted via phone or U.S. mail. 7

Findings
We learned participants use varying methods when seeking employment. 57% of our participants tend to favor online searches, using professional networking sites and searching for job postings through their web browsers. This is followed by 35% who use word-of mouth referrals. Smaller percentages use printed trade journals, newspaper ads and recruiting firms.

We learned that 41% will use a browser to search for jobs on the Internet, and of that 41% they will post their profiles on an online site.

The most popular site for posting their online profile is LinkedIn, with 41% of participants indicating they use that site.

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Those that reported using online professional networking sites said they do so quite often. What is interesting to note is that 37% of participants indicated they look at these sites everyday, while 28% indicate they look less than once per month. This may be a consequence of whether or not a participant is currently employed, is a student, or employed in a position for a length of time where they feel it may be time to seek a higher position or better salary. These questions should be highlighted in upcoming research. During the time this research was conducted, it must be noted that our U.S. economy is still also in a recession period, and this could be a factor influencing the frequency with which participants look at networking sites.

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Almost all of our participants indicated they used social media sites, with 67% reporting they view these sites at least once a week. Among our participants, the most popular sites are Facebook, followed by Google+ and then Twitter.

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At least 78% of our participants use a smart phone. Apples iPhone users make up 44% of our sample, while Android and Blackberry smartphone users total 34%. All participants indicated they use some type of desktop, laptop or tablet PC computer equipment. At least 35% of the sample indicated they use all three types of equipment: A `desktop, laptop and table PC.

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From our research, we can conclude that online access is by far the most popular way to search for a job. However, only 38% indicated their professional networking site meet their needs as a business professional, with only 28% indicating their site provides excellent information, features and services. This will need to be further explored in upcoming research.

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Fifty percent of our respondents indicated they would like to see more job seeking and referral services, and 42% indicated they would like to see a job networking site that would offer information specifically for their community or religious affiliation. This is being explored in an upcoming survey of 6 Jewish participants who indicated they are willing to participate in a follow-up phone interview.

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Conclusion
We feel there is a strong indication that professional job seekers who are familiar with the Internet tend to use online job seeking services, and that there is room for improvement. We are also informed that potential users have more than one computer type and would be likely to access a service such as this on mobile devices. Additionally, there is some indication that Jewish professionals would like more information regarding community services, and we will further define these needs in upcoming research.

Appendix A Research Stimuli

Informed Consent Dear Friends, We are looking for participants to take a research conducted by graduate students of DePaul Universitys HCI (Human Computer Interface) program. If you agree to participate we will ask you to fill out a preliminary survey. You may be asked to participate in a follow-up survey or interview. You will be asked questions about any interests and concerns when considering participation in business, professional and social online networks. You will also be asked information about specific technologies you are have used in the last 12 months.
By participating in this study you should know that:

-Your participation is completely voluntary. -Even if you agree to be in the study now, you can change your mind at anytime without any negative consequences. -Information disclosed in the survey, either by you or the survey, itself, will be kept confidential by all concerned parties after the survey is completed. -You must be at least 18 years of age to participate If you would like to participate in this study please click on the link below. Buttons: I agree to participant No thank you.

If they hit No thank you, they will go to the following: Thank you. If they hit I agree, they start the survey:

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Start Survey Valerie Fenster and Jason Friedlander are graduate students at DePaul Universitys HCI (Human Computer Interface) program. As part of our student project, we are requesting your assistance with a research study. By completing this survey, youre helping us to gather information, interests and concerns people have when considering participation in business, professional and social online networks. The survey contains 25 questions and should take approximately 10 minutes to complete. If you have any further questions, please contact Jason Friedlander at jfrites@gmail.com.
1. What is your current employment status?

Employed Full Time Trade or Vocational degree Non employed, but looking for work Retired Student Homemaker Prefer not to answer
2. What best describes your level of education?

Some high school High school graduate or equivalent Trade or Vocational degree Some college Associate degree Bachelors degree Graduate or professional degree Prefer not to answer
3. In which industry do you work?

Accounting Advertising Aerospace / Aviation / Automotive Agriculture / Forestry / Fishing Biotechnology 17

 Business Services (Hotels, Lodging Places) Computers (Hardware, Software, Internet) Construction / Home Improvement Consulting Education Engineering / Architecture Entertainment / Recreation Finance, Banking / Insurance Food Service Government / Military Health / Medical Internet / Web 2.0 Legal Manufacturing Marketing / Market Research / Public Relations Media / Printing / Publishing Mining Non-Profit Pharmaceutical / Chemical Research / Science Real Estate Retail Telecommunications Utilities Wholesale Transportation /Distribution Utilities (Electric, Gas, Sanitary Services) Business / Professional Services Professional Services Other Dont work
4. How would you classify the type of work you do?

White collar, professional business services Gray collar, computer and technology services 18

 Blue Collar, trade and maintenance services Other ______________

5. When you seek employment, where do you normally look?

Online Newspaper classifieds (print) Trade journals (print) Word of mouth and referrals If they choose online, then go to 3, else skip to 4
6. When using the Internet, how have you traditionally searched for jobs? (check all that apply)

By contacting a professional recruiting firm just for my industry By contacting a professional or industry associations or organizations just for my industry By posting my profile on a professional online networking site like LinkedIn By performing a browser search for job postings Newspaper classifieds (digital) Trade journals (digital)
7. In the past six months, which professional online networking site(s) have you used?

None LinkedIn Ryze PartnerUp BranchOut Angelist Plaxo Other Other ____________Please explain. If they choose None, then go to 5, else, skip to 6
8. Please explain _______________

Then skip to 7

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9.

How often do you view professional online networking site(s)?

Everyday 2 3 days a week 2 3 days a month One day a month Less than one day a month
10. In the past 6 months, which social networks have you used?

None Facebook MySpace Google+ Twitter Orkut Friendster Other If you answered Other, please explain. __________________ If they choose None, then go to 5, else, skip to 6
11. Please explain _______________

Then skip to 9 and go to 10

12. How often do you view your social network(s)?

Everyday 2 3 days a week 2 3 days a month One day a month Less than one day a month Never Please indicate how strongly you disagree or agree with the following statements:
13. My Professional networks meet my needs as a business professional

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 Strongly Agree Agree Neutral Disagree Strongly Disagree I dont use professional networks

14. My Professional networks provide excellent information, features and services

Strongly Agree Agree Neutral Disagree Strongly Disagree I dont use professional networks
15. I would like to see a professional networking service targeted specifically for my industry type

Strongly Agree Agree Neutral Disagree Strongly Disagree I dont use professional networks
16. I would like to see a professional networking service targeted specifically for my community or religion affiliation.

Strongly Agree Agree Neutral Disagree Strongly Disagree I dont use professional networks
17. I would like my professional network(s) to offer:

More local and community information 21

 More job seeking and referral services Personal service such as nearby schools, places of worship, dry cleaners Social networking capabilities such as Rating establishments (like Yelp) Contain more social networking capabilities such as Liking and blogging Ability to buy from and sell services to other online members
18. What type of computer do you own? (check all that apply)

Desktop Laptop Tablet PC such as iPad, Nook, Kindle

19. What type of cell phone do you own? (check all that apply)

Generic cellular phone such as Verizon, Sprint, T-Mobile, AT&T Blackberry generic phone Blackberry smartphone IPhone smartphone Android smartphone None of the above
20. Age range 21. Gender: 22. Religious preference:

Please let us know how to contact you in the event wed like to schedule a follow-up interview: First Name: ______________ Last Name: _________________ Home Phone: _______________ Cell Phone: ________________ Email: ______________

Appendix B Research Data

Please see separate file labeled Fenster_Friedlander_SurveyData.xls 22

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