Gaining understanding
of employer expectations
40-60 minutes
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A large sheet of paper or a whiteboard
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The employer empathy map template (optional: you can also draw it on a whiteboard or a sheet of paper)
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Markers and pens in different colours
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Sticky notes of different colours
What is this tool and what is its purpose and benefit?
An empathy map helps job applicants to develop a deeper understanding of employers and their expectations, concerns, values and strengths. This helps them to align their actions with the needs of employers and the expectations of the workplace and may improve their potential for success in job searches and recruitment situations.
STEP 1
STEP 2
STEP 3
STEP 4
STEP 5
Define the scope and purpose of your employer empathy map. Are you addressing a specific employer, multiple employers, or an entire sector?
Download and print the empathy map template or create your own on a large sheet of paper or a whiteboard. If you want to create empathy maps for different types of employers, download a separate Employer empathy map template for each one.
Complete the different sections of the empathy map from the employer's perspective. Put yourself in the employer's shoes and complete the 'Says', 'Thinks', 'Does' and 'Feels' sections by writing keywords and short sentences on sticky notes and placing them in the correct quadrant.
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What does the employer say? What are the requirements for the position? How do they respond to you? What qualities do they look for in a candidate?
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What does the employer think? Think about their motivations, goals, needs, hopes, values, concerns, fears, and beliefs.
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What does the employer do? What is their field of business and how do they operate?
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What does the employer feel? Write down their concerns, reactions and emotions.
Once all the quadrants have been filled, organise and group the sticky notes before analysing them.
Analyse the findings. What do you notice? What are the employer's needs? What do they want? How could you help them? What value could you bring? Write down your findings.
Steps for using this tool
Tips and hints for using this tool
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You can also use the employer empathy map to gain an understanding of daily work or a specific situation, such as returning to work.
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Remember that the empathy map is a 'living' document. Job seekers should update it as they progress through the recruitment process.
