India's urban youth (GenZ) is different from earlier generations. As a society, India has gone from a position of earning to survive & support our families, a working culture based on hierarchy & authority, to a society of options, global world views, mental health awareness, and culture to question and look for better. (Ref. Deloitte India Youth Survey).
These factors & coupled with the impact of the pandemic have led to all-time high employee attrition rates (avg. 48%), with 18 million professionals looking to switch their careers completely. They are on the search for purpose, meaning, balance & a more fulfilled life.
The mission Rudderly set out to accomplish was to help these individuals work through this transition leveraging the numerous factors that impact such a decision. We aimed to accomplish this by:
Building some of the most comprehensive assessments that go beyond aptitude & personality and take into account motivations, principles, and skills.
Create a recommendation engine that scores all these variables & matches the individual back to possible careers & mentors who have already worked through similar transitions.
Leveraging AI to understand the cultural differences & priorities & modify the scoring accordingly ( so that it's not a one-size-fits-all approach).
Solution Design
Step 1- Qualitative User Research
Conducting qualitative user research with over 300 participants at different stages of their career:
Cohort 1 - About to join the workforce:
Key Insights:
Securing their first job
Optimistic about their futures
Monetary compensation is the highest motivating factor
63% are passionate about something absolutely different from the path they've chosen. (eg. Lawyers interested in fashion design)
Parents and peers influence their career choice on the basis of safety & stability
Cohort 2 - 4 years into their careers:
Key Insights:
Switched to their second or third jobs
Disillusioned with the path they've chosen
Not certain of what they want next, but clear of what they don't want.
If they have an idea of which field they want to transition into, they aren't sure about how to make the transition
Cohort 4- 8 years into their careers:
Key Insights:
Personalities have developed and they have a better understanding of themselves.
Driven by sustainability, purpose, meaning, balance.
37% are considering starting a business of their own.
Step 2 - Comprehensive Assessments
Analysing the current solutions in the career advisory market & their limitations.
Mapping existing behavioral science & psychometric frameworks in the career advisory realm.
Gamifying assessments and making it more relatable for the today's generation.
Including the other variables from user research that play a part in helping one make these decisions.
Click here for further details on the assessments.
Step 3 - AI Based Recommendation Engine
As our members navigate through our assessments. They are scored on over 100 factors & results are mapped backed to over 400 careers & our community of over 200 mentors across different fields.
Macro-level data insights from mentors, members, and testing algorithms used to power our Ai modules and optimize recommendations based on cultural, geographical, and economic factors.
Key Results
780 individuals navigate key careerdecisions with an 84% success rate within 3-6 months.
Zara Saad
"The rudderly mentorship has been a great experience for me. The team and the mentor were very friendly and nice.The mentor has really helped me to broaden my horizons in finance and gave a brief explanation on how I should go about it. It has been really beneficial for it has shown me the real life journey of the mentor."
Rhea Lokeshwar
"Rudderly connected me with a mentor thriving in my potential career field. The session was well structured by Rudderly and the mentor selection could not have been more appropriate. My mentor was incredibly helpful and her insights were valuable."
Saranya Jain
"I thoroughly enjoyed the experience of this mentorship. It was fruitful and gave me a new perspective on this career. It taught me a lot about what the reality of this job is like and I'm thankful for getting this real world experience of it."
Shubhankar Gosh
"Rudderly is a great platform for career advice, I had no idea about product management, and they provided me enough guidance to help me understand and get a headstart in that field."
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