Broad corporate analysis for which sector Perked! could target

Hi Guys, Sorry effort is so brief, having been prepping for my interview. I will add and revise over the weekend!!

“Thanks to social websites like LinkedIn and Glassdoor, a company’s employment brand is now public information so if you’re not a great place to work, people find out fast. This shifts power into the hands of job-seekers.” (Bersin, 2015) Perked can tap into this new power and need for corporate transparency using a bottom-up approach. This proves that there is a growing, powerful market for independent and unbiased information about companies.

Companies “have arrived in a world of “haves” and “have-nots” when it comes to attracting and engaging top talent” (Bersin, 2015) Perked can be used by potential employees to evaluate companies when it comes to their potential career choices

“Companies that focus on culture are becoming icons for job seekers,” (Bersin, 2015). As opposed to the market for the employees, there is also a market for the employer. They can use their Perked reputation as a differentiator to attract the top talent. It would therefore be in the company’s best interest to improve the culture and take care of their employees. Building on this there could be a market for targeting the companies themselves. A company could get its employees to use perked and therefore keep a track of their mental health.

Mental illness and substance abuse annually cost employers in indirect costs an estimated $80 to $100 billion. (An Employer’s Guide to Behavioral Health Services, National Business Group on Health, December 2005). There is a arguement to encourage the use of Perked to improve the productivity of a company. Business that Jane is focused on targeting are those within the ‘50 to 200’ employee category and while its not good for any business to be hit by avoidable costs, it is especially damaging for the smaller companies who can’t as easily absorb those costs.

I also feel we may need to narrow down this segment more, as its hard to quantify the current segment, as its too broad. I quickly looked for some CSR conscious firm in Canada in high stress environments and also some of the most stressful job sectors to report poor mental health in manufacturing in canada:

The most stressful

  1. Enlisted military: Little comment necessary, but even in peacetime, there are tough requirements and getting back to the private sector can be hard. $41,998.
  2. Military general: (Well, yeah.) “The decisions generals make affect the lives of the soldiers who trust them most.” $196,300.
  3. Firefighter. Also needs little comment, but worth noting it’s “one of the most dangerous career paths.” $45,250.
  4. Commercial airline pilot: “The possibility of danger is very real,” and pilots spend a lot of time away. (Yeah, but it’s the flight attendants and service people who take the brunt of passenger anger.) $92,060.
  5. Public relations executive: “Masters of damage control” who “need to be able to think and act quickly under stress.” (And learn to write press releases, many of which go directly into the Junk E-mail section of Outlook.) $57,550.
  6. Senior corporate executive: Leading in today’s troubled outlook, they are “beholden to investors, board members, employees and the public.” (Many also earn millions of dollars, so, please, throw some of that stress my way.) $101,250.
  7. Photojournalist: They’re often in “dangerous situations, and the option to flee is only a last resort.” $29,130.
  8. Newspaper reporter: (Online columnist, not so much.) They’re in a troubled industry rife with layoffs, and are working longer hours while learning to juggle online news under tight deadlines. $36,000.
  9. Taxi driver: Low pay, bad hours, “susceptible to robbery.” $22,440.
  10. Police officer: Again, needs little comment, but I love this bit: “Breaking down doors not knowing what’s on the other definitely raises blood pressure levels.” $55,010.

http://www.forbes.com/sites/joshbersin/2015/03/13/culture-why-its-the-hottest-topic-in-business-today/

http://www.workplacementalhealth.org/Business-Case/The-Business-Case-Brochure.aspx?FT=.pdf

http://www.financialpost.com/story.html?id=dc7da623-c273-48c0-99f1-ff9daad70bf5&k=96830

http://www.theglobeandmail.com/report-on-business/top-business-stories/least–and-most-stressful-jobs-of-the-year-guess-where-pr-military-general-rank/article10600694/

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