1. Page 1
Description of the Stakeholder: Carl
• A recruiter with over 20 years experience who currently works
for a fast-growing software company in Silicon Valley and
regularly lectures to Berkeley & Stanford engineering students
about how to launch their careers

2. Page 2
Empathy Map: Say
• “Find your passion. Do something outside the classroom that shows
your passion so you can stand away from the pack”
• “Typically, engineering students go to the same small list of
companies like Google and Apple. Instead, I advise people to go
where the crowd is not going.”
• “Do your research. Do your research. Do your research.”
• “Know your resume. You should have 3 stories ready to support any
bullet you have on your resume. 50-60% of people don’t know their
own resume! One time I asked someone about a specific bullet on
his resume. He looked at me and had drool coming out of his
mouth because he had no idea what to say.”
• “Most students don’t set themselves up for the second job. The
average tenure at a job is 2.5-3 years. It’s important to keep your
name out there and be known as a subject matter expert.”

3. Page 3
Empathy Map: Say
• “How to become known as a subject matter expert:
• Become the go-to person in your department
• Become the go-to person in your company
• Write a blog, comment on LinkedIn, etc. so that you become known in your
industry
…then jobs will find you!”
• “Philip attended all my lectures, kept asking me questions and
followed all of my advice. He even created an ‘interview closet’
where he posted his resume and notes all around himself to
prepare for interviews. He had 3 job offers when he graduated.
During the 3-4 months he had off between graduation and starting
his first job, he started a blog to help other Berkeley students find
jobs in biotech. He interviewed a bunch of CEOs/executives from
biotech companies across the country that weren’t currently
interviewing on-campus. Why did he do this? He said that he was
setting himself up for jobs for the rest of his life!”

4. Page 4
Empathy Map: Say
• “Sometimes a resume doesn’t tell you everything about a
candidate”
– “I talked to an engineering student at Berkeley who was a senior with
no summer internship experience. I asked him what he did during the
summers. He said not much, he was just tinkering around. After I
asked him several times, he finally told me that he had reverse-
engineering his Xbox and developed a program to play it for him. It
was about a million lines of code and had a win rate of 70%. (He
wanted the win rate to be over 80% before he considered the project
to be done.) I talked to a friend at EA [Electronic Arts] and he had a job
in 3 days.”
– “I never finished college. I went to a Montessori-style public school
from 5th grade to 11th grade. Less than 20% of us finished college
because it was too restrictive, but many of us are very successful now.”

5. Page 5
Empathy Map: Say
• “I researched several hundred top companies like
Nordstrom, Southwest Airlines, Netflix and Intel and figured
out that all of them look for 4 core values
• Innovation
• Communication
• Collaboration
• Accountability
Students have a hard time identifying how to tell stories to
illustrate these 4 values. They need to spend time preparing
before they go in for an interview.”

6. Page 6
Empathy Map: Say
• “It’s important to do your research and tailor your resume.”
– “I went to a job fair at Berkeley in 2008 when no one was hiring. A guy
comes up to my company’s booth and pulls out a resume from the “B”
section of his folder. I read through his resume and could tell that he
had tailored it specifically for my company. I kept thinking about him
when I got back to the office. After talking to some people, I reached
to him 3 days after the job fair. He thanked me for calling, but let me
know that he already had already accepted a job offer from another
company that he met at his job fair. He got a job within 3 days!”

7. Page 7
Empathy Map: Think & Feel
• “You have to manage your own career development”
• “Practice makes perfect”
• “If you figure out what your passion is and then find a way to
turn it into a job, then you’ll love your job. It’s not necessarily
what you study, it’s what you want to do every day.”
• “I love my job”
• “I enjoy helping students”
• “Taking the time to prepare for an interview can make a huge
difference in your favor”
• “I’m disappointed when students are not prepared for
interviews”

8. Page 8
Empathy Map: Think & Feel
• “It’s important to me that I’m seen as a subject matter
expert”
• “I enjoy keeping up with recruiting and hiring trends”
• “I’m proud to have built winning teams at Apple and Pixar”
• “I’m proud that I’ve been this successful without going to
college”
• “It’s important to me to be able to have autonomy to make
my own decisions”

9. Page 9
Problem Statement
• Carl, a recruiter and thought leader in his field, needs a way to
increase the audience that receives his job search guidance
because he believes people will be happier and make a bigger
contribution to the world if they can connect their passions to
their work

10. Page 10
Insights
• A surprising number of people do not prepare for interviews –
they don’t know much about the company or even what
they’ve included about themselves on their own resume
• You can actively work on learning behaviors such as
innovating, communicating, collaborating and taking
accountability to improve your chances of getting a job and
being successful at it
• Employees who feel passionate about their job will produce
higher quality work and make a bigger contribution to their
company and broader industry
• Never underestimate the power of connections
• Don’t follow the herd – form your own opinions
• Students are hungry for this type of career guidance

11. Page 11