Harvard Case - OneTen: One Million Opportunities in Ten Years
"OneTen: One Million Opportunities in Ten Years" Harvard business case study is written by V. Kasturi Rangan, Courtney Han. It deals with the challenges in the field of Marketing. The case study is 37 page(s) long and it was first published on : Apr 5, 2021
At Fern Fort University, we recommend OneTen adopt a multifaceted strategy to achieve its ambitious goal of placing one million Black Americans in good-paying jobs within ten years. This strategy should focus on building a robust ecosystem of partnerships, leveraging technology and data analytics, and implementing a comprehensive marketing and communications plan to engage both employers and potential candidates.
2. Background
OneTen is a non-profit organization with a mission to create one million opportunities for Black Americans in the next decade. They aim to achieve this by connecting employers with qualified Black talent through a variety of initiatives, including training programs, mentorship opportunities, and career development resources.
The case study highlights the organization's early efforts, including the establishment of a network of corporate partners and the development of a digital platform to connect employers and candidates. However, OneTen faces significant challenges, such as overcoming systemic barriers to employment and fostering trust with both employers and potential candidates.
3. Analysis of the Case Study
To analyze OneTen's situation, we can apply a combination of frameworks:
Strategic Framework:
- SWOT Analysis: OneTen possesses strengths in its strong network of corporate partners and its commitment to addressing a critical social issue. However, it faces weaknesses in its limited resources and the need to build trust with both employers and candidates. Opportunities lie in the growing demand for skilled workers and the increasing focus on diversity and inclusion within organizations. Threats include potential competition from other organizations addressing similar issues and the ongoing economic uncertainty.
- Porter's Five Forces: The competitive landscape for OneTen is complex, with various organizations offering similar services. However, OneTen's focus on Black talent and its commitment to a large-scale impact differentiates it from competitors. The bargaining power of both employers and employees is moderate, with OneTen needing to build trust and value for both sides.
- Value Chain Analysis: OneTen's value chain includes activities such as identifying potential candidates, connecting them with employers, providing training and mentorship, and measuring impact. The organization needs to ensure each stage of the value chain is efficient and effective to maximize its impact.
Marketing Framework:
- Segmentation, Targeting, Positioning (STP): OneTen's target market includes employers seeking diverse talent and Black Americans seeking career advancement opportunities. The organization can segment its target market based on industry, company size, and geographic location. Targeting should focus on companies committed to diversity and inclusion. OneTen's positioning should emphasize its commitment to creating a more equitable job market and its unique ability to connect employers with qualified Black talent.
- Marketing Mix (4Ps): OneTen needs to develop a compelling marketing mix to reach its target audience.
- Product: OneTen's 'product' is its platform and its ability to connect employers with qualified Black talent. The organization needs to ensure its platform is user-friendly and offers valuable resources for both employers and candidates.
- Price: OneTen's services should be priced competitively while still generating sufficient revenue to sustain its operations.
- Place: OneTen needs to leverage multiple channels to reach its target audience, including online platforms, social media, and partnerships with community organizations.
- Promotion: OneTen's marketing communications should focus on building awareness, generating leads, and driving engagement. The organization should utilize a mix of traditional and digital marketing tactics, including advertising, public relations, content marketing, and social media.
4. Recommendations
OneTen should implement the following recommendations to achieve its ambitious goal:
- Build a robust ecosystem of partnerships: OneTen needs to expand its network of corporate partners and collaborate with other organizations working in the field of workforce development. This will allow the organization to leverage resources, reach a wider audience, and create a more comprehensive support system for Black talent.
- Leverage technology and data analytics: OneTen should invest in technology and data analytics to improve its platform, personalize the experience for users, and track the impact of its initiatives. This includes utilizing AI and machine learning to identify potential candidates, match them with relevant job opportunities, and measure program effectiveness.
- Implement a comprehensive marketing and communications plan: OneTen needs to develop a compelling brand identity and implement a comprehensive marketing and communications plan to reach its target audience. This includes developing a clear brand message, utilizing a variety of marketing channels, and creating engaging content that resonates with both employers and potential candidates.
- Focus on employer engagement: OneTen needs to actively engage employers by providing them with valuable resources, demonstrating the benefits of hiring diverse talent, and building trust in its ability to deliver results. This includes offering training programs, mentorship opportunities, and case studies highlighting successful partnerships.
- Empower Black talent: OneTen should provide Black Americans with the necessary skills, knowledge, and support to succeed in the workforce. This includes offering training programs in high-demand fields, providing access to mentorship and networking opportunities, and addressing systemic barriers to employment.
- Measure and report on impact: OneTen needs to track the impact of its initiatives and report its progress to stakeholders. This includes measuring the number of Black Americans placed in good-paying jobs, the impact on their career trajectories, and the return on investment for employers.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with OneTen's core competencies in connecting employers with talent and its mission to create one million opportunities for Black Americans.
- External customers and internal clients: The recommendations address the needs of both employers and potential candidates, ensuring a win-win situation for all stakeholders.
- Competitors: The recommendations differentiate OneTen from competitors by focusing on its unique value proposition, leveraging technology and data analytics, and building a strong brand identity.
- Attractiveness: The recommendations are attractive due to their potential to generate significant social impact, improve the lives of Black Americans, and create a more equitable job market.
6. Conclusion
OneTen has a unique opportunity to create a lasting impact on the lives of Black Americans and contribute to a more equitable job market. By implementing a comprehensive strategy that focuses on building a strong ecosystem of partnerships, leveraging technology and data analytics, and implementing a compelling marketing and communications plan, OneTen can achieve its ambitious goal of placing one million Black Americans in good-paying jobs within ten years.
7. Discussion
While the recommended strategy presents a strong path forward, there are alternative approaches worth considering:
- Focus on specific industries: OneTen could prioritize specific industries with high demand for skilled workers and a strong commitment to diversity and inclusion. This would allow the organization to tailor its programs and resources to meet the specific needs of these industries.
- Develop a more targeted marketing approach: OneTen could further segment its target market and develop more targeted marketing campaigns to reach specific groups of employers and potential candidates. This would allow the organization to optimize its marketing spend and maximize its impact.
Risks:
- Competition: OneTen faces competition from other organizations addressing similar issues. The organization needs to differentiate itself by focusing on its unique value proposition and building a strong brand identity.
- Funding: OneTen relies on funding from corporate partners and philanthropic organizations. The organization needs to secure sufficient funding to sustain its operations and achieve its goals.
- Lack of trust: OneTen needs to build trust with both employers and potential candidates. This requires transparency, accountability, and a commitment to delivering results.
Key Assumptions:
- Employer commitment: The success of OneTen's initiative depends on the commitment of employers to hire diverse talent.
- Government support: OneTen could benefit from government support in the form of funding, policy changes, and public awareness campaigns.
- Technology advancements: The organization's success relies on advancements in technology and data analytics to improve its platform and optimize its operations.
8. Next Steps
OneTen should implement the following steps to achieve its goals:
- Develop a detailed implementation plan: This plan should outline the specific activities, timelines, and resources required to implement the recommended strategy.
- Secure funding: OneTen needs to secure sufficient funding to support its operations and achieve its goals.
- Build a strong team: The organization needs to recruit and retain a talented team with the skills and expertise necessary to execute its strategy.
- Develop a comprehensive marketing and communications plan: This plan should outline the organization's brand message, target audience, marketing channels, and content strategy.
- Track and measure progress: OneTen needs to track the impact of its initiatives and report its progress to stakeholders. This will ensure the organization is on track to achieve its goals and identify areas for improvement.
By taking these steps, OneTen can create a lasting impact on the lives of Black Americans and contribute to a more equitable job market.
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Case Description
In the wake of George Floyd's killing in May 2020, and widespread protests for social justice in the United States, OneTen was formed by a coalition of 40 large companies to provide one million jobs for African-Americans in 10 years. The case describes the background of the labor market in the U.S. and specifically the disparity in opportunities for Black Americans, which was further exacerbated by the COVID-19 pandemic. It describes the effort by government agencies and particularly a nonprofit-YearUp-to address the labor market gaps. The case asks students to analyse the underlying problems and formulate recommendations. The case allows students to understand and distinguish between a system level problem and one that manifests itself at an organizational level. It calls for action planning at an organizational level but one calling for considerable coordination and collaboration across the entire labor supply eco-system.
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