Hundreds of millions of Southeast Asians are blue-collar and entry-white collar workers, and this figure is growing by 5% annually. Over a hundred million have moved to urban centers without efficient means of finding jobs, leading to unemployment and high turnover of over 50% among employers sampled in the Myanmar market.
Online employment platforms, such as Monster.com, or, jobsDB, are executive-focused. This is evident in their desktop-, wifi-, and search-based Ul. Meanwhile, a promising opportunity lies untapped; mass market, blue collar and entry-level services, make up 90% of jobs in South East Asia, but job seekers for blue collar roles are cut off from desktop-based employment platforms because less than 1% of the population owns a computer. Similarly, employers looking to fill blue collar roles at scale currently resort to costly, ineffective means of recruiting entry-level talent that lead to them facing low retention.
Simultaneously, Southeast Asia is leading the global trend of increasing smartphone usage, and the same blue collar workers who are failing to find suitable employment are ever accessing 3G connectivity, social media more than ever before. Myanmar, our first target market, has the highest concentration of smartphones among developing markets globally.
At New Day, we’ve worked closely with our customers to develop a digital employment tool that is tailored specifically to the smartphone usage tendencies of our target population—only 3% of Myanmar smartphone users download new apps, and many are restricted to using pre-loaded apps such as social media platforms Facebook and the Viber chat platform.
Therefore, New Day has built an AI-based chatbot that integrates with social media platforms to conduct engaging conversations with our users and guide them through the recruitment process. Our bot, Miss New Day, collects demographics and preferences, matches job seekers to the best jobs, and manages the interviewing and onboarding processes.
This innovation breaks through historical barriers of access, engagement, and service costs to deliver higher incomes and more reliable, employment opportunities for our customers.
