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Product Management in Action: A Job Bank Case Study, Part 2 (DDN2-V31)


This video (part 2 of 5) features Mina Riad, product manager at Job Bank (, who explains how legislation plays a crucial role in achieving business objectives and delivering value to users.

Duration: 00:03:29
Published: November 6, 2023
Type: Video

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Product Management in Action: A Job Bank Case Study, Part 2



Transcript: Product Management in Action: A Job Bank Case Study, Part 2

[Title card: Product Management in Action: A Job Bank Case Study]

Part 2 of 5: Legislation & Departmental priorities]

As a national employment service, Job Bank is commissioned by the Employment Insurance know as EI Act.

[A text appears on the screen: Mina Riad. Product Manager, Employment and Social Development Canada]

Employment and Social Development Canada (ESDC) delivers this national employment service on behalf of the Canada Employment Insurance Commission.

The national employment service is also known as Job Bank and is mentioned explicitly in two articles of the EI Act: Article 56 and 60 (1).

[A text appears on the screen: "Article 56: The purpose of this Part is to help maintain a sustainable employment insurance system through the establishment of employment support measures and the maintenance of a national employment service."
"Article 60 (1): The Commission shall maintain a national employment service to provide information on employment opportunities across Canada to help workers find suitable employment and help employers find suitable workers."]

Therefore, the departmental priorities of ESDC shape Job Bank's priorities including, employment support measures, maintenance of a national employment service and helping employers find suitable workers.

In addition to the legislative authority, in its 2022/23 departmental plan,

[A text appears on the screen: "To reduce labour market pressures, it will be important to integrate new entrants in the Canadian labour market. This includes new immigrants and youth graduating from the Canadian education system. Increasing the labour market participation of underrepresented groups, such as women, persons with disabilities, visible minorities and Indigenous Peoples, is vital to address future labour market needs and for economic growth. It is also important to encourage experienced workers to remain active in the labour market longer."

ESDC states that among its goals are helping Canadians to participate in efficient labour market integration of new immigrants, youth graduating from the Canadian education system, women, persons with disabilities, visible minorities and Indigenous Peoples.

[Title card: Problem Statement]

The labour market suffers from a significant imbalance or mismatch between the supply and demand chain, where job seekers struggle to find employment opportunities that match their skills, qualifications, and preferences, while employers face challenges in finding suitable candidates to fill their job vacancies. 

[Title card: Job Bank's Value]

The Job Bank platform offers value to people by connecting job seekers to relevant employment opportunities which improves their standard of living. Additionally, employers who are able to fill vacancies will experience higher productivity and revenue, leading to business growth. In other words, Job Bank contributes to fixing that imbalance or mismatch in the labour market.

We achieve that by working on improving and iterating on Job Bank as a product. Our 2022/23 fiscal year survey data showcases that

  1. 88% of job seekers are satisfied with their job search experience,
  2. Close to 40% of employers who filled their position attribute it to Job Bank, and
  3. 93% of users indicated the labour market information available on the site helped them make a career related decision.

To provide value or effective solutions to users, we invest in user research as part of product discovery, which is a never-ending phase in product management. There is usually a misconception that product discovery only happens before you launch your product to the public. This is not true. Job Bank is a perfect example. It has existed as a product since 1996 and yet we keep evolving it through continuous discovery. You can imagine how much job search and hiring have changed since the 1990s, or even just in the last couple of years. It's important for product managers to make sure their product continues to be valuable and relevant over time.

This value-added is shaped through a product vision that we develop based on the legislation and departmental mandate, that I just talked about a little bit earlier, but also most importantly by user research.

[Title card: End of part 2 of 5]

[The CSPS logo appears onscreen. A text appears on the screen: The Government of Canada logo appears onscreen.]

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