1. Empathy Map and Problem
Statement
Michael O Connell
05.08.2013

2. Introduction
• Interview with Sorcha Mulcahy, Deputy
Director, Career Development Center, University
College Dublin (UCD), Ireland
• UCD has approx. 6,000 graduate and post
graduate students and it is regarded as one of
the premier universities in Ireland as well as
having a strong international reputation
• Career Development Center provides a range of
service to current and past pupils

3. Stakeholder Statements
STAKEHOLDER
We provide face to face, online and telephone support to
all students who wish to avail of our services. We design
and make available a range of well researched career
planning and management guides covering all aspects of
the transition from study to work. We get varying levels of
interest from students and would like students to engage
earlier with us so that they can develop the skills and
practices that will enhance their ability to manage
transition from study to work. We are facing significant
challenges in having sufficient work opportunities in
Ireland due to current recession and are more recently
providing advice on overseas opportunities.

4. Stakeholder: Actions
We organise career boot camps covering career
planning and advice, creative job search, winning
job applications, interview strategy. We organise
career fairs and provide notice to students of all
relevant career fairs in the country. We have a well
developed web site with exclusive student
membership providing a range of online support
incl. publications, presentations, upcoming events,
opportunities for dialogue, notifications of
employer vacancies and opportunities and much
more. We frequently include employers and career
advice experts in in our events for students
STAKEHOLDER

5. Stakeholder: Thoughts
The level of benefit for each student is directly
proportionate to their level of engagement. We really
work hard to stay relevant but sometimes we never know
if we are having a positive impact and only are aware of
it some time afterwards when we get some student
feedback. It’s a constantly changing landscape with
changes in technology, employer requirements and
practices, the local and global economy, student priorities
and expectations etc. Also, in the future our resources
may continue to be cut due to budget cutbacks.

6. Stakeholder: Feelings
Feel it’s a constant challenge to promote our services in a
way that’s relevant to a broad mass of students. We feel
really excited when e hear of our success stories and we
feel really disappointed when some of our events are not
well supported even when we proactively support them.
Really feel that it is a constant challenge to stay relevant
to both students and employers and to erect a bridge
between both that’s effective
STAKEHOLDER

7. Insights
• Career development centre is really a
facilitation service – of contact and
information exchange between students,
employers, technology providers/support and
other relevant stakeholders.
• Success needs constant development and high
participation from all stakeholders

8. Problem Statement
• In order to provide a leading edge service
and to stay relevant to students and
employers, Sorcha needs to maximise
stakeholder participation and
commitment so that she can be an
effective facilitator of the relationship
between students and employers.