What kind of product manager do the enterprise need most?

Enterprises have always said their own lookout, what kind of product manager is virtuous? We might as well analyze the job description of the product manager to find out some rules.

HR Linda publishes a job posting via the recruiting website:

Recruit Senior Community Product manager, job Description:

Responsible for the design and development of Community products;

Have a large interactive community product experience, very familiar with the mainstream community sites at home and abroad;

According to the market and user needs, to develop the responsible community product line development planning and phased goals;

Responsible for business needs analysis, promote decision making, output PRD (product requirement Document) and demo products requirements definition, coordinate the resources of various departments to ensure the project on schedule;

Responsible for or cooperate with other departments to develop product operation plan and continuously improve the product.

Job Requirements:

1 Bachelor degree or above, major in communication or computer, more than 3 years working experience in Community product manager;

2 The Community products have a passion and unique perspective, a large community product planning, operation and development related experience is preferred;

3 have strong communication, and project coordination, control, promotion, implementation capacity;

4) have a keen insight into community development trends, innovative awareness and good analytical and research skills, can provide competitive Community products;

5 has the professionalism, has the good writing Foundation, the sense of responsibility strong, optimism positive, the compressive ability is strong, has the team cooperation spirit.

Excellent professional skills

Generally speaking, in the professional skills of enterprises will have certain requirements. For example, JD mentioned: "Very familiar with the mainstream community sites at home and abroad", "has a large interactive community product experience", "ensure the project on schedule" and so on. Tidy up is: "We hope to find a professional product manager, he wants to understand SNS Community field business, also must have a certain product basic skills." "Next we have a specific analysis of professional skills.

1. Understand the business

Understand the business, in fact, represents the accumulation in this field. Many areas seem to be interlinked, but when you cross, you will find that the difference between the fields is quite large.

For example:

If you are a mobile phone app (creator abbreviation) Product manager, to interview the SNS Community product manager, when asked about the relationship chain, two-way behavior number and so on, if you do not accumulate in the community, will certainly confused. Many times the enterprise emphasizes: has the experience or has the relative success case, actually is wants to take advantage of the product manager past experiences and the experience, reduces chooses the novice to produce the massive trial and error cost.

According to this logic, if the mobile phone app product Manager does not accumulate in the game, and go to the game company to interview Webgame Product Manager, it is obviously unwise to be asked about checkpoints, props, money, task mechanism, numerical and other related knowledge will feel a blank.

Another example:

McCouson is a women's E-commerce company, they have a strange condition for recruiting product managers-product managers must be women. Later asked for a long time, their product owner told me: "Women more easily understand the ladies, especially when the product display, the collar big picture How to show how to match the corsage, they will have a better view." "Think about it, it seems, in this respect, men do not know much."

2. Good Basic Products

Product Basic skills is a product manager professional ability of the most basic embodiment. Although the JD above simply mentions: "responsible for business needs analysis, advancing decision making, output PRD (product requirement Document) and demo products requirements Definition", this may be because he is recruiting senior Community product manager, so there is not much emphasis on primary skills.

But many companies ' JD will mention: "Skilled use of Axure, Visio product design-related software", the subtext is that: basic product skills must be! Use Visio to draw flowcharts, use Axure to draw prototypes, and write product requirements documents. There are even some enterprises in the interview, let you put the works of the past to show, in fact, this is the actual product to you to measure. Listen to the false seeing as reality, see your work, you can better judge your foundation.

3. Understand the technology to achieve

Products, like people, have their internal organizational structure, if there is a problem in some components, it will be "sick", understand the technology to achieve, can help you better grasp the structure of products, so that it to maintain health. Internet products, basically through the client and server interaction, and finally rendering to the user. If you don't understand a bit of technology, maybe this will be a mishap in your product manager's career. Especially in the design phase of the product manager, which will directly hinder you to perform functional design.

Take a look at the JD shown above, which says: Communications or computer science, can be responsible for the design and development of community products. It appears that the post is responsible for the design and development of some new products, not just community content planning.

Many of the product managers in companies such as Google, Microsoft and IBM are promoted from front-line engineers. Because the products of these companies tend to be more technical products, engineers are very clear about the business logic, they can combine technology and business scenarios, so that they can achieve good business output.

For example:

Ali every day a lot of users log in, im Default User login will pop up "daily Focus." Previously, the module was only allocated to the original resources, such as 3 tabs (community, information, news), each business side responsible for their respective operations, which led to CTR (click Through Rate) Very low, few users to click on the above content. At the beginning of 2010, the company arranged for me to be responsible for the revision of this module, just at the beginning, I was confused about how to break through the original mode.

Later, based on the understanding of product technology, I have several main scenes of Alibaba division. Through the analysis of user behavior preferences, Data Warehouse modeling, and the use of behavior and the main scene default matching recommended way to try, this approach means that: After the user login Ali, the pop-up window to see the content is basically related to their industry or preferences.

After adjusting, Ctr really Rose 5~6 times, the user no longer feel to give him the thing is useless. The following figure is an approximate sequence diagram of the entire product module implementation.

High overall quality

What kind of personal qualities are good? Maybe everyone's judging standards are different. Interviewers tend to perceive each other through limited contact and then extrapolate interviewers. For example: Punctuality may mean discipline, may also represent a sense of responsibility, the answer may be slow thinking, repetitive views, perhaps because of the lack of ability to communicate, may also have problems in communication skills, complaining about the company, may indicate that the heart is not grateful, bad mentality.

Because the measurement of personal quality is subjective, some people fail to interview, probably not because of lack of professional ability. Of course, in most cases the first thing companies will look at is whether the idea of a product manager is clear, how it performs, and then look at other aspects.

1. Clear thinking

Chatting with a candidate seems to be an effective way to measure clarity. When it comes to chatting, the cunning interviewer will make you say as much as you can, because the more you speak, the more you expose. Throughout the process he can feel your ability to express and be rational.

Again, this is a way for some companies to measure your mathematical and logical reasoning abilities. For example, Google has been interviewing product managers have a problem: suppose that on a highway, 30 minutes to see the probability of a car pass is 95%, then, in 10 minutes to see the probability of the car passing?

Sina and other companies to interview product managers, very much like to allow candidates to design a product process. See if you have the abstract deconstruction capabilities of the system and the abstraction of the data stream. There are also a lot of companies that will be very straightforward to ask: "If this product is for you to be responsible, what would you do?" There may be no answer for anyone, but you can see your thoughts through your reaction.

2. Strong implementation capacity

It is false to say not practice, excellent product manager must have "savage growth" ability. To turn an idea into a result, you have to have a strong executive power. Maybe a friend would have the idea: is the product manager strong? In fact, strong or weak is only a strategy. A strong product manager is easy to perform, but there are product managers who get results through soft communication.

Executive power is the ability to turn an idea into a good result. It was mentioned in the JD above that: strong communication and project coordination, control, promotion and execution ability; optimistic, positive, strong compressive ability, team work spirit. In fact, what is said here is the ability to execute.

For example:

See the mobile internet has a good trend of development, A, b both companies want to do a location-based mobile phone app. But because of the difference in the execution ability of the Product manager, the two companies got a completely different result.

A company's product manager is doing things like this: the boss asked him to research the market, then he went to the market, spent two weeks, gave a research report, and analyzed the competitor's situation. The boss asked, "When will you give me a specific plan?" So the product manager spent another two weeks writing a plan. The second time the boss asked again: "Can the technical solution be achieved?" and the market department ditch? " The product manager then went to the technical department and marketing department to communicate.

B Company's product manager, after learning about the boss's needs, began to understand the mobile phone market through a variety of channels, as well as competitors, and within the company to the marketing department and the head of the technology department, set up a virtual team, and finally everyone together to discuss a landing to carry out the program.

Two weeks later, Company B's product manager communicated his ideas to the boss, and the boss nodded. How long does it take to get out? The Product manager replied: "It has been evaluated and it will take 1 months." "1 months later, B Company's products on line, at this time, a company's boss angry."

Have a certain endorsement

"Endorsement" is a financial term, the earliest means: the payee or holder of a bill in the transfer of bills, the bill on the back of the signature or writing procedures. Its main function is to indicate intention, guarantee acceptance, guarantee payment, prove the authenticity of the former hand. In politics, the word endorsement is used to express the promise of someone or something, thereby enhancing the credibility of the thing. Development to now, many enterprises to endorse and guarantee linked together, so it is necessary and we analyze the relationship between endorsement and the workplace.

1. Brand Endorsement

A diploma, stopped a lot of people: another large enterprise work experience, and stopped most people. Many people feel that today's social secular, helpless, this phenomenon is actually reflected in today's society a shallow view of value attitude.

If you are a corporate HR, in a group of job seekers who graduated from Tsinghua University, you will not have a good opinion of him? Maybe his diploma is also mixed out, but the Tsinghua brand has brought him the indelible halo. If you see a job seeker before Google, do you have any interest in him? It is conceivable that, in most cases, the endorsement of the brand is still relatively large.

Because the information asymmetry, the other side can not understand your ability, so you can only see the brand endorsement, although this criterion is not absolutely fair, but to a certain extent to help reduce the risk of choice. Like a brand of milk to the sports channel advertising, said this is the national badminton team designated drinks, attracting more consumers to buy this product. But in fact, we do not know the authenticity of the advertisement, which is the endorsement effect.

2. Word of mouth endorsement

Assuming that Mr. Lee has recommended a product manager to a company, the future of the product manager will be different. The old saying is: "He met the noble!" This is the word of mouth endorsement, because I believe that Mr. Kai-Fu Lee, and then trust the product manager. Whether he is a webmaster or a sales or other origin, may be indifferent. So, for job-hopping friends, it is a shortcut to find a person with weight to recommend it.

Enterprises looking for talent, like the mother-in-law pick son-in-law, must have an angle is able to see eye. If you are a job seeker, someone in a professional circle who says you are a strong person and you do things well, and there are a lot of people who agree with this view, which is known to the business you are interviewing with, then you will have the same opinion of your business. Because this time the enterprise's measurement standard is tending to the group. Internet Product Manager's circle is not big, many people are grassroots groups, if you do not have too much halo and glory, then in peacetime to do a good job in the project to fall a reputation is very necessary.

This article is excerpted from the book "The Cultivation of product manager", Fejer, published by Machinery Industry press.