User Reactivation
Totaljobs is one of the UK’s leading recruitment platforms. Users typically only made one application. The business needed to authentically reactivate fourteen million dormant users to increase engagement and the number of repeat job applications.
Approach
Collaborating with the Product Experience Lead, UX Research and Product Managers, we thoroughly analysed our experience map and drew up exit surveys to gain initial insight. From this, we assumed that we could break down the users into cohorts with unique behaviours and their own intrinsic motivations for revisiting the platform.
Using these newly formed cohorts and prior research, I helped ran a design thinking workshop with key stakeholders and the development team. This produced a variety of ideas and ensured early buy-in from the organisation.
I crafted wireframes, which I presented to the team and stakeholders and refined into more polished mock-ups based on internal feedback. As the emails had been developed in Selligent, we could track user engagement. We analysed not only what type of users were interacting but also where and what they did when they returned to the platform.
Challenge
Understanding our audience was crucial to reactivation. Shifting the organisational perspective to acknowledge that our audience is nuanced, not black and white, with diverse potential states existing beyond the binary labels of active and dormant.
Piecing together these insights into a tangible outcome posed a challenge. Visualisation became paramount for conveying this complexity to the team and various stakeholders. Collaborating with Product Management, I spearheaded the creation of an initial campaign flow intricately mapped to the insights learned from our initial live tests.
Outcome
A series of email campaigns with personalised content auto-targeted different user types in cohorts ranging from three weeks to two years dormant, segmented across blue and white-collar workers. Based on users’ interactions with these emails, subsequent follow-up emails would be sent.
Overall, the project yielded results with 12% of the user base reactivated, with a total of 1,680,000 users visiting the platform in the first month. The success of this meant that another engineering team would be assigned to focus on the on-site journey.
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