Increasing job application rate
This case study is all about how we revamped the entire jobs listing, discovery, and application journey on the Able Jobs platform.
Able Jobs is a job preparation application for all sales, customer support, and business development roles. (Think of lambda school but for sales and customer support roles!)
We completely revamped the job discovery, listing, and application experience which increased the overall job applications rate by 11% 🕺
Prologue
I started working with Able Jobs as their first full-time product designer. Working with the cofounders directly and tackling every problem coming my way was extremely challenging and a very rewarding experience altogether.
Problem
Amongst the candidates enrolled in a course - only fewer candidates actually applied for a job on the app
Solution
We re-designed the entire jobs landing, job description pages, and the bottom navigation of the app.
Metrics
We were successful in increasing the overall job application rate by 11% on the app.
About Able Jobs
Able Jobs is a skilling platform for private jobs. They help graduates get jobs in sales, operations, marketing, Analyst, finance, and more. They are backed by marquee investors like Elevation Capital and Y Combinator. They have a 2 million+ user base of graduates and early working professionals looking to advance in their careers.
Project Context
The north-star metric of the product was the number of students getting jobs (placements) from the platform. However, when the candidate's journey from course enrollment to job application was analyzed - it was pretty evident that only a few candidates (enrolled in the course) would apply for jobs on the platform. And candidates applying for jobs would lead to placements (North-star metric). This project revolved around increasing the job application rate specifically.
Process
Product-data analysis
User research
Problem identification
Ideation
Design
Testing
Hand-off
Iterations
Research for identifying the problem
We analyzed the dropped-off users from Mixpanel in terms of their activity, demographics, and field of interest. etc
And we came up with 2 cohorts of dropped-off users to interview:
Users leaving the platform in module 1 of the course
Users leaving the platform after module 1 of the course
I interviewed 10 users from each cohort to find any common patterns that hint at the root cause of not opening the job listing page.
The common pattern we found was that neither of the candidates in the cohort knew about the job listing page.
Candidates don’t know about the job listing page
Design explorations
As soon as the user leaves the course they land on the ‘Prepare’ section tab on the app. We found it a very perfect opportunity to introduce the users to our job section. I brainstormed on different explorations to increase the discoverability of the job section without hampering the learning experience.
Impact
The new variant shipped saw an increase of 11% from the course enrollment to the jobs listing page.
Working on the second drop-off
After fixing the first dropoff of the overall funnel we moved to fix the second dropoff which was the -
No. of candidates opening the jobs listing page to
No. of candidates clicking on a job listing & landing on the description
The main goal was to increase the number of job applications on the app.
Research for identifying the problem
We analyzed the dropped-off users from Mixpanel in terms of their activity, demographics, and field of interest. etc
And we came up with two cohorts of dropped-off users to interview:
Cohort 1 - Users who know what they are looking for (“I want to apply for Amazon BDE”)
Cohort 2 - Users who don't know what they're looking for (“I want to apply to jobs that are relevant to me”)
I interviewed 10 users from each cohort to find any common patterns that hint at the root cause of not opening any job listing in the jobs section.
The common pattern we found was that neither of the candidates in the cohort found any desirable jobs and did not know how to find them.
Candidates don’t know how to find desirable jobs
Design explorations
As soon as the user lands on the jobs listing page based on our research we got to know that the users are unable to find desirable jobs on the page - we analyzed the usage data of search/filter buttons and found that users who used those options ended up exploring more (clicking on a particular job card) - so we focused on how to make it extremely easier for users to search and filter jobs.
Coming soon!