4 min read
How Jobplanet personalizes marketing in real-time to drive business growth
Jobplanet was struggling to stand out in a crowded market, especially as they faced technical limitations in engaging both sides of their audience—namely, individuals and companies, who each had different wants and challenges. They also faced a resource-intensive campaign setup process, making it difficult to assess performance and implement improvements.
By switching to Braze, Jobplanet was able to launch a personalization and testing strategy that helped them better engage and understand both audiences.
Jobplanet was able to execute and test campaigns more effectively, resulting in a 2-3X increase in clicks on messages. They also saved 10X time per campaign.
PRODUCTS USED
BY THE METRICS
2-3X
Increase in clicks on messages
10X
Time saved per campaign
Trusted by both job seekers and companies managing their reputations, Jobplanet is a company information platform that provides more than 5 million members with access to information on 430,000 domestic and international companies. By providing users with in-depth information about company culture, work environment, and growth opportunities, Jobplanet aims to help job seekers make better choices when switching jobs or careers, while also giving companies the opportunity to be objectively evaluated for their value—designed to build trust with job seekers.
Jobplanet was looking to improve its customer engagement strategy and personalize messages for their two distinct audiences in order to drive more impact. Due to their small team, they needed an efficient strategy to grow MAU and revenue while also improving key engagement metrics like company review submissions and views. To help them overcome these challenges, they turned to Braze.
Addressing inefficiencies and resource limitations: Why Jobplanet chose Braze
JobPlanet was growing at a rapid pace, but due to the recent increase in competition in the recruitment industry, the company recognized that they need to manage the customer experience more closely. In particular, the company faced challenges in operating a recruitment platform due to the difference in interests between individual and corporate members—job seekers wanted to see the honest side of companies, while the companies tended to only want to show the positive reputation of the company. JobPlanet needed to find a compromise if they wanted to gain new growth momentum.
Additionally, Jobplanet struggled with automating and personalizing marketing messages as it required resources from multiple departments, including development, data, and quality analysis. Even when they were able to get campaigns set up, it took a long time to analyze performance and even longer to make improvements. This made it difficult to understand if their messages were resonating, affecting their ability to achieve positive results.
To address these inefficiencies and to improve effectiveness, Jobplanet decided to look into implementing a marketing automation solution. Jobplanet chose Braze for the following reasons:
- Superior features for executing personalized marketing
- Real-world examples on how customers have found success with Braze
- Seamless integration with Amplitude, the product analytics tool they already use
Jobplanet adopted Braze with the goal of automating, personalizing, and modernizing their customer engagement marketing. Specifically, they began using Braze Connected Content in most of their campaigns in order to dynamically personalize messages in real time.
Next, they focused on creating a campaign to notify job seekers by email when a new review or interview was posted for a company they follow. This was a sophisticated campaign that leveraged Liquid personalization and Connected Content to personalize everything in the body of the email, including the companies the user followed, the companies with the new content, the categories with new content, and how the new content was displayed.
With this campaign and others like it, Jobplanet has built a “business growth flywheel” into its processes, using Braze to test the value they want to deliver to customers first and then transform its initiatives based on performance. For instance, the company used the Braze platform's cross-channel capabilities to introduce the concept of review summaries—a new feature—to users and test its perceived value. This allowed them to analyze related engagement data (e.g. view rates, retention) to determine what was resonating and optimize the feature accordingly. This ongoing cycle of experimentation > validation > refinement not only helped the team use their limited time and resources more efficiently, it also helped power sustainable, data-driven growth.
"With Braze, we're able to test much more effectively and efficiently than we could before, when we had to implement it ourselves in development. Not only that, but we've also built a business growth flywheel framework that allows us to test in Braze and then productize those campaigns once we see results.”
Suji Bang
Growth Manager, JobplanetResults: Less time spent on processes, more effective campaigns
Jobplanet saw significant improvements in campaign execution and testing, which have become far more effective and efficient. This transformation has not only enhanced the productivity of marketers but has also positively impacted developers, designers, and other team members, fostering a collaborative and happy work environment. This approach has also enabled the company to gain deeper insights into the needs and preferences of both individual and corporate members, ultimately driving more tailored and impactful engagement strategies.
Next steps
Jobplanet has recently begun leveraging AI-based technologies to help users discover new opportunities, with the goal of expanding these efforts with features like AI-generated review summaries. In the future, they will be using Braze to roll out new features, including revamping their Career Center to provide personalized salary info and AI-powered company review summaries.
FEATURED TOPICS
