We Work Remotely (WWR) Curated Jobs
A feature that helps candidates find tailored remote job opportunities faster.
Product Marketing Campaign • We Work Remotely
The Mission
After the pandemic hit, many of We Work Remotely’s (WWR) customers, companies that had been fully remote for years, were having a harder time filling roles. They were now competing against Big Tech and many other companies that were now operating as remote.
Simultaneously, job seekers in the WWR community were complaining that it was increasingly harder to find the opportunities that they were looking for.
We shipped Curated Jobs to solve both of those problems.
My role:
As the Product Manager, I was also the point person for product marketing. I collaborated closely with two developers, the CEO and the Marketing & Community Manager.
PROJECT DURATION:
2.5 months
TOOLS:
Figma, Miro, Notion, Jira, Mailchimp
Problem:
“It’s hard to find the exact roles I’m looking for”
Since 2019, We Work Remotely’s ‘Advanced Search’ barely changed.
Job seekers were only able to refine results using standard filters.
For years, candidates had been providing feedback about how we could improve their search experience, requesting specific filters and features like the ability to save their search.
Solution:
Create an account dashboard behind a login wall for job seekers to view their own tailored search results.
Research
Through conducting Voice of Customer interviews and survey research, we learned:
The average WWR job seeker is empowered. These mid-to senior-level professionals know exactly what they’re looking for and have specific search criteria.
Their pain point when job hunting was the lengthy process of tailoring their application to a role.
Their biggest pain point when using WWR was the “advanced” search and its minimal filters.
This taught us that Job seekers want to find customized results quickly.
QA + Beta Version
I created and executed the team’s first beta testing process. Prior to the public launch, we sent the beta testers a short survey to help us validate our hypotheses and whether the value proposition was strong enough for the public launch.
We got some great feedback! We made the necessary changes and added the rest to our backlog.
Release
I created the launch plan and the product positioning. I also wrote the copy for the blog post and newsletter.
Target Segment
People who are actively (vs passively) on the hunt for remote jobs.
Goal
Get 500 sign-ups.
Channels
WWR onsite (banner notification), blog, email newsletter and social media (LinkedIn, Twitter, Instagram, Facebook and YouTube).
Analytics
Open and click rates, engagement rate, number of sign-ups
Value proposition
Curate and accelerate your remote job search.
Job hunting can be tedious and noisy. Let WWR find the best remote opportunities that are tailored to you.
Tactics
Week before (pre-campaign):
Drop clues in newsletters and social media.
Include screenshots from people that have asked for related features.
Include blurry screenshots of the feature release.
Ask the community about their remote job-hunting challenges.
Campaign (two weeks):
Repurpose beta testing feedback into the content.
Include direct quotes from the beta testing and use them as testimonials in the blog and newsletter.
Onsite:
Inclusion in Weekly Digests (WWR’s weekly newsletter) for 1.5 months
Social media posts
YouTube demo with the Marketing Manager and myself
Post Launch
Send a survey to everyone who created an account to gauge the overall engagement rate and NPS score.
Impact
We surpassed our goal of sign-ups by 1,346%!
Over 75% had a positive impression of Curated Jobs but only 65% thought the feature added value to their overall job hunting experience.
At the end of this feature release, we walked away with so much more than where we started:
Validation that a login wall won’t deter users from using WWR.
Validation that this was the right direction to keep investing our time in.
More specific qualitative feedback about job seeker pain points and how to improve the UI and UX.
A growing list of beta testers who were invested in helping WWR improve.
Infrastructure to improve the search experience.