WorkyForce

Strategy Design Web Development Digital Marketing Social Media Management Digital Advertising Content Marketing E-mail Marketing SEO

WORKYFORCE is a startup created by a team of recruiting gurus who have a shared vision of revolutionizing the recruiting process.
They saw that the industry was lacking some fundamental tools for both candidates and recruiters. So, they decided to create WorkyForce, a platform that streamlines the recruiting process for recruiters and engages the next generation of job seekers.The platform helps candidates create their perfect job resume complete with video interviews.
WorkyForce also gives job seekers tips and tricks on how to navigate the job hunting process as well as the tools they need to succeed in their job search.

OBJECTIVES

To support the Customer at 360 ° during the startup phase and offers both strategic consulting services as well as technical operational capabilities to manage the transformation from idea to prototype and finally to a successful "platform online company".
Analyze the market and the industry, in order to define a cross-channel digital marketing strategy along the entire customer "digital funnel".

CONSULTING AND MARKET ANALYSIS

UX, Prototyping and Design

Technical Development

Digital Advertising

Social Media Management

SOLUTIONS

1. CONSULTING AND MARKET ANALYSIS

The strategic phase has been developed through these key steps:
- Target and competitive analysis.
- Definition of objectives and performance indicators.
- Key digital channels / touch points identification.
- Creation of buyer persona, segmentation and targeting strategies.
- Customer journey "mapping".
- Drafting of digital strategy and related workplan.
- Building the content marketing plan.
- Design a digital advertising and social media marketing strategy.
- Mapping the skills required and assign the roles to the team involved in the project.

2. UX, prototipazione e design

For this project the usability together with the interface design played a fundamental role, being the simplification of the processes the main mission of the platform.
To obtain the expected result it was important to carefully outline user's processes and behaviors and plan for a clear design to keep the user's attention until the end of the guided tour. Colors have been used that convey tranquility like the shades of blue and green, in a context not crowded with elements to give the right focus to the various sections and single elements.
Since the early stages of wireframing, much attention has been paid to the video interview section, a strong distinctive element of the platform. We designed an information architecture that, with fewer possible interactions, would give the highest result of customization, applying an easy and intuitive UX process, suitable for a wide range of target audience.

3. Technical development

The development of this platform represented a considerable challenge for the web developers, both for the complexity of the expected functionalities and for the stability required from an IT architecture ready for hundreds of thousands users.

The project, completely customized according to the Client's requests, has been developed using Laravel, an MVC open source framework written in PHP for the development of complex web applications.
For the development of the video curriculum section, we integrated Vimeo pro, through the use of APIs that have allowed a perfect integration in white label within the Laravel architecture.

Finally, the job slots and hotel subscription section, has been developed by creating a custom e-commerce module, integrating stripe as a third-party service to ensure total security of payments and sensitive data.

4. DIGITAL ADVERTISING

Our team of experts supported the client in developing the digital marketing plan to support the launch of the new platform. We defined the target audience on a geographical, demographic and professional basis (Spain - Food & Beverage and Hospitality), with the aim of increasing registrations to the website. This was achieved through cross-channel digital advertising campaigns on Google ADV and Facebook and an effective social media management strategy.

Brand Awareness

Lead

Sales

GOOGLE ADV

To achieve our goals and increase conversions, we have outlined a plan of Google Ads campaigns with original graphic design to support user registrations.

FACEBOOK ADV

We have developed an ADV Facebook campaign plan with a variety of formats, in order to increase registrations to the platform and expand the fanbase.

GIVE AWAY

As part of the platform's growth strategy, we have designed a give-away articulated in a landing page and promoted it through Google Ads and Facebook campaigns. The contest proved to be effective in encouraging new registrations and generating attention around the project.

5.1 Strategy and editorial plan

The digital advertising action was supported and integrated by an effective social media management strategy. Social communication was divided into two channels, Facebook and Instagram, for which we identified targets, content types, tone of voice and frequency of sharing within a structured editorial plan.

Facebook

In order to achieve the channel's specific goals, we have outlined an editorial plan divided into several sections, such as News, Tips, Inspirational, Engage and Branded. The variety of formats and contents has allowed us to engage a wide Spanish-speaking audience in different countries, generating attention around the new platform and increasing registrations.

Instagram

We have designed an Instagram feed with a strongly inspirational mood to show different professions in the catering and hospitality sectors. The types of content were divided into sections such as Tips, Inspirational and "Muestra Tu Talento", a call to action used to invite users to register and upload videos on the platform.

5.2 Community management

Constant monitoring of the social channels has allowed us to respond effectively and promptly to the requests of Spanish-speaking users to facilitate the process of registration and job search on the platform.

6.Monitoring & Reporting

In order to get the online startup business to the next level, it's imperative to develop the right metrics to monitor your success, finding the right measures that are specific to your business. It is against this background that we identified three top level metric categories (sales metric, customer metrics and financial metrics) which helped the client to create a grow engine and to build traction.