Building online relationships
EIGHTFOUR has been working with SEEK Asia/JobStreet for the past year reimagining how we communicated with their key audiences: employers and job seekers. SEEK Asia identified an opportunity to build a deeper relationship with both segments by engaging with them across channels; email, WhatsApp, SMS ‘etc’.
We were excited to take on this project since SEEK Asia has recently launched an entirely new brand and this project would be the first to fully embrace it. We started off with an iterative design and copywriting process which aimed at correctly representing the new brand in the online space.
We felt the new brand – quite bold & colourful with simple language – was perfectly suited for the project since much of an EDM’s effectiveness hinges on effective copy. Shehan had a great time developing messages that was short, succinct, yet bursting with the JobStreet personality.
The goal, as always, was facilitating online relationships and increasing conversion.
What we did: We started out by mapping entire user journey for employers seeking candidates, then crafting emails with messages of value that would encourage them continuing their journey.
Without giving away too many of our secrets, there's a basic rules we follow. First, clarity: The message must be clear & readable within a few sections, since that's all the time you have. Second, simplicity: A common mistake is to use a lot of graphics to "grab attention". Problem is, readers view these kinds of emails as spam or advertisements. Far better to give the impression of "usefulness". And Third, hierarchy: The elements on the page need to form a V shape with hero message & image at the top & ending with an easily definable call to action at the bottom.
A big part of the project was an exercise in content creation & adding value where it was needed. For users who dropped out of a flow, who perhaps needed a little more convincing, we crafted EDM's that were centred around emphasising why JobStreet is the right choice.
We can do a lot