Indeed Microsite
Indeed had identified that small to medium businesses weren't engaging with their services as much as larger businesses. There was an education and confidence piece that was lacking - especially when addressing hiring issues from the context of a SMB.
They looked to address this by releasing a micro-site campaign and supporting collateral to help strengthen this connection and alleviate hiring frustrations that these businesses were facing.
To create a microsite that engaged contextually on an SMB level - with case studies and job descriptions that were specifically targeted to SMB's. As well as the ability to signup with an email address to download a 'Hiring Handbook' - creating an increase in the email marketing database and also aiding in addressing the gap that SMB's were experiencing when it came to utilising Indeed as an employment partner.
Acknowledging that there was a gap between Indeed and SMB's, I looked to further understand that gap and why it was there. We interviewed a handful SMB's who had used Indeed and we found that there was a disconnect in context of communication when it came to addressing hiring concerns. That some SMB's were feeling "left out" or "not heard" - and that the contextual tone of Indeed felt very 'Large Scale Corporation'.
I created some lo-fi wireframes of what this microsite could look like from a user journey PoV - addressing areas where more contextualised content could be placed to help drive that missing connection piece. Whilst we wanted to prioritise downloads of the Hiring Handbook, we also wanted to double down on success stories and relevant job descriptions.
There were some concerns the site felt a bit too over complicated, so we iterated on the wireframes and the UX journey to strip it down to a more simple, simple minded direction. After a quick A/B test of the two proposed solutions, we discovered that our users would rather be more informed - even if it meant at the cost of a quicker user experience.
I proceeded to create the microsite, ensuring we had a mobile first approach and that it mimicked the Indeed main site brand and adhered to any of their guidelines. We did a last round of internal testing, and with some slight tweaks from some feedback (mainly around brand consistency) we were able to launch the campaign.
Not having access to all of Indeed's branded assets and complete set of digital guidelines, made creating a seamless mimic of their website slightly challenging. This was not Indeed's fault, but more so the nature of the setup of the brief/campaign itself.
There are testimonials from businesses who have used Indeed's hiring services in the past (and still currently do) and how it has attributed to the success of the growth of their business. This site was developed and launched within a month and a half and saw an engagement of up to 70% on the site, with average dwell time of up to 5 mins and signup/downloads sitting at 45%.
In follow up interviews with those initial SMB customers, they revealed they had utilised the microsite themselves and found success in adopting the strategies within the Hiring Handbook download. Feeling confident and inspired from the success stories on the site, encouraging them to keep Indeed's services for their next business hires.
