Company Page
Background
Hosco is one of the largest hospitality platforms in the world, operating similarly to LinkedIn but specifically for the hospitality industry. The platform is composed of three main segments:
1 / Employers
Offering jobs and internships, looking for interns and talent
2 / Schools
Supplying interns and offering courses
3 / Talent
Applying for jobs and taking courses
These three segments worked in synergy, representing the different personas we needed to consider when working on the platform.
The Mission
To stand out in the world of job boards, Hosco wanted to change its approach and become the most transparent hospitality platform in the world.
This meant pushing for changes in the hospitality industry and advocating for transparency in salaries, perks, benefits, and working conditions for the talent.
For the tech team, this meant providing companies with the right tools to showcase this information and creating a platform where talent could easily find it.
The Painpoints
The companies using the Hosco service were given a profile where they could add information, post videos and images, set up recruiters, display job postings, and give the talent a sneak peek of what it would be like to work at their company.
However, the features were limited and not very engaging. Despite high traffic on the company pages, the bounce rate was high, and the conversion rate for job applications was low.
To understand why, I reached out to the customer success team, who confirmed that both companies and talent had begun to express dissatisfaction:
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Companies: Wanted to add more specific information and desired more features on their profiles to stand out
-
Talent: Struggled to find relevant information to be comfortable to apply for a job
Given our limited resources, we needed to prioritize effectively. I conducted interviews with account managers and companies to gather more detailed insights:
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Companies: What information they want to display, what they don't, and their vision for a perfect profile page.
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Talent: What was the most important information and identify gaps in the current profiles?
86%
Of the of the companies wanted to be able to showcase more details on their company page
88%
Of the talent always look at the company page before applying for a job
45%
Of the talent said that lack of transparency is the MOST frustrating thing when looking for a job
The Business Goals
To ensure we also considered business objectives, I facilitated a workshop with stakeholders from different departments. This collaborative session allowed us to dream big and align on what transparency meant for Hosco.
Using this information, the PM and I rated the ideas based on feasibility, time, and common themes across personas.
The Focus
1 / Increase volume of applicants
2 / Higher opening rates for jobs in the company page
3 / Increase people applying to a job from the company page
The Obsticle
Just as we were ready to start, we faced a significant challenge: we lost two engineers, and two more were caught up in a major code migration. This left us without the backend support, necessary to create the APIs.
The Stakeholders pushed for a change. The PM and I decided to test an approach by targeting the platform with the lowest conversion rate and see what changes we could make with as little backend support as possible.
The Idea
Working closely with the engineers, stakeholders, and users, I created a solution with a focus on scalability and simplicity. Featuring a fresher, more interactive design that highlights the most important aspects of the company and makes the job section more visible and inspiring - with very little need for the backend team
The Results
The metrics indicate that the design changes positively impact user behaviour, leading to higher engagement and better conversion rates.
A plan to start the second phase of the company page update was carved out, focusing on further enhancements based on user feedback and performance data.
25%
More people applying to a job, coming from a company page
23%
Increased volume of applicants
14%
More users opening jobs from the company pages
