Affiliate Job Center is a digital platform for job and candidate search in the Affiliate Marketing and Digital sectors.
The Affiliate Marketing niche is experiencing a talent shortage, but the criteria for sorting candidates differ significantly from those offered by existing services. This created a need for a niche HR platform.
Context
After running an active marketing campaign on niche platforms and at offline conferences, a new audience of employers came to the platform (employer DAU increased from ~100 to ~200).
Most employers on the platform are media buying teams—medium-sized employers who typically follow this hiring process: Viewing resumes → Invitation to the 1st interview stage via the platform → 1st interview stage (Scoring) → 2nd interview stage → Offer.
Employer conversion rates (below target) dropped at the stages:
Viewing resume → Invitation to the 1st interview stage via the platform
Invitation to the 1st interview stage via the platform → 1st interview stage (Scoring)
1st interview stage (Scoring) → 2nd interview stage
Hypotheses and Success Criteria
To generate hypotheses, the product team conducted a meeting. As a result, 6 product hypotheses were formed, along with the data needed and the confirmation criteria.
To validate some hypotheses related to the informational value of resume attributes, it was decided to study scoring scripts from HR specialists in the field and conduct problem interviews with 2 respondents.
Insights from HR Specialists
The Team Lead often hires directly without involving HR.
Media buying team names are often under NDA. Therefore, when looking at work experience, it's unclear how long a candidate worked in one vertical if several are listed, as relevant experience is almost reset when switching verticals.
Artifacts (screenshots from personal accounts) that candidates use to confirm campaign success metrics are often falsified. However, the mere willingness to show statistics is a good sign.
If a candidate worked with different geos, it's unclear which verticals relate to which geos in their experience.
A good indicator of a candidate's experience is the size of the daily budget (daily spend) they managed.
ROI < 100% is not always bad; for some verticals it is acceptable.
A good indicator of experience is the advertising creatives the candidate works with. Can they prepare them independently? Are the creatives standard or does the buyer have their own approach?
It's important to understand if the candidate worked with the compensation model offered by the employer (CPA / RevShare).
Important information includes which traffic sources the candidate worked with and what targeting methods they used.
Card Design
Based on the obtained insights, "information gaps" in the candidate profile card and related scenarios were addressed using attributes (ER).
Reduced the candidate hiring funnel by an average of 3 times.
Increased the conversion rate from Viewing resume → Invitation to the 1st interview stage via the platform by 15%.
Increased resume completion rates by an average of 15%, motivated by the desire to obtain the license.