SkillUp

SkillUp, a nonprofit job board organization, faced significant challenges in retaining users on their platform. While they primarily cater to individuals without college degrees, their audience isn't exclusively limited to this demographic. SkillUp aggregates job postings from various sources and pairs them with relevant training programs to assist job seekers. Their business model relies heavily on referral clicks, as users are redirected to third-party sites to apply for jobs.

Despite having a lead nurture email program in place via HubSpot, SkillUp lacked a mechanism to automatically engage users based on their specific interests, such as job types or locations. The absence of personalized, automated communication led to a decline in user retention and fewer referral clicks—critical for their operational success.

To address SkillUp's challenges, our team developed a customized, data-driven solution that leveraged HubSpot’s programmatic email tools.

Data Integration:
We integrated SkillUp’s CMS, which housed job and training data, with HubSpot using an API. This allowed for seamless synchronization of information, including job types, locations, and training programs.

Custom Matching Logic:
Utilizing the integrated data, we created a set of criteria to match user profiles with relevant jobs and training programs. These criteria were based on user behavior, profile preferences, and available job data.

Custom Coded Email Templates:
We built visually engaging email templates capable of dynamically displaying jobs and training programs tailored to each user's interests. These templates were powered by custom code to ensure accurate matching and automated delivery based on updated job data.

Automated Campaign Execution:
Once implemented, the system sent personalized emails to users, recommending jobs or training programs in their preferred locations and fields. For example, a user in Texas interested in plumbing jobs would receive emails showcasing relevant plumbing opportunities near them.

The implementation of custom coded, programmable emails significantly improved user retention and engagement for SkillUp:

Increased Click-Through Rates: Personalized recommendations drove users back to the website more frequently, resulting in a notable increase in referral clicks.

Enhanced Retention: The automated emails helped maintain ongoing engagement with users, reducing the drop-off rate after initial account creation.

Positive Client Feedback: SkillUp expressed satisfaction with the impact of the campaign, noting a substantial improvement in connecting users with jobs and training opportunities aligned with their interests.

SkillUp is now better equipped to fulfill its mission of supporting job seekers, with a scalable solution that continues to deliver value through tailored, automated communication.