Shorter Duration, Higher Frequency
We've learned that fewer components, or pieces of content, lead to higher engagement. So, spread your components out! We recommend 1-2 components per task or resource.
Longer-form content underperforms compared to shorter snippets of information. For example, instead of attaching PDFs or leaflets, break information down into shorter pieces of content.
Aim to keep most content "above the fold" so candidates don't have to scroll.
Know Your Audience
Keep in mind your audience and their generational differences when you're building out the content for your programs or cohorts. Gen Z notably has…
An 8-second attention span
A need for authenticity
Keep it Local
Anytime that your users have to click out of the platform and visit another site, overall engagement declines and you lose the ability to track and monitor engagement. Whenever possible, we recommend doing the following:
Embedding videos directly instead of linking out to Vimeo or YouTube
Uploading documents directly instead of linking to shared drives or sites
Add buttons to each step to enable tracking of clicks and views to external links
Encourage Action
Anything that is simply ‘viewable’ and does not promote the user to take action will drive surface-level engagement analytics. By balancing the use of tasks and resources, you are able to share action-oriented tasks with supplemental resources. Within both tasks and resources, format your content to include things like:
Completing a survey
Marking items as "complete" on a checklist
Uploading a file
Engaging in the Forum
Drive Engagement in the Forum
The Forum is the primary way your candidates will engage with each other, share connections, and start building community. While we like to think that those connections will happen organically, it's important for you to act as a facilitator and prompt the conversation throughout the course of their experience with the platform. A few tips to highlight with regard to driving engagement:
Add your own post to the Forum and encourage candidates to introduce themselves
Drive candidates to the Forum via the tasks/resources throughout their Template
Encourage candidates to use the Forum as a primary communication channel and set expectations on how you want them to use it; the more you endorse the Forum, the more engagement you'll see!
Leverage polls in the Forum to get a quick pulse check on how candidates are feeling
Make It Fun!
It's important to make your content fun and engaging so candidates want to keep coming back to the platform. A few tips to help make your content fun:
Use Emojipedia (emojis), Giphy (GIFs), Tenor (GIFs, memes), and/or TikTok (TikToks) to add fun, rich media to your template steps and content
Don't copy and paste your email copy into a template
Keep text concise
Keep Your Programs and Cohorts Organized
Our core functionality in the platform allows you to organize and segment your communications in a way that reflects your organization's overall structure. Keeping your programs and cohorts organized in the platform will allow you to create the best experience for your end users:
Use cohorts to distribute more specific communication (role-based, location-based, etc.)
Organizing your candidates into cohorts will also allow them to connect as a smaller group within the larger program
Surveys Reign Supreme
Surveys are our most used tool and for good reason! Recipients love to give feedback and make their voices heard. Our tips:
We recommend incorporating a minimum of 1 survey per template
Build out surveys to capture feedback & suggestions, interest polls, and swag requests or mailing addresses
Tasks v. Resources
Tasks are required items that must be completed by your users. Tasks can include:
Surveys (feedback & information collection)
Event registration & reminders
Getting prepared for day 1
Uploading onboarding documents (I9 forms, etc.)
Resources are more informational, non-action-required items or resources. Resources can include:
Testimonials
Company culture information
Team profiles or bios
ERG information
Employee handbook, training documents, etc.
Notifications are Your Friend
Notifications for tasks and resources are sent out twice a day, depending on the settings you've selected within your template. You can also send ad hoc notifications via email at the program or cohort level. Use Notifications instead of email for:
Last-minute messages or updates
Event reminders
Company-wide updates