Eduployment's Customer Journey Breakthrough - Case Study
Uplift in onboarding completion
Increase in job applications
Key Insight
Eduployment, a career advancement platform connecting skilled workers with international employers, faced a conversion gap between interest and action. While many users explored the platform, few completed the multi-step onboarding and job application process.
Propel identified that the user journey lacked reinforcement between registration and placement — the most critical phase in driving trust and engagement.
Solution Snapshot
Propel developed a multi-stage lifecycle strategy that nurtured users from sign-up to successful job placement.
Lifecycle Email Journeys
Automated sequences that guided users through each step of the job application process.
Behavioral Segmentation
Grouped users by registration stage and application progress to ensure contextual communication.
Motivational Triggers
Used progress-based messages to keep users emotionally invested in their goals.
Continuous Optimization
Analyzed drop-offs weekly to fine-tune timing, tone, and trigger logic.
Challenge
Eduployment’s mission was powerful — to connect skilled professionals with overseas job opportunities. But users often stalled mid-journey.
- Many dropped off after registration or language assessments.
- Communication was generic, failing to match the user's stage or aspiration.
- Manual follow-ups limited scalability and slowed conversion.
The challenge: turn potential applicants into placed candidates through automated, motivational communication.
Approach
Propel began by mapping the complete candidate lifecycle, from awareness to employment confirmation.
- Stage-Based Segmentation: Divided users into awareness, onboarding, training, and application stages.
- Emotional Messaging: Added motivational hooks emphasizing transformation and success stories.
- Behavioral Automation: Triggered contextual emails and push notifications aligned with user progress.
- Feedback Loop: Used data on drop-offs to refine touchpoints and ensure no candidate was left behind.
The approach blended empathy with precision — helping Eduployment nurture trust and accountability at scale.
Solution
Propel’s lifecycle design implemented five automated journeys:
- Registration Confirmation: Reinforced trust and next-step clarity.
- Onboarding Series: Explained how to prepare for international job readiness.
- Training Reminders: Nudged users who delayed skill completion or assessments.
- Application Prompts: Personalized encouragement based on skills and location preferences.
- Success Journey: Celebrated placed candidates and re-engaged inactive users.
The entire ecosystem was built inside Customer.io, integrating real-time user data for smart automation.
Before and After
Result
Eduployment achieved a 45% uplift in onboarding completion and a 28% increase in job applications within the first quarter.
Automation created a smooth bridge between sign-up and success, ensuring users stayed guided and motivated.
Propel’s lifecycle-driven communication helped Eduployment do more than fill roles — it helped users fulfill aspirations, proving that meaningful engagement can accelerate life-changing outcomes.
