Driving ZipRecruiter's Enterprise Market Penetration
Supported ZipRecruiter's expansion into the enterprise market, contributing to tailored messaging and assets that aligned with larger client needs, driving increased credibility and engagement.
Overview & Strategy
When I joined ZipRecruiter's Product Marketing team, the company was experiencing hyper-growth and seeking to expand its product offering to larger enterprise clients. Recognizing that enterprise prospects have unique needs and expectations compared to the predominantly small and medium-sized businesses (SMBs) we previously targeted, we set out to create dedicated messaging, positioning, sales-enablement materials, and website assets tailored for this new market.
To gain the trust of enterprise clients, we focused on a strategy that conveyed scalability, reliability, and trust. One key initiative was the development of dedicated landing pages tailored to the industries from which these clients most frequently hired.
Execution
To ensure these dedicated landing pages were compelling to an enterprise audience, I led efforts in the following areas:
Highlighting Scalability and Quality:
• Emphasized ZipRecruiter's ability to scale according to enterprise needs and deliver high-quality candidates.
• Incorporated compelling statistics showcasing the breadth and depth of our applicant pool, reinforcing our position as a leading talent acquisition platform.
Building Trust and Reliability:
• Featured logos of prominent enterprise clients to provide social proof and reinforce our reliability and trustworthiness.
• Included tailored value propositions addressing common pain points experienced by enterprise prospects.
Providing Tailored Solutions:
• Presented sample job templates and screening questions optimized for each industry, demonstrating our commitment to providing industry-specific solutions and increasing page engagement.
By leveraging my expertise in data analytics and copywriting, these tailored landing pages became powerful tools for building credibility with enterprise prospects and showcasing the quality and relevance of our solution offerings.
Results
While tangible metrics and quantitative results are confidential, the qualitative impact included:
Increased engagement and interest from enterprise prospects.
Enhanced credibility and trust with larger clients.
Improved alignment of ZipRecruiter's messaging and assets with enterprise market needs, supporting the company's overall growth strategy.