ZipRecruiter was founded in 2010 on a simple premise: Matching the right candidate to the right job shouldn’t be an arduous task. The explosion of job boards, along with the increasing tendency of employers to post open positions on social media, meant that job seekers faced an overwhelming array of places to search.
In addition, employers weren’t sure that their open positions were receiving wide enough exposure. Managing their job postings on dozens of online boards was daunting, and the ever-increasing signal-to-noise ratio on social media meant that outlet wasn’t optimal either.
Since its inception, ZipRecruiter has enabled over 1,000,000 companies, including Ford, Verizon, Target, and many others, to quickly and easily post their open positions on more than 200 leading job boards. Employment seekers can create a profile and search for and apply to jobs whether they’re on the ZipRecruiter website or using the service’s mobile app.
All of that activity requires ZipRecruiter to send a lot of email. “Email is a core part of the ZipRecruiter business,” says Matt Plummer, Vice President of Product for ZipRecruiter. “Hundreds of thousands of customers rely on our new candidate notification emails to help them hire and grow their businesses. Millions of job seekers rely on our job alert emails to help them find the job that will improve their lives.”
In addition, the company transmits nearly 20 million emails a day for more than 450 sending partners. “We’re essentially acting as an ESP ourselves and need a bit of extra guidance in navigating the challenges that come along with that,” explains Plummer.
Email plays a pivotal role
As a result of ZipRecruiter’s need to serve job seekers, hiring companies, and sending partners, “there really isn’t a typical ZipRecruiter email,” according to Plummer. “We have sent thousands of different emails over the past year.” There is a standard job alert email, though, that offers each recipient a tailored set of results in a template that has the same look and feel regardless of profession.
“Because of the range of emails we’re sending, we’re using different metrics to measure each of them,” Plummer notes. “We look at how our users engage with a credit card failure transactional email with a completely different mindset than we would a marketing campaign. Naturally, we keep the top level engagement metrics at the forefront of our analyses, but our email decisions are driven by many other factors, too—revenue, deliverability impact, market research, and so forth.”
He adds: “The great thing about email is that everything about the interaction is documented and stored in a database. We can pull actionable insights from this data, daily. The bottom line at ZipRecruiter is simple: We want to match great job seekers with great jobs, and email plays a pivotal role in that.”
Respect the sanctity of the inbox
Email is a linchpin of customer engagement, and it remains the backbone of how many companies communicate externally, even if they’ve moved to various brands of file sharing and instant messaging platforms for some of their internal communications. Plummer observes that “email is an ever-evolving medium,” but it’s also one that “isn’t going anywhere anytime soon.”
He continues: “Remember: Email has emerged as the central location where we receive all of the important updates in our life: bank notifications, Facebook updates, work communications, messages with loved ones, flight confirmations, and so forth. However, I do think that folks will continue to get more and more picky about what they do and don’t want in their inboxes. As large-scale senders, we need to remember to respect the sanctity of the inbox and do our best to continue to facilitate human interactions there.”
SparkPost helps us deliver emails, and helps us do it the right way
As ZipRecruiter has blossomed into a business with over 400 employees in two states and three countries, the company has outgrown a series of ESPs. The company uses SparkPost as part of a diversified messaging strategy. “We’ve worked with quite a few different providers,” Plummer says. “We’ve been pleased with our experience at each of those companies, but as we’ve grown, our needs have changed.”
He adds that ZipRecruiter first became interested in SparkPost because of its technical strengths developing high-performance mail delivery systems. SparkPost is “the company that built Momentum, the de-facto mail delivery platform utilized by most ESPs and large email senders. Once we met the SparkPost team, we were very impressed with how the they took a look at our multifaceted and complex email ecosystem, and provided us with a very detailed plan on how we needed to move forward to be successful.”
ZipRecruiter’s initial test with SparkPost actually “exposed a subtle, but important, flaw in how we had previously built our email ecosystem,” Plummer recalls. “It ended up being a great learning experience for us, and the SparkPost team guided us in a direction that would strengthen our email deliverability in the long run.”
In fact, Plummer says, “SparkPost has helped us achieve a higher level of deliverability than we ever have before. SparkPost helps us deliver emails, and helps us do it the right way.”
Download this case study today to learn more about how ZipRecruiter uses email and works with SparkPost to drive customer engagement with its growing business.