Job applications from LINE increased 2.2 times in the first six months after its introduction.

Project Overview

Initiatives

Provided Business

Techouse Corporation, a human resources platform business, operates “Jobhouse Factory,” a human resources platform specializing in factories, manufacturing industries, and manufacturers.

Since its launch in 2017, the service has been used by many job seekers and companies posting jobs. We have grown to become one of Japan’s largest recruiting services specializing in the factory/manufacturing industry, with the largest number of jobs posted* in the factory/manufacturing industry.

*The number of open jobs is No.1 compared to 28 job sites specializing in the factory/manufacturing industry (as of April 2023, according to Japan Marketing Research Organization).

Background

Around 2022, the number of users of “JobHouse Factory” had expanded rapidly, tripling in two years, and the number of people in the customer support department responsible for communication with job seekers was also increasing rapidly. Since then, we have used official LINE accounts to communicate with job seekers.

However, before the introduction of HubSpot, user information was stored only in the company’s database, so when responding to inquiries sent to the official LINE account, we had to search the company’s database to find the user who had asked the question.

There were also issues with information sharing. When the number of people in the customer support department was limited, we could share information about job seekers directly with each other in the office. Still, as the number of people increased, it became difficult to share information that could be used to make decisions about communication priorities and response policies. Therefore, we decided to introduce HubSpot and LITTLE HELP CONNECT simultaneously to strengthen our CRM.

Utilization

In addition to the customer support department, which is responsible for 1:1 communication with job seekers, simultaneous delivery, personalized delivery, automation, and rich menu delivery control are utilized by the marketing department and are fully utilized by multiple departments. LITTLE HELP CONNECT currently has over 100 registered users.

Thanks to the introduction of HubSpot and LITTLE HELP CONNECT, we could link our LINE friends with “JobHouse Factory” users. Now that the information necessary for communication with job seekers is covered in LITTLE HELP CONNECT and HubSpot, we have increased communication speed, personalized it, and automated it.

For example, we are automating some of the interviews with job seekers through a chat flow; the information from the interviews via forms from LINE is linked to HubSpot, so we can expand the scope of our use of the system.

Custom QR codes are also being utilized. We are experimenting with ways to increase the message open rate while reducing the block rate by communicating in a way that is appropriate for the recipient.

When sending out messages, we combine information such as regions collected by LINE Audience with segments set based on our own data. This is another method that we were able to achieve thanks to LITTLE HELP CONNECT.

Benefits

The implementation of LITTLE HELP CONNECT was a small start. At first, 1:1 communication in the customer support department was transferred to LITTLE HELP CONNECT. Once the system was in operation, we added new features based on requests from the field, such as automatic responses during specific periods (Obon and year-end and New Year holidays), to match actual operations. The agile project approach allows us to adjust specifications flexibly in response to user requests.

After the introduction of the system, responses to job seekers became faster. The features that we are especially taking advantage of are the canned messages, auto-response, and chat flow, which are very useful for 1:1 communication with job seekers. The accuracy of message delivery by the marketing department has also improved, as they can now send out different messages depending on the attributes and needs of the job seeker.

These efforts have led to a 2.2-fold increase in job applications through LINE compared to before the introduction.

The introduction of LITTLE HELP CONNECT was also significant in setting up a foundation for information sharing within the company. Even if the number of people involved increases significantly, information can be shared in real-time, and teams can communicate with each other.

Key Points of Evaluation

Since we had to implement HubSpot and Little Help Connect simultaneously, I was a little concerned about whether we could set up operations as we had envisioned. However, the technical support staff was familiar with HubSpot, so my concerns were quickly resolved. Transferring the data from the “Job House Factory” database to HubSpot took some time. Still, once HubSpot was successfully established, the implementation of Little Help Connect itself went smoothly.

In many cases, functions that we felt “I wish this could be realized…” have already been released. We can also submit development requests, and if the function is general-purpose, it is added and released as a new function, and we feel that we are realizing our ideal service every day.

Also, the customer support and technical support staff provide us with support that includes HubSpot settings and operations, saying, “To achieve what you want to do with Little Help Connect, you need to configure HubSpot in this way. We feel that they are working with us to realize our goals.

Upcoming Initiatives

For the customer support department to communicate with job seekers in a manner consistent with their needs, the first step was to create a comprehensive understanding of the necessary information. Next, we aimed to automate some of the tasks to increase the speed of response. We were able to achieve this by implementing LITTLE HELP CONNECT.

With the introduction of LITTLE HELP CONNECT, LINE operations are approaching the ideal form we had initially envisioned. Since LINE is a powerful point of contact with users and has a large business impact, we would like to promote its use further.

Currently, we use auto-response when we need to respond immediately or when the customer support department cannot respond, such as immediately after adding a friend, when an action is taken in the menu, or outside of business hours. In the future, we would like to increase the scope and patterns of chat flows and auto-responses to achieve seamless integration with manned responses and to achieve a state where more natural responses can be made at the best time for the user.