How Cello helped Join achieve a monthly additional revenue growth of 11% via referrals

Join, a pioneering recruitment technology platform, has recently enhanced its growth capabilities by integrating Cello to optimize its user referral system.

Before this integration, managing user referrals presented several challenges, including inefficiency and needing more streamlined processes. Join has significantly upgraded its referral mechanism by bringing Cello into its ecosystem.

Cello now automates the entire referral journey, from tracking referrals to rewarding users and constantly re-engaging their user base. This integration simplifies the referral process and makes it more rewarding and engaging for Join's users.

How did they succeed?

Next to Join’s state-of-the-art in-product implementation process (first-level menu integration), Join’s growth team succeeded, particularly through various re-engagement campaigns driving activation rates.

In-product contextual notifications

Contextual notifications increase the likelihood of users engaging with your referral program. Join implemented a smart notification strategy pointing towards their referral program.

Moments of pride triggers

At the heart of their initiative was clearly understanding their primary product value, transcending the traditional 'aha' moment. For Join, the most significant trigger was successfully hiring a candidate through their platform.

Building on this foundation, they identified several other critical activities that would serve as triggers for the referral program, including:

• achieving a specified number of candidates
• posting a new job advertisement
• moving a candidate to a particular stage within the application process
• achieving a certain number of hires.

Activation campaigns

Timing played a crucial role in Join's strategy. They leveraged time-based triggers, such as when customers extended a contract or increased their monthly recurring revenue (MRR) spending. Additionally, customers who manually topped up their accounts were rewarded with a gift, accompanied by a referral banner, to encourage participation in the referral program.

Next to these, Join benefited from automated notification banners informing users of the program (after 7 days of the program launch).

Join also implemented a notification after filling out a feedback from in Join’s dashboard. For all promoters a CTA to the referral program was displayed.

E-mail campaign

To further engage their users, Join also conducted an email campaign, leading to a significant increase in user activation.

Referee Landing Page

Next to a great in-app experience and email campaign, Join optimized the referral funnel and achieved an impressive sign-up rate of 29% by building a great referee landing page.

It contains:

• the sign-up form
• an easy-to-grasp value proposition
• signals of trust (e.g. customer’s logo + quote)

The result?

Join's strategy led to an impressive increase of their monthly activation rate (from 4.8% to 25%), thanks to their effective use of contextual notifications for user re-engagement.

On top of that, this resulted in a 29% sign-up rate, demonstrating the appeal of their referral program set-up.

All in all this new channel led to a monthly additional revenue growth via referrals of 11% while the CACs are 6x lower than their average. These results highlight Join's success in engaging users and converting them into paying customers through targeted, context-aware strategies.