We send emails to registered job seekers in order to encourage them to use their profile on the public employment service's platform, i.e to fill the profile and potentially publish it to become visible to recruiters. We test several emails to maximize take-up by either providing information or reducing the cost of the tool's use, in combination with behavioral levers. We also test two different sending hours.
- Informational treatments
(Info1) Information about the use by recruiters
In order to emphasize the potential gains of filling the profile, we highlight its use by other agents. We show information about the number of recruiters looking for candidates on the platform each month. We vary whether this information appears or not.
(Info2) Information about the gains in terms of service quality
Another information shared is related to the effect of providing information through the profile on the quality of the service given by the institution. Counselors rely on the profile to recommend job ads to job seekers and so do automatic recommender systems built by the institution. We highlight how a well-filled skill profile can enable Pôle emploi's counselors to better assist individuals in finding a job, a training program and more broadly communicate with them. We vary whether this information is present or not.
- Help provision treatments
(Help1) Including a list of steps
In order to reduce the cost of completion we write the various steps to follow in order to fully mobilize the tool directly in the body of the email. We vary whether this tutorial is proposed or not.
- Including an intensive help
Some job seekers may find it difficult to complete their profile independently. Some may have difficulties with the French language or with digital tools. Others may want to be accompanied in the process because of a lack of self-confidence. We propose an intensive help that can take 2 forms:
o (Help2workshop) Workshop: We propose job seekers to self-register to a half-day workshop designed to help them fill-in their profile at the PES.
o (Help2counselor) Counselor: We propose jobseekers to book an appointment with a counselor via a call-to-action button which redirects them to the appropriate webpage.
We vary whether the intensive help is proposed or not and whether it takes the form of a workshop or a counselor appointment.
- Scheduled time to send the email
(Schedule) Sending hours:
We vary whether the email is sent at 9am or at 3pm.
We aim to test the interaction of some of these email contents. We selected a subset of interactions between email contents that we considered to have a chance of being relevant, leading to a total of 16 different emails summarized.
Since emails can be sent at either 9am or 3pm, this experiment includes a total of 32 treatment arms.