This project was an important step for Naukri in targeting college students and fresh graduates. Naukri Campus was created as a platform with customised resources, tools, and services for this group.
Objective
Launch Naukri Campus to make Naukri the main career and job platform for college students and recent graduates
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Impact
Within a month of going live in the market we saw a significant improvement in important metrics:
18% growth in the daily active users
31% increase in the number of sessions
35% increase in the number of applies
The data compares how students and freshers in the Naukri Campus segment behaved after the launch, versus how they behaved in Naukri and First Naukri before the launch.
My role
As a solo content designer, my role involved researching Gen Z’s needs, creating a content strategy, and developing clear and engaging copy for landing page and different flows.
How did we arrive at the Naukri Campus tone?
Performed secondary research to understand what Gen Z cares about in work.
Identified 5 key themes that define their approach.
Connected the themes with Naukri Campus to see how we can help them.
Created a value playbook to show how Naukri Campus can support Gen Z in their career journey.
Framed the Naukri Campus tone to match the aspirations and needs of Gen Z.
Step 1:
Secondary Research – Understanding Gen Z
We started by conducting secondary research to understand Gen Z’s mindset,
preferences, and values when it comes to work.
Goal: Uncover what Gen Z truly cares about in their careers and how they like to interact in a professional setting.
Step 2:
Turning insights into key themes
From the research, we identified 5 key themes that define how Gen Z approaches work:
Growth & flexibility: Gen Z seeks growth in an environment that gives them flexibility in how they work.
Purpose & fulfillment: They want work that aligns with their values, not just financial incentives.
Continuous learning: Gen Z celebrates learning and constantly improving.
Inclusivity & transparency: They prefer inclusive workplaces that foster open communication and diversity.
Tech-forward approach: As digital natives, they expect workplaces to be tech-friendly and well-equipped.
Step 3:
Connecting themes to Naukri Campus
We then aligned these themes with how Naukri Campus can help Gen Z:
Flexible learning & mentorship: Naukri Campus offers on-demand learning and mentorship, allowing Gen Z to learn at their own pace.
Purposeful career tools: Tools like Pathfinder help them find careers that align with their values.
Celebrating learning: We track progress and celebrate milestones to keep Gen Z motivated.
Inclusive community: Naukri Campus is built to be inclusive, offering spaces where Gen Z can connect with mentors and peers.
Tech-savvy tools: We provide cutting-edge tools like NCAT and Resume Maker to help them succeed in the modern job market.
Step 4:
Creating value playbook
Next, we took the above themes and translated them into actionable, motivating pointers for the value playbook:
Fuel their growth, not their stress: Focus on flexibility and growth to ease their career pressure.
Lead them to fulfilling careers, not just high-paying jobs: Support them in finding work that aligns with their values, not just the paycheck.
Celebrate their wins, big and small: Recognize and celebrate their achievements to keep them inspired.
Create a space where they belong: Build an inclusive community where Gen Z can thrive.
Equip them with tech that works for them: Provide tools that simplify their job search and career journey.
Step 5:
Framing Naukri Campus tone
We used secondary research, key insights, and value playbook to develop the Naukri Campus tone.
Tone | Tone personality | Why this tone | Purpose in Naukri Campus |
Playful & conversational | Friend, peer, influencer | Gen Z likes friendly conversations. They want to feel like talking to a friend, not a company. | To keep things fun and easy, making Gen Z feel comfortable and excited to connect |
Empowering & motivational | Cheerleader, coach, motivator | Gen Z wants to feel inspired and encouraged to grow | To help Gen Z stay motivated, take action, and get excited about their growth |
Supportive & friendly | Mentor, teammate, guide | Gen Z looks for help from mentors or friends. They want a safe space to learn and ask questions. | To create a welcoming place where Gen Z feels supported, guided, and confident to learn |
Empathetic & understanding | Listener, partner, supporter | Gen Z wants to feel heard and understood. They prefer brands that show they care. | To build trust by showing that Naukri Campus understands their challenges |
Step 6:
Tone examples
We created tone examples to help stakeholders better understand and connect with the experiences of campus users on Naukri
Tone | Do | Example | Don't | Example |
Playful & Conversational | Be relatable | Discover jobs that match your vibes and skills | Assume everyone has same goal | Everyone wants a high-paying job with tons of perks, right? |
Lighten up | Discover jobs that match your vibes and skills | Dry language | Utilize our resources to optimize your trajectory. | |
Empowering and motivational | Highlight possibilities | Ready to crush your internship? Let Naukri Campus be your launchpad to career greatness! | Unrealistic promises | Get hired in 24 hours guaranteed! |
Celebrate progress | Aced that skills test? You're one step closer to getting your gig! Keep smashing those goals! | Overblown hype | This job will change your life forever! | |
Offer actionable tips & resources | Networking nervousness got you down? Download our guide to conquer those networking events like a pro! | General cliches | Just believe in yourself! | |
Supportive & friendly | Offer reassurance & validation | Think your skills aren't enough? Let's calm those doubts and highlight your incredible skills | Induce fear | These amazing companies won't be hiring forever, act fast or miss your chance! |
Celebrate milestones | Aced that skills test? You're one step closer to getting your gig! Keep smashing those goals! | Empty promises | We guarantee you'll find your dream job! | |
Empathetic & understanding | Acknowledginganxieties & frustrations | Feeling stressed about the future? We know the job market can be scary, but we're here to support you every step of the way. | Dismissing concerns | Don't be so nervous, it's just a job interview! |
Offer reassurance & validation | Think your skills aren't enough? Let's calm those doubts and highlight your incredible skills | Induce fear | These amazing companies won't be hiring forever, act fast or miss your chance! |
From researching and identifying key themes to creating the right tone and content, we set up a solid foundation for connecting with campus students.
This project ensured that Naukri Campus was a supportive and empowering platform for their career journey.