What's Your First Impression of DelightRoom?
How does DelightRoom appeal to the outside world? ๐ค
Every quarter, the People & Culture Group treats "hiring top talent" as the most critical piece of our OKRs. Naturally, we've been ramping up our employer branding efforts to attract the right people to DelightRoomโboth faster and in greater numbers.
We formed a branding TF, diversified our channels across YouTube, Instagram, and Naver Blog, shot interview videos with our CEO, Jay, and even launched a writing club where Delighters share their expertise and DelightRoom's culture firsthand!
After hustling through all these initiatives, a thought suddenly crossed my mind.
We're working pretty hard on this branding thing... but are we actually doing a good job? ๐ค
Are the messages we want to convey through our branding,
actually reaching the right people?
So, we created the DelightRoom First Impression Survey.
What We Wanted to Learn from the Survey
We designed the questions to serve as a benchmark for whether our branding efforts were hitting the mark, and to gather insights for further improvement.
How you discovered DelightRoom
๐ To figure out which channels give people the most exposure to DelightRoom, and to plan actionable steps for strengthening or tweaking our channel-specific branding.
What drew you to DelightRoom
๐ To identify which of DelightRoom's many charms(!) actually appeal to potential candidates and double down on them.
๐ To see if the perks we want to showcase are shining through, helping us gauge the quality of our branding efforts.
What else you wanted to know about DelightRoom
๐ To gain insights that will help us proactively answer potential candidates' burning questions.
So, What's the Verdict on DelightRoom's First Impression? ๐
The First Impression Survey kicked off in August 2021 and has been running for about eight months now. We've collected around 120 responses so far. Let's dive into the insights we've gleaned from them!
How did you discover DelightRoom?
When asked how they discovered DelightRoom, respondents answered in the following order: Wanted > Jobplanet > Referral (Internal/External) > News Articles. Since Wanted is the hiring platform with the highest number of applicants, it unsurprisingly took the overwhelming lead.
It turns out that, rather than knowing the product or the company firsthand, far more people are discovering us only after landing on a hiring platform...
Lesson learned!! We realized we need to step up our branding game across various channelsโincluding PR and social mediaโto get DelightRoom and Alarmy on people's radar much earlier in the funnel. ๐ช (Still, on a personal note, I was super proud to see that after we started aggressively distributing PR materials, people actually began citing "news articles" as their discovery channel!!! ๐)
What drew you to DelightRoom?
1. Product and Service
Drawn to a service that wakes users up reliably, gifting them a successful morning and creating a positive impact.
Felt genuine user affection and the product's charm from the 8th-anniversary video.
2. Growth Potential
Seen as a company with high growth potential where teammates can grow together.
3. Data-driven mindset and massive user base
Drawn to the rational, data-driven decision-making style of a service with a massive user base.
4. Proactive and autonomous organizational culture
Drawn to a culture where people take initiative in a free and open environment.
5. Top-tier colleagues, the Delighters
Respect and curiosity for teammates delivering stellar results as a small-scale organization.
Felt a strong sense of trust reading articles written directly by Delighters on Notion and Medium, sharing insights on their specific roles, our culture, and how we work.
6. Candidate-friendly employer branding and job descriptions
Job postings with detailed role descriptions, checklists, and team-specific ideal candidate profiles, all designed with the applicant in mind.
Reading the culture deck gave the impression that the company deeply values and focuses on its organizational culture.
Looking at these qualitative responses from potential candidates to see how DelightRoom's employer brand is being perceived,
I thought to myself, "We're doing a pretty good job showcasing our charm!" ๐
It gave us the confidence that DelightRoom is being recognized as a place where you can build the #1 global product and grow alongside exceptional teammates! A place that truly embodies our four core values: "Growth, Efficiency, Autonomy, and Fun!"
Then, what more do people want to know about DelightRoom? ๐ง
This question helped us resolve a nagging curiosity: "It seems our intended messages are getting across, but what else are people itching to know about us?"
Service Scalability and Delighters
The majority of respondents cited Alarmy's service scalability ๐ and the Delighters they'll be working with ๐๐บ.
Truth be told, DelightRoom's blog and our recently published culture deck already contain detailed answers to these questions. However, they are harder to dig up compared to other info. We realized we need to reorganize our branding channels to make this information easier to find and consistently update content to show off the diverse charms of our Delighters. ๐ช
So, What's Next?
Based on the First Impression Survey so far, we've drafted the following To-dos:
The charm we want to convey is landing well.
๐ Our content is generally heading in the right direction. Time to boost quality and productivity!
Let's share this charm with even more people.
๐ Ramp up our employer branding activities across multiple channels!
Better showcase our service scalability and our Delighters.
๐ Share the product roadmap DelightRoom envisions for Alarmy!
๐ Regularly update content that highlights our Delighters' professional expertise and culture fit!
Wrapping Up
Looking back at the First Impression Survey retrospective, I realized this will be a meaningful metric for checking our direction as we continue our branding efforts. A huge thank you to everyone who took the time to participate, and a special shoutout to the UPO group for generating the promo codes. ๐ฅฐ And an early thank you to those who will participate in the future! We'll chew on every piece of feedback and turn it into great areas for improvement. ๐ช