Nudging to increase usage of job match services #1
Job Match (JM) of Employment and Social Development Canada (ESDC) used behavioural nudges to increase the likelihood of users returning to their website and motivate them to complete their job profile. Users who had not completed their job profile were split into 5 different groups: no nudge email, framing email, social norms email, call-to-action/salience email and sense of commitment email. The results indicated that all the emails with nudges outperformed the control email – with clicks to the JM website increasing by 41% and profile completions increasing by 106%. However, the differences in impact between the different nudges were not statistically significant, which means it is impossible to determine which one was most effective.