From Tool to Ecosystem: How 600k Applications Saved B2B Churn
Our product faced a silent crisis. Despite having a robust platform for managing recruitment processes, our clients were cancelling contracts (Churn) at an alarming rate. The reason? A shortage of raw material: people.
The Challenge: The Empty Chair Ghost
Recruiters opened vacancies, but no one showed up.
The challenge wasn't just to 'improve the interface,' but to stop the company's financial bleeding by proving that our tool could not only manage but attract qualified talent.
The Discovery: Rapid Diagnosis
In this project, we didn't have time for extensive user discovery. My approach was pragmatic and business-data-oriented: I dove into Customer Success reports and identified that the high churn wasn't due to platform usability, but the "Empty Funnel."
Recruiters loved the tool but cancelled because they had no one to hire. My "research" was a technical and competitive audit to understand where candidates were dropping off—or worse, where they weren't even arriving.
The Solution: Building an Attraction Ecosystem
To reverse this scenario, we designed a strategy of Proprietary Channels and Active Attraction. We created 'Candidata AI' and opportunity portals that act as a talent magnet, removing the burden of active sourcing from the recruiter.
We also implemented a Base Nurturing system. This was an intense engineering effort: the dev team built complex algorithms and AI integrations to ensure that smart job suggestions reached the 'right' candidates.
By prioritizing matching accuracy, we significantly improved the quality of applicant profiles, ensuring that automated emails reactivated talent that was truly relevant for the open roles, rather than just generating volume.
Foundations: Trust and Scale
Compliance
Full LGPD/GDPR adherence, ensuring legal security for our enterprise clients.
Inclusivity
Focus on Accessibility, ensuring vacancies were democratic and navigable by everyone.
Flexibility
A White Label architecture, allowing big brands to use our attraction tech while maintaining their own visual identity and tone of voice.
Results: Business Impact
The strategy of focusing on the 'candidate side' to save the 'client side' proved correct.
We transformed the ATS from a simple resume repository into a talent acquisition machine, drastically reducing churn due to lack of candidates and increasing our clients' LTV (Lifetime Value).
quality applications submitted through these new channels.