2U Case Study

15 LIVES TRANSFORMED

That's WhatsApp!

2U-logo-real-300x300

Engagements: 76 639

Applications: 1 904

Shortlisted: 52

Interviewed via WhatsApp: 37

Hired: 15

Turn around time: 2 weeks

About 2U

2U is an organisation on a mission to eliminate the back row in the classroom. This is to make sure every student in the class remains engaged and learning. 2U is a purpose-driven organisation. They build, deliver, and support more than 500 digital educational offerings. This includes undergraduate and graduate degrees, and GetSmarter short courses amongst others.
"1. Managed to give me insight into the learners prior to interviewing and helped with the selection when asked why they wanted this opportunity. 2. It showed me committed. If they submitted the voicenotes in same way it showed me that they willing to work and is really motivated to go after what they want. Of course I understand that people might not have access/access to resources but they generally the ones that made a plan and I saw it during this process. So to me it was a great display of determination."
Malikah Moosa

The Situation

The 2U Digital Marketing Department as a whole believes in transformation and upliftment. They live this belief through giving bright and excited young people a platform to explore their talents, interests, and growth. This platform was set-up as a learnership opportunity that intended to empower unemployed youth for 12 months with the hopes to retain them for even longer! 

The 2U team especially wanted to source and hire the best of the best. Regardless of background or demographic criteria to further champion diversity and inclusion. This speaks directly to 2U’s philosophy of decreasing classroom barriers. As well as ours at The Knowledge Trust of making opportunities more accessible regardless of background.

Special Ingredient

The most important element for the 2U team in this process was that they would be able to engage with the candidates via our WhatsApp interview process that utilizes voice notes in asynchronous interviews. This process gives young people a platform to advocate for their talents and drive in a way that speaks for them better than a CV ever could. All while adding value to 2U’s decision process for which candidates receive invitations for face-to-face interviews. 

With our visions and values aligned, we took to the task of changing lives by giving the youth a fair chance to get their foot in the door.

The Task

The candidate brief was as follows: 
  • Number of candidates: 15
  • Location: Western Cape
  • Qualification: At least a matric
  • Matric Average: At least 60%
  • Screening criteria: Must have a passion for digital design and communication
  • Age: Under 30 years of age
  • Ethnicity: All races
  • Employment status: Currently unemployed and not studying
  • Growth mindset: At least 80%
  • Numeracy test: At least 100%
  • Advertising screening questionnaire: 100%
  • Professional Communication: 80%
  • Available for interviewS: Within 7 days
  • Available to start: 6 April 2021
  • Stipend: R6000

The Action

At the time of this campaign, The Knowledge Trust had grown to just over 260 000 highly engaged members.The campaign strategy to find a suitable candidate was as follows:

  1. Access the existing community via the weekly newsletter which receives high engagement, social media and SMS marketing
  2. Access our Talent Partner network located in the Western Cape
  3. Send targeted emails to members that have applied for similar opportunities
  4. Utilize our Bounty Hunter Referral program.

Partners who helped us

2U-logo-real-300x300

Engagements: 76 639

Applications: 1 904

Shortlisted: 52

Interviewed via WhatsApp: 37

Hired: 15

Turn around time: 2 weeks

The Results

The campaign for the Digital Marketing learnership resulted in 76 639 opportunity views. 1904 completed applications, 32 shortlisted candidates and 15 lives changed!

The WhatsApp interview process saved 2U up to 50% of the time on the interview process. While adding insight on candidates making the recruitment process accurate. 

The Knowledge Trust is intentional in its mission to empower the youth of South Africa. Together, The Knowledge Trust and 2U changed 15 young people’s lives. We also managed to save time and while being thorough enough to give every single candidate a fair shot – now that is WhatsApp! Our now over 270 000 members and counting share in this mission.

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