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Robyn Michaud
Projects
The following projects reflect my approach to understanding the user first and foremost, and letting that define every decision going forward.
Michelin North America
6-week recruitment marketing campaign to help Michelin attract skilled trades talent to their Waterville, Nova Scotia location.
Recruitment Marketing
Copywriting
Consumer Behaviour
Challenge
Michelin had strong global brand recognition but struggled to attract qualified tradespeople to a hard-to-fill rural location.
Approach
Tradespeople respond better to direct, benefit-focused messaging compared to emotional storytelling. So instead of selling Michelin's culture or values, I used their strongest selling points, like their dedicated training facility, full wage during training, and exceptional benefits, as the messaging foundation.
Results
153 applicants
13 interviews
2 hires
“When I came back from vacation, there were a lot of candidates in my Waterville queue. I was super pleased, especially since the candidates were far better than what we’ve been seeing through our career website."
– Ethel Baillie, Technical Wage Recruiter
Key Learning
Not everyone responds to the same types of messaging. Storytelling and evoking emotions can attract some people, but for other demographics, sometimes straightforward, straight-to-the-point messaging is more effective.
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Taylor by CareerBeacon
AI job search copilot built to help Canadian jobseekers navigate their search with personalized support and guidance.
UX Research
AI
Copywriting
Consumer Behaviour
Challenge
Canadian jobseekers are struggling to find work in an increasingly competitive market. Most tools prioritize speed and application volume, making the search less intentional and making it harder to stand out.
Approach
Mapped the emotional journey of the Canadian job search experience to help Taylor better understand jobseekers. I also analyzed sentiment from hundreds of jobseeker Reddit communities. Patterns in language, emotional intensity, and pain points directly informed Taylor's tone, personality, and introductory email to new users.
Results
Ongoing
54% open rate on the introductory email
69 jobseekers have engaged with Taylor across 251 conversations. Taylor continues to be optimized through an ongoing evaluation system.
Key Learning
Immediate tangible value is not always what users need most. Trust and understanding hold just as much power, especially for users in a vulnerable state. The best products meet people where they are.
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