Case Study: Tucows achieves 2X employee growth and 90% positive brand associations with UserTesting

How Tucows uses human insights to attract top talent

Tucows, founded in 1993, is a large technology company providing network access, mobile services and domain names. By 2019 its brand and careers site felt dated and unclear, leaving only about 60% of test participants viewing Tucows as good or better than their employer and just half saying they would apply — a gap that made attracting top talent difficult while still wanting to honor the company’s history.

Tucows’ UX team used UserTesting to collect unbiased feedback throughout a site redesign and rebrand, iterating on messaging, visuals and benefits copy based on real-user insights. The result: more than 90% of testers now rate Tucows as good or better than their current employer and aspire to work there, the company doubled its headcount in 18 months, and an aligned, user-centered internal team strengthened company culture and hiring resilience during the pandemic.

Tucows

Jess Johannson

Chief People Officer