Case Study: Circa boosts diversity job board engagement with Usman Group

Circa boosts organic traffic 52% with Usman Group

Circa, a market leader in helping organizations find diverse candidates and comply with DEI requirements, acquired DiversityJobs and faced the challenge of repositioning the brand and overhauling its website. They needed to engage job seekers more deeply and give employers a sample of their other products. To meet this challenge, Circa engaged the Usman Group for strategy, web design, and UX research services.

The Usman Group implemented a design thinking approach, conducting stakeholder interviews to develop user personas and create a new site with a universal, inclusive design. The solution resulted in a streamlined WordPress site that achieved significant measurable impact, including a 52% increase in organic traffic and a 67% increase in new users within a 12-month span. The redesigned DiversityJobs.com also received a Web Excellence Award.

Circa