Jim D'Arcangelo, vice president of marketing, When I Work
Jim D'Arcangelo is developing plans to accelerate the already rapid growth of Minneapolis-based When I Work and its popular job scheduling app for companies and their hourly employees. One approach, D'Arcangelo said, is creating a content-based educational process to help persuade prospective customers to test When I Work on a 30-day free trial.
D'Arcangelo said a similar education and engagement process helped create better-educated customers who sought more value from the service and tended to stick with it when he was senior vice president of marketing at Booker, a business management platform, and Aria Systems, an enterprise commerce billing system where he was in a senior marketing position.
At When I Work, the role of vice president of marketing is a new one. Its addition reflects a realization by CEO Chad Halvorson and its board of directors and investors that "There's a lot of growth opportunities being left on the table," D'Arcangelo said.
More than 50,000 workplaces in more than 50 countries already use When I Work to engage, schedule, track time and communicate with hourly employees. The company's revenue and number of customers have grown more than 100 percent a year since Halvorson founded it in 2010, D'Arcangelo said.
D'Arcangelo is a graduate of Princeton University and has a master's in marketing from Johns Hopkins University and an MBA from George Washington University.
Q: How will content-based education help boost When I Work's growth?
A: We want to make it really simple for them to learn as much about it and whenever they're ready to take a step we're there for them. They'll learn about how we help retain and increase satisfaction among their hourly employees and how that actually increases their customers' satisfaction, which makes their business that much better.
Q: What are some of the benefits that When I Work offers?
A: We feel a strong corporate responsibility to create an uplifting, virtuous business cycle by helping businesses succeed through improved efficiency and employee retention, improving the quality of life and work life for hourly workers and ultimately improving end-customers' experiences.
Q: What does When I Work do for hourly employees?
A: Enabling easy management, easy access and easy communications between companies, managers and their workers just makes the quality of life much better. When I Work also brings a record of where they've worked and how long they've worked, so in a sense they've built up a résumé, they've built up that credibility and a network as well.
Todd Nelson
