针对求职匹配平台,优化用户留存而非单纯增加匹配数。
Not All Matches Are Equally Valuable: An Online Experiment of Retention-Focused Recommendation in a Job-Matching Platform

- 根据用户匹配频率调整推荐权重,优先保障低匹配用户
- 低匹配用户流失风险显著更高,高匹配用户再匹配边际收益小
- 实测可降低用户流失,适合关注长期留存的平台
在双边匹配平台中,推荐系统通常以点击率、回复率或成功匹配总数等即时行为信号为优化目标。然而,在真实市场环境中,单纯最大化匹配数可能与用户留存率和平台收入等核心业务目标不一致,尤其当匹配次数极少的用户面临显著更高的流失风险时。本文研究一个真实的求职匹配平台,发现近期匹配数极低的用户确实更易流失,而对已有较多匹配的用户追加匹配带来的留存提升有限。基于此实证发现,我们提出一种面向留存的推荐问题,并实现一种简单的后处理方法:在基础匹配排序上,对高流失风险用户给予评分提升,以增加其获得匹配的概率并改善留存表现。我们在真实平台开展在线实验,处理组用户流失率呈现下降趋势,虽未达传统统计显著水平,但企业端流失无恶化迹象。据我们所知,这是首个在真实双向求职匹配平台中进行留存导向推荐的在线实验。
原文摘要 · Abstract (English)
Recommender systems in two-sided matching platforms are commonly optimized for immediate engagement signals such as click-through rate, reply rate, or the total number of successful matches. However, in real-world marketplaces, maximizing matches alone may be misaligned with business goals such as user churn rate and platform revenue, especially when users with fewer matches are at substantially higher risk of churn. In this paper, we study a real job matching platform and show that users with very few recent matches are indeed much more likely to leave the platform, while additional matches for already successful users provide limited marginal value for retention. Motivated by this empirical finding, we formulate a retention-aware recommendation problem and implement a simple post-processing method that adjusts the baseline match-focused ranking to prevent user churn. Specifically, the implemented method gives a score boost to churn-risk users with the goal of increasing their likelihood of obtaining matches and improving retention. We evaluate this practical approach in an online experiment on a real job-matching platform. The treatment group showed directionally lower user churn than the control group, although the estimated effect was not statistically significant at conventional levels, while company-side churn showed no evidence of deterioration. To our knowledge, this is among the first online experimental studies to investigate retention-focused recommendation in a real reciprocal job-matching platform.
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