JodRewards and Incentives — Naming and Structure

This document is for the Head of Marketing. It explains the data we collected. It explains the naming decision we made. It explains why we made it.

We are doing three things. We are making "JodRewards" the umbrella (payung) name. We are using "Incentives" (insentif) for the cash programs. We are retiring the words "Bonuses" and "Campaign" for workers.

Summary of the decision

This section gives you the whole decision in one place before the details.

• We keep JodRewards as the main brand. It is the umbrella (payung) over everything.
• We use Incentives for programs where a worker earns extra cash after they finish jobs.
• We stop using Bonuses. We also stop using Campaign in worker-facing text.
• We split the old /bonuses page into one clear page per program.
• This decision is for the Singapore gig platform only. Indonesia will be a separate job postings product.

Key terms we are solidifying

This section defines the words so the whole team uses them the same way. Using one word for one thing is the most important rule here.

JodRewards (the umbrella / payung)

JodRewards is the name of the whole program. It is not one feature. It holds two different parts inside it.

• It already runs on our loyalty tool called Eber (jodapp.eber.co).
• Inside JodRewards there are two parts. One part is Incentives. One part is Points.

Incentives (insentif)

An incentive is extra cash a worker earns when they finish jobs that meet a rule (aturan).

• Example. Finish your first 20 jobs in one month and earn up to 200 dollars.
• The worker does a clear task. The worker gets paid for that task.
• This is the correct word for programs like Jod 101, FSC Crew, FairPrice Cashier, and the McDonald's Best Crew Challenge.

Rewards and Points (poin)

A reward is a point a worker collects over time. Later the worker trades (tukar) the points for vouchers.

• Example. Collect points from your activity and redeem (tukar) them for Grab or NTUC vouchers.
• The worker does not get cash. The worker gets points to trade later.
• This part lives inside the Eber portal.

Incentive vs Reward (the simple difference)

This is the one distinction the team must remember.

Idea	What the worker does	What the worker gets	Example
Incentive (insentif)	Finishes jobs that meet a rule	Cash	Jod 101 pays up to $200
Reward / Points (poin)	Stays active over time	Points to trade for vouchers	Redeem points for a Grab voucher

The Singapore data behind the decision

This section shows the real data. We only show Singapore data here. We removed traffic from other countries on purpose, and the reason is explained at the end of this section.

What workers search on Google (GSC)

This data shows the words real people type into Google to find us. It is the clearest signal of how workers think.

• Almost all searches are our brand name. People search "jod", "jod app", and "jod login".
• The word "reward" has a small but real search in Singapore. About 10 clicks in 6 months, at position 1, and growing.
• The word "incentive" has zero search today. Nobody searches "jod incentive" yet.
• The word "bonus" has zero search today. Nobody searches "jod bonus", even though our page is called /bonuses.

Search term in Singapore	Clicks in 6 months	Meaning for us
jod, jod app, jod login	thousands	People find us by our brand name
jod reward / jod rewards	~10 (position 1, growing)	The only earn-money word with real traction
jod incentive	0	A new word we must teach
jod bonus	0	A dead word, safe to drop

How workers reach our pages (GA4)

This data shows where the visit comes from. It tells us if a page is found on Google or pushed by us.

• The hub pages are found on Google. /bonuses gets 68 percent of its Singapore visits from Google search. /rewards gets 42 percent from Google search.
• The campaign pages are pushed by us, not found on Google. The McDonald's Raya page gets about 90 percent of visits from Eber, Telegram, and the app. Almost nobody finds it on Google.
• The page /jobs/sg/jod-rewards is a login page into Eber. It gets 69 percent Direct visits. These are existing users, not new people. We should not treat its high traffic as marketing interest.

Page	Top source in Singapore	What it means
/bonuses	Google search (68%)	A discovery (penemuan) page. SEO matters here.
/rewards	Google search (42%) and Direct	A discovery page. SEO matters here.
/campaigns/... (McDonald's)	Eber and Telegram push (~90%)	We push it. Google barely sees it.
/jobs/sg/jod-rewards	Direct (69%)	A login page. Existing users only.

A note on data cleaning

This note explains why we only used Singapore data, and it matters for trust in the numbers.

• Other countries show up in raw reports, but they are not real customers.
• India traffic comes from a different app that shares a similar name. It is not us.
• Indonesia traffic is most likely our own engineers, and Ali during screen sharing, opening production from Indonesia. It is internal, not a market signal yet.
• The lesson is simple. Always filter to Singapore before reading these numbers.

Why we made this decision

This section explains the thinking from the ground up (dari dasar). Each idea is built on the data above.

Workers find us by brand, not by generic words

The data shows people search our brand name far more than generic words. So our best strategy is to own our own words, not to fight for crowded generic words.

• A "branded" (bermerek) search is our name plus a word. An example is "jod incentives".
• We will always rank number 1 for our own branded words. Nobody can beat us for our own name.
• So the plan is to pick one word and repeat it everywhere until workers search it by name.

The Grab lesson

Grab ranks number 1 for "grab incentives" because it is their own branded word, and because they repeat it everywhere for years.

• Grab taught the word "incentive" to drivers again and again.
• Now drivers search "grab incentives" by habit.
• We can do the same with "jod incentives" if we are consistent.

One word helps Google and AI answer engines

Using one clear word makes it easy for Google and AI tools to understand us. Using four different words confuses them.

• Today we use four words for the same idea. We say bonuses, campaign, incentive, and rewards.
• This split confuses both workers and machines.
• AI tools like ChatGPT already send us visitors. They reward (imbalan) brands that use one clear, consistent name.

Why "Incentives" and not "Bonuses"

We chose "Incentives" because it describes the program from the worker's point of view.

• "Incentive" means money the worker earns. It is worker-focused.
• "Campaign" means a thing the company runs. It is company-focused. Workers care about what they earn.
• "Incentive" is the same word Grab uses, so it is already familiar in the gig industry.
• "Incentive" is also clearer than "Reward" for cash. A reward is a point you trade later.

Why we keep "JodRewards" as the umbrella

We keep JodRewards because it is the only earn-money word that already has value, and because the program is built around it.

• "jod rewards" already gets real Singapore search, and it is growing.
• The press already calls our program "JodRewards".
  • Vulcan Post — Jobs On Demand launches JodRewards (2024)
  • ANTARA News — Jod unveils its Rewards Programme for 60,000 workers (29 May 2024)
  • Tech Collective — Creating stability in the Singapore gig economy (2 Jul 2024)
• The product already puts campaigns inside JodRewards. Our own help text says "go to JodRewards, click Campaign".

The JodRewards umbrella structure

This section shows the structure as a picture. JodRewards is the top. Incentives and Points sit under it. Each program sits under Incentives.

This second picture shows the simple difference in how a worker earns from each part.

The renames

This section lists every change in two simple tables. The first table is for words. The second table is for web page addresses.

Word renames

We are changing the words we show to workers. The old words go away.

Old word	New word	Reason
Bonuses	Incentives	"Bonus" is generic and gets zero search
Campaign (worker text)	Incentives	"Campaign" is company-focused, not worker-focused
Mixed use of "rewards" for cash	Incentives	"Rewards" should mean points to trade, not cash
JodRewards	JodRewards (keep)	It is our umbrella brand and already has value

Web page renames

We are changing the page addresses. Old addresses will redirect (pengalihan) to new ones, so no traffic is lost.

Old page	New page	What happens
/bonuses	/rewards/incentives	Old page redirects to the new Incentives hub
/bonuses (Jod 101 part)	/rewards/incentives/jod-101	Becomes its own page
/bonuses (FSC part)	/rewards/incentives/fsc-crew	Becomes its own page
/bonuses (FairPrice part)	/rewards/incentives/fairprice-cashier	Becomes its own page
/bonuses (Referral part)	/rewards/incentives/referral	Becomes its own page
/campaigns/mcd-best-crew-challenge-...	/rewards/incentives/mcd-best-crew-challenge	One page we update each round
/rewards	/rewards (keep)	Stays as the JodRewards hub
/jobs/sg/jod-rewards	no change	Stays a login page, hidden from Google

What this means for marketing

This section is the action list for the marketing team. The work is mostly about being consistent.

Use one word everywhere

The flywheel only works if we repeat the same word in every place a worker sees it.

• Use "Incentives" in push messages (CleverTap), Telegram, email, and the app.
• Use "Incentives" on the website pages too.
• Do not mix in "bonus" or "campaign" anymore.

Keep the brand and the cash word separate

We keep JodRewards as the brand and Incentives as the cash word inside it.

• Say "JodRewards" when you mean the whole program.
• Say "Incentives" when you mean a cash program like Jod 101.

This decision is for the Singapore gig platform only

This naming covers the Singapore gig platform (jodgig). It does not cover Indonesia.

• Indonesia will be a different product. It will be a job postings site (Careers and Ads), not the gig platform.
• The gig incentive programs do not exist on a job postings site. So "Incentives" and "JodRewards" do not carry over to Indonesia for now.
• Indonesia will need its own naming and SEO work later. We will plan that as a separate effort.
• For this reason we are not planning the Bahasa word "insentif" here. It only matters if Indonesia ever gets gig incentives.

Sources

This section lists where the data came from, so anyone can check it.

• Search data from Google Search Console, property sc-domain:jodapp.com, Singapore only.
• Visit data from Google Analytics 4, property properties/515821279, Singapore only.
• Time range is the last 6 months.
• Competitor checks on FastGig, Flexii, EL Connect, and Grab.