The MaVoie association deploys digital outreach efforts to connect with young people who are isolated in their job search, creating campaigns on TikTok and Instagram.
“Today, young people in our target group spend an average of 3 hours a day on social media,” explains William Elland-Goldsmith. “Moreover, the use of social media sometimes even surpasses the use of Google for internet searches. So it’s a way to be in their line of sight.”
These campaigns can take the form of videos, text, and images, designed to infiltrate their news feed, encouraging them to click on a post and then enter the world of MaVoie.
This approach allows them to reach both girls and boys, unlike traditional outreach efforts, because we know that urban spaces are less frequented by women.
Once young people click, they will have the opportunity to start an experience on the app called Liv.ia, where they can complete a series of challenges that take the form of a conversation with a chatbot, with each challenge addressing a key issue in the job search process. For example, helping them craft a cover letter tailored to a job offer, preparing and simulating a job interview, as well as personality and soft skills tests to define their profile.
"The advantage of AI is that it allows us to personalize each interaction with each beneficiary, which is a very important scaling challenge for a small association like MaVoie,” specifies William Elland-Goldsmith.
“But once they have done that, it’s not an end in itself. For us, it’s also a great excuse for them to feel sufficiently equipped and prepared to schedule an appointment with a real-life coach.”
Each appointment offered to beneficiaries is free, as is the use of the app.
This is invaluable support, especially when we know that 81% of young people from QPV (sensitive urban areas) give up on professional aspirations due to a lack of self-confidence. “So we can see that this lever of self-confidence is fundamental, and it’s truly the one we hope to act on to help young people re-engage with employment,” insists William Elland-Goldsmith.
More than a thousand young people have already experienced the app since its launch in September 2025.
