Driving applications when competition is fierce

When it comes to attracting Self-employed Delivery Drivers, DPD, Evri, Amazon, and Yodel were all competing to attract the same people. And, with everyone using similar tactics, Yodel realised it was time to up their game and create a dedicated microsite that would be simple, intuitive and act as a real career destination.

Previously, Yodel had pretty confusing driver-specific pages on their main site. With our help, they wanted to create a new bespoke site specifically for drivers that:

• contained immediate and easy to understand messaging
• showcased engaging and informative video content
• enabled people to find a role that was right for them
• had clear navigation and a more intuitive route
• linked to their main careers site and have a similar look and feel.

Before we began, we spoke with Yodel drivers to discover what’s important to them when looking for a job. We learnt they wanted to clearly understand what Yodel offered – from different courier options and earning potential to incentives and career pathways. They wanted simple information delivered quickly. This knowledge shaped a site that was perfectly tailored to them and put applicants in the driving seat from the first click.

• a no-nonsense URL: yodeldriver.co.uk
• three clearly signposted Self-Employed Delivery Driver options
• ‘day-in-the-life’ video content
• simple, clear navigation and prominent Apply buttons
• mobile friendly content
• infographics to support accessibility.