Understanding the Role of Female Drivers in Public Transportation

Mobility Company

Our work provided an in-depth objective understanding at the factors motivating women drivers, guiding an urban transport brand to enhance its strategies for attracting and retaining female talent.

CHALLENGE

An urban transport company in Mexico needed to strengthen its ability to attract female drivers. With a turnover rate of around 60-70% for these positions, an average driver age of 19, and nearly 70% of workers in informal employment, these factors reveal why driving holds limited appeal for some women (only 1.4% in 2023).

Meanwhile, various statistics show that female drivers have fewer traffic accidents (17%) than their male counterparts (64%), making them a valuable target group to attract to this role.

Rather than merely outlining the objective factors affecting job expectations, we aimed to understand the motivations, interests, and excitement of women who aspire to this role. This approach seeks to shift the mindset of those who don’t currently see themselves in this profession.

Breaking barriers and dispelling myths starts with understanding what are they, why they exist, and then addressing them effectively.

APPROACH

“Listen and Objectify”
To understand the practical factors driving employment decisions for women and the meaning urban driving holds for them, we conducted anthropological research, included sociological insights, and crafted a Behavioral Science strategy to shift perceptions around the driving profession.
Our approach intends to mitigate negative externalities related to high turnover and job dissatisfaction, while also supporting the creation of a compelling employment offer, positioning it as an attractive and viable opportunity for the target profiles.

RESULTS

Our research findings revealed that, beyond the appeal of the job itself, environmental conditions and brand reputation play a significant role in attraction, with family support being essential in deciding to take on this type of employment.

The research insights focused on women allowed us to segment the target population into archetypes and identify how effectively addressing their daily, personal, and social needs is crucial.

The data gathered guided the internal team’s workflow by highlighting critical operational needs and informing the recruitment team’s adoption of the research insights to improve communication with potential candidates. It also led to the implementation of new practices aimed at strengthening the relationship with female drivers.

Within six months, the brand experienced a growth of over 300% in its female driver workforce.

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