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.