Delivery app Beelivery is tackling the labour shortage by using a targeted campaign on Facebook to recruit women drivers and riders.
The company, which is set to launch its first TV advertising campaign today (5 July), has seen a “phenomenal response” from women aged 45 to 55 in particular, according to Beelivery chief marketing officer Lindsay Ball.
Beelivery covers a claimed 90% of UK households, using an algorithm to connect customer orders to the nearest registered courier. If they are not available, the algorithm automatically diverts the order to the next nearest one.
The model depends on Beelivery maintaining a vast network of registered self-employed couriers, or ‘personal shoppers’ – the business currently has a claimed 50,000 on its books.
“Recruitment is always an issue for everyone because online in every sector has exploded and the driver recruitment market is crazy,” said Ball. “We are constantly recruiting.”
Noting a heavy bias toward male applicants for courier positions on recruitment sites such as Indeed or Totaljobs, Beelivery began targeting women aged 30 to 55 via Facebook, said Ball.
“We would go to students but they need transport.
“Because we operate in so many areas outside the key cities, unlike our competitors, cars are quite important for speed and logistics.”
She said responses from women aged 45 to 55 had been particularly high, making up about 90% of the total. “Women want flexible hours and make good delivery drivers,” she added. “We started a week ago and the response has been phenomenal in terms of click-throughs. Applications take a bit longer.”
The business’ TV campaign plays on Beelivery’s role as a saviour when supplies are needed urgently. One 30-second ad sees a personal shopper save breakfast after two customers realise they are out of milk and butter. Another sees a personal shopper come to the rescue when a couple realise they have run out of nappies just when one is needed. There are also 10-seconds versions of each.
The campaign is to air across UKTV channels. It comes after Beelivery secured £2m in funding in December, with more investment expected over the next 12 months.
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