Nine in 10 people want some form of flexible work, yet only three in 10 jobs offer flexibility, according to Timewise. Delivery company Evri faces stiff competition from other employers in the same sector, with demand for home deliveries growing at the same time.

It needed to stand out in a busy market, working quickly to capture and convert candidates. It decided to appeal to potential candidates who could do a delivery role, potentially supplementing their true ‘dream’ – in short, to advertise to people who didn’t want the job. They could deliver for Evri on their own terms and follow their passion at other times. It created a ‘Hustlers’ campaign, playing on the idea of a ‘side hustle’, where people have a regular job but supplement this with other side jobs.

The ads promoted a stable income, the flexibility to work around their real passion, a simple job where they would not bring stress home and the fact that it is local. Advertising avoided typical hi-vis and doorstep shots and showed real people doing their side jobs – so they might be styling hair at the weekend, but delivering during the week. The campaign generated significantly more clicks and engagement for every pound spent. Evri successfully flipped the concept to excite talent.