Competition is fierce in the market for delivery drivers. Yodel needed to up its game and decided to create a dedicated microsite that would offer a simple, intuitive career destination for drivers. Previously it had offered driver-specific pages on its main site, which meant people struggled to find relevant information. The bespoke site would contain immediate and simple messaging, provide informative video content and have clear navigation to roles to drive up conversion.

Before building the site, Yodel and SMRS undertook research to understand the audience. Couriers wanted to know their earning potential and career pathways and to get that information quickly. Three self-employed delivery driver options are clearly signposted on the microsite, supported by day in the life videos. Less experienced drivers can see the differences in each role. Copy is short as around 60% of Yodel’s main site traffic is via mobile, and infographics show benefits, supporting those for whom English is their second language. Rather than offering thousands of duplicate driving ads with different locations, Yodel matches the best location to each candidate.

A key element of the site is its decision tool, where candidates can tell Yodel what they’re looking for and the company can suggest the sort of role that would be the best fit. Questions such as ‘do you have a car?’ or ‘do you want temporary work?’ help narrow this down. Many of the improvements have now been adopted on its main careers site too. Around 2,000 self-employed couriers were hired during Yodel’s peak season in 2023, all of whom came through the microsite. Audience engagement has improved, conversions have increased and an improved candidate journey has directly impacted volumes of applications.