Yodel - Driving applications when competition is fierce

Previously, Yodel had pretty confusing driver-specific pages on their main site. With our help, they wanted to create a new bespoke site specifically for drivers that: 

• contained immediate and easy to understand messaging 

• showcased engaging and informative video content 

• enabled people to find a role that was right for them 

• had clear navigation and a more intuitive route 

• linked to their main careers site and have a similar look and feel. 

 We started by asking for direction from our audience. We spoke with Yodel drivers to discover what’s important to them when looking for a job. They wanted simple information delivered quickly that clearly showed what Yodel offered – from different courier options and earning potential to incentives and career pathways. This knowledge shaped a site that:  

• was perfectly tailored to them with clear signposting 

• put applicants in the driving seat from the first click 

• had a no-nonsense URL:yodeldriver.co.uk

• streamlined thousands of complex driving ads with three simplified options 

• was incredibly mobile friendly with a fresh design and functionality 

• included ‘day-in-the-life’ video content 

• had simple, clear navigation and prominent Apply buttons 

• used infographics to support accessibility and those with English as an additional language. 

Listening to your audiences can give you the invaluable insight you need for them to hear you. It can lead to innovative approaches too – like our clever decision tool that stepped things up a gear. 

Yodel drivers told us that when they’re looking for a driving job, they didn’t know what type would suit them best. Now, instead of listing a job title that people don’t fully understand, our ‘decision tool’ asks questions to direct candidates to their perfect driving opportunity. So, when drivers clicked Apply, they know all about what the opportunity entails. 

Key takeaways:  

• Listen to your audiences. 

• Act on what they say. 

• Create the right tool if it doesn’t exist yet.

• Do something different to the competition.  

The most compelling fact is that 2,000 self-employed couriers were hired during Yodel’s peak season, and all applied directly through the new microsite.  

Beyond this, the insight that went into the microsite’s fresh circular design style, clear navigation and smoother UX was such a success that Yodel wanted to reflect it across their main careers site too. So, by creating a driver-specific site, we’d opened up the opportunity for other Yodel roles to shine.  

Key takeaways:  

• Reduced bounce rate. 

• Increased engagement and conversion. 

• Improved candidate journeys.  

• Delivering on promises and then some.