Building a scalable driver recruitment pipeline
The problemA Chicago-based last-mile delivery carrier needed a more reliable pipeline of drivers. Driver shortages were creating challenges across its markets, making it difficult to cover available delivery routes. With plans to expand into new markets, the company needed a scalable way to attract new drivers and keep its pipeline moving.
The approach
The initial ask was to launch Meta ads for driver recruitment. We took a broader look at the driver acquisition journey, from the first ad through registration and onboarding. We developed and managed the campaign across nearly 40 markets, while also identifying opportunities to improve the registration landing page and onboarding experience.
We also launched the company’s Instagram presence to give prospective drivers a more human view of the brand and the people behind it.
The results
The campaign now generates an average of 10,000 prospective drivers each week, with Meta lead costs ranging from $1.02 to $9.04 across markets. More than 40 ad sets are performing significantly above industry benchmarks for lead-generation efficiency.
We also grew the company’s Instagram presence from zero to more than 1,400 followers, creating another way to build trust with prospective drivers.