Back
Case Study
Amazon – Female Entrepreneurs
Highlights
Our stand-out insights informed a new marketing strategy that would help Amazon attract the desired candidates.
Amazon’s Challenge
Amazon’s Delivery Service Partner (DSP) programme provides entrepreneurs with the opportunity to run their own parcel delivery business with Amazon as their primary customer. But they weren’t attracting as many female entrepreneurs as they’d anticipated.
They wanted to collect data and actionable insights they could use to make the process more gender inclusive and update their marketing strategy off the back of the results.
-
1 / 5
-
2 / 5
-
3 / 5
-
4 / 5
-
5 / 5
Solution
How we collaborated
What we delivered
An analysis of Amazon’s existing recruitment process in its entirety – looking at advertisements, on-boarding communications, and their website to get a clear picture of the candidate journey and how inclusive their messaging was.
Interviews with women who were already part of the DSP programme to understand what first attracted them to the programme and what the working reality was like.
Surveys targeted at women currently in the DSP recruitment pipeline to better understand their motivations and concerns in addition to any factors they felt were influencing the likelihood of them completing their applications.
Surveys and interviews with women who currently ran their own businesses or who were open to the idea of doing so. This was to better understand awareness and perceptions of the DSP programme among this audience.
An analysis of Amazon’s existing recruitment process in its entirety – looking at advertisements, on-boarding communications, and their website to get a clear picture of the candidate journey and how inclusive their messaging was.
Surveys targeted at women currently in the DSP recruitment pipeline to better understand their motivations and concerns in addition to any factors they felt were influencing the likelihood of them completing their applications.
Interviews with women who were already part of the DSP programme to understand what first attracted them to the programme and what the working reality was like.
Surveys and interviews with women who currently ran their own businesses or who were open to the idea of doing so. This was to better understand awareness and perceptions of the DSP programme among this audience.
AMAZON’S RESULTS
Here’s what Amazon had to say about our work…
“The work that the team has done is fantastic and we are actively working to bring your recommendations to life. I want to thank you for the partnership and commitment to this project.”
“We are finding the insights very helpful even after the presentation has been completed. At the moment we are working on building concrete actions per team based on the research so I would love to connect once with your team in January to have an open discussion on implementing some of these recommended changes and what else we can consider.”
Ready to outthink
the competition for talent?
