Amazon – Female Entrepreneurs – TMP Worldwide UK
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Case Study

Amazon – Female Entrepreneurs

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Highlights

  • 1
    We undertook a deep analysis of the inclusiveness of their existing recruitment communications.
  • 2
    We conducted research with existing female employees and potential female applicants to better understand their motivations, perceptions, and any barriers to entry / applications.
  • 3
    We developed a set of personas based on our findings to illustrate the audience Amazon needed to reach.

Our stand-out insights informed a new marketing strategy that would help Amazon attract the desired candidates.

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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.

  • 1
    The programme had been launched in the UK, Germany, Spain, and Italy but the majority of applicants were male. They wanted to attract more female candidates and create a more gender-balanced workforce.
  • 2
    They were conscious that their existing marketing strategy, communications, and application process could be one of the pull factors and barriers to entry for women.
  • 3
    They wanted to conduct a deep-level, end-to-end analysis of their current recruitment strategy but didn’t have the expertise in-house to get the level of feedback they needed.

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.

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  • Amazon Blonde Female delivery driver

Solution

How we collaborated

  • 1
    Our Client Services Team worked closely with Amazon to understand their challenges and agree a strategy that would deliver the insights they were looking for. They held regular update sessions with key stakeholders around the business, ensuring Amazon were kept in the loop as we progressed through each stage.
  • 2
    Our Employer Brand and Insights Team worked closely with Amazon to carry out a thorough audit of their existing recruitment communications and analyse how inclusive their messaging was. With Amazon’s help, we conducted interviews with women who were already part of the DSP programme, and connected with female candidates currently in the recruitment pipeline.
  • 3
    Our Design Team ensured that any documents outlining our findings and recommendations were created in a format that Amazon could immediately share with a broad range of internal audiences.

What we delivered

01

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.

Woman delivering amazon parcels
02

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.

Amazon Blonde Female delivery driver
03

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.

Amazon female delivery driver
04

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 woman in her truck
01

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.

Woman delivering amazon parcels
03

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.

Amazon female delivery driver
02

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.

Amazon Blonde Female delivery driver
04

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 woman in her truck

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.”

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