The Problem

Today’s highly competitive labor market has forced many gig worker and marketplace companies to re-evaluate their approach to worker acquisition and recruitment.

‍

Over the last decade, top marketplace companies have invested heavily in automation and ‘low/no touch’ recruiting and onboarding platforms to remove the “expensive” human element to high-volume recruitment.

‍

While generally successful during the early years of the gig economy, increasing saturation of digital acquisition channels and the tightening of labor supply has significantly increased the focus around funnel performance and maximizing the value of each and every applicant (i.e. lead).

‍

Top companies are now revisiting the value of a “personal experience” on funnel metrics - leveraging data and high-velocity engagement tools to adapt their applicant experiences at scale.

‍

The Solution

GetScale (GSI) was approached by a leading food delivery platform after identifying a handful of “low supply” markets responsible for a significant % of their service level issues with top restaurant partners. Their efforts to increase applicant volume had limited success while significantly increasing their network-wide acquisition costs.

‍

An internal review found less than 21 markets accounted for almost 74% of their overall acquisition costs due to extremely high lead generation costs (CPL) and lackluster conversion through their standard process. GSI was engaged to pilot our high-volume funnel conversion support for applicants in their top 5 most supply constrained markets.

‍

Results

Over an initial 12 week pilot period, GSI increased overall applicant conversion from 21% to 24% in these critical markets - adding over 2,400 new delivery drivers to the company’s fleet. Along with service level improvements across all markets, overall cost savings vs. non-GSI applicants totaled $1.8MM. Based on the success of this initial pilot, GSI treatment was expanded to over 1,000 markets with an estimated annual savings impact of $50MM.