08 Apr How to Leverage the Untapped Female Workforce
When trying to keep up with demand, finding new employees can feel impossible. What if you’re looking in the wrong place?
Stay at home moms are the all-too-forgotten segment of the market. They’re looking for ways to contribute to their family’s budget or completely support them. They have a unique set of requirements when looking for a job that can leave them feeling discouraged when trying to enter the workforce.
Why Hire Women as Carriers?
Organizations with gender equality are more successful.
Studies found several benefits to having an organization with similar numbers of men and women. The researchers found that not only were the employees happier, resulting in less absenteeism and turnover, but their productivity increased as well. (link to: https://www.reuters.com/article/us-un-women-economy/workplaces-with-equal-mix-of-men-and-women-happiest-economist-idUSKBN0MD0JJ20150317)
Women are safer drivers than men.
Statistically, men participate in riskier driving practices than women. They are responsible for 39% more accidents every year than women drivers. (link to: https://crashstats.nhtsa.dot.gov/Api/Public/ViewPublication/810853) Not only is it safer to hire females to drive, but it’s likely going to save you money on insurance claims in the long run.
Women return more money to the economy than men.
Women typically spend 90% of their income on their families. This compared to men’s 30-40% is a significantly larger contribution to the economy. (source: https://womendeliver.org/infographics/) Women spend this money locally and nationally, purchasing goods their family needs and wants.
Appealing to Women
Women tend to have a different set of needs than men when looking for work. On average, women do 2.6 times the amount of unpaid (or around the house) work that men do (source: https://money.cnn.com/2018/02/21/pf/women-unpaid-work/index.html) These responsibilities may not change if a woman is in the workforce as well.
Flexible Hours & Shorter Work-days
While carrying the bulk of the domestic load, it’s common for women to need more flexible or non-full time hours. This will also help when your potential hiree is contrasting the pay of the job with the childcare costs while she is at work. Flexible hours will provide her with more, and potentially less expensive, childcare options and make carrying the load of both domestic and paid work more feasible.
Instead of searching for one worker to complete a full route, break the route up into smaller pieces that can be completed during a typical school day.
Having a consistent schedule that this audience can fit into their lives is typically more appealing than an on-call schedule. For example, knowing that she works every Monday, Wednesday and Thursday from 9 am – 2 pm is easier to fit into her life.
How to Find The Untapped Female Workforce
There is no shortage of ads for carrier companies looking for new drivers. But how do you target this specific female audience and what should you say?
Your vehicles are a moving billboard, riding around the areas you delivery in on a daily basis.
The untapped female workforce is also likely driving around during the workday: running errands, toting children, etc.
Use your vehicle to advertise to these females specifically, letting them know they can work for you and still balance their families.
These females are not likely to be actively searching the internet for jobs on typical job listing websites like LinkedIn or Indeed. You can likely access them through social media sites like Facebook and apps like Instagram, or on websites more specific to your local area.
Do not forget the power of your existing workforce. Offering a referral bonus is a great incentive for current employees to bring in potential coworkers, people they know personally that can do the job.
People who hear about you from a friend who can vouch for you as an employer are also more inclined to pursue and accept the position.
Reaching into this untapped workforce can help you grow your business. While they have a different set of needs when it comes to employment, females can help your company meet the increase in final mile demand.