Case StudyHow a Logistics Company Stopped Searching for “Perfect Logisticians” and Hired 27 New Employees in 4 Months
Delivered by our founder prior to launching the agency
About the Client
A logistics company with 20 years of market experience and an extensive nationwide partner network.
The company was preparing to scale the business and launch its own digital product — an application designed to automate logistics operations and partner management.
Before the launch, the company faced several hiring challenges:
they could not find experienced logisticians;
candidates were unwilling to work with the new application;
over 4 years, the company hired only 4 specialists, and none successfully completed the probation period.
At the same time, the business urgently needed to expand its partner network.
The Challenge
The company approached us with the following request:Build an HR brand and attract experienced logisticians capable of expanding the partner network and working with the new application.
Company EVP
The company believed its key advantages were:● above-market earning potential;● remote work opportunities;● process automation through the new application.
The Problem
Initially, the company was convinced that it needed “strong experienced logisticians.”
However, the actual hiring results showed the opposite:
there were almost no suitable candidates on the market;candidates were not interested in sales activities;experienced logisticians avoided using the new application;the company’s EVP was not perceived as valuable.
Over 4 last years:
● 4 hired;● 0 successful outcomes;● 0 new contracts signed.
Research Phase
We started with market analysis and internal employee experience research.
What We Did
1. Candidate Market AnalysisWe analyzed the number of logistics specialists actively looking for jobs.Result:the number of experienced logisticians available on the market was critically low.
2. EX Audit Among Existing EmployeesWe conducted an Employee Experience Audit with the company’s experienced logisticians.● The goal was to understand:● who the company considered “ideal employees”;● how they actually worked;● what motivated them;● whether they matched the business goals.
● There was no negative perception of young doctors.● The advertising setup showed no critical issues.
Main Conclusion
The company was searching for people whose psychological profile directly contradicted the business objectives.
The existing “ideal logisticians”:
● did not enjoy sales;● avoided new technologies;● were not motivated by the current EVP.
Meanwhile, the business needed people who:
● were willing to sell actively;● were open to new tools;● wanted to increase their income;● were comfortable with remote work.
We realized:the company should (in addition) find people with strong sales potential and train them in logistics.
New Strategy
We divided one broad goal into several measurable objectives.Instead of:“Find ideal logisticians”We defined new goals:
1. Expand the Partner Network+70 new partners within one year.
2. Ensure Active Use of the ApplicationEvery employee in the logistics department had to use the application and report bugs.
New Target Audience
We suggested hiring:
● highly proactive candidates;● people who are ready to learn● people motivated by income growth.Then training them internally in logistics.
How We Identified the Right Candidates
We used Martin Seligman’s VIA Classification of Strengths.
Successful candidates needed:
● persistence;● high energy;● the ability to build trust.
Seligman referred to this profile as:
a “positive driver.”
Based on his methodology, we ● reduced the original 100-question assessment to a short 20-question version;integrated it directly into interviews.● created a short practical test related to logic and basic logistics scenarios.
The assignment helped evaluate:● candidate thinking patterns;● learning ability;● motivation.
New Organizational Model
Based on the EX Audit, we discovered that some experienced employees wanted to teach and lead.
We transformed this into an internal growth system.
What Changed
Experienced logisticians received new roles:● mentors;● team leaders;● internal trainers.
We created a new structure:
● 5 teams;● each consisting of 5 junior logisticians.
Mentor MotivationThey received:● leadership status;● additional commission from junior employees’ partners.
They were also responsible for monitoring application usage.This helped:● motivate them to learn the app● accelerate adoption of the digital product.
HR Campaign
After preparing the new structure, we launched the recruitment campaign.
What We Did
1. Launched Remote VacanciesWe published positions for:● Logistician;● Junior Logistician.Across multiple regions.
2. Launched Targeted Advertising
We developed two main communication angles.A) “Remote Work and Freedom”For people who wanted:● remote work;● higher income;
The campaign visuals focused on the idea of:“working from anywhere in the world.”
B) “Free Training for a New Profession”For candidates without logistics experience.Core offer:Free logistics training + guaranteed employment after successful completion.
Launched Search AdvertisingWe launched paid advertising around queries such as:● “job with training”;● “remote work”;● “become a logistician.”
Recruitment Funnel
Process Stages:● "Positive driver" assessment.● Practical assignment.● Final interview with the company.● Three-week training program.● Integration into teams with mentors.
Training cohorts started every week.
2. Launched Targeted Advertising
We developed two main communication angles.A) “Remote Work and Freedom”For people who wanted:● remote work;● higher income;
The campaign visuals focused on the idea of:“working from anywhere in the world.”
B) “Free Training for a New Profession”For candidates without logistics experience.Core offer:Free logistics training + guaranteed employment after successful completion.
Launched Search AdvertisingWe launched paid advertising around queries such as:● “job with training”;● “remote work”;● “become a logistician.”