Using stories to help recruit,
empower, and retain drivers

Lyft depends on its community of drivers. Driving offers real freedom and flexibility, but that independence also means that new drivers often learn the ropes on their own. Lyft wanted new ways to recruit, support, and retain them — and to build their trust leading up to their first ride. What does it really take to succeed behind the wheel?

To understand the challenge, several of our team members became Lyft drivers. We interviewed scores of others and picked up riders around the Bay Area. The key insight: Drivers trust other drivers most. So we recruited journalists in six cities to find and profile more of them. We created five editorial formats that demystified the job, shared tips, and celebrated the rewards. We also produced an unstaged documentary following a new driver through her first week, including her very first ride. The stories ran on Lyft’s driver portal, in email newsletters, and on social media.