Omniva expands crowd-delivery across the Baltics with Type4Work

When high-volume hiring demands instant scale, it's time 4 real results — Omniva expands crowd-delivery across the Baltics with Type4Work.

When a new logistics solution is introduced to the market, requiring the acquisition of a large number of new partners within a short period of time, the speed of candidate engagement is critical to the success of the project.

For Omniva, the combination of high interest from applicants towards the new crowd-delivery initiative and the limited resources of the pilot project team presented a critical choice: whether to expand the team or to deploy an automated, AI-driven solution to reach the best partners during the golden first hours when their interest peaks.

The challenge: speedily screening a high volume of applications accompanying a new market launch

Last year, Omniva launched an innovative crowd-delivery pilot project. It is a digital platform that enables members of the local community to participate in parcel delivery — earning extra income by working flexibly as Omniva's partner couriers, choosing their own hours and workload.

Interest in becoming a crowd-courier turned out to be exceptionally high, with applications streaming in continuously. While this strong interest proved to the company that the project was both viable and highly requested, it immediately created a significant bottleneck in the process: every interested applicant needed to be engaged. The questions from potential partners were natural and practical — they wanted to clarify delivery areas, and receive more details regarding working hours, flexibility, and compensation.

At Omniva, handling these inquiries was managed by a small team of employees. This meant that as interest from potential crowd-couriers grew, responding to inquiries manually turned into an increasingly severe challenge.

During major onboarding campaigns, delayed responses can lead to a loss of talent — a candidate's interest peaks during the very first hours after seeing the advertisement, and 48 hours later, the opportunity may already be forgotten.

Omniva began looking around the market to find more efficient solutions for engaging with interested applicants.

"Every crowd-delivery ad campaign brought in a very high volume of applications, and our team spent an enormous amount of time communicating with applicants. We realized very quickly that this approach was not sustainable in the long run. We started looking for an automated pre-screening solution that would be fast and seamless, yet still feel human."

— Juhan Kaalep, Product Manager of Crowd-Delivery at Omniva