Uber is hunting an agency to develop a campaign to position the company as an employment brand in London, The Drum understands.
The ride-hailing tech company is looking to rebuild its reputation in the city after a number of protests by employees over pay and position it as a career-building brand for its drivers.
No shortlist has yet been formed for what is set to be a project-based appointment with Uber believed to have tasked Creativebrief with curating a list of potential marketing suppliers to handle the brief.
It comes after Uber overturned a ruling that would have revoked its licence to operate in London as long as it was able to prove to Transport for London that it was a company in reform. It initially lost the license over a failure to report assaults to the authorities and a questionable approach to vetting its drivers.
It is now operating in the city with a 15-month probationary licence, a decision that is being challenged by taxi-drivers operating in the city already who see it as unfair competition.
At the time of writing, Uber had yet to responded to The Drum’s request to for comment on the strategy or review.
Uber currently recruits drivers online through its Drive With Uber section of its website.
Despite its desire to recruit new drivers, Uber continues to develop driverless cars which it is expected will be part of its fleet one day in the future.