DHL EXPRESS

The business landscape has changed beyond recognition post-pandemic, and so has employee expectations of an ideal workplace. From the start, new team members want to feel confident that they’ve made the right choice to join a business, and ready to thrive in their new role.

DHL is proud to be a Great Place to Work for All and wants all employees to feel set up for success.

Like many businesses, DHL Express, was grappling with numerous challenges, including the talent war, the great resignation, the cost of living crisis, and the arrival of a new generation (Gen Z) in to the workforce. In the face of these obstacles, the business was experiencing high staff turnover rates and encountering first-day “no-shows.” It was clear that DHL Express needed to take action to future-proof their workforce and address these issues head-on.

DHL Express needed to find a solution to secure and retain top talent and attract the Logistic Leaders of tomorrow.

After listening to DHL employees, understanding their frustrations, and taking the time to investigate various situations and scenarios, the answer was clear. We needed to help DHL Express provide a best-in-class, global, digital onboarding experience: Welcome to the World of DHL Express.

We developed a content strategy and supporting materials, that lead new starters on a journey, supporting them during the onboarding process and beyond.

Welcome to the World of DHL Express starts with ‘pre-boarding’, as soon as the contract’s been signed. Using our illustrative Welcome to our World creative to tie the whole journey together, the new starter feels the warmth and personality of DHL pull through, and can feel excited about their career and what’s to come. The content is consciously balanced, with easy to understand language and a mix of illustrations, authentic team photography and real employee stories. At every stage, the new employee is aware of what’s happening and what’s coming next. Creating a more structured onboarding experience, with the right level of information at the right time, helps to increase new starters confidence in themselves, and their future at DHL Express. The journey ends with a celebration of achievements at the one-year mark.

We want DHL’s new starters to feel excited and energised about joining the biggest logistics company in the world. We want them to feel positive about their future potential.

We know starting a new job can be an intense period with a lot to learn. Receiving the right information and at the right time can make all the difference in stepping up and operating at full productivity. We created a structured onboarding experience which provides relevant content in easy-to-digest formats at key touchpoints.

Ultimately, ‘Welcome to the World of DHL Express’ fits in with DHL Express’ core purpose of ‘Connecting People, Improving Lives’. The onboarding journey makes new starters feel confident in themselves and their future at the company, keeping them motivated and engaged.

From receiving their physical Welcome Box to the range of digital resources available, they should feel set up for success.