DHL
Addressing Generation Z for specific positions – courier, warehouse worker
ASSIGNMENT
DHL wanted to find out how to reach Generation Z and increase their interest in two specific positions – courier and warehouse worker. The goal was to understand what motivates or discourages young people when looking for work, and what forms of communication and messaging could work. The key was to understand what is important to Generation Z and offer DHL practical recommendations on how to adapt recruitment and communication towards this target group.
SOLUTION
In the initial phase, we created a comprehensive insight into Generation Z. We introduced their values, decision-making mechanisms, and perspective on work.
and what communication channels and forms are most natural for her.
We followed up with analytical research among Gen Z members themselves and interviews with young warehouse and courier employees. We complemented the data with an analysis of the competition and DHL’s current recruitment communications to identify gaps between what young people are really looking for and what the brand is telling them today.
Based on the research, we proposed specific steps to make courier and warehouse worker positions more attractive to the young target group. The recommendations concerned language, tone and form of communication, as well as the work environment, adaptation and management approach.
The output was a comprehensive strategic plan in the form of a clear map of steps. It contained specific proposals divided into must have, should have and nice to have levels - from key pillars without which the change cannot work, to additional improvements that help move the entire system forward.
RESULTS
DHL has taken a new approach to external communications, advertising and working with Generation Z. They have consciously started to incorporate more authenticity and emotion into their recruitment activities and to devote more space to topics that the younger generation is truly interested in. Part of the change is also the active involvement of their own employees in communication.
