Simplifying parental leave communications for a global workforce
DHL Express | Reboarding
Context
Returning from parental leave can be one of the most challenging transition periods in an employee’s career. DHL Express recognised that support for new parents varied across countries, creating an inconsistent experience when returning to work and impacting how confidently employees can settle back into their roles.
Approach
To create a more consistent global approach to parental leave communications, we developed a global framework, bringing content together under a simple, employee-focused concept – turning policy into practical and easy-to-use guidance for employees, managers and HR teams worldwide.
Outcome
DHL Express now has a consistent approach to communicating parental leave. Employees have more supportive communications, managers know what's expected of them and HR teams can localise content accordingly.
For new parents, returning to work from parental leave can bring uncertainty, practical challenges and emotional pressure. DHL Express’ Global HR team recognised that while parental leave policies existed, the experience surrounding them was inconsistent across countries.
They identified a need for common global standards that support new parents throughout their leave and return to work, while respecting local legal requirements. Our role was to turn that need into a structured, human-centred communications approach.
Making parental leave easier to communicate
We started by mapping the key stages of the parental leave journey, along with common needs and gaps across regional communications. Using these insights and best practice, we then gave DHL clear recommendations on how to communicate their parental leave approach.
From there, we created three guides that had a consistent narrative: a supportive, practical guide for employees, a dedicated guide for line managers and clear guidance for local HR teams. Rather than focusing purely on policy detail, we positioned parental leave as a shared responsibility and a moment that reflects DHL Express’ people-centric culture.
Each resource addressed common questions, outlined key actions at each stage and reinforced a supportive, inclusive tone. All materials were developed with legal input and delivered in editable formats, allowing countries to adapt content without losing global alignment.
Communicating policy in a relatable, warm way
We introduced a creative concept with a continuous line drawing, following the journey from work to parental leave and back again. The unbroken line reflected a single, ongoing experience, showing how DHL supports employees along the way rather than at fixed points in time.
This approach helped tell a more human story. Real imagery alongside the continuous line style brought in the everyday reality of employees’ lives, while a warm, carefully chosen colour palette created a calm and reassuring feel.
How we made a meaningful difference
Reboarding after a period of leave is often overlooked, but it’s a critical moment in the employee journey. This work helped ensure employees feel supported at a key transition point – making it easier to return and ease back into their role.
Big Insight
It’s often the personal moments that have the biggest impact on how people feel about work. You can have the right policy on paper – but often how you communicate around it matters just as much as the policy itself.
What we delivered
- Global parental leave communications framework
- Creative concept and visual direction
- Copywriting and design
- A guide for new parents, line managers and HR teams
