Engaging frontline and hard-to-reach employees
DHL Express
How do you capture the attention of a vast workforce, spanning diverse countries, languages, and roles?
DHL Express asked us to help them launch Smart Connect – an internal employee app and social intranet to help employees manage their work and stay connected. The aim of the app was to connect all 120k employees across 220 countries, providing news, HR services and info pages.
Uptake of a previous internal app had been low, so it was important to get this launch right so the new app didn’t suffer the same fate. The new comms needed to be vibrant, engaging, and beautiful, drawing the viewer in regardless of role or cultural background, and inviting them to learn more. It needed to be accessible and the language engaging.
To ensure the benefits and messages would resonate with employees, it was imperative to fully understand how the app worked.
This immersion helped focus the campaign, and communicate the areas that would make the the biggest impact on the employees, ultimately encouraging them to download the app.
In order to step away from the norm and cut-through the corporate communications, launch comms used bespoke illustrations to show different aspects and benefits of the app. Animations delivered the benefits in more depth and were broadcast on DHL employee TV with taglines such as ‘Stay Informed’ and ‘Start Chatting’. The animations allowed for region-specific audio. Additional comms such as posters with QR codes were also produced to encourage download.
The project achieved resounding success, meeting all of its objectives. With a substantial increase in app downloads, DHLExpress is now effectively reaching more employees than ever before, greatly enhancing overall employee engagement.
Making a meaningful difference
Inclusiveness and accessibility were at the core of our campaign. Our visuals celebrated diverse cultures, job roles, and abilities, forging deep connections with every employee, irrespective of their background or role. The campaign’s impact was further amplified by its diverse range of assets, spanning physical posters to captivating digital materials. This comprehensive approach bridged the gap, ensuring that the campaign resonated equally with frontline workers and those less digitally inclined. As a result, the campaign’s influence was felt universally throughout the DHL Express community.
Talk to see how we can help you create highly inclusive and human-centric campaigns that engage hard-to-reach employees.
