Building the employer brand in logistics


Supply chains are in the spotlight, but there is a global recruitment crisis. Could a stronger employer brand help? A new DHL document explains more.

Reputation matters.

A whopping 88% of millennials think it’s very important to be part of the right company culture, 78% of applicants look at a company’s reputation first, and 84% of employees would consider quitting their jobs current for a company with a better reputation.[1]

So what are the elements of an employer brand that can make the difference in logistics, and what are the expectations of employers in the sector?

Our new research paper highlighted six areas.

Like many aspects of employer branding, it starts with direction.

Rob Rosenberg, Executive Vice President of Human Resources at DHL Supply Chain, highlights the inclusive leadership and focus on building balanced teams as essential differentiators that have helped DHL during Covid.

“Our leaders are the ones who need to lead by example and so we are very focused on developing our leaders. Our six leadership attributes include being results-oriented, building on strengths, having and building confidence, giving purpose, focusing on clear priorities, and being positive during uncertainty, challenges and change. Particularly during the pandemic, our leaders have been guided by these, balancing leadership with head, heart and guts and maintaining a culture of respect and results. “

Digitization in logistics does not only involve technologies such as robotics. It also improves the employee experience, enabling a modern and engaging approach.

DHL is standardizing its recruiting websites and setting up dedicated recruiting centers that have processed over 1.8 million applications in the past 18 months. The latest technology is used to make it easier for applicants to find vacancies at DHL, then apply quickly and easily or sign up for job alerts.

Studies have shown that in order to feel a connection with an employer, employees expect them to take their durability commitments seriously.

Florence Noblot, Head of ESG Strategy at DHL Supply Chain, says: “It is crucial for us to operate responsibly, and for this reason our customers trust us to deliver on our ESG promise. We have the expertise, vision and focus to make their supply chains more sustainable and we work with them to achieve their sustainability goals. We are committed to fighting for a sustainable future for logistics and ensuring that the decisions we make today will have a positive impact on the world of tomorrow.

It was found that there is a 56% increase in job performance related to belonging to the workplace as part of the organization diversity and inclusion (D&I) efforts[2], valuing people, regardless of their gender, race, age, sexual orientation or physical ability.

Roxi Corp, HR Vice President UKI & Global D&I Lead, DHL Supply Chain, says: “To reach out to each of our 155,000 colleagues, we have taken all necessary steps to integrate D&I into our conversation in the workplace. We benefit from the visible buy-in from our key leaders and we have task forces at global and regional levels to maintain momentum and engage employees. “

Covid has logged some ways of working to history, accelerating many trends and making hybrid or flexible work the new normal.

Nicki Hay, VP HR Global Functions and Chief Development Office, DHL Supply Chain, says: “We don’t want anyone to feel underestimated in any aspect of their work or family life. It’s really hard to turn all these plates. Helping people achieve this balance must be part of the DNA of any modern organization.

Louise Gennis, VP, Talent Management / Acquisition, Learning & Development, DHL Supply Chain firmly believes that the Learning and development The opportunities offered by DHL are a key differentiator in logistics.

She says the pandemic has provided an opportunity to expand and further improve the existing suite of training tools and platforms.

The philosophy is to encourage the idea of ​​learning as a lifelong journey, with employees having the opportunity to broaden their horizons, perhaps by learning new languages ​​or becoming certified as an environmental specialist. Data shows that 70% of completed courses are the ones people choose based simply on their intrinsic motivation to learn and grow.

Move the world

The central task of the Supply Chain – moving the world forward – is in step with these difficult times, which is why the industry is more than ever in the spotlight.

But an industry is useless without people, and the talent shortage has become clearer due to Covid.

Perhaps, however, this publicity can stimulate more interest in logistics as a possible career – which is why now is the time for logistics companies to focus more on their employer brand.

To download the full report, click here: DHL

[1] https://theundercoverrecruiter.com/employer-branding-infographic/

[2] https://hbr.org/2019/12/the-value-of-belonging-at-work