Making belonging part of everyday work

PROBLEM
Inclusive workplaces are the best environment for innovation and delivering world-class services, but DHL Group realised that they were not fully tapping into the potential of their diverse workforce. To celebrate the diversity of their employees and foster inclusivity, they recognised the need to help all employees feel that they belong.

OBJECTIVES
• Promote a culture of inclusivity and belonging across all divisions of DHL, spanning 220 countries and territories, with a workforce of approximately 600,000 employees.
• Amplify the campaign internally and externally, ensuring equal opportunity for all employees to engage.

STRATEGY
Something Big distilled the concept of belonging into a simple and relatable campaign – ‘I Belong’. Real employees became the stars of the campaign, with blended images showcasing how belonging extends from their personal lives into the workplace. A versatile frame device allowed employees to share their stories through internal and external channels. This approach facilitated authenticity, built unity, and harnessed the power of user-generated content.

IMPLEMENTATION
• Developed a global toolkit, including assets, video and a UGC toolkit for employees, to ensure group-wide consistency.
• Created universal imagery suitable for all divisions, enabling engagement across diverse regions and cultures.
• Leveraged the #iBelong hashtag and frame template, which resonated with employees across genders, ages, ethnicities, and members of the LGBTQ+ community.
• Amplified the campaign internally and externally, ensuring equal access for participation and authentic contributions.

RESULTS
During the main campaign period between 22-26 May 2023, the initiative achieved remarkable results:
• 1,870 posts shared on the employee app, Smart Connect.
• The top story on Smart Connect received 18,785 visits, indicating high engagement.
• On LinkedIn over 25,000 reactions were generated.
• The campaign successfully promoted dialogue and connection among employees, reinforcing the importance of belonging and diversity in the workplace.

Through this impactful campaign, Something Big helped DHL demonstrate commitment to fostering belonging and celebrating diversity. Engaging the Employee Advocacy Network globally, authentic stories contributed to an inclusive workplace where employees feel a shared and meaningful purpose.