Challenging perceptions and expanding reach for diverse candidate attraction and inclusion.
DHL Supply Chain were looking to hire 29 apprentices for their recent campaign, taking advantage of modern tools and approaches to match the right talent to the right roles.
This was also an opportunity for DHL to build their brand among candidates, increase their reach to diverse audiences for better inclusion, and to focus on candidate skills for succession planning.
Branding – DHL wanted to improve their brand awareness and understanding, after logistics as a sector was revealed as unpopular with this audience.
Candidate experience & diversity – DHL wanted to engage with and receive applications from a more diverse audience, particularly females and BAME.
The economic forecast and succession planning – externally, youth unemployment in the UK was predicted to have a huge knock-on effect in a few years’ time on critical skills gaps which already exist in the UK, and the talent pool available to courier companies like DHL.
The MAJIC model for apprenticeship recruitment formed the basis for the DHL campaign in overcoming the challenges presented and hiring the right candidates for the right roles at the right times. Using the model, the following strategy was agreed:
- An always-on presence to drive candidate interactions, build brand relationships and loyalty, and ensure no need for top-up spend by DHL.
2. Inform their candidate target audience through a bespoke Virtual World, leveraging information on DHL, their available programmes, the culture and inclusion at DHL and their candidate journeys, to educate and engage.
3. Communicate with the right candidates through targeted attraction activities, including hosting the DHL candidate insight event to drive engagement and increase representation of female & BAME candidates.
4. Utilise the GetMyFirstJob website and candidate database to provide maximum exposure to the target audience, and the ability to measure campaign progress at every stage of the candidate’s journey.
Here’s how we put that into practice:
DHL Virtual World
By directing all communications and candidate outreach towards the DHL Virtual World on the GetMyFirstJob site, we created a seamless candidate journey and provided readers with insight into DHL, as well as all their apprenticeship opportunities in one place.
DHL Candidate Insight Event