Social Media Campaign for DHL PARCEL

#Strategy #Reputation #EmployerBranding #EmployeeAdvocacy #Word-of-MouthMarketing

_About customer

DHL Parcel is a brand of the Deutsche Post DHL Group, specializing in domestic and international parcel delivery services for both individual and business customers. The company focuses on offering convenient, flexible, and reliable courier solutions that meet the needs of the modern market, particularly in the e-commerce sector. Thanks to its extensive logistics network and advanced technologies, DHL Parcel ensures fast parcel delivery throughout the country and to many European countries.

One of DHL Parcel’s key pillars is innovation and a customer-centric approach. The brand offers a range of modern services, such as the ability to choose a convenient pickup point, customize delivery times, and track shipments in real time. The company also operates a network of DHL Locker parcel lockers, which allow for the collection and dispatch of parcels at convenient times, particularly meeting the needs of customers with active lifestyles.

Customer:

DHL Parcel

Date of completion:

2021-2023

Scope of work:

Creating a communication strategy on LinkedIn, creating a profile, preparing attractive visual communication, preparing content marketing materials, ongoing work on the schedule and publishing content, moderating comments, employee advocacy activities, conducting paid advertising activities, reporting results

_Challenges

Building a coherent brand image: DHL Parcel must maintain a coherent and professional image on LinkedIn that reflects the company’s dynamics and global reach
Engaging a Diverse Audience: LinkedIn is a platform that brings together industry professionals, potential customers, and employees. DHL Parcel faces the challenge of tailoring its messaging to appeal to and resonate with each of these audiences.

Measuring campaign performance: Precisely track the results of your LinkedIn activities, including engagement, reach, and conversion analysis, to optimize your strategy and maximize ROI.
Integrating employer branding: In an industry where competition for talent is intense, DHL Parcel must effectively leverage LinkedIn to present itself as an attractive employer, promoting company culture, development opportunities and values

_Set goals

Creating a brand profile on LinkedIn

Building a coherent employer branding strategy that will support the company in attracting, engaging, and retaining talent in the labor market

Development of visual identification

Design and launch of a website that will be the focal point for all recruitment activities

Content planning and publishing

Creating engaging video content that will present your company as an attractive place to work

Moderation and engagement in discussions

Active participation in the LinkedIn community, which will contribute to building a positive brand image

_Effects of cooperation

- DHL Parcel’s improved LinkedIn profile, enriched with a professional key visual and detailed company information, attracted more followers and strengthened the brand’s image in the market
- Regularly publishing content, including posts related to employer branding, industry expertise, and CSR activities, increased interactions such as likes, comments, and shares.
- Actively moderating comments and engaging in discussions has helped build strong relationships with current and potential customers and business partners.
- Employer branding activities attracted more potential employees, improving the quality of candidates and shortening the recruitment process
- Through LinkedIn, DHL Parcel was able to effectively promote its corporate social responsibility (CSR) activities, increasing brand awareness as a socially responsible company.