DHL Supply Chain

Strategic recruitment campaign for logistics industry leaders

DHL Supply Chain the Netherlands is a business unit within the DPDHL Group, the world’s leading logistics provider. Today, online customers demand next-day, seamless deliveries, and DHL’s supply chain fulfilment plays an important part. Within the Netherlands, DHL Supply Chain consists of 26 different sites spread over the south of the Netherlands and Belgium, with a continuous demand for two critical roles: new team leaders and shift leaders.

DHL sought out a partner who understood its business and could support the recruitment of qualified applicants for these positions over the course of one year.

Two-pronged communications approach

Bright8 devised a comprehensive communications strategy with dual objectives: building broader awareness about the benefits of working at DHL Supply Chain, whilst simultaneously highlighting specific advantages to generate an ongoing flow of high-quality candidates for the target roles.

Our approach moved from macro-level information to micro-level details, delivered strategically to carefully identified target groups. The campaign messaging emphasised both the company’s reputation as a global logistics leader and the unique career development opportunities available within the Netherlands operation. And we focused intensely on localising the content to resonate with potential candidates in specific regions.

Multi-channel digital campaign

Based on extensive research into recruitment trends and candidate behaviours, we developed a tailored channel mix that maximised targeting capabilities, reach, and contact frequency. Our strategy incorporated LinkedIn for professional networking, Instagram and TikTok for broader awareness, strategic search campaigns, and Indeed for direct role promotion and engagement.

This campaign required entirely new thinking to reach a very specific audience that traditional recruiters struggle to connect with. We dove deep into understanding the target candidates – their media habits, career aspirations, and decision-making factors. For each platform, we created specialised content that matched both the channel’s unique characteristics and the preferences of potential candidates likely to be qualified for team leader and shift leader positions.

Our messaging framework went far beyond standard recruitment communications. We showcased the exciting reality of modern supply chain and warehousing careers, highlighting the innovation, technology, and growth opportunities that define today’s logistics industry. Our campaign revealed how DHL’s approach creates attractive pathways for young professionals starting their careers, emphasising advancement opportunities and the dynamic, future-focused nature of work within DHL’s operations.

Immediate and measurable results

The effectiveness of our strategy was quickly demonstrated with impressive results. Within just the first month of the year-long campaign, Bright8 delivered 20% of the targeted leads—proving the effectiveness of our approach combining hyper-focused targeting, specific creative content, and the right digital channel selection.