DHL Group: #yellowunited – employee advocacy putting the social back into social media

DHL Group, a delivery company, launched an Employee Advocacy initiative to create a global community of social media-active employees, empower them to create good content and positively shape the brand's reputation.

Management summary: What makes this project worthy of an award?

COMPREHENSIVE EMPLOYEE ADVOCACY APPROACH

The importance of social media for external and internal communications continues to grow. Our stakeholders are increasingly using social media to form opinions and gather information about our topics and our company. Instead of positioning individual corporate influencers, we are enabling all potentially interested employees to be active in social media: safely, with good content and interactions, and at the same time helping to positively shape DPDHL's image and reputation through authentic employee voices.

OUR GUIDING IDEA: PUTTING THE SOCIAL BACK INTO SOCIAL MEDIA

The guiding...

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