DHL Achieves 93% Participation with an Inclusive Engagement Strategy

DHL's a global logistics giant serving thousands of customers worldwide. Their whole philosophy? "As One." It's not just corporate speak - they actually mean it. The idea's to build a workplace where employees don't just show up for a paycheck but feel genuinely committed to driving results. And it works. They've snagged three Top Employer certifications in 2017 alone: UK, Europe, and Global. Plus, they're one of only 10 companies worldwide to earn the prestigious Top Employer Global certification. For three years running, they've been certified as one of the best places to work globally.

The Challenge

DHL's "As One" philosophy is central to everything they do - but bringing it to life across 43 locations takes real strategy. That's where the EuroCup came in. They'd run this competition before: a long weekend bringing employees from around the world together for cheerleading and football tournaments at Centre Parcs Belgium. Four days, fully expensed, all about competitive spirit and networking. People loved it. Demanded it back, actually. But two problems emerged. First, ensuring equal access across a dispersed workforce - drivers, warehouse staff, office teams, many working offline. Everyone needed fair information about tickets and team spots. Second, making 4,000+ non-attendees feel included. If only a fraction experienced it firsthand, would it strengthen the "As One" culture or highlight the divide between attendees and everyone else? The team knew this event had to unite, not separate.

The Solution

DHL leveraged Edenred's Communications module to orchestrate a multi-channel campaign that reached every employee, regardless of location or connectivity. The platform enabled: weekly manager briefings distributed through the system, targeted email campaigns, a dedicated EuroCup microsite hosted within their employee hub, and content distribution for magazine articles placed in break areas where offline workers spend time. The Communications module ensured consistent messaging across 43 locations - something impossible to coordinate manually. But here's where it gets smart. Three weeks after the EuroCup, DHL used Edenred's Employee Discounts module to extend the celebration to everyone. Through the platform, all 4,140 employees received access to discounted family trips to seven theme parks across the U.K. - turning a 55-team event into a company-wide benefit that reinforced the "As One" spirit. The Discounts module made it seamless: employees could browse available parks, book directly through the platform, and redeem their benefit with zero administrative burden on HR. What could have created division instead became a unifying moment - attendees got their weekend, non-attendees got quality time with family, and everyone felt valued.