DHL, founded in San Francisco almost 40 years ago, is an integral part of the world’s leading logistics group, Deutsche Post DHL – the postal service for Germany. With a legacy of customer-aimed, complete managing solutions in the field of logistics, transportation and courier services, the worldwide DHL staff has set a benchmark in the customer services field.

The organizational setup, comprising of four divisions for external task management and centralization of internal company services such as IT, procurement and finance, has been a key influencing factor in the international success DHL has achieved over the years.


DHL has a global presence in over 220 countries. This includes the strategically located nation of Pakistan, where DHL has been present since 1982 and has over 600 employees in 43 locations. The company has been well-received in Pakistan also, as it now holds an almost 65 percent of the market share.

Though DHL had optimal human resource strategies in place, the sheer size of the workforce was beginning to result in a worrying decline in employee communication levels. Workers were disjointed from daily processes – to the extent where the daily business activities became information that only a few possessed.

The result was a significant decrease in the overall job satisfaction and productivity levels of the employees, upon which DHL approached Creative Chaos for a workforce-specific internal public relations strategy.


A comprehensive critical analysis of the workforce situation was initially carried out, which highlighted employee isolation and a lack of motivation as the main reasons for the predicament.

Boosting worker involvement and integration in daily operational functions and activities was consequently highlighted as the focal point of strategy development. Thus, the main proposal put forward was based upon the establishment of an Employee Motivation Portal.

The portal was designed as an interactive forum where the content ranged from company updates, activities and employee performances. The hook was provided in the form of a points-based staff performance appraisal system. This provided the employees with an incentive to perform and claim the rewards on offer, such as the Employee of the Week and Month.

The motivational aspect of the portal was the core idea, upon which the idea was expanded. The portal architecture also comprised of communication platforms and clear division of and access to the multi-faceted content, which also included bulletin board systems for announcements and dissemination of information.