In today’s digital age, authentic storytelling isn’t just a marketing trend. It’s a powerful way to build connections, both internally and externally. For DHL Group, empowering employees to share their personal narratives has not only strengthened their company culture but also amplified their brand voice. Here’s how their Employee Advocacy program, powered by Staffbase, has transformed the way employees communicate and led to 91% of participants feeling more connected with fellow employees.
Building the foundation for advocacy
The journey began two years ago. That’s when DHL employees active on social media expressed a need for guidance and resources to share their stories. Recognizing the opportunity, DHL’s communications team set out to create a supportive framework — a global Employee Advocacy (EA) program designed to empower employees as storytellers and brand ambassadors.
The goal was clear: build a global community where employees inspire and support each other, creating and sharing authentic content that reflects DHL’s culture and values. Instead of relying solely on corporate influencers or testimonials, DHL wanted to flip the script by encouraging employees to take the reins of storytelling.
To start a community you need a meeting point. That’s where Staffbase comes in.” — DHL Group
Empowering employees through tools and training
To support this initiative, DHL leveraged Smart Connect, powered by Staffbase. The platform became the central hub for the EA program. It is the meeting point for a vibrant community, offering employees:
A Global Landing Page: A one-stop destination with resources, events, and information about the program.
Content Templates and Resources: Pre-designed templates to help employees craft platform-native content.
E-Learning Modules and Coaching: A six-week coaching program to build confidence and enhance social media skills.
Community Interaction: Features like SMS and social walls foster collaboration and idea-sharing among participants.
The ripple effect of employee advocacy
The results of the program have been remarkable, both inside and outside the organization. Employees who once hesitated to share their stories now confidently post their experiences. In doing so, they are creating authentic content that resonates across social media.
One standout initiative was the DEIB (Diversity, Equity, Inclusion, and Belonging) campaign, where employees shared over 400 personal stories using custom templates. These contributions brought to life the values that make DHL a dynamic and inclusive workplace.
The program’s community hashtag #yellowunited has become a cornerstone of engagement, surfacing stories that not only drive external campaigns but also strengthen internal culture. DHL’s mission with #yellowunited is to “put the social back into social media,” reflecting their approach of showcasing positive stories while helping colleagues feel safer when engaging online. This includes, of course, the company’s social media guidelines, as well as practical recommendations — for example, how to deal with fake news and hate speech.
Key achievements
Daily Engagement: 3–5 posts per day using the #yellowunited hashtag on LinkedIn alone.
Monthly Impact: Over 2500 posts inspired by the program, covering topics like sustainability, e-commerce, and company culture.
Employee Confidence: 86% of participants feel more confident and better equipped to use social media.
Stronger Connections: 91% of participants report feeling more connected with fellow employees active on social media.
Beyond social media: A cultural shift
The impact of DHL’s EA program extends beyond social platforms. Internally, the initiative has fostered a sense of community, breaking down silos across departments and divisions. Senior leadership has also embraced the program, further validating its importance and encouraging participation at all levels.
A blueprint for success
DHL’s Employee Advocacy program demonstrates the power of equipping employees with the tools, resources, and confidence to share their stories. By embracing authenticity and empowering their workforce, DHL has built a global community that amplifies its culture, values, and mission — one story at a time.
For organizations looking to create their own advocacy programs, DHL offers a compelling blueprint: start with a meeting point, provide resources and training, and foster a culture of empowerment. The results speak for themselves: a connected, engaged, and inspired workforce, driving impact far beyond the digital realm.
