| | February - 2022MANAGEHRMAGAZINE.COM8In MyOpinionDIGITALIZATION IMPROVES DHL RECRUITMENT AND RETENTION ON A GLOBAL SCALEFrom the first contact between DHL Supply Chain and a potential employee, we seek to build long-term relationships. We use today's technological advances in HR not only for efficiently finding and hiring suitable candidates but also to help maintain bonds. Frontline challengesOur extensive warehousing and logistics operations require high-volume recruitment across multiple geographies and markets worldwide. Much attention is focused on frontline workers and their immediate supervisors, who make up around 85% of our workforce.We must respond to seasonal activity peaks and valleys in some industry sectors, along with sudden spikes in demand as new customers come on board. AI and analytics developments have been crucial in boosting recruitment speed and economy, improving selection quality, and ensuring the best possible start to each employee's journey with the company.For DHL frontline staff, pre-existing knowledge requirements are relatively basic. Much more important is how candidates' personalities fit with the organization's culture of customer service and dedication. In line with the recruitment tech world's increasing emphasis on soft skills, our assessments especially target qualities relevant to good teamwork.Competition among recruiters from this pool is intense, especially in countries with low unemployment. Improvements in the candidate experience ­ another major HR tech trend ­ are essential to attracting people into our business. At DHL, this is just the beginning of a longer process that aims to keep our people connected, informed, engaged, and committed to the company. Connecting with the front line is more challenging than with office-based personnel, but technology has the answer. Digital game changersThe general underlying movement toward cloud-based technologies has been a big enabler for DHL. In the HR space specifically, vendors' ability to update solutions frequently and to add extra functionalities as new approaches develop avoids the upheaval of big projects. In addition, cloud solutions come with embedded analytics, so there is no need to develop them separately. The analytical insights we gain enable faster advances in processes that enhance recruiters' and workers' experience, increase productivity, and optimize our service to customers.Digital assistants reduce recruiters' workload, save time and cut costs. By removing delays, we can hire people as and when needs arise ­ with less risk of losing out to faster recruiters. In an age of instant online interaction, candidates could easily be put off by slow procedures. Our digitalized By Claudius Christmas Jr, Vice-President, Global HR Transformation, Digitalization and BPO, DHL Supply ChainThe general underlying movement toward cloud-based technologies has been a big enabler for DHL. In the HR space specifically, vendors' ability to update solutions frequently and to add extra functionalities as new approaches develop avoids the upheaval of big projects
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