Introduction:

In this blog I have written a brief information regarding DHL mission, vison and goals also, about its employment strategy and employees benefits furthermore I have focused on the best fit approach by analysing the Vertical fit and Horizontal Fit by SWOT model Armstrong cited (Barney 1995: 49), to understand its environment. Also, by SOWT model I have suggested the opportunities that DHL can take in account to improve and reinforce its business performance and objectives. And at last I have concluded my point of view as well as comparison between the two companies DHL and FedEx based on HRM.

DHL Missions, Visions and Goals

Working with DHL

DHL Parcel Gives First Aid Training to Couriers:

Almost 100 couriers took part in first aid courses as part of a project entitled “Safely with Courier.” The trainings are organised by DHL Parcel.

This is built on the two ‘Rs’ – Respect and Results. DHL values its employees, provides them with opportunities to achieve, and together this produces results. Working alongside people who take pride in getting things right 1st Time every time, a Can-do spirit and a positive outlook on life. DHL shares a hands-on attitude, love a challenge and do everything with a smile on the faces.

• yearly Employee Opinion Survey recognises the voice – and the voice of all its employees – allowing DHL to influence the way it moves forward.
• As a global company it values the diversity of its employees as a genuine strength. DHL organisation brings together people from a wide range of cultural backgrounds – all with different skills, experiences and viewpoints. 

 

Diversity & Inclusion

• Equal opportunities for women and men

Career prospects and opportunities in the Group are the same for both men and women. Although only somewhat over one-third of our employees are women, the percentage of female managers and executives within the Group continues to grow steadily. The overall percentage is 22.1%, and we are working to further increase this number.

• Achieving equal opportunity in Germany

In line with the German Act on Equal Participation of Women and Men in Leadership Positions in the Private and Public Sectors, it continues to work towards its goal of increasing the share of women in its principal company, Deutsche Post AG, in Germany to 20% in the first management level and to 30% in the second management level below the Board of Management by the end of 2019. Both management levels are differentiated according to reporting lines.

• Raising diversity awareness

DHL offers employees and managers special training on the topic of diversity and inclusion. The aim is to sensitize managers to the fact that they play a key role in putting diversity management into practice.

In 2017, DHL developed and introduced a tool which, among other things, enables self-assessment in relation to diversity issues at the team level. Another focal point of its diversity management work involved the development of digital media, including an e-magazine and an app which enable DHL HR professionals to reach employees more effectively.

DHL were also involved in the development of the UN Commission on Human Rights’ recommendations for globally operating enterprises on combatting discrimination against homosexual, bisexual and transgender people, and will help in raising international awareness of these recommendations through its internal communications channels.

SWOT Analysis

   Strengths 

• Highly skilled workforce through successful training and learning programs. DHL is investing huge resources in training and development of its employees resulting in a workforce that is not only highly skilled but also motivated to achieve more.

• Top Employer globally Certifications emphasize the Group’s commitment to employee engagement and good working conditions in 2020

• Has a strong HR system

• Taking in account of external and internal environments in which, the organization acts the system combines: 
• HR strategies
• HR policies
• HR practices 

• AI- based systems for recruitment.

   Weaknesses

• Non regarding people, organization and principles 

Opportunities

• DHL almost taking the HR philosophies in account but by focusing more on reward management as well as its marketing strategy would really nail it because any company has its own financial needs therefore it needs to balance both HRM and its marketing strategy to reinforce the company and may be increase wages more than $15 per hour in the future.

The HRM system:

Threats

• Non regarding HRM however by rising pay level movements such as $15 an hour and increasing prices in the China can lead to serious pressure on profitability of DHL and if the company ends up by reducing the numbers of employees it is a serios threat toward employees in the future.

Conclusion

From my point of view DHL organization is balancing the business strategic with SHRM very well however DHL marketers has to take in account the threats and risks to mitigate and reduce the future negative impacts on its HRM because if the organization fails in annual profit the most threat is toward employers as the company might decide to reduce the number of workers.

The study shows DHL’s HRM is so far performing much better compared to FedEx.

In the previous blog 7, I have suggested HRM theories and models that FedEx needs to focus on and the SWOT analysis of two organizations illustrates the high level of HRM performance of DHL and low level of performance of FedEx.

Added note:

Also, one thing to remember is that HR professionals can not only rely on SWOT analysis because due to other business aspects it can change but as I don’t have direct access to the information of the organizations the SWOT analysis enabled me to access a little to their HRM environments and performance.

References:

DHL Parcel (2020) DHL: Vision and Mission. Available at : https://www.dhlparcel. pl/en/about-dhl-parcel/mission-vision.html (Accessed: 15 April 2020).

DHL Parcel (2019) DHL: DHL Parcel Gives First Aid Training to Couriers. Available at: https://www.dhlparcel.pl/en/about-dhl-parcel/press-releases/06282019.html (Accessed: 15 April 2020).

DHL Parcel (2020) DHL: Career. Available at: https://www.dhl.com/gb-en/home/careers/working-here.html (Accessed: 15 April 2020).

Deutsche Post DHL Group (2020) DHL: Diversity & Inclusion. Available at: https://www.dpdhl.com/en/responsibility/employees-and-workplace/diversity-and-inclusion.html  (Accessed: 15 April 2020)

Glassdoor (2020) DHL: DHL Certified as Top Employer 2020 in the United States. Available at: https://www.glassdoor.co.uk/Overview/Working-at-DHL-Express-EI_IE38615.11,22.htm?countryRedirect=true(Accessed: 15 April 2020).

Michael Armstrong and Stephen Taylor (1977) Armstrong’s Handbook of Human Resource Management Practice. 15^thedn. London: Kogan Page.

Michael Armstrong (2008) creating success: How to manage people. 2^nd edn. London: Kogan Page.