What results do you hope to obtain from this survey?
Our initial aim is to listen and understand: which topics do the colleagues find generally important? Where is there a need for action? Which projects would be beneficial – what do our colleagues expect from us on this topic? The responses to such questions will set the concrete direction for our next steps. We also want to use this survey to attract employees who can work with us on the topic and act as diversity ambassadors in the company.
That is the internal perspective. Will there also be changes in terms of CWS's external image? During your time at DHL, for example, you launched a highly acclaimed campaign, with tailor-made implementations for 14 countries with motifs that were attuned to the respective nations...
Using an appropriate visual language is certainly an aspect. Already then, there was more to it than that, namely the analysis of different cultural, ethical and religious mindsets, empathizing with them and then developing an appropriate customer approach across all channels. We are also facing this challenge at CWS: we have to demonstrate more diversity in our communication and take account of people from different backgrounds. This also harbours opportunities for product development or sales/marketing.
Do you expect diversity in the company to have a positive impact on business figures?
Our objective is to create an appreciative environment in which everyone can fully exploit their strengths. I am quite sure that this is a fertile breeding ground for excellence and innovation – albeit not without complications at times. This is an opportunity that we cannot afford to miss, for which reason I would like to call on all employees to play an active part with commitment and contribute their personal experiences and skills!