Sharing news with work teams used to be easy. All gathered around a meeting room table, listening to company updates, exchanging opinions and nodding heads. But it gets tricky when a family size business starts growing, expanding to numerous offices and crossing international borders. Now multiple the challenge by adding: offline and online employees. Think about frontline and factory workers with no internet but also staff always on the go, using not one but multiple devices. And to make it even harder, imagine digital native new starters, who might have never written a letter but know how to type, write a message nearly blindfolded and even code all at the same time. The latest research describes this behaviour as “a multi-tasking Millennials using their phones singlehanded’.
But why does it matter?
There are many reasons why employers need to be heard. Sure a big part of the ‘seduction plan’ is to engage and motivate or even create some fun internally! But there is more to it and it can cost businesses lots of money or even create legal issues.
- Work accidents can be expensive. Old fashioned emergency procedures have been neatly displayed on the walls. But have they been noticed?
- Your business continuity plan is in place in case your servers go down or the office is on fire. But who remembers the number to call or the address of the emergency business premises?
- HR and project management teams are busy chasing absence forms, holidays approvals and the worst offenders, never up to date, timesheets. But your employees are not around: they are on the go, travelling.
- Senior management needs to share the latest financial stats and management changes. But is there anybody who will listen?
Latest mobile stats based on the Mobile apps report, ComScore, 2016
To top it all off, accordingly to the latest mobile research in the US, time spent on mobile is increasing amongst all age groups. In the workplace this represents: junior grads or apprentices who only just started their careers but also the C level suite management.
- “Mobile now represents almost 2 out of 3 digital media minutes, and mobile apps are approaching 60% of total digital time spent.”
- “The convenience of smartphones and tablet devices, and the innovation around mobile apps have completely shifted the digital media landscape in favor of mobile.”
- “In fact, smartphone apps alone now account for nearly half of all digital media time and 3 out of every 4 minutes on mobile in total.”
- “Smartphone app usage time is increasing among every age group in the past year and is highest among Millennials. However amongst 55-64 year-olds there is the greatest year-over-year increase with growth of 37%.”
- “Establishing app audiences is harder, but their real value is in their loyalty. They spend 20x more time on apps than mobile web visitors”
The view from inside
Every day, we talk to business people across the world trying to solve internal and external communication challenges. And they are all in tune. They understand the challenge. A General Manager from the Global Enterprise, Oil & Gas Industry in Mexico shared some of his observations:
What is the key challenge today when talking to employees?
“The main challenge for a global company is to give all employees a full access to key information in real time in order to keep them well-connected and informed.”
What are the key barriers?
“There are many but some of the key ones are: lack of attention, interest, distractions, or irrelevance.”
What made you consider a mobile app and how do you think this will help your company?
More effective comms and easy access. Mobile apps improve news sharing in real time amongst all employees.
I want an employee app. What now?
- Review the content you already have: offline, online, on your intranet or sent via email.
- Evaluate devices already used by your staff
- Decide about the key features you wish to include: news section, social media links, absence and holiday forms, latest internal vacancies, public or password protected access
- Decide how this new mobile resource fits in your overall ecosystem with other channels
- And don’t forget about the launch and promotion strategy to let the employees know about the app and to keep them engaged via push notifications
Can we help? Get in touch today. PwC, Allianz, Kering, TF1 and others trusted us and now we’d love to help you too.