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Choosing the Right Communications Platform for Frontline Engagement

Dec 20, 2021 10:12:17 AM

If there is one thing employers have learned over the past 18 months, it’s the importance of engaging their frontline employees. Intentional and authentic engagement have proven to reduce employee turnover and lower absenteeism while increasing productivity and profitability.  

We’ve shared tips for how to boost employee engagement, but just as important as how you engage staff is the way in which your communications are received.

Before investing in a solution, be sure to learn how your employees want to receive company news, announcements and other information and the different offerings available to you.

Communicating On a Mobile Device

Today, just about everyone has a mobile device and communicates via text. According to research conducted by The Local Project:

  •       Texting is the most-used form of communication for adults under the age of 50
  •       81% of Americans text regularly
  •       18- to 34-year-olds are sending an average of 101 texts every single day.

App-Based Communications

Most mobile communication platforms on the market are app-based, which requires employees to download an app onto their phones. The average adoption rate by frontline employees for app-based solutions is 40% at best, and many of those who do opt in typically don’t keep their notifications turned on.

App-based solutions also exclude employees who don’t have a smartphone from participating. According to Pew research, 19% of the phones used by adults who earn less than $30,000 per year are basic phones, not smartphones.

App-Free Communications

App-free solutions allow employers to send out messages via a “bulk text.” Some solutions even offer segmented outreach based on region, specific attributes, etc., all without an app. This kind of solution expands accessibility to all employees with a mobile phone, whether they have the latest iPhone or a classic flip phone. Plus, statistics show that texts have a 99% open rate and 95% chance of being read within three minutes of being received.

Tips for Choosing the Right Platform for Your Employees

When deciding between an app-based or app-free communications solution, there are five ITEMS to consider.

  1.     Inclusive – How many of your frontline workers have a smartphone and the ability to download an app or receive push notifications?
  2.     Targeted – Does the system you’re considering allow you to target your communication to the right audience?
  3.     Employee voice – Are you able to get direct feedback from your frontline in an organized, digestible and actionable way?
  4.     Measurable – How are you measuring the effectiveness of the communications process?
  5.     Simple – How simple is the platform to use for both your organizational leader and frontline workers?

When choosing the right avenue for communicating to your frontline staff, remember to learn what your employees prefer and to do your research when choosing a solution.

For more information about app-based vs. app-free communications solutions and tips for effectively communicating to your frontline employees, download our white paper below.


Shawn Boyer

Written by Shawn Boyer

Shawn Boyer, Founder & CEO of goHappy.