Should you invest in an employee communications app?
Employee communications apps have had something of a surge in popularity this past year. According to Gallagher’s latest State of the Sector report, their use by employees was up 48% in 2023. It’s perhaps not surprising given the vast majority of the UK population now has a smartphone, our work and personal lives are blending more and more and, in many sectors, the workforce is as widely distributed as it’s ever been. It seems likely then that it’ll be a trend which will continue to grow, as more companies start to see having an employee app as a powerful comms solution. But there are so many options out there and who’s to say a comms app is the right thing for your organisation? Might it just add to the ‘noise?’ Or could it be one of the best innovations you’ve implemented in years?
Employee comms apps – the pros and cons
Providers of employee apps will tell you they bring a host of benefits (with the proviso, of course, that you choose and implement wisely). So, what are these pros?
· An app can provide employees with a sense of connection, particularly deskless workers. There are lots of statistics showing that most people aren’t engaged by their jobs. One of the ways to counter that is to make them feel more invested in the business. Making it easier, particularly for desk-less workers and those who don’t have a corporate email address, to both be sent and find out company information can build important bridges to those hard-to-reach employees.
· It can give employees a voice and improve two-way communication. While one of the things an app can and should be used for is to provide top-down updates on business news, policy or events, colleagues can also post their own updates. They can like, share and comment, much as they would on their personal social media. On some apps there are interactive polls and it’s easy to ask for feedback on topics. And, to the point above, all that liking and sharing can also help employees forge new connections among their colleagues. It can also reduce uncertainty and stress in times of change if it’s easy for employees to ask questions (and have them answered). Which is why, according to some research, companies using an employee app saw a 23% increase in rates of employee satisfaction.
· It can enable everyone to be aligned and more productive. As well as desk-less workers, an app can give freelancers, temps and non-contract employees easy access to corporate information and workplace tools, helping them to navigate your company’s systems and processes. It can be used to provide important training and guidance or to make it easier for people to find the information they need to do their jobs, even if that’s just providing an up-to-date people directory so they know exactly who to call.
· It’s a highly effective way to get important and relevant info direct to employees, fast. Push notifications can highlight vital communications or be used to distribute timely information. What you send can be personalised and tailored to individuals, teams, locations or departments. And with 90% of texts being read within three minutes (let’s face it, we are all rather addicted to our phones…), it’s much better than email if you want to be sure information is read quickly in an emergency.
But then there are the cons:
· Adding another channel risks comms fatigue. If employees feel all this communicating is getting in the way of their real job, or if the information on the app isn’t relevant or useful, you’re at risk of inducing comms fatigue – that feeling over being overwhelmed or stressed by the sheer amount of comms coming at you.
· Employees might resist adopting it. If it feels like your flashy new app is yet another channel people need to be seen to engage with, if there’s no clear value proposition for execs, communicators and employees, it might get downloaded a lot but will untimely end up being rarely used.
· Lack of training can be a barrier to access – and success. In an ideal world you want your new app to dial down the noise in other areas, for it to become the ‘go to’ comms channel. This requires investment in training and implementing a comms plan aimed at educating workers on the use and benefits of the app.
· The user experience is poor. People are used to apps like Instagram and Facebook. So your new employee app needs to be as smooth and intuitive as they are, otherwise employees will quickly dismiss it as rubbish. The content also needs to be regularly updated and refreshed as well, otherwise no-one will see the point in checking it. In short, you need to consider, before implementation, if your team has the capacity for this – or what else might have to give.
· Lack of integration means a lot more time spent copying and pasting. If your new app is just being added to the mix of already existing comms channels, adding material to it may quickly start to feel like you’ve just added one more thing to your To Do list. And at that point, are you really adding any value to the business either?
Advice for successfully implementing a new employee comms app
If you’ve weighed up the pros and cons and feel sure a new app will help internal communication in your organisation, here are a few tips from us on how to do it well:
1. Write a business case. This is both for leaders and you – so that you can be sure you actually need it. Any business case needs to be able to show that a new app would help the business achieve its wider objectives. And as part of your research, you should be talking to people across the business to identify what goals they need to achieve and how you will ensure everyone’s needs are met.
2. Don’t just add it on top of other comms channels. You want an app that will reduce workload rather than add to it. What could it eventually replace? Or what could it streamline or make easier? As part of the research you do for your business case, you need to carry out an assessment of your current channel mix to find out to what extent they are currently helping you achieve your internal comms and wider business goals.
3. Consider your audience - how will people engage with this app? There are two parts to this – functionality and content. What processes could an app improve or simplify? What problems could it help solve? And then there’s what kind of information do people need and want to know? What do they want to see? What would bring them to the app every day? Once you know all of that you’ll be able to come up with a shortlist of must haves for any new app and start work on the creation of a long-term content plan.
4. Don’t treat it like a one-off project. Remember the old adage, ‘a dog isn’t just for Christmas?’ It’s the same with a new app! You need to keep the engaging, informative content coming and to do that well requires time and investment.
A new app is like all other innovations – it will be of more benefit to some than others. So whatever you decide, careful consideration of value, as well as plenty of research and planning beforehand, will make all the difference as to whether others in the business see your new channel as an asset or an unfortunate waste of effort. If you need a hand communicating and embedding a new comms channel into your business, get in touch - we’d love to help!
