Reaching the unreachable workforce: Adopting a mobile-first communication strategy to retain employees

David Hogland and Andrea Rossitter
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David Hogland: ESFM, Compass Group USA, USA
Andrea Rossitter: Senior Director of Marketing, ESFM, USA

Corporate Real Estate Journal, 2023, vol. 12, issue 4, 333-339

Abstract: Ineffective communications cost companies more than just safety and productivity issues; they are a direct cause of turnover. While corporate leaders feel their communications are relevant and the way they are delivered is effective, research shows their employees do not feel the same way. In a tight labour market, businesses cannot afford to overlook this fact. As an integrated facilities management (IFM) company that distinguishes itself in self-performing more than 80 per cent of the hard and soft services it provides clients, ESFM depends on an engaged workforce to deliver on its client promises every day. As noted in its bi-annual employee engagement survey, the company recognised its internal communications were missing the mark with respect to hourly employees. Deskless workers, spread across the country and covering multiple shifts, were challenging to connect with. To address these challenges, ESFM inverted the traditional top-down communication cascade as the first IFM company to leverage the Nudge app, originally designed for retail workers, to implement a mobile-first communication strategy for frontline personnel. Adapting the app’s capabilities for the FM space was a process, but ultimately empowered ESFM to digitise critical learnings and best practices to efficiently equip its employees with the knowledge and tools necessary to execute on their clients’ highest priorities. Business outcomes following the first year of implementing this communications approach earned ESFM the George Graves Award for Facility Management Achievement from the International Facilities Management Association (IFMA) in 2020. This paper shares business outcomes from this award-winning communications programme, as well as steps any company can apply on their journey toward developing a more intentional, engaging and effective communications strategy.

Keywords: retention; employee engagement; strategic communications; corporate culture; internal communication; organisational communication; mobile applications; facilities management (search for similar items in EconPapers)
JEL-codes: R3 (search for similar items in EconPapers)
Date: 2023
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