Reimagining Frontline Engagement: Shawn Boyer on goHappy’s App-Free Workforce Communication.

1. What inspired the creation of a dedicated intranet for deskless workers, and what problems does it solve?

Deskless, or frontline workers, make up the majority of the workforce.  However, they often don’t have immediate access to the information they need due to the fact that they are not issued company email addresses, and traditional intranets require company email to gain access. goHappy’s Frontline Intranet was built to solve this issue with a simple phone number authenticated, mobile-first way to connect deskless workers to the documents, schedules and other resources they need, including critical updates from the corporate office. On the administrator side, we’ve been intentional about making it extremely easy to use and keep up-to-date with customizable expiration dates and reminders. Extensive integrations with existing payroll, learning management, benefits and scheduling systems mean employers can consolidate important information in one easy-to-access portal.

Frontline workers often feel disconnected and uninformed because they lack regular access to email, company intranets, or other instant communication channels such as Slack. They also work in environments and situations where real-time communication is critical such as warehouses, restaurants, construction sites, and healthcare facilities. By using SMS and MMS as the delivery channel, which every deskless worker can access regardless of their device, companies can ensure important messages actually reach their workers. This enables companies to easily engage their workers in a medium with which they are already very familiar.

Workers need to trust that their personal information is protected, and employers need assurance that sensitive company data is secure. Many frontline workers are reluctant to download an app on their personal devices for work, so communicating with employees via text message using a dedicated and verified phone number specific to their employer is the best way to reach their entire workforce. Additionally, if employees receive a suspicious text message from a different number claiming to be their employer, they’ll know it’s not legitimate.

HR can foster connection even in dispersed work environments by leveraging the right digital tools to engage with deskless workers in their preferred engagement style. So, instead of relying on traditional, office-centric tools, HR teams need to invest in technology that meets deskless workers where they are. This approach will empower them to go beyond simply pushing out updates, and open new ways to access real-time feedback, gauge sentiment, and act on what they hear. goHappy has seen the direct result of this effort with our customers. When frontline employees feel more valued by and connected to their employer, it leads to better business outcomes like lower turnover (15%+ reductions), increased productivity (10%+ increases), and improved guest experiences (30%+ increases).

Centralized communication tools such as goHappy’s Frontline Intranet offer companies a streamlined way to communicate with every deskless worker, across every location with access and permissions based on data from the employer’s HRIS or payroll system. This drives efficiency by reducing miscommunication, ensuring frontline employees have immediate access to the information they need, reducing company overhead because employees don’t need to ask HR or their manager for that information and providing a personalized experience for each employee because of the permission settings. These tools also reduce turnover by fostering better engagement and connection, which translates to cost savings in hiring and training, both positively impacting the bottom line.

6. What future innovations do you foresee in frontline workforce technology?

Frontline workforce technology is in need of innovations that are  inclusive, powerful and simple.  Two key areas that we’re currently hard at work on are 1) Referrals; and 2) Rewards & Recognition.

 

Employee referrals consistently deliver the highest quality hires. However, there isn’t an automated way for employers to engage their frontline to be a referral machine that leverages their social network platforms, personal contacts and more while automatically tracking those referrals through hire and post hire. With goHappy’s Referral Module employers can reach their entire frontline at the right time with referral opportunities, allowing them to leverage their networks and track their referrals, maximizing their opportunity to earn referral dollars.  And, of course, increasing the joy of being able to work with their friends.

 

For many employers, their Rewards & Recognition program is not being adopted in a way that maximizes value because they rely on apps or personal email addresses as the primary communication method to the frontline.  Apps have very low download rates (typically less than 35%) and personal email opens are even lower (20%), causing frontline employees to miss out on opportunities to be rewarded and recognized. With goHappy’s recently released Rewards & Recognition Module, all frontline employees are easily notified when they’ve been recognized. Team members also have a simple way to recognize their peers, their direct reports, or others within a permission-based system. The goHappy Rewards & Recognition Module integrates with Fulfillment partners and employers’ SWAG stores, making rewards and recognition both meaningful and accessible for everyone.

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