Three ways to create a mobile-first culture

Three ways to create a mobile-first culture

The rise of mobile has revolutionised not only the way customers engage with brands, but also the way businesses operate – influencing the brand culture within organisations in a manner not seen since the advent of email. Here’s how to tap into the zeitgeist – all via your smartphone.

What would you say if someone told you that 87% of your employees are not engaged at work, and care very little about what goes on there? It’s a sobering thought – thank you, Prescient Digital Media – but luckily, not something that’s insurmountable.

“It has a lot to do with the culture (or perceived culture) of the business internally,” says Vanessa Daly, digital lead at design consultancy OPX. “Often it’s the result of poor internal communications strategies delivered via un-engaging and poorly designed channels like an intranet.

According to PDM, 53% of employees say their intranet is rubbish. Millennials through to baby boomers cannot understand why their workplace tools (intranet; social media) aren’t as intuitive or handy as those they routinely use in their personal life. Using multiple channels to reach specific audiences in the way that’s most relevant to them is commonplace in the external marketing world, but is rarely implemented internally.”

According to Deloitte’s Global Capital Trends report (2014), culturally engaged employees have an enormous impact on the bottom line of your business, citing 40% higher customer satisfaction (engaged employees become your brand ambassadors), a 30% increase in productivity, and 36% increase in overall performance. So maybe it’s time to give the people what they want – and that seems to be a mobile-first culture.

Three ways to build a mobile-first workplace culture

1. Chris Gorell Barnes, founder and CEO of content agency Adjust Your Set:

“If we want our clients to think mobile-first, we have to walk the talk by doing the same ourselves. So, as a company-wide policy, I try to encourage staff to shake off their email addiction by using more efficient mobile apps like Trello [a collaboration tool that organises projects into ‘boards’ and allows users to see at a glance the workflow status] and Slack [a cloud-based tool that enables real-time messaging and all documents to be shared in one place]. I also find that, when appropriate, using mobile video to talk directly to all employees helps cement the idea that mobile should always be our first port of call.”

2. Sarah Weller, MD of mobile consultancy and enterprise app developer Mubaloo:

“Organisations need to think about where their employees are and what they need to perform specific tasks on the move – don’t build or invest in apps that won’t work offline if know your employees might not always get a signal, for example. Ask your workforce what they want, and involve them in developing both an internal communications strategy and an efficient means of delivery. Allocate budget accordingly: if 60% of employees are out of the office constantly and need info on the move, why is 95% of your budget still focused on desk-based solutions? Constantly improve whatever you build based on performance and feedback, and finally, don’t build an app for apps’ sake. Look for products that can help you first. Don’t make technology-led decisions – focus on the users and what they need.”

3. Lee Coomber, creative director for Europe and Middle East at creative consultancy Lippincott:

“Be relevant. In a mobile-first environment, visual cues are an essential means of communication. Use visual and verbal elements that echo the soundbites of texting and social media. Symbols, pictograms, fonts, colour, animation and images are the medium through which you communicate and, ultimately, connect with your workforce.”

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Claire Lavelle Journalist CPL
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