How O2 Engages Deskless Workers with a Mobile-First Approach

I recently had the pleasure of chatting with Kristian Lorenzon, Head of Social Media at O2 to explore how his team keeps their global workforce informed. Within the live webinar, we covered a lot of ground, including how to drive engagement, provide the right content, and how the Dynamic Signal platform plays a key role in informing their deskless workers.

The problem facing today’s global enterprises is that many of their employees are a part of complex departmental structures, causing a lapse in effective company communications. The Social Media team at O2 wanted to find ways to move past the traditional methods of communication with their global workforce and provide them with relevant, interesting content. They wanted to give their employees the skills and means to share the range of digital products, services and specialist stories they have. But that wasn’t possible without the right technology.

Lorenzon and his team partnered with Dynamic Signal to develop a program that was centralized, offered tailored content, and provided their employees with an opportunity to grow their own personal networks. Now, with over 50 million social impressions and 150k in earned media per year, O2’s ambassadors serve as a driving force in their brand awareness efforts.

Because of their success, we wanted to explore their biggest learnings and advice Lorenzon has for others who want to maximize engagement.

Here are a few tips from O2 on how to engage your deskless workers:

1. Leverage mobile technology.
Several organizations rely on dated communication technology, neglecting the mobile-usage of their staff. With such a large employee footprint and relatively complex structure, O2’s key challenge was figuring out how they empower their people to develop their own digital footprints in a way that was safe, interesting and easy for them. Employees on the floor – which make up the majority of the employee base – don’t have access to a computer. Having “O2 Amp” in their pockets provided them broadcast notifications and access. The program is positioned in such a way that supports both their company mantra and external branding.

2. Create an integrated content system.
Content comes in all forms at O2. Whether it’s brand and sponsorship campaigns, social responsibility, or industry insight – O2’s social media team tests it across the board. But in order to keep it feeling aligned, they created an integrated approach to marketing. Instead of trying to come up with new content just for company communications, they collaborate with their marketing team, sourced from company websites and blogs, and incorporate social media.

3. Test different types of content for engagement.
People are increasingly bombarded with media, so O2’s social media team made the content easy and fresh. Employees are willing to share and talk positively about the company when empowered to do so. Companies don’t always need prizes and leaderboards, they need to understand how employees communicate and what they’re most interested in.

To learn more about how O2 launched and grew their program, view to the full webinar here and preview the slides below.

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G.I. Sanders

G.I. Sanders is Senior Director, Creative Services at Dynamic Signal. He specializes in entrepreneurship, digital and social media, design, and marketing. G.I. is based in Dallas, TX with his wife and two sons. Passions include technology, startups, music, fitness and sports.