When you implement a piece of technology that looks like Dynamic Signal, it’s the easiest cultural play you can ever make. You’re organically going to see who you are because it really represents your company. We can’t market Isentia without people who represent the company well, and for that to happen, they need to understand what we do. Everyone has learned this is the place to get that information.”
Gill Matthews, Marketing & CX Director
Communicating with a large workforce can be challenging for any organization. But it’s even more complicated when you’re a multinational company spread across 12 different Asia-Pacific markets with employees who speak a mix of several languages.
This is precisely the dilemma that confronted Isentia, a leading media intelligence and data technology company based in Sydney, Australia.
A key part of the problem was the intranet. While it was the central repository for company information, the intranet could only be accessed at Isentia offices – and wasn’t available at locations in China. But even when employees could use the intranet, few did. It was difficult to navigate and didn’t contain enough useful information to entice employees to visit. So, Isentia relied on a high volume of email that could leave people feeling overwhelmed.
Adding a “new-and-improved” intranet would have been expensive, required constant upkeep, and still might not have solved the problem. It also just felt like an outdated solution, said Gill Matthews, Marketing & CX Director. That’s why it was essential to find a way that meets the needs of modern employees who expect information in the palms of their hands.
“We were trying to appeal to our younger people who navigate tools differently and already are scrolling on their social media channels,” she added. “Our people want to know things in real time, on their mobile devices – and not just business information. When they come to work, they want to know about the people around them. They want to feel like they’re part of something beyond just the four walls and 9-to-5.”
That’s why today, Isentia uses the Dynamic Signal platform to deliver information directly to employees, wherever they are, and in the manner they prefer.
“We now can communicate at mass to ensure that everyone knows what’s going on,” Matthews said. “Emails get lost. But the platform enables you to broadcast to everyone. I can be assured that people read something because I can see who looks at it with the platform metrics. It’s the loudest tool in our toolbox.”
Isentia knew all about the platform’s flexibility and ease-of-use because 500 employees were already using Dynamic Signal as an advocacy platform for social selling and building brand awareness. It was called GAP – short for Group Advocacy Program. Matthews recognized the potential of expanding the platform throughout the entire company as a workforce communication solution and rebranding it as the way to “fill all knowledge gaps.”
It has transformed how Isentia connects with a geographically dispersed workforce.
Today, 98 percent of company employees have registered for a platform that has become central to the company’s DNA. The platform is localized in five different languages – making everyone feel welcomed and included.
Previously, it was hard for employees to know what was happening in offices separated by thousands of miles. Now, everyone has visibility throughout the organization.
“Our people like to see what’s going on in other regions, and they like to show people what they’re doing,” Matthews said.
That’s because the amount of rich information on the platform has exploded. Previously, when GAP was used only for advocacy, the branded content available for sharing had the Isentia corporate voice. Now, GAP has a more human personality that authentically captures the company’s character – in part because it includes content contributed by employees.
Matthews said typical GAP posts can be items such as the introduction to a new board member, big client wins, product announcements, or celebrating someone’s 10th anniversary.
“Before, there was a chance that an employee wouldn’t have seen any of that,” she added. “It’s really a cross of content. You can set up your profile for the flavor of content that makes the most sense for you.”
Platform metrics give Isentia the ability to see which employees are engaging with posts. This helps to fine-tune the content strategy to provide employees with more of what interests them – and what they’re sharing on social media.
The platform’s two-way communication capability also gives Isentia a better idea of when there are knowledge gaps that need to be filled to improve productivity and efficiency.
“When we’re getting lots of questions on a topic, that lets us know if we need to do more training on products and services,” Matthews added.
But the most significant benefit is that Isentia feels like a more connected company. Everyone understands that GAP is for them. It’s intended to make their employee experience a little better.
“The end of everyone’s sentence now has become: ‘And that should go in GAP,’” Matthews added. “When something is important, we all realize that it should be in the solution that represents the collective.”