Sunday Musings: The Power of Mobile in the Workplace – a conversation with Joelle Kaufman, CMO, Dynamic Signal

The average age for getting your first phone worldwide is 10. We spend more than 5,000 days between the ages of 10 and 25 with the phone as the center of our universe, which is prime-time for when our brains form habits for life. For all of us, at any age, the phone is rapidly becoming our new TV.

This made me think of Dynamic Signal, a leading platform for unlocking how employees communicate externally and internally, so I asked Joelle Kaufman, CMO of Dynamic Signal to riff with me on the topic of workplace innovation and how we can improve our communications.

BP: What is wrong with how we share corporate information today?

JK:  We’re simply not giving employees reliable information in the way they’re most likely to consume it. We’re also not giving them a scalable and safe way to share information.

BP:  What’s your answer?

JK: Well, you know we built our platform to make it easy to curate and target the right information to the right people at scale. The fact that it comes to them in a personalized, mobile and natural way is a breakthrough.

BP: Why?

JK: It’s about being able to reach employees with a mobile alert, with a notification, or via an SMS. But if people prefer Slack, Workplace or Spark, it’s about reaching them there, too. The days of being able to mandate how someone gets information from you, by restricting it to one place where they must go, is long gone. Pandora’s box has opened. Now, you have to give them the right information where they want to be getting it. It’s a completely different mindset. But it’s actually a very human, employee-centric mindset. Wherever my employee wants my content is where I should be.

BP: You mean we are not just “one more poster campaign” away from success?

JK: That is for sure.

BP: In all seriousness, what you describe is powerful. What else are you seeing inside companies that makes it so important to deliver and share content in a more personal, mobile manner?

JK: We’re seeing an erosion of trust in institutions, whether it’s the media or companies. It’s even been called a ‘trust apocalypse.’ But people trust people they know. So, companies have to accept that stories they share are less trusted than if they come from employees. But your employees are not marketing devices. They’re going to make choices about if this is authentic information and if their communities will value it. We’ve seen that when you provide a stream of authentic internal content that isn’t designed to be shared, employees then are more likely to share what is shareable because they have greater trust in the organization. It’s very powerful. It’s transformational when you realize that you have to trust your employees and give them safe ways to share information. But if you only trust them with information you want them to share, they will know you don’t really trust them.

BP: You work with a lot of companies worldwide.  What is their “aha” moment?

JK: The biggest ‘aha’ for our clients is the positive reaction their employees have to being offered this benefit that is so personalized to them. How we communicate is fundamental to how we relate as human beings. When you do this, you’re saying: you’re important enough that we’re investing so you have what you need and what you want at your fingertips. Employees have reacted by saying: ‘Wow, my executives, my managers, my company really value me.’ It drives much lower turnover and much higher performance. So, their ‘aha’ is that when done well, this really makes people happy. And happy people work better.

BP: What’s next in internal communications? Will we get more sophisticated in how we reach employees via text? New messaging service ahead? Tell us more.

JK: We’re in a period of transformation. I think in the near term there will be a much deeper level of understanding about what works and what doesn’t so we can optimize our internal communications. We’re going to be much more cognizant of the impact our communication is having on recipients. Now if you want a future cast, think about the ability of saying to your phone: ‘Please tell me what I need to know about my work today.’ And then it simply tells me while I’m in my car on the way into the office. Or I get to my desk and I put on my AR headset and what I need is immediately available to me. That’s pretty cool. The trend is toward information coming to me, when I want it, where I want it. I’m not going to go anywhere to get it.

Cool, very exciting what is becoming possible to improve the way we work and learn inside our organizations.  Thanks, Joelle.

Bob Pearson
Bob Pearson

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