80% of the global workforce is deskless, and at least 122 million of those employees work in hospitality and restaurants. According to this study, roughly 82% of hospitality companies are planning on increasing their spending on technology for their non-desk workers. Mobile employee communications apps are on the rise, and for good reason. Comms apps help you connect your deskbound and deskless employees in one channel. But how do you know if you’re selecting the right platform? Here are 5 things hospitality companies should look for in a mobile employee comms and engagement app:
Does it improve employee access?
Frontline employees, whether they work in a restaurant or a hotel or a casino, need access to information that will help them do their jobs. Intranets and email typically aren’t channels that non-desk employees have access to, and that’s a big problem. It means they can’t readily access benefits information, urgent updates from the corporate office, closure information, updates to policies and procedures, etc. This has a big impact on their day-to-day on the job and can contribute to a lack of connection with your company at large. So when you’re looking at mobile comms solutions, make sure it’s something that gives them access to communications from HQ and from their team, that it contains documentation and information they need to do their jobs, and makes it easy to find what they need.
Can you measure your impact?
One of the big problems with some email platforms is that your measurement is limited. If you aren’t using an HTML email service, you might not even have access to metrics like opens and clicks. You might be sending your pre-shift meeting notes on a sub-optimal day of the week. You might be creating content that resonates with your customer support staff, but not your in-room-dining staff. In the modern age, you need to have data to support your strategy. Select an application that provides metrics that help you understand patterns in employee use and behavior (e.g. clicks, opens, logins, etc.) and will ultimately help you prove ROI (e.g. did improved engagement increase retention?).
Does it enable two-way communication?
Measuring your impact shouldn’t be limited to quantitative data. You need to look at the qualitative data too. Enabling two-way feedback loops is crucial, whether that’s through surveys, peer-to-peer chat, or portals where questions can be submitted. Managers might often be prioritized for a focus group or for these surveys, but it’s really key that you “get horizontal.” Talk to your cleaning staff. Talk to your hotel restaurant employees. Talk to your front of house staff. Learn what they need and start to implement it.
Can you target content?
Have you ever received an email and immediately deleted it because it had zero relevance to you? And over time, if that continues to happen, you might start to delete those emails before even opening them. In our personal lives, we have that magical “unsubscribe” button. But when it’s an internal communications tool, employees might stop going to that channel altogether. If you can’t target content, eventually your employees are going to stop trusting that the channels they have for communication includes anything for them. So when you pick an app, make sure it allows you to target different audiences.
Is it secure?
We all use mobile communication to some degree, whether that’s through text message, social media, chat applications, and so on. But your business has different security needs. You need an enterprise compliant mobile employee communication system that is familiar enough that everyone can use it, but secure enough to share sensitive company information on.