Municipalities play a crucial role in keeping communities running smoothly, from maintaining infrastructure to ensuring public safety.
However, a large portion of the municipal workforce—those who operate in the field, like sanitation workers, public safety officers, and maintenance teams—are deskless. These employees often don’t have regular access to email or intranet, which presents a unique challenge for internal communication (IC) professionals trying to keep them informed and engaged.
Despite making up nearly 80% of the global workforce, deskless employees often feel disconnected from the organizations they work for, with a study from Emergence revealing that only 1% of IT spending is dedicated to supporting them. To bridge this gap, municipalities need to adopt a people-first approach that recognizes the unique needs of deskless workers and leverages an omnichannel communication strategy to keep them connected.
A People-First, Omnichannel Strategy
A people-first approach ensures that communication is tailored to the work environment and preferences of deskless employees. For municipalities, this means moving beyond traditional email and intranet solutions and embracing an omnichannel strategy that includes more accessible tools, like SMS and employee apps.
- SMS: SMS is one of the most direct ways to reach deskless workers. It’s quick, and simple, and ensures that important information is seen in real time. In fact, 90% of SMS messages are read within three minutes, making it a highly effective tool for urgent communications like safety alerts or changes to work schedules.
- Employee Apps: Mobile apps specifically designed for employee engagement allow workers to access important information on the go. Considering that 85% of people use smartphones, employee apps can serve as a central hub for schedules, updates, and safety protocols. Push notifications within these apps can provide real-time information, helping employees stay connected no matter where they are.
By combining these channels, municipalities can create a seamless communication experience that ensures deskless workers are informed and engaged in real-time.
Real-World Applications of an Omnichannel Approach
Let’s explore how an omnichannel communication strategy might play out in practice.
Scenario 1: Immediate Crisis Communication
A public safety worker patrolling a park is caught off guard by a sudden storm. Thanks to the municipality’s communication strategy, they receive an SMS alert detailing the severity of the storm and the areas to avoid. Meanwhile, their employee app sends a push notification with safety protocols.
This two-pronged approach ensures the worker stays safe and informed with minimal disruption to their duties. Given that 72% of deskless workers say they would be more productive with better communication tools (Emergence), these methods directly enhance both safety and productivity.
Scenario 2: Real-Time Policy Changes
A waste management team is out in the field when a new regulation regarding hazardous waste handling is introduced. Instead of waiting until the end of the shift to be briefed, workers receive the update via their employee app.
This not only ensures compliance but also reduces the risk of operational delays. In fact, municipalities that use mobile apps and SMS as part of their communication strategy have reported a 20% reduction in delays and a 30% boost in employee engagement (Gartner).
Scenario 3: Enhancing Engagement and Wellbeing
Deskless workers, like public safety officers working independently, often feel isolated from the larger team. An employee app can be used to keep them connected to team updates, municipal events, and even wellness resources.
Organizations that have adopted omnichannel communication strategies have seen an 85% improvement in employee satisfaction (McKinsey), proving that when workers feel included, they are more motivated and engaged.
The Benefits of a People-First Approach
Adopting an omnichannel strategy designed with deskless workers in mind delivers several key benefits:
- Increased Accessibility: With SMS and mobile apps, deskless workers can receive important updates no matter where they are. This eliminates communication gaps that can arise when relying solely on email or in-person briefings.
- Boosted Engagement: According to research from McKinsey, organizations that prioritize omnichannel communication see an 85% increase in employee satisfaction. When employees feel connected to their workplace, they’re more likely to stay engaged and committed to their roles.
- Enhanced Efficiency and Safety: Effective communication tools reduce risks and improve operational efficiency. Municipalities that implemented SMS and mobile apps have reported a 30% increase in employee engagement and a 20% reduction in operational delays, according to Gartner. This not only helps workers perform better but also ensures safer work environments.
Shaping the Future of Municipal Communication
For municipalities to effectively engage their deskless workforce, they must take a people-first approach by implementing an omnichannel communication strategy. Tools like SMS and employee apps empower workers by providing them with timely, relevant information wherever they are. The result? A more connected, engaged, and productive workforce that is better equipped to serve the community.
Book a free consult with us so we can help you build stronger relationships with your deskless workers, ensuring that they feel valued and informed every step of the way.
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