There is no doubt that communicating through a corporate social network, internal platform or via email offers many benefits. But this effectively excludes all employees who are not connected to a digital tool. However, in some situations, as is the case with SNCF, one in two employees does not have access to a computer workstation. Therefore, it is essential that it diversifies its communication tools and channels to inform and bring all its employees together and thus engage their teams in the field.
Get your field teams on board thanks to digital signage
When important information is sent by email from head office, it leaves out maintenance workers, sales representatives or production staff. In other words: all those people who don't work regularly with a computer. However, broadcasting information on a regular and transparent basis is key to fostering team engagement. That is why it is essential to adopt a communication strategy that will reach all employees.
With a fleet of screens, companies can equip all their sites, networks and stores to expand their messages and communicate with all audiences or, on the contrary, target a specific audience (a region, a department, an occupation). Digital signage screens offer a responsive solution: they allow communication that is both global and local, broadcasting constantly up-to-date information. In this way, they are a supplementary solution to the usual communication tools.
Managing crisis communication
In the event of a crisis (strike, health crisis, sudden change in regulatory measures, accident, etc.), you need to act quickly, communicate without delay and transparently. In this situation, digital signage is a preferred choice.
To facilitate this emergency communication, many providers of digital signage software can integrate templates tailored to your graphical charter. The communications department simply has to enter its message, which will then be broadcast on all or part of the fleet of screens in just a few minutes. If necessary, it is also possible to customize the display by region, site or department.
If a city, department, or region is subject to specific measures due to the COVID-19 pandemic, a specific message can target solely those teams working in the areas in question.
Customer case: SNCF group informs and engages its field workers more thanks to screens
SNCF has several internal communication tools: newsletter, internal portal, messaging, etc. However, a study conducted by the Communications Department of the Grand Est Region revealed that although 8 out of 10 managers state being sufficiently informed this is the case for only 4 out of 10 field workers.
They are often mobile and do not have access to a computer as part of their job. They, therefore, miss out on a lot of information that is relevant to them. To build a relationship, cultivate a sense of belonging, provide information about transformations underway, and generate commitment on strategic projects, it is imperative to be able to reach out to all employees, including those who are not connected.
In response to this issue, SNCF, in collaboration with Cenareo, has set up a fleet of screens on 40 sites in the Grand Est region. Thus, from Troyes to Strasbourg and from Chaumont to Metz, all the teams are exposed to the same national messages when necessary, and to daily local communications with high added value.
Simple to use for remote control, a fleet of screens facilitates interactions and creates a direct and responsive link in all environments. This will optimize internal communications, regardless of the sites to be equipped and their configuration.