bofrost*

In the 2000s, we launched bofrost*we, an internal platform where employees can exchange information and ideas - including with managers.

Our goals

1. Direct, unfiltered communication across all management levels
2. Promoting dialogue in a decentralized organization with around 250 locations across Europe
3. Involvement of sales staff in change processes
4. Strengthening employee motivation and identification with the company

Our approach

In addition to the bofrost* employee magazine, we introduced a new advisory board medium in 2009 with the moving image format "bofrost*TV" in order to communicate directly with employees. The monthly news broadcasts were first sent to all locations on DVD and were also made available online from 2013 - the original version of bofrost*we was born! In addition to the regular TV broadcasts, we were now also able to publish the platform for weekly articles with news from the company. Employees were able to have their say directly via a comment function. Around half of the German bofrost* sales drivers now use our information and dialog service on bofrost*we and there is a dedicated management area.

Measures & implementation

Through our activation channels, we have been able to develop a blog-style digital platform as a direct communication channel to sellers since 2014. The most important channels for activation are:

• News subscriptions by e-mail
• Push notifications on the salesperson's tablet PCs for highlight articles
• Posters with QR code in the 114 branches
• Integration of important contributions into the action training courses

The platform is regularly updated with relevant and sometimes exclusive information in suitable formats.
Among other things, you will find:

• Guest contributions
• Text and audio interviews
• Moving image contributions and podcasts
• Live coverage of highlight events and news ticker
• Best practice cases
• Surveys and opinion polls
• An interactive strategy picture

Result

The measures have made it possible to achieve a monthly reach of up to 16,000 unique visits on the German site. In particular, the dialog offer (comments, likes/dislikes) is being used more and more - both by employees and managers. And increasingly completely independently.