Why mobile matters for frontline engagement
In today’s hybrid and distributed workplace, delivering seamless, engaging employee experiences across every role and region is a top priority for Internal Communications and Employee Experience professionals.
This is especially important in frontline-heavy industries such as manufacturing, logistics, retail, and healthcare. These are industries where most employees don't sit behind a desk. Yet they need easy access to company news, tools, training - and each other. A mobile-first experience isn't optional: it's essential.
Interestingly, Unily's recent study revealed that 71% of frontline workers use personal tools like WhatsApp for work, and 1 in 3 have shared sensitive data via unofficial channels. This creates a massive compliance issues for enterprises, but a secure and intuitive mobile EXP app can eliminate risky workarounds and centralize communication.
But frontline app adoption doesn't happen by default. Launching a new employee app successfully isn’t just about the technology - it’s about adoption. Without the right approach, even the best platform can fall flat.
Here are some of the key steps to take when launching an employee app.
Understand the challenges before you launch
Knowing what you're up against will ensure you can target these areas during the launch phase. Here are some of the common ones
Device access
Not all employees have the same level of access to devices. For example, not all of them may have corporate-issued phones, and in some industries, asking employees to download an app on their own device can raise privacy and security issues. This can add a layer of complexity to the rollout, especially if consultation is required. For example, enterprises with a German presence will need to align with the German Workers Council (Betriebsrat) before anything can be implemented.
It's also worth remembering that a lot of frontline workers may be working i areas with poor signal and connectivity. Keep this in mind when both choosing an app (ensuring it provides offline access) and when thinking about the rollout.
App fatigue
Unily research has also shown that tools designed to streamline tasks and enhance collaboration are having the opposite effect, with nearly 60% of employees reporting that digital tools add to their workplace stress.
It's why enterprises need to thinking about how the purpose of the employee app is communicated. Without this, it'll become yet another ignored channel. Comms teams need to explain how it will make life easier and enable people to get work done.
A good way is to position it as a way to streamline their workflow. The right provider will enable you to integrate your employee app with everything else your workers use - this reduces digital clutter, speeds up work, and ensures everything is in one central place.
Culture and language
In global or multilingual organizations, language can be a major barrier to engagement, especially among frontline and non-native-speaking employees. It's why Amelia Hennigan, from global manufacturing firm Smurift Westrock, believes you need to think broad when choosing an employee app, The ability to translate messages into relevant languages can make or break adoption.
“Frontline workers may not understand English because it's not necessary for their job. So, we shouldn't expect that they should receive communications from us in English. No matter what campaign it is – Health and Safety, cybersecurity, Pride, or other DEIB initiatives – we always get it translated into 26 different languages .”
Amelia Hennigan, Internal Comms Specialist at Smurfit Westrock
Unily translates content into 41 languages, and importantly, admins can set translation rules to make sure that localized or brand terms are respected. This spans all forms of media including video translation with captions, a multilingual CMS, and an email broadcast system.
Get cross-functional buy-in
According to Deloitte, one of the key reasons digital transformation projects fail is a lack of cross-functional collaboration. Digital workplace tools like employee apps are no exception - and this is one of the most overlooked yet critical factors in a success employee app launch.
When Internal Communications, HR, and IT teams work in lockstep from the start, adoption and usability outcomes improve dramatically. This is thanks to the insight and influence each department brings to the table.
Internal Communications: the storytellers and engagement drivers
Research from Harvard Business Review shows that employees who get enough information to do their job well are 2.8 times more likely to be engaged, which can lead to a 23% increase in profits.
IC teams know how to speak to frontline employees in a way that resonates. Their role is essential in shaping the narrative, launching campaigns, and sustaining momentum post-launch. They ensure the app doesn't just exist - it becomes the go-to place for news and connections. This can be invaluable for a segment of the workforce who often won't have any other way to do this,
HR: the employee experience architects
HR teams own the employee lifecycle – and their ability to bring a people-first lens is critical to both choosing an employee app, and then ensuring adoption.
From frontline onboarding and wellbeing, to performance and recognition, HR 's input will ensure that the app aligns with what employees actually need. Without this, it risks becoming yet another unused digital tool.
IT: the enablers of seamless and secure access
The best-designed app is useless if employees can’t access it easily or trust it. This is where IT teams come in, with their ability to ensure governance and facilitate integrations with other systems (like HRIS, SharePoint, or Microsoft 365).
Strong governance prevents the shadow IT issues which Unily’s study showed is so prevalent amongst frontline workers. Meanwhile, the integrations element is especially important as it ensures the app is part of the daily employee workflow – massively increasing adoption rates.
“With Unily, team members can enjoy more personalized content, and more robust search capabilities that extend beyond just the platform and into other frequently used tools such as Office 365 and SharePoint.”
Adib Abraham, Managing DIrector - Brand, Advertising, Creative and Digital at American Airlines
Three key benefits to cross-functional buy-in
- Smoother launches: because communications, onboarding, and support are all coordinated
- Improved usability: because content, functionality, and access reflect user needs from all angles.
- Stickier adoption: because employees receive consistent messaging and an experience that integrates with their day-to-day
"When we launched ONE with Unily, our implementation was led by a migration team of over 50 people. At the heart of this was complete alignment between Communications, HR, and IS&T, to ensure buy-in across the organization."
Katie Maloney, Senior Director, Internal Communications, Jefferson
Hear more about Jefferson's transformation story at Unite 25
Roll out in phases, not all at once
It's good to have the mindset of starting small, testing often, and scaling smartly. Consider launching pilot programs by region, business unit, or persona - and providing local content from day one.
Smurfit Westrock rolled out their Unily-powered app in phases, starting with France and Germany across 60 sites. Each location had the freedom to tailor the launch to their people.
Things like employee challenges and gamification also enabled local teams to make the launch their own and drive adoption. For example:
- A French site ran a Paris Olympics-themed fitness challenge on the app
- Another site hosted an Easter egg hunt, embedding the app into a fun, community-driven campaign.
- One location made monthly CEO selfie videos using a smartphone — with raw and real videos being preferred over polished, corporate footage.
Treat the launch like a brand campaign
Treat your app launch like a brand campaign. Generate buzz, build excitement, and communicate clearly through every available channel. - think teaser videos and countdowns.
Simply sending emails at launch won't work for your frontline population. Think of relevant ways to reach them - for example QR codes on posters, screens, and ID badges. You can also provide managers with communication toolkits, and run fun initiatives such as launch day competitions and giveaways
Make the actual process of joining frictionless for employees as well. For example, Unily delivers full feature parity across desktop and mobile, so every worker (desk-based or frontline) has access to the same tools, training, and support. Users don’t need an email to sign up and the limitless audience builder syncs with real time HRIS data.
Measure what matters
Set clear KPIs around downloads, adoption, engagement, and employee sentiment. Track usage by role, region, and department - a modern employee app should give you access to in-depth analytics so you can see this and identify gaps.
Use the data and feedback to both improve your offering and see which elements worked especially well - these can potentially be used in other areas of your EX initiatives. For example, National Grid saw a 700% increase in mobile adoption when it rolled out a branded mobile app that was recognizable in the feature store. This underlined the importance of familiarity and having a strong brand identity through all initiatives.
The key takeaway
A properly launched employee app can help bridge communication gaps, connect dispersed teams, and elevate the employee experience for everyone - from HQ to the frontline. Rather than being seen as a pure tech project, it should be treated as a brand campaign that requires input from various parts of the business. This accelerates adoption and provides you with that all-important ROI.
At Unily, we’ve helped some of the world's largest enterprises deliver mobile, frontline-friendly digital experiences that drive real business outcomes. If you're preparing to launch or relaunch an employee app, our team is here to support you with strategy, creativity, and deep frontline engagement expertise.
- Release new features and campaigns regularly
- Use feedback to localize updates and content
Want more tips on frontline engagement? Watch our recent webinar featuring Gallagher, ScreenCloud and Smurfit Westrock:
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