Case

Husqvarna

Digital transformation in the workplace

Husqvarna has been providing professional forest, park and garden products for the global market since 1689. A true innovator in the industry, Husqvarna combines performance with usability to create the safest and most sustainable solutions for the modern consumer. Battery solutions and robotics are central to the brand’s innovative problem-solving approach.

Husqvarna approached Beyond Digital to support with its project roll out of a digital signage network across their manufacturing site in Newton Aycliffe, UK. Husqvarna’s workforce had undergone significant changes to its formation, with over 80% of their employees now considered deskless workers. To ensure accurate and timely communication with its displaced workforce, Husqvarna looked to digital signage to bridge the gap between employees and the manufacturing site.

Challenges

Due to the nature of the manufacturing site and its location, site surveys had to be conducted prior to understanding where digital signage would have the most impact. These were carried out across the board, noting where screen placement would be best to engage the biggest audience serving the site in the best possible way.

Digital signage touch points needed to be mapped out to ensure the deskless workforce would notice and engage with the digital communications displayed on the screens. These were designed for each manufacturing level on-site so that the deskless workers could be reached no matter their location inside the building.

The team worked closely with Husqvarna to understand the mission critical directives they needed to communicate with its workforce. The challenge lay in deciding which digital signage content would be displayed, what its message would be and what type of media would have the most impact without causing distraction.

Solution

During the initial stages of the design, Beyond Digital worked closely with Husqvarna ensuring they understood the myriad of benefits digital signage would offer to bridge the workforce communication gaps, improve engagement across site, and enhance the overall employee experience.

Beyond Digital implemented a digital signage network consisting of 7 screens initially and a Visitor Management System (VMS) across the manufacturing plant layout. The network will be increased over time. Digital signage was the sole communication channel in place that would enable Husqvarna to reach its workforce so it was imperative that the deskless workers could engage with relevant content with only one clear action displayed. Locations and screen formats were chosen to ensure maximum viewing points for all employees so that nothing was obscured from view.

Beyond Digital held a focused content workshop to determine purpose, objectives, content for each area, content template design and additional evergreen campaigns to boost Husqvarna’s image. The content workshop proved invaluable and gave insight into the key content requirements leading to the creation of product launch templates, business milestone slides and promotional company culture elements.

Beyond Digital worked with Husqvarna’s employees to script and produce short video clips that tell employee stories, showcase company culture, show normal working days, and highlight their products in engaging formats. The videos now form a central role in the content playlist across both the digital signage network and the company’s wider social media presence. The relevant, engaging digital communications displayed on Phillips LCD screens keep employees informed on key sustainability initiatives, display reward and recognition of the workforce, promote learning and development opportunities and display business updates.

The work has helped us to achieve all of our objectives and propel our engagement and communications to another level.
Manufacturing Director — Husqvarna, Newton Aycliffe Site

Benefits

The impact of this digital signage integration is far reaching and has proven to be the missing link between the displaced workers and the business. The turnkey digital signage solution has revolutionised Husqvarna’s deskless workforce that was previously disconnected from receiving important company communications. Incorporating a comprehensive digital signage network enables the company to reach employees on all levels of the manufacturing site in a timely manner. Functional templated content playlists play a crucial role in communicating to the large workforce about the company’s brand, values, initiatives and important issues.

The communication strategy is enhanced further through purpose driven short video clips that emphasise company culture and star employees so that they feel seen and most importantly heard. This leads to higher employee engagement and further recognition of the valuable contribution that they make to the business.

The short video clips can be repurposed for a variety of needs on social media including recruitment, retention, and for showing Husqvarna’s culture on a larger scale to stakeholders, visitors, customers and the wider world.