Doubled the organization’s internal communication readership on Smarp in less than one year.
Improved the way employees engage with Spar Nord’s content: Smarp user engagement has reached 95% in May 2020.
Generated a $298K earned media value on social media through 6M views, 68K clicks and 44K reactions.
Spar Nord was established in 1824 as the first financial institution founded in Jutland, Denmark. The organization is listed on the Copenhagen Stock Exchange and is currently serving 400,000+ customers. Today, Spar Nord is a full-service commercial bank that employs 1,600+ people and has 50 branches throughout the country.
It all started with employee advocacy
Spar Nord originally launched Smarp in 2017 to build an employee advocacy program where employees could spontaneously share company news and informative materials with their personal networks for three main reasons:
Last spring, the communication team conducted a survey among Smarp users. The results showed that not only did Smarp help employees become thought leaders in the banking industry, but it also helped them find all the information they need to succeed in their jobs:
That's when Adam Lehn, Employee Advocacy & Social Media Manager, saw the opportunity to take the bank's communications strategy to the next level by shifting Smarp from an employee advocacy tool to an employee communications platform.
The transition included 3 main phases:
✔ A higher focus on employees’ needs. While the communication team used to upload branded content to Smarp, they now upload content that is more tied to the employees’ functions and interests so they can better help their clients. What’s more, relevant content from the intranet is pushed to Smarp so it's discovered by the right employees.
✔ Employees’ active role in content curation. When Spar Nord used Smarp only as an employee advocacy platform, most of the content added to the platform was selected by the communication team. Things have changed: employees are now encouraged to suggest content they find useful for their colleagues.
✔ Real-time communications. The communication team sends push notifications to the employees so they receive all important and urgent updates without any delay and can better focus on their work..
As the communication team decided to shift Smarp from an employee advocacy tool to an employee communications platform that complements the company’s intranet, they have reorganized the way they segment content on Smarp. Now Spar Nord has 69 channels on Smarp — 50 channels that are specific to each branch of the bank and 19 extra channels that the communication team uses to share company-wide updates with all users. That way, employees get in their news feed educational content that is relevant to their role at Spar Nord, the department they work in, as well as their location.
For example, employees located in the capital city receive in their news feeds office updates specific to the Copenhagen office as well as mentions of Spar Nord in local newspapers. That way, Spar Nord improves the employee experience they deliver by preventing their employees from dealing with irrelevant content and information overload.
Spar Nord’s internal communications readership on Smarp has doubled in less than one year
Smarp has helped the communication team rethink their content distribution strategy. While they used to share the same information with the entire workforce, they now tailor and personalize the content they share with employees based on their role in the organization, interests and location. As a result, the internal communications readership on the platform has increased by 107% in less than one year.
Not only do employees read the content they receive in their news feeds, but they also propose new pieces of content they find interesting for their colleagues such as videos, articles or blog posts, and they also engage with this content. They like it, bookmark it, and comment on it. In May 2020, user engagement has reached 95%.
Increased levels of engagement on social media
Even though Spar Nord now uses Smarp as an employee communications tool, the platform is still increasing Spar Nord’s visibility and driving engagement on social media.
Since the launch of Smarp at Spar Nord, employees have reached 6M people on social media. Not only did employees improve Spar Nord’s visibility on social media, but they also drove engagement around Spar Nord’s content. For example, the content they’ve been sharing on LinkedIn has generated 68.31K unique clicks and 43.63K reactions, which led to an estimated earned media value of $298K.