Keeping people engaged in a gig economy — Billy Clackers
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Opening keynote of Intranet Now conference - October 2018. Billy Clackers of Invotra. See original G Slides: https://docs.google.com/presentation/d/15A85oRHsORlZK_vF-UHrJtgFzePPn9lM5itVZKv5VNs/present
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Keeping people engaged in a gig economy — Billy Clackers
- 1. #IntranetNow Billy Clackers @invotra ® Keeping people engaged in a gig economy
- 2. #IntranetNow Billy Clackers @invotra What even is a gig economy?
- 3. #IntranetNow Billy Clackers @invotra “A labour market characterised by the prevalence of short-term contracts or freelance work as opposed to permanent jobs”
- 4. #IntranetNow Billy Clackers @invotra
- 5. #IntranetNow Billy Clackers @invotra It’s also: ● Supply teachers ● Stand-by nurses ● Business Analysts ● Project managers ● & many more
- 6. #IntranetNow Billy Clackers @invotra “I want to travel the world and do contract work for a living” Invotra apprentice
- 7. #IntranetNow Billy Clackers @invotra It’s growing... 30% UK workforce 18% UK employees would consider switching 50% Increase since 2010
- 8. #IntranetNow Billy Clackers @invotra Meet Brett ● Driver for Uber ● Works all around the city of London ● Doesn’t talk or engage with a single colleague every day ● No intranet available
- 9. #IntranetNow Billy Clackers @invotra Meet Francesca ● Project management contractor ● Works remotely, from home ● Left due to lack of ‘human voice’ ● Had full access to the intranet
- 10. #IntranetNow Billy Clackers @invotra Meet Janet ● Switched from employee to contractor & lost data ● Works directly with employees in the head office ● Not very tech savvy ● Not sure how to get help/support
- 11. #IntranetNow Billy Clackers @invotra
- 12. #IntranetNow Billy Clackers @invotra 5 categories 1. Onboard 2. Engage 3. Control 4. Support 5. Offboard
- 13. #IntranetNow Billy Clackers @invotra 1. Onboard
- 14. #IntranetNow Billy Clackers @invotra Don’t wait until their first day ● People will integrate better with the team ● Experience a faster transition to productive peak ● Positive attitude about the intranet from Day 1
- 15. #IntranetNow Billy Clackers @invotra
- 16. #IntranetNow Billy Clackers @invotra https://www.useronboard.com/ @SamuelHulick
- 17. #IntranetNow Billy Clackers @invotra 2. Engage
- 18. #IntranetNow Billy Clackers @invotra
- 19. #IntranetNow Billy Clackers @invotra
- 20. #IntranetNow Billy Clackers @invotra 3. Control
- 21. #IntranetNow Billy Clackers @invotra
- 22. #IntranetNow Billy Clackers @invotra
- 23. #IntranetNow Billy Clackers @invotra 4. Support
- 24. #IntranetNow Billy Clackers @invotra Workshops ● Get people involved weekly/monthly ● Ask for feedback, what is or isn’t working? ● Allow people to ask questions ● Ask for ideas and suggestions
- 25. #IntranetNow Billy Clackers @invotra Support Portals ● Provide an area that people can go to to get support ● Allow people to share learnings and answer each others’ questions ● Setup various key topic areas such as ‘Search’, ‘Analytics’ etc ● This could be as simple as a forum on your intranet
- 26. #IntranetNow Billy Clackers @invotra 5. Offboard
- 27. #IntranetNow Billy Clackers @invotra Offboarding ● Nuclear option ● Reassign content & Delete ● Reassign content & Anonymise
- 28. #IntranetNow Billy Clackers @invotra Nuclear option
- 29. #IntranetNow Billy Clackers @invotra Reassign content and Delete
- 30. #IntranetNow Billy Clackers @invotra Reassign content and Anonymise
- 31. #IntranetNow Billy Clackers @invotra Measuring success
- 32. #IntranetNow Billy Clackers @invotra Can you currently tell the difference between gig workers & employees?
- 33. #IntranetNow Billy Clackers @invotra How do you know if your gig workers are as engaged as employees?
- 34. #IntranetNow Billy Clackers @invotra Reports Dimensions Capture Points Goals Ensure that commenting is as high for gig workers as it is for employees Matomo, Google Analytics, Search, Database No. of employees & gig workers, % of comments Simple table displaying percentage per user type
- 35. #IntranetNow Billy Clackers @invotra
- 36. #IntranetNow Billy Clackers @invotra Is your intranet succeeding?
- 37. #IntranetNow Billy Clackers @invotra Thank you! billy.clackers@invotra.com
Notes de l'éditeur
- Name Role Organisation Topic We’re going to take a look at some of the struggles gig workers face; how to overcome them and then how to measure success
- Most people in the room, I’m sure, are aware of what the gig economy is. However, I didn’t actually know there was a term for it about a month ago. To me and my generation this is how employment has always been.
- Here’s a quick definition - Prevalence of short-term contracts as opposed to permanent jobs Contractors working for 3-6month contracts and then moving on. You get this constant churn of people joining & leaving the organisation.
- The emergence of companies such as these where people are on these 0 hour contracts But it’s also people such as supply teachers & stand-in nurses, it’s not just all about Uber & Deliveroo
- This is a quote from one of our apprentices at Invotra I think the gig economy is a great thing as it opens doors for people who might not ever get this opportunity It’s something I’m close to and passionate about as I know a lot of people working in this economy and I know their struggles
- This is a quote from one of our apprentices at Invotra I think the gig economy is a great thing as it opens doors for people who might not ever get this opportunity It’s something I’m close to and passionate about as I know a lot of people working in this economy and I know their struggles
- Whether we like it or not this economy is growing. It will become more and more a part of our working lives. Stats: 30% of the UK Workforce are now gig workers (approximately 5 million) 18% of UK employees would consider gig work (approximately 8 million people prepared to make the leap) Non-employer businesses have seen a 50% increase since 2010 With such a strong potential market it’s possible that the gig economy could become the primary labour market in the UK and some are forecasting it to be 50% of the UK workforce by 2020. I’m going to introduce you to 3 people I know who are apart of this economy and talk about some of the struggles they currently face...
- This is Brett, he’s an Uber driver Been at Uber around 2-3 years When asked about their intranet he said they don’t have one, or at least he isn’t aware of it From what I can tell they don’t have one, or it isn’t for their drivers. Just for ‘employees’. What this does is create a disconnect between the drivers and the organisation. I’ve also seen this happen at other organisations where contractors are given no access at all to the intranet and it creates a barrier.
- Contractor (Project management) Works remotely Working for 12 months - 2 6 month contracts Was asked to stay for another 6 months but she declined I asked why she decided to leave The primary reason was that she didn’t feel part of the organisation, she didn’t feel engaged And in regards to the intranet there was a lack of “human voice” By ‘Human voice’ she meant that it was very much content pushed to you / at you rather than being able to express your opinion and/or engage with people. Being remote, this meant that she felt there was no human connection and the intranet didn’t help.
- Janet is actually representing my nan Used to be an employee at her company & switched to a contractor at the same place This was forced upon her due to her company outsourcing her work In doing so, Janet lost all of her previous data/documents/blogs/comments even though she still has access Not certain about how to get help/support for her issues now that she’s not an employee
- As you can see, all 3 people are very different but broadly speaking have the same issues in that they are disconnected from the organisation It’s also clear that a lot of gig workers are focused on doing individual jobs for specific payments but are frequently doing so for a long period with a company or companies This is why it’s important to keep them engaged and I believe that the intranet is the primary tool to help improve this
- I’m going to talk about some techniques which I have witnessed that I like to group into 5 key categories: Onboard, Engage, Control, Support, Offboard This is something which can be applied to everyone, not just the gig economy Hopefully some of the techniques I mention can help you with your user base
- Firstly we’ll take a look at onboarding and some of the techniques used to make this as smooth & simple as possible Onboarding is important, as it creates the first impression of your intranet & can be the make or break for initial engagement
- One of the real frustrations I’ve seen with gig workers is getting up and running quickly Through experience I’ve seen this take longer than the contract itself - It creates a negative opinion on the intranet immediately We say to try to get people set up on the intranet before they’ve even arrived The first day at work is often nerve-racking as it is, there’s lots to take in, lots of people to meet. Take this stress away by immediately having them be part of the team and ready to go from day one. This allows people to integrate better within the team Allows people, especially gig workers, to reach there productive peak quicker And gives everyone a positive attitude about the intranet from day 1
- Another useful technique is to create an area of the intranet specifically targeted to new starters Or even targeted directly at gig workers What you’re seeing here is a page which is targeted at those who are just getting started, it provides them with must-read information & news This gets people used to the intranet straight away, especially if you have the capability to provide your users with tasks such as Update your profile Read these policies Create a blog post You’ll see a lot of this information from useronboard
- UserOnboard is a fantastic resource, I have to give Samual Hulick and his website a shoutout He critiques and suggests improvements on all sorts of different onboarding methods out there I would highly recommend taking a look
- How do you bring a user onboard and engage them from the get go? I’m not going to stand here and tell you just to ‘Embrace social’ as that was 2 years ago But there are some nice, fairly subtle ways in which i’ve seen this done effectively and I’ll be sharing just a couple of them with you
- At Invotra we like to ‘eat our own dog food’ as they say And we use a very simple concept called ‘Message wall’ which allows short, sharp messages to be created for things such as thanking people, telling people ‘well done’ etc. We use it effectively for new starters. When someone joins, their team welcomes them onboard. This means: The user gets an email or browser pop-up notification Pulls them back in to the intranet They can react/comment/start a conversation with people via the intranet immediately and start to integrate with the team It also teaches them the fundamentals of how to commet, like and generally engage
- Another technique I’ve seen is from one of our customers They reserve a small ‘Who am I?’ slot on their homepage as you can see on the left hand side Allowing people to come forward and share a bit about themselves and you can see the article itself on the right You could even target this at new employees or gig workers if you wanted to increase their engagement It makes the intranet have a human feel, a welcome place to be This is is exactly what Francesca was talking about, having this kind of human connection makes the content feel less robotic
- It’s important that you, as intranet managers, have control over your user base With the flexibility of the gig economy this is going to start to become challenging For example, you might not actually want your gig workers to have access to the exact same content as your employees I’ll show you how I’ve seen a happy medium created through the use of portal functionality which provides restricted access
- What you’re seeing here is an intranet homepage as an employee What I’m about to show you is the exact same intranet but logged in as a contractor Pay close attention to the navigation & menus at the top & the homepage itself
- You’ll notice that the contractor sees: Limited menu structure Completely different homepage/content This may not work everyone, but it is a technique used by one of our customers that gives them control to manage the gig workers in terms of their access but still allows them to feel involved & engage with others via the intranet
- Moving onto Support As we see earlier when I introduced you to Janet (my nan), she wasn’t quite sure how or where to get the right support not that she’s no longer an employee Here’s a couple of ways I’ve seen this done well
- Hold intranet workshops Again a couple of customers of ours hold these every 2 weeks They invite people to come and talk about the intranet But make sure it’s available remotely for people like Francesca They talk about anything from the latest release, to struggles people are having with the intranet, to new ideas which could be implemented This makes people feel listened-to and creates a connection between you and your end users
- This is something we originally introduced for our customers So we have a portal called GOV.invotra which allows our GOV customers to come and ask us questions, get support, share learnings etc However, I think this can also relate to your end users. Your end users are your customers. When I say ‘get support’ here I mean on using the intranet, not IT support if there’s an issue with their login details One of the biggest pain points on most intranets is search, but a lot of the time this is because people don’t know how to search. A perfect topic for your support portal and something which a Francesca or Janet would really benefit from This could be as simple as a forum or group within your intranet today
- It’s important that offboarding users is controlled As we see with Janet earlier, when she switched from an employee to a contractor her data & content within the intranet was lost But that means the organisation also lost that knowledge I can only assume her organisation delete the account and its content when offboarding I’ll share with you some techniques we use to keep that knowledge in tact
- It was actually the introduction of GDPR which triggered us to improve our offboarding techniques With the rise of the gig economy, offboarding people is going to be much more frequent and its important you have control over what happens Here are some techniques we have available to us: Nuclear option - I’m not a fan of this at all. Completely removing the user & their content. Only to be used if they have no content. Reassign content and delete - Reassign any important content over to someone else and delete the account & all other content. Reassign content & anonymise - We use most often, came about due to GDPR. Reassign the content to someone else and completely anonymise the account. Number 3 means that if that person had a conversation previously with someone, the conversation will remain & you keep all of the knowledge & data. You just won’t be able to recognise the person who said it.
- It was actually the introduction of GDPR which triggered us to improve our offboarding techniques With the rise of the gig economy, offboarding people is going to be much more frequent and its important you have control over what happens Here are some techniques we have available to us: Nuclear option - I’m not a fan of this at all. Completely removing the user & their content. Only to be used if they have no content. Reassign content and delete - Reassign any important content over to someone else and delete the account & all other content. Reassign content & anonymise - We use most often, came about due to GDPR. Reassign the content to someone else and completely anonymise the account. Number 3 means that if that person had a conversation previously with someone, the conversation will remain & you keep all of the knowledge & data. You just won’t be able to recognise the person who said it.
- It was actually the introduction of GDPR which triggered us to improve our offboarding techniques With the rise of the gig economy, offboarding people is going to be much more frequent and its important you have control over what happens Here are some techniques we have available to us: Nuclear option - I’m not a fan of this at all. Completely removing the user & their content. Only to be used if they have no content. Reassign content and delete - Reassign any important content over to someone else and delete the account & all other content. Reassign content & anonymise - We use most often, came about due to GDPR. Reassign the content to someone else and completely anonymise the account. Number 3 means that if that person had a conversation previously with someone, the conversation will remain & you keep all of the knowledge & data. You just won’t be able to recognise the person who said it.
- It was actually the introduction of GDPR which triggered us to improve our offboarding techniques With the rise of the gig economy, offboarding people is going to be much more frequent and its important you have control over what happens Here are some techniques we have available to us: Nuclear option - I’m not a fan of this at all. Completely removing the user & their content. Only to be used if they have no content. Reassign content and delete - Reassign any important content over to someone else and delete the account & all other content. Reassign content & anonymise - We use most often, came about due to GDPR. Reassign the content to someone else and completely anonymise the account. Number 3 means that if that person had a conversation previously with someone, the conversation will remain & you keep all of the knowledge & data. You just won’t be able to recognise the person who said it.
- In this last segment I’ll talk about measuring your success As the gig economy grows it’s going to become more and more important to work harder in order to keep them engaged so staying on top of your stats will be vital
- This is the first step Can you currently do this on your platforms? If not, then it’s important to implement a mechanism to do so What I mean by this is being able to clearly identify, and therefore segment your data, so that you can compare & contrast gig workers versus employees
- Now that we can distinguish the difference between gig workers & employees, we can measure their engagement separately Before we can do THAT, we need to know what we are measuring as ‘engagement’. What is engagement? I’m going to talk about how we define our goals and specify how to achieve them using our analytics & dashboards
- Here’s the approach we take in order to measure our goals Firstly, we specify a goal such as ‘Ensure that commenting is as high for gig workers as it is employees’ as one measure of engagement We then start from the bottom of the pyramid: Where will we get the data from? Where is the capture point? - This could be matomo, GA, database etc. In this specific case our’s would be solr Next we specify the dimensions we need - For example, in this case we need to know who gig workers are, who employees are & the number of comments they are creating vs the number of people there are to get a percentage Then we specify the report itself - Do we want it to display in a bar chart? A pie chart? Etc. For this we could use a simple table All of the above then allows us to report on whether or not we are achieving our goal
- I just want to demonstrate what the end result may look like On the left hand side you can see what one of our full dashboards & reports look like On the right hand side you can see the report which we just went through And that’s how we like to measure & present our goals in terms of keeping people engaged
- My colleague, Lindsay, is doing a workshop later on about this subject, so if you would like to learn a bit more about how we measure our success come along at 3pm or you can always come and chat to us at our stand.