The Situation: How BNSF Logistics connects their dispersed workforce

BNSF Logistics’ purpose is to “deliver what matters.” For their (former) Director of Internal Communications, Sherrell Watson, this meant supporting employees internally and looking at the workplace as an experience.

Even as a team of one, Sherrell was determined to create the best possible experience for their employees.

After joining the company and conducting an internal communications audit, which included focus groups and interviews with the leadership team, Sherrell quickly identified the gaps that existed in the internal communications function at BNSF Logistics.

“I wanted to listen to what people said. I wanted to have an understanding of what worked for them, what didn’t work. Through that, I was able to put together a real communication plan to move the company forward.”

— Sherrell Watson, BNSF Logistics

Like many other companies, Sherrell found that their teams were very siloed. If any employee didn’t work in the corporate headquarters, they didn’t feel like their voice was being heard. Or connected to leadership.

She also found that too much of their communication was shared under the assumption that employees worked at a desk. Their field-based staff often missed messages on their intranet, which lived behind the corporate firewall, or in long-form emails that would pile up in user email accounts.

Based on these findings, Sherrell knew she needed to focus on three things:

1. Purpose
2. The people
3. Company culture

To do this, she would need to find a new channel that would reach their distributed workforce, create a positive digital employee experience, and build their desired culture.

The App: BNSFL Connect

“Employees were really missing out on a bulk of the news that we wanted to share. So, we decided to partner with theEMPLOYEEapp. What I loved about theEMPLOYEEapp was that their team was made up of communication professionals. I wanted someone to understand the challenges we were going through from an internal communications standpoint.”

— Sherrell Watson, BNSF Logistics

BNSF Logistics’ employee communication app now allows their employees to have company news and tools right at their fingertips. It has allowed them to increase the visibility of the leadership team and create more interaction and two-way communication from field-based employees.

Highlights of Their App:

1. Video:
   BNSFL Connect has made it easier for leadership to connect with employees using video. Leaders can now quickly record videos on their phones and upload them to the app, ensuring that important top-down communication happens promptly. This direct and personal approach has made internal communications more engaging, providing a human touch to leadership messages, which resonates well with employees across the organization.
2. Learning:
   Learning and development materials are now easily accessible through the app. These resources are organized into shorter, manageable chunks to facilitate learning even during hectic times, such as the COVID-19 pandemic. When employees were balancing both professional and personal responsibilities, this feature became especially crucial. It enabled them to continue their professional growth without feeling overwhelmed, offering flexible access to training and development resources.
3. Employee Stories:
   The app administrators at BNSF Logistics have given employees permission to post their stories in a designated folder within the app. This feature empowers employees by giving them a voice and creating a space to share their experiences, ideas, and stories. It has also helped foster connections between employees who may never have had the chance to meet in person. This open communication channel has improved camaraderie, team spirit, and employee engagement across the company.
4. Crisis Resources:
   During the COVID-19 crisis, the app became a vital tool for keeping employees updated with safety protocols and other important information. BNSF Logistics used the app to create COVID-19-specific content, ensuring that field-based employees, in particular, had access to timely and accurate safety information. The app also allowed leadership to stay connected with the workforce, ensuring that employees felt supported and informed during an uncertain and challenging time.

A Comms Team of One

“A major piece of internal communications is looking at the workplace as an experience. It’s really about creating the optimal experience for our employees.”

— Sherrell Watson, BNSF Logistics

Most internal communication teams are lean—lean on staff and lean on budget.

At BNSF Logistics, they had just one internal communicator: Sherrell. She not only managers their employee app. she also manages all their communications tools and works with other departments to create a best-in-class communication strategy.

Learn more about Sherrell in her communicator spotlight!

BNSF Logistics & theEMPLOYEEapp Successes

• Embedded theEMPLOYEEapp into their onboarding process to help new hires get up to speed and see special content targeted towards them.
• Used app-only content to drive employees to use BNSFL Connect.
• Launched a new video series from their Safety Team, emphasizing safety best practices for all employees.
• Created a Learning and Development podcast, giving department leaders a platform to share stories behind their products and services.
• Enabled the corporate communication and executive leadership teams to communicate about their purpose, culture, and vision at every level of the company.

About BNSF Logistics

BNSF Logistics is a leading third-party logistics (3PL) company focused on smart, technology-driven supply chain solutions tailored to meet their customers’ needs. A Berkshire Hathaway company with over 25 offices across North America, they provide reliable, innovative logistics services, from transportation management to complex supply chain engineering. Their people-first approach and commitment to customer success have positioned them as a trusted partner in the industry.

To learn more visit www.bnsflogistics.com.