I explain Red e App to investors, customers, and friends at least 10 times a week. I recently had a breakthrough analogy to help explain our approach to internal communications … the same way that we provide dogs and cats with different toys and food based on their behaviors and needs, desktop and non-desk workers need access to different tools to be successful in their jobs.

Employee Behavior DifferencesA dog doesn’t use a scratching post, similar to a cat not fetching a stick. Dogs prefer bones and cats prefer lounging. Desktop workers have access to a myriad of tools at their fingertips, but they sit at a desk with a computer all day. The tools for communication and collaboration make sense for their role and their behaviors.

Non-desk workers have drastically different needs and behaviors than their desktop peers. Their role is to be on a production line or a retail floor helping customers. They work in shifts, their schedules are flexible, and they rarely access software for their job.

Hourly workers don’t expect to be connected to corporate email but they do want to be informed in real-time (such as a weather delay), and they do want electronic access to their schedule and important documents (such as job openings and the employee handbook). They may not have a desktop computer but a majority of them do have a smartphone.

Red e App solves this behavioral problem for enterprises struggling to connect with their non-desk employees. We provide employees access to the communications and documents they need, in a secure and  accessible channel (mobile), and a convenient format (short-form and real-time).

I say a bit more in this short video …