4 ways a homebuilder effectively reaches a dispersed workforce

Mobile makes up 65 percent of email interactions for Taylor Morrison. Most employees also watch company videos on their phones. What do these insights mean for reaching its staff?

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When you are trying reach a workforce scattered from California to North Carolina, your communications must be more creative than an all-employee email broadcast.

Taylor Morrison, a homebuilding company with annual revenue of $3.9 billion, must communicate with a far-flung workforce of 1,800, many of whom work out of temporary field offices set up in the company’s new development projects.

How do company leaders align communications between headquarters employees with those working in sales offices out of model homes and garages? Taylor Morrison uses a strategy of targeted emails with videos highlighting executive messages, workforce wins and messages from their popular CEO.

“Not only are we spread across the country,” says Jaclyn Gettinger, corporate communications manager, “but we are a homebuilder, so a good majority of our organization are community sales managers, and they’re sitting in beautiful model homes and garages that are converted into sales offices in the meantime.”

In the field, superintendents work on company-issued tablets as they oversee local trade partners such as plumbers, roofers and flooring contractors. (In 2017 Taylor Morrison completed 8,032 homes.)

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