Telefonica makes recognition plan more social


Telefonica launched a new online recognition programme for its UK staff in October 2013. The plan, Recognise_D, is a web app that employees can access via smartphones, tablets and laptops.

The organisation, known under the brand O2 in the UK, previously had an online recognition programme, but this was a static, computer-based site that did not work across all devices.

Natasha Rice, deputy global reward director at Telefonica, says: “You couldn’t use it easily on your phone and it didn’t work on tablets.

”Now it works on every device and it works much more like a social network. You can ‘like’ and comment on posts just like you can on Facebook or Twitter. The app is very interactive, fun and accessible.”

The recognition app works with the interactive chat platform Yammer, so employees can automatically search for, and recognise colleagues in the global Telefonica network.

Rice adds: “Employees have their own page so they can see what recognition they have received; managers can see a page for their team; there is a general feed showing all posts in real time; and there is also another page where you can see what is trending.”

The scheme also builds on the organisation’s three Ds: Discover, Disrupt and Deliver, three behaviours that were launched in 2013 as part of a global cultural change programme.

Employees can send out a ‘D’ to their colleagues, tailoring the recognition to individuals or to groups.

Employees have handed out nearly 7,000 Ds since the programme was launched.

“We are evolving into a digital services organisation,” says Rice. “We want all our employees to deliver great digital products to our customers, so it’s important that it feels like we are digital on the inside too.

“The more we can link our internal HR processes to technology, the better in my view. It’s fun and it’s easy.

”Technology should not be something that people are afraid of. Plus, if you’re trying to do something in a global way, you can’t do it without technology.”