Case Study: Shell improves frontline communication with Speakap

How Shell Ditched Email to Improve Communication With 2,500+ Frontline Employees

Shell, a global energy and retail brand with 2,500+ frontline employees in the Netherlands, Benelux, and France, needed a better way to communicate with site teams. Its weekly email PDF newsletters were hard to track, often passed through franchise owners, and lacked a feedback loop, while WhatsApp groups created issues around structure, safety, and consistency. Shell chose Speakap to replace email with a more direct, mobile-first internal communication approach.

Using Speakap’s employee experience platform, Shell launched “Shell Connect” with mobile-friendly content, a branded interface, secure communication, video updates, and workforce analytics. The rollout was phased through pilots and site-by-site adoption with internal champions. The results were strong: over 90% of frontline staff were active on the app within weeks, PDFs were eliminated from inboxes by week four, a single campaign video reached 1,200+ views, and Shell finally gained measurable engagement data through Speakap.

Shell

Kathy van der Wijden

Communications Coordinator for the Benelux and France Cluster