| Case Study

Reaching and engaging a workforce

Connecting employees without regular access to the intranet or email

How it started

Closing the communications gap with Firstup

Sixty percent of Dow’s workforce is in manufacturing. Employees are not sitting at a desk and are using the intranet or email only sporadically. As Jenn Holzinger, Lead of Global Employee and HR Communications at Dow, explained, even physical communication tools, like posters, were ”strictly push and not personalized in any way.” They had many channels and employee communication methods, but for employees, it was difficult to get the big picture.

Where they landed

Adoption: Go big and start from the top

With its branded mobile app, Dow Connect, and the power of Program Studio, Dow is now able to reach and engage over 80% of its workforce. As Jenn explained, Dow Connect “brings the story to employees in one singular place.” More than just a place to connect and engage, Dow Connect brings practical job information and assurance in times of change. For the communicators, Jenn elaborated, “it’s easy to use, it’s intuitive, and it’s easy for us to have the power and control to give the access to those other story-tellers at the company.”

Key Insights

Strategies for success

Develop content with the employees as the storytellers

Get more rapid adoption with a global launch

Centralize communications from one place



DOW is a science and technology company that is committed to enhancing the quality of life for current and future generations at the intersection of chemistry, biology, and physics. They integrate manufacturing positions in chemicals, plastics, key materials, and agriculture.

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