| Case Study

Toyota meets workers where they are

Staying nimble in a changing world with an intelligent communication platform

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Shifting gears

Regularly voted one of the world’s most trusted car brands, Toyota has long known the value of ensuring every employee is connected, engaged, and informed. Recent developments in workplace culture, such as hybrid arrangements and frontline compliance needs, meant the automaker, with around 375,000 workers worldwide, wanted to make sure it remained nimble.


‘Meeting employees where they are’

With One Toyota, their custom Firstup intelligent communication platform, Toyota can “meet employees where they are,” said Karen Nielsen, Internal Communications Manager at Toyota North America.

The more than 80,000 employees registered on the platform rely on it for practical reasons, like checking schedules and accessing payslips, as well as engaging with cultural initiatives.

“Whether a Toyota employee is working from the office or at home, whether they’re on the production floor or driving a truck—we need to reach them,” Karen said. “It’s up to us to get the right content on the One Toyota platform, and the strategy behind that is partly driven by the data and metrics the Firstup platform provides.”



Toyota Motor Corporation is a multinational automotive manufacturer headquartered in Japan, with 14 plants in North America and more than 375,000 employees worldwide. One of the largest automobile manufacturers in the world, producing about 10 million vehicles per year, Toyota has been frequently voted one of the world’s most trusted automotive brands.
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