How to introduce a employee app

Successfully introducing an employee app requires more than just great features and content—it requires a clear, well-planned onboarding strategy. Even the best app won’t succeed if employees aren’t properly informed, engaged, and guided through the onboarding process.

Below we outline the key phases of a successful onboarding campaign for your employee app.

Initial announcement (2–4 weeks before launch)

Use a first announcement—via email, newsletter, posters, or even internal buzz—to spark curiosity. This isn’t about detailing the app’s features yet. A simple teaser like “Something new is coming…” can already generate anticipation and interest. Ideally this of course is fully backed by the management, potentially even be communicated by a C-level person.

Build momentum (2–4 weeks before and leading up to launch)

Keep the buzz going with themed internal campaigns:
– Posters in shared spaces
– Teaser emails
– Mentions during meetings or coffee breaks
Encourage informal chatter among employees—let curiosity grow organically.

Detailed pre-launch info (1 week before launch)

The second announcement should provide more detail:

• What content and features the app will offer

• Why it’s useful for employees

• Screenshots or sneak peeks

This is also a great time to share a landing page explaining the value of the app, ideally promoted via email, intranet, or even physical flyers with QR codes in the canteen.

Launch email: download & login instructions

This is the most important step—getting users into the app. Send a clear, focused email that includes:

• A brief intro and app benefits

• Download instructions and app link

• Login credentials or Magic Link

• Why it matters for the employee

• Support and data privacy info

Keep it short and distraction-free. The goal is conversion with just a few clicks.

💡 Tip: Many employees will first use the web app from their work computers. This gives you an opportunity to direct them from the desktop version into the mobile app.

Follow-up I (3–5 days after launch)

A reminder email helps re-engage those who haven’t downloaded or logged in yet. Include:

• New teaser benefits of the app

• Clear download CTA

• Updated login info

• Support and privacy reminders

Follow-up II (10–12 days after launch)

For employees still inactive, it’s time for deeper motivation:

• Highlight real, personal benefits of using the app

• Repeat login instructions

• Reassure on support and data protection

Ongoing internal promotion

Not everyone will sign up immediately—and that’s okay. Build long-term adoption through creative, lightweight campaigns:

• Refer-a-colleague programs (with small incentives like keychains or USB sticks)

• Download-and-get-a-treat actions:

  • Ice cream in summer 🍦

  • Mulled punch in winter ☕

  • Free dessert in the canteen 🍰

💡 Tip: Keep incentives simple, useful, and fun. Avoid complex reward structures.

Onboarding new employees

New hires should receive app access as part of their onboarding process—ideally at contract signing. If possible, integrate parts of the general onboarding process directly into the app.

Even though this adds only a few new users monthly, it’s essential to maintain steady growth and usage. Remember: success is long-term—employee apps grow with time, habit, and consistency.

Of course it is also a great idea to offer the app as a communication channel to upcoming employees before they operationally start.