How BAE Systems Transformed Internal Events with Guidebook

Internal events are a vital part of BAE Systems' strategy to foster collaboration and innovation among its global workforce. But with 85,000 employees spread across 40+ countries, keeping the conversation going beyond event day was a significant challenge.  By adopting Guidebook’s mobile event app platform, BAE Systems transformed its internal events from one-off experiences into ongoing collaboration hubs. With intuitive features, streamlined access, and 90% adoption across events, BAE Systems has redefined how its teams connect, engage, and share knowledge.  Let’s unpack the challenge, the innovative solution and the measurable outcomes.

The Challenge: Breaking Down Barriers to Collaboration

BAE Systems is a global leader in defense, aerospace, and security, employing over 85,000 people across 40 countries. Recognizing the value of bringing employees together for internal meetings and conferences, the company faced significant challenges:

• Limited post-event collaboration: Employees struggled to maintain engagement and communication beyond the event.
• Siloed organizational structure: Mergers and acquisitions led to technological and organizational silos, making virtual collaboration difficult.
• Outdated communication methods: Event information was previously housed on an intranet or printed, creating inefficiencies and high costs.
• Resistance to new technology:Employees were hesitant to adopt work-related apps on their personal devices.

BAE Systems needed a secure, streamlined solution that could keep employees engaged before, during, and after events.

The Solution: Using Guidebook to Build a Conference App for Internal Events

In 2016, BAE Systems partnered with Guidebook to integrate mobile apps into their internal event strategy. This shift allowed the organization to create unified sources of event information, accessible on employees’ devices. Key highlights of the solution include:

• 15 custom event apps supporting a range of events, from small 30-person meetings to large 700-attendee exhibitions.
• Unified, mobile-accessible event information that employees can access anytime, anywhere.
• Increased collaboration and communication by enabling employees to connect before, during, and after events.
• Reduced reliance on paper materials, saving time, money, and resources.

This approach has allowed BAE Systems to create seamless, dynamic event experiences while fostering engagement and cutting operational inefficiencies.

Key Features in BAE Systems’ Conference App

1. Interact Social FeedA live feed allows employees to share photos, ask questions, and engage in discussions. For example, an attendee once found their lost ring thanks to a post in the feed, showcasing how the app humanizes corporate events.
2. Live PollingPresenters conduct real-time polls during sessions, capturing valuable data while enhancing audience interaction.
3. Secure Access to Event ContentEmployees can access agendas, speaker bios, travel details, and International SOS content directly in the app. The app replaced cumbersome three-step password logins for intranet access.

Results: Increased Engagement and Adoption Across Events

• 90% adoption rate for the app at events, even among initially hesitant users.
• 50,000 sessions logged in the app over two years.
• 1,423 hours of usage recorded within two years.
• Collaboration extended well beyond the event, breaking down silos and connecting employees across teams and regions.

“As a company, collaboration and coherence are important to us, and the mobile apps help us to keep driving towards those goals. We’re thrilled with adoption rates and excited to see what other use cases our employees dream up.” – Lisa McLoughlin, Digital Communications Manager

→ Download the Complete BAE Systems Case Study

Why BAE Systems Chose Guidebook for Their Event App

BAE Systems selected Guidebook for its:

• User-friendly platform: “If you can update your Facebook profile, you can use Guidebook builder,” said Lisa McLoughlin, Digital Communications Manager.
• Secure and scalable solutions: Apps comply with strict security requirements while offering economies of scale.
• Proactive customer support: “It’s not just about technology and cost but partnerships with vendors who drive improvement internally,” McLoughlin noted.
• Seamless integration with devices: Employees easily access content on their personal smartphones, fostering continuous engagement.

“My vision is that in the near future every employee will download the app, whether for attending an event or collaborating on a project. I want it to be a staple of how we communicate.” – Lisa McLoughlin, Digital Communications Manager

How to Create a Custom Conference App for Your Internal Events

If your organization is looking to enhance internal event collaboration, here are key considerations for building a custom app:

1. Prioritize usability:Choose an intuitive platform like Guidebook.
2. Ensure scalability: Your app should work for both small and large events.
3. Focus on engagement: Features like live feeds and surveys drive participation.
4. Maintain security: Select a solution that meets your organization’s requirements.

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