Firstup Launches Workforce Orchestration, Transforming How Enterprises Drive Employee Activation

AI-powered orchestration for personalized employee journeys at enterprise scale, enabling organizations to execute strategic initiatives with unprecedented speed and precision

SAN FRANCISCO, March 20, 2025 /PRNewswire/ -- Firstup, the pioneer of the intelligent communication platform for the workforce, has unveiled an AI-powered workforce orchestration solution that brings enterprise-grade marketing orchestration and decisioning to employee communications. Teams can now automate personalized, adaptive employee journeys, improving speed to execution, reducing communication costs, increasing employee productivity, and accelerating strategic outcomes.

Global enterprises are facing a workforce activation crisis. High-stakes initiatives such as digital transformation, AI adoption, compliance and employee development fail not from poor strategy but from an inability to engage employees and drive action at scale. Today's reactive, disjointed communication approaches overwhelm employees with generic emails and notifications, static intranets, and fragmented messages, often missing key segments like frontline workers entirely.

In large enterprises, the scale of communication required to drive strategic initiatives is staggering. Manually personalizing communications for each employee, delivering the right message at precisely the right moment in their unique journey, is humanly impossible. Even the most dedicated communication teams cannot achieve the contextualization and timing required across thousands of employees involved in numerous concurrent initiatives. This level of personalization at scale requires AI-powered workforce orchestration, transforming reactive communication into proactive, tailored employee journeys that drive meaningful action when it matters most.

"Every CEO I talk to sees the urgency of aligning employees around major initiatives like digital transformation, cybersecurity, change management, and AI adoption to drive top and bottom-line performance. Yet, most struggle with how to reach and activate each employee—and do it on a global scale," said Nicole Alvino, Chief Executive Officer and Co-Founder at Firstup. "Workforce orchestration changes the game—it acts as an intelligent orchestration fabric that automates personalized communications in real-time, proactively guiding employees from awareness to action. It's not just incremental improvement; it's the essential foundation that will power AI-driven employee experiences"

Introducing workforce orchestration in Firstup's platform
Enterprises can now transform communication chaos into proactive orchestrated journeys that drive measurable business outcomes with powerful capabilities that:

• Orchestrate 1:1 employee experiences at scale without technical expertise. No-code visual builder for designing personalized journey flows with precise audience targeting using HRIS data, flexible decision trees, and automation through one-time, event-triggered, or continuous qualification journeys.
  
  
• Eliminate manual complexity with AI-powered decisioning. Firstup's AI-powered orchestration engine intelligently guides employees through personalized journeys. The system maintains persistent awareness of each employee's precise position and autonomously determines the optimal channel based on real-time engagement patterns.
  
  
• Maintain strategic oversight while AI handles the execution details. Journey management allows administrators to pause, resume, or modify active journeys without disrupting the employee experience, ensuring communication strategies remain agile and aligned with organizational goals.
  
  
• Drive employee action through insights traditional platforms simply cannot deliver. Journey intelligence provides visibility into performance at each step and tracks employee-level engagement across all touchpoints. This enables organizations to continuously optimize strategies based on what actually drives employee action.

Firstup is purpose-built for employee activation with native integration to enterprise workforce systems, security controls that meet stringent internal communication requirements, and intelligence that understands the unique dynamics of the employee experience.

"Marketing technology has evolved from basic automation to 1:1 customer journey orchestration with AI-powered decisioning. Today, we're bringing that same transformation to the workforce," said Cheryl Chavez, Chief Product Officer at Firstup and former Marketo pioneer. "Workforce orchestration fundamentally changes how organizations drive strategic initiatives through personalized employee experiences, combining powerful AI with intuitive simplicity that enables teams to design sophisticated employee journeys without technical expertise."

"The technological advancements that came with Firstup provided us the opportunity to do what we would with an external marketing campaign, internally," says Paul Baltes, Director, Communications at Nebraska Medicine.

"As AI transforms our companies, the ability to personalize employee communications has become urgent," said Josh Bersin, Global Industry Analyst and CEO, The Josh Bersin Company.  "Platforms like Firstup, which let companies deeply personalize communications and development, are now essential to AI transformation, communications, employee development, and productivity growth." The new release of the Firstup platform with journey orchestration capabilities is available now. Enterprises can execute their most complex strategic initiatives with unprecedented precision, speed, and intelligence. For more information, please visit firstup.io.

About Firstup
Firstup's mission is to make work better for every worker. As the leading intelligent communication platform, Firstup connects organizations with their entire workforce—from desk workers to the frontline —through personalized communications that drive action. With AI-powered orchestration, Firstup enables what was previously impossible: delivering real-time, contextualized communications at scale, tailored to each employee's unique role and needs at the exact moment of relevance. Trusted by global brands including Boston Children's, Grainger, Iron Mountain, JetBlue, McKee Foods and Swissport, Firstup empowers millions of employees to be more informed, engaged, and productive. Learn more at firstup.io.

SOURCE Firstup