Rose Paving is a national leader in commercial paving, responsible for maintaining essential infrastructure for businesses across the country. With 60 percent of its workforce in the field, the company depends on seamless communication between crews, foremen, project managers, and office staff spread across regions including the Florida and Gulf Region, Southwest, Northeast, Mid-Atlantic, Nashville, and Chicago HQ.
Alyssa (Aly) Ells, HR Generalist for the Midwest and Eastern regions, leads a wide range of company-wide initiatives: learning and development, internal communications, benefits, employee programs, manager support, and field engagement. Her mandate is to scale communication, connection, and culture across a multilingual, distributed workforce without adding headcount.
“You can create a communication in five minutes and roll it out to whatever segment is needed.”
Field employees often rely on personal phones, have limited email access, and a significant portion primarily speak Spanish. This made it difficult to consistently communicate critical safety, compliance, benefits, and compensation information.
“We do have a large population of Spanish speaking employees. Being able to roll out both English and Spanish communications is critical.”
With employees spread across six regions and most working on job sites instead of in offices, many field employees felt distanced from leadership and the broader Rose Paving culture.
“We want them to feel like a part of the Rose Paving family.”
Without segmentation, messages went to everyone whether or not they applied to their role, region, or responsibilities. This reduced trust and interest in internal communications.
“When an employee feels like they are getting mass communications that do not apply to them, the first thing they are going to do is get rid of it.”
Key initiatives like onboarding, bonus plan communication, 30, 60, 90 day check-ins, policy reminders, culture surveys, and manager coaching required manual coordination and follow-through. HR had no way to ensure managers completed check-ins or that employees understood long, dense documents that impacted pay or safety.
Aly needed a system that could simplify complexity and support all employees, regardless of region, role, or language.
Rose Paving now segments every communication by role, department, region, and language. Internal communications are delivered through the channels that best fit each group:
This ensures every employee receives the right message, in the right format, at the right time, in the right language.
“Segmentation has really been a game changer. Employees are more assured that the communications being sent to them are truly meant for them.”
Rose Paving’s bonus programs are complex, often delivered as dense five-page PDFs. Using MultiformatAI, Aly and the team created around 10 role and region specific bonus one pagers, effectively condensing 50 pages of source material into short, digestible summaries.
These one pagers now exist for:
Employees no longer ignore long attachments. They quickly understand how their bonus works, what milestones matter, and how to track their own performance.
“Instead of receiving a five page document they might never read, it is a one-pager that outlines exactly what their bonus structure looks like.”
Aly introduced automation across major employee programs, including:
Before ChangeEngine, none of these workflows were trackable or reliably completed.
“Now it is really opening up those conversations with employees and encouraging them throughout their career.”
To strengthen leadership capability across regions, Rose Paving launched a coach-at-scale program with:
“Our manager coaching series has by far been the biggest hit. Managers absolutely love it.”
Rose Paving now runs always-on employee programs that keep people informed and engaged:
“Employees are thinking about growth opportunities year round.”
Instead of sending employees a lengthy handbook, Aly reimagined policy delivery as weekly one-page communications focused on individual sections. This approach makes policies easier to understand and apply, especially for field employees.
“I feel more confident that our employees are actually going to read and understand our policies.”
Rose Paving’s internal communication and employee programs now scale reliably across every region, role, and department, creating measurable improvement in culture, safety, operations, and employee experience.
Rose Paving operates 12 live programs in ChangeEngine, spanning onboarding, manager development, safety, policy education, internal mobility, recognition, and culture. The system has generated more than 5,900 employee touchpoints, supported by 35 plus hours of ChangeEngine strategic support and resulting in over 120 hours of administrative time saved.
This gives Rose Paving a centralized, measurable communication infrastructure that supports the entire business.
With around 10 bonus one pagers created for multiple roles and regions, employees now receive compensation information they can actually understand and act on. Each one pager condenses roughly five pages of dense content, helping HR, managers, and employees stay aligned on expectations.
Automated preboarding and onboarding have reduced repetitive new hire questions, especially in regions without on-site HR support. New hires now receive consistent, proactive guidance that accelerates ramp-up and helps them feel connected immediately.
“They get continuous communications after the fact, which frees up time and allows us to keep improving programs.”
Bilingual messaging, segmented communication, and simplified policy updates ensure field employees understand safety expectations and important updates, reducing risk and improving operational consistency.
Executive branded messages and manager reminders help leaders show up consistently for employees, regardless of location.
“Employees were just so grateful that our executive team knows their birthday or anniversary has come up.”
This reinforces the family-oriented culture Rose Paving is known for.
With 107 managers receiving structured coaching and automated check-ins, early-stage conversations are happening more consistently and with better quality. Managers now have a clear structure for guiding new hires through their first 90 days.
Internal mobility and referral campaigns now run continuously, not once a year. This has increased internal promotions and reduced the need to hire externally, directly lowering recruiting costs.
“That allows us to promote from within way more often than before.”
Rose Paving now has a communication infrastructure that supports every department, not just HR. Safety, Operations, Leadership, Talent, Benefits, and L&D all benefit from timely, segmented, bilingual, branded messaging.
“Sharing employee feedback and showing the human side of the business brings employees closer together and lets your culture shine.”
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