2 QR Code Mistakes HR Communicators Should Avoid

By Andrew Davies

In the rush to adopt QR codes, however, we’ve seen how they can be implemented poorly. We’ve noticed 2 in particular that seem to come up repeatedly in HR circles.

In our previous post, we looked at how QR codes have become an integral part of HR communicators’ toolkit. We’ve seen the shift happen firsthand as we incorporate them more and more in our work with our HR partners. In the rush to adopt QR codes, however, we’ve seen how they can be implemented poorly. While you can read about general QR code mistakes to avoid elsewhere, we’ve noticed 2 in particular that seems to come up repeatedly in HR circles.

Not Properly Tracking Scan Performance

Being able to track the scans from a QR code requires using a dynamic QR code from a free service like bitly (with limited functionality) or a paid service like SproutQR, or Beaconstac. QR codes generated from tools like Adobe InDesign are static, meaning they don’t natively have tracking baked in. You’d need to have Google Analytics already set up on the page being linked to and properly configured to recognize the traffic coming in from the QR code.

Not Vetting Free QR Code Generators

While the price is attractive, not all free QR code generators can be trusted. For one, they could be maliciously changing the URL your QRcode points to without your knowledge. Which opens your employees up to phishing scams or downloading malware.
But they don’t even need to have to be that nefarious. They could just sell your data. SproutQR warns, 

“one of the reasons that popular online QR code generators for free can remain free is by generating loads of user data. And selling it to marketing companies.”

It’s the QR code’s ability to make accessing vast amounts of information quick and easy, that makes it such a useful tool for benefits communication. Now, employees can get important benefits information housed in microsites from a simple postcard. Chris Hopkins, of employee communications and marketing agency Caburn Hope, wrote about using QR codes to enhance an internal communications campaign about changes to one of their client’s pension plans. The code was printed on a brochure that introduced the changes and linked to an interactive modeler employees could use to see how those changes would affect them.

In our next post, we’ll cover some QR code best practices for HR teams.