In most companies with non-desk workers, the default mechanism for communicating with them is through their direct managers. Frontline employees in manufacturing facilities, distribution centers, retail locations and the hospitality industry rarely have company email addresses, so using managers as human communication channels a logical solution.
But using managers to cascade communications can be an imperfect channel. In Tribe’s research, employees have two concerns about communications that come through their managers. The first is timeliness, in that some managers will share with their team right away, others will eventually get around to it, and still others may never do it. Corporate often has no way of knowing whether the information has in fact been shared or not.
The other issue employees often cite is inconsistency of message. Human nature being what it is, each manager will filter the information through their own lens. Employees in our research often referenced the childhood game of Telephone, where a message is whispered from one person to the next to the next until what the last person in line hears bares little resemblance to the original message.
Tribe’s research also indicates that many direct managers may struggle with this process. In our most recent study, 53 percent wanted online tools to help them communicate with their teams more effectively. This could be a comprehensive online tool kit of PowerPoint presentations, email templates and videos. Or it could be as simple as providing a one-pager of talking points and maybe another page of FAQ.
Either way, these communication tools address several issues at once. They increase the likelihood that direct managers will indeed share corporate communications with their teams. They promote consistency of message. And they help both the direct managers and their direct reports feel supported and valued.
Of course, in most cases Tribe would also recommend some corporate communications that go directly to employees rather than through their managers. In our research, 72 percent said that hearing from their top management is important to them. And 84 percent said they currently receive “not enough” information from corporate.
Even with employees who don’t have company email addresses, direct communication from corporate is quite feasible. If you’d like to know more, just ask us. Tribe can help.