Many companies with great internal communications have trouble reaching frontline employees. Why? Because communicating with employees who are hard to reach is difficult. Whether it’s your sales force, retail team, physicians, manufacturing line or delivery drivers, frontline employees are often those who need to hear from corporate the most.
1. Communication builds engagement. Many companies leave all internal communications with frontline employees to their immediate supervisors. Tribe’s recent research with the non-desk employee population indicates this is a missed opportunity to build engagement. What’s more, those employees who never hear from top management interpret that as a lack of respect for them and their contributions to the company’s success.
2. They often crave visibility from corporate. Field visits from top brass can make a world of difference in non-desk employee engagement –it also can boost their trust in management. Many employees in our research mentioned the desire for corporate to have a better understanding of the realities of frontline jobs. If your manufacturing facility runs 24 hours, think what it would mean to employees for someone on the leadership team to drop by during the graveyard shift.
3. Non-desk workers can have a tremendous impact on the customer experience. Whether the customer is an individual consumer or business, they’re interacting with those non-desk workers. It is up to these employees to deliver on your brand promise.
4. You can’t expect employees to be aligned with the vision if they don’t know what it is. It’s no secret that many companies overlook communicating with non-desk employees. But it’s a huge mistake not to engage your frontline employees in the vision of the company to make them feel part of something bigger. In fact, Tribe’s research on non-desk workers underlines the importance of communicating the company’s vision and values to this employee population.
Ready to communicate with your non-desk employees? Tribe can help.