Brittany Walker

4 Reasons Not to Give Up on Communicating to Frontline Employees

Many companies with great internal communications have trouble reaching their non-desk employees. Why? Because communicating to employees who aren’t behind a desk all day can be hard. 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. Here are four reasons why sticking with a non-desk communications strategy could benefit your business.

1. 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 could be a big miss not to engage your frontline employees in the vision of the company to make them feel part of something bigger. In fact, Tribe’s national study on non-desk workers underlines the importance of communicating the company’s vision and values to this employee population.

2. Consistent corporate communication builds engagement. Many companies leave most – if not all – internal communications with frontline employees to their supervisors. While cascading communications can successfully deliver messages when executed correctly, our research indicates this is a missed opportunity to build engagement. What’s more, those employees who never hear from top leadership interpret that as a lack of respect for them and their contributions to the company’s success.

3. Frontline employees can have a tremendous impact on the customer experience. Whether the customer is an individual consumer or a business, they’re probably interacting with those non-desk workers. It is up to these employees to deliver on your brand promise.

4. Visibility from corporate is often something they crave. Just because many companies aren’t talking to non-desk workers doesn’t mean they don’t want communication from top management regarding the internal brand. Trust us, employees who work the overnight shift often appreciate these communications more than anyone else. We know because they’ve told us.

Need help with your non-desk communications strategy? Tribe can help.