Building a Thriving Digital Community for Your Frontline Workforce
This article is sponsored by Appspace.
Frontline workers form the backbone of our global economy, representing 80% of the workforce. These individuals — nurses, factory workers, retail associates and hospitality staff — are the face of many organizations, directly impacting customer satisfaction and brand loyalty. Yet they often remain the most underserved by internal communications and digital tools. This disconnect isn't just an inconvenience, it's a costly business problem.
Research reveals a stark reality: fully on-site, non-remote-capable employees report far lower engagement at 29%, compared to 38% of remote and hybrid workers. More than half (54%) of frontline workers say they feel voiceless within their organizations; 63% of frontline workers report that messages from leadership don't reach them.
This disengagement has a direct impact on the bottom line. Gallup estimates that low engagement costs the global economy an astonishing $8.9 trillion. Ultimately, companies lose revenue by not engaging their frontline employees.
Understanding the Unique Challenges of Frontline Workers
We need to understand the unique challenges frontline employees face when addressing low engagement. Unlike their desk-bound counterparts, they grapple with:
- Limited Access to Technology: Many frontline workers don’t have a corporate email address or personal computer, which impacts access to critical information and resources.
- Time Constraints: Demanding schedules and unpredictable work environments leave little room for communication and information gathering.
- Communication Overload: When information does reach them, it can be overwhelming and challenging to navigate, leading to missed messages and critical updates.
- Global and Local Disconnect: Large organizations often struggle to bridge the gap between global strategy and local execution, leaving frontline workers feeling disconnected.
- Informal Channels and Shadow Comms: In the absence of adequate formal communication channels, employees turn to unreliable sources and shadow comms — unofficial channels like personal chat apps — creating information silos and potential security risks.
The ‘Unwired’ Frontline Employee: A Case Study
Frontline workers have vital information needs and communication preferences that must be acknowledged and addressed to foster a sense of inclusion and engagement within the company.
To better understand frontline workers’ communication challenges, let's picture a typical scenario: a technician working for a utility company.
This employee likely doesn't have a company email address or, if they do, rarely have time to check it. Instead, they rely heavily on face-to-face interactions with colleagues and supervisors for updates or may turn to shadow comms to stay connected. Their daily tasks require quick access to safety procedures, best practices and training materials, as well as real-time updates on job statuses, incident reports and potential hazards. They also need a straightforward and efficient way to access essential information, such as paychecks, benefits and company policies. Multiple emails and long articles on a traditional intranet aren’t helpful to them.
Key Elements of a Thriving Frontline Digital Community
The good news is that the right technology and strategies can tackle frontline workers’ challenges. Organizations can create a thriving digital community that connects, informs and empowers their frontline workforce. Here’s what these workers need:
- Access and Convenience: Because many frontline workers don’t have a corporate email address, they need to be able to log in to an employee mobile app or mobile-friendly intranet with just a phone number or username. They need easy access to safety information, training materials, company policies and other critical resources, all optimized to function seamlessly on their devices.
- Targeted and Timely Communication: Frontline workers need to know what's happening right away. The right mobile employee app or intranet provides important and relevant updates and messages to frontline workers’ devices, so they never miss out.
- Supporting Community and Engagement: Even when they're miles apart, frontline workers are still part of a team. The right technology creates a sense of community with dedicated spaces for different teams, locations or shared interests. Frontline workers should be able to easily connect with colleagues, seek assistance and celebrate achievements together. With integrated tools for recognition and feedback, everyone can feel valued and heard.
- Integrating With Existing Communication Channels: Effective employee communications requires a communications ecosystem. Communications solutions should connect with the tools employees and administrators already use. By publishing the same content across channels — from a mobile app to digital signage and vice versa — everyone remains aligned and informed.
A Mini Road Map for Success
Implementing the right communication tools doesn't have to be overwhelming. Here's a simple plan to get started:
- Immediate Action: Audit your current communication tools and identify areas where a mobile app or intranet can improve efficiency and reach.
- Within 30 Days: Build dedicated resources within the app tailored to frontline needs and actively solicit feedback to ensure adoption.
- Within 90 Days: Continuously iterate based on user feedback, adding features and refining the platform to maximize its impact and value.
Empowering the Frontline, Driving Success
Investing in a digital community for your frontline workforce isn't merely about improved communication; it's about empowering your people and giving them what they need to be the best at their jobs. By providing the right tools and resources, you can bridge the gap between “unwired” and “wired” employees, creating a more engaged, informed and productive workforce that drives organizational success.
Looking for the right tools to connect your frontline? Find solutions at appspace.com.