The evolution of workplace communication demands innovative solutions to reach deskless workers effectively, writes Merel van der Lei, CEO of Wyzetalk.
Limitations of traditional communication methods
In many companies, connecting with frontline employees is in danger of becoming little more than a performative function. This has happened because traditional communication methods, such as bulletin boards and email, fall short in effectively reaching deskless workers.
Frontline workers, who are typically engaged in ‘hands-on’ activities, consequently, face significant barriers to accessing information that can be crucial for their job performance. Many frontline employees do not have dedicated workspaces or access to computers, making it challenging to utilise email as a communication tool.
Additionally, bulletin boards or other physical circulars may not be regularly checked and aren’t necessarily seen by frontline workers, leading to important updates being overlooked and the formation of communication gaps.
The impact of ineffective communication extends beyond individual workers to affect overall operations. When critical information fails to reach frontline staff in a timely manner, it leads to operational inefficiencies, decreased productivity, and significant revenue impact as frontline workers struggle to execute their tasks effectively.
The digital divide when connecting with frontline workers
The digital divide presents another significant challenge in reaching frontline workers. Many employees may have limited access to technology, whether because of financial constraints, lack of company-provided devices, or inadequate digital literacy skills.
Studies have revealed that a substantial portion of frontline workers do not have a company email address or access to an intranet, which is often considered standard communication tools in many companies.
The creation of an intranet or digital communication platform has become an absolute necessity for companies. This form of technology allows companies to quickly distribute relevant information to workers who need it to execute their tasks.
Furthermore, cultural and language barriers can complicate communication efforts, as frontline workforces are often diverse. It’s important for business leaders to recognise that not all employees are equally comfortable with digital tools, and this disparity in embracing technology can hinder effective communication.
To bridge this gap, companies need to invest in training programmes that enhance digital literacy and develop mechanisms to provide access to mobile technology.
Innovative communication channels to connect with frontline workers
To address the limitations of traditional methods and the challenges posed by the digital divide, companies are increasingly turning to innovative communication channels. Digital platforms, mobile apps, and other modern tools have proven effective in driving measurable business outcomes and operational efficiency.
Mobile communication solutions allow employees to receive real-time updates and communicate with their peers and supervisors directly from their smartphones. This immediacy drives operational efficiency and ensures critical information reaches employees promptly, directly impacting bottom-line performance.
Additionally, digital platforms can accelerate knowledge transfer and best practice sharing, leading to measurable improvements in productivity and reduced training costs. This is particularly valuable for younger generations who can easily identify and tap into the knowledge of experienced colleagues, speeding up problem resolution and minimising operational downtime.
Businesses can also benefit from establishing centralised repositories for important updates, ensuring that all employees, regardless of their location or work schedule, have access to the information they need. By leveraging these innovative tools, companies can enhance employee engagement and create a more inclusive communication environment.
Measuring communication effectiveness
To evaluate the success of different communication channels, companies must establish key metrics that assess communication effectiveness and business impact. These metrics can include productivity indicators, error reduction rates, and operational efficiency measurements. For instance, tracking how often frontline workers engage with digital communication tools can provide insights into their effectiveness.
Additionally, companies can measure the impact of communication on employee performance and satisfaction by conducting regular surveys to gauge perceptions of communication clarity and accessibility.
Analysing the response rates to feedback initiatives can help aid businesses in refining communication strategies, ensuring that they are meeting the needs of their frontline workers.
In reality, companies can develop and measure almost any metric which they believe will provide them with meaningful feedback regarding the impact and effectiveness of their communication efforts. Best practice normally incorporates measuring the following four metrics:
- Visibility – were workers able to access and view the message?
- Clarity – was the communication clear and unambiguous?
- Timeliness – did the communication occur at the right time?
- Impact – was the worker’s response appropriate and expected?
Key takeaways
Effective communication with frontline workers is essential for driving operational excellence and business growth. Traditional methods such as bulletin boards and email often fall short of reaching these employees, who face unique challenges related to access and digital literacy.
Companies must embrace innovative communication channels, such as mobile apps and digital platforms, to bridge the gap and ensure that frontline workers receive timely and relevant information. Digital platforms provide the means to create measurable improvements in productivity and operational efficiency.
Finally, measuring the effectiveness of communication efforts is crucial for demonstrating ROI.
By prioritising the needs of frontline workers and encouraging experimentation with new channels, companies can create a more efficient and productive workforce, directly contributing to the organisation’s bottom line.