Despite their inefficiencies, traditional employee communication methods remain the norm for frontline employees, who make up nearly 80% of South Africa’s workforce.
Outdated communication tools, such as printed materials, physical notice boards, and in-person meetings, often lead to excessive costs and lost productivity, ultimately hindering operational efficiency.
“By failing to adopt modern, scalable communication strategies, businesses risk higher overheads and missed opportunities to drive measurable outcomes like improved profitability and reduced operational delays,” says Merel van der Lei, CEO of Wyzetalk.
The rising costs of traditional communications
Long-established employee communication methods come with clear expenses: paper, ink, distribution logistics, and the time needed to create and disseminate these materials. “But printing costs aren’t just about the materials, which is around R20 per printed page per employee. There are storage costs, risks of losing them, and often, a lack of accountability when materials aren’t distributed or contain errors,” says van der Lei.
“In addition, reaching workers at remote sites comes with its own logistical challenges. Printed materials come with lengthy production times and need to be physically transported, adding extra costs and potential delays. At the same time, physical meetings consume significant time and resources for both employees and communication teams. Most crucially of all though, these costs pile up without the guarantee of effective engagement.”
The hidden costs of inefficiency
Beyond the obvious expenses, paper-based communication tools also involve hidden costs that are often overlooked.
“With printed materials and notice boards, there’s no way to confirm if the right people are accessing critical information. This lack of immediacy creates gaps that directly impact productivity, and in industries where health and safety procedures are paramount, can lead to an increase of avoidable risk,” explains van der Lei.
She says the ‘static’ nature of traditional employee communication methods is one of its biggest drawbacks. “Printed communication is often once-off and event-based, whereas digital communication can be much more dynamic because the content can be changed quickly and released faster. That agility and flexibility make employee communication much more effective because it can be tailored appropriately, whether for different shifts or according to seniority.
On top of that, there’s a real privacy cost to paper-based content. If an employee is interested in a vacancy notice, for instance, others may observe, leading to unintended disclosure.”
What effective frontline employee communication looks like
Many organisations focus most of their efforts on the content of their communication without fully appreciating its reach. “Without technology, you are never sure what that reach is because you can’t measure who sees something, or worse, whether it’s even been distributed. Effective communication is about reach and compelling content; you can’t have one without the other,” notes van der Lei.
For frontline workers, communication tools should factor in relevance, frequency, cadence, and availability. Relevance ensures that workers receive information that directly applies to them. Digital channels allow employers to tailor content instantly, unlike printed materials that require different versions for different groups.
Frequency and cadence are also essential; printed materials often take weeks to produce, making it difficult to share timely updates or corrections. Digital platforms, on the other hand, enable rapid communication, keeping employees informed in real-time.
“Lastly, the availability of information is a critical factor for frontline workers. They need convenient access to information, not when a meeting is scheduled, or a notice is posted. Digital communication platforms provide this on-demand access, empowering workers to control how and when they engage with content, which makes it much more effective,” says van der Lei.
Digital equals inclusion
Transitioning to digital communication channels offers a range of benefits, particularly for frontline workers in South Africa’s biggest industries. Unlike traditional methods, digital tools lend themselves to on-demand translations so that multilingual workforces can access messages in their preferred languages if required.
“The exclusion of frontline workers from effective communication, even if unintentionally, also impacts their ability to engage with the company’s vision, values, and opportunities for personal growth. This disconnect can lead to a less committed workforce, eventually resulting in higher employee turnover and further costs associated with recruitment and new employee onboarding – costs that are harder to quantify but are no less significant,” says van der Lei.
An opportunity for a better comms strategy
Embracing digital communication channels offers companies an opportunity to be more strategic. “It’s about using insights to guide how communication happens by understanding who reads what, when, and where. This kind of data lets companies make informed decisions to improve their communication impact. An example of this more inclusive and strategic approach is Toyota SA, who has successfully leveraged digital channels for transparent and trustworthy communications with frequent cadence for their employee base,” she says.
A strategic approach also means being proactive rather than reactive. Instead of planning campaigns over months and hoping they resonate, digital tools allow for testing and tweaking in real time, providing agility in how organisations communicate with and train frontline workers.
Says van der Lei: “This is particularly beneficial for offsite workers like those in security companies, but equally for shift-based workers in many industries, where consistent training and upskilling can be a challenge. Digital channels offer flexibility in training schedules and allow employees to upskill without the limitations of in-person sessions, ultimately leading to a more capable and responsive workforce.”
As we start the new year van der Lei says effective communication becomes even more important for safety, operational efficiency and employee inclusion. “Creating a more connected, informed, and empowered workforce is a worthy ambition for 2025.”