Breaking the Silence: How to Keep Deskless Workers in the Loop
The Comms Guru
We are TheCommsGuru, an internal comms agency from Manchester. Our mission is to improve internal comms for your people.
We’re just wrapping up a comms health check for a large international manufacturing organisation. Unsurprisingly, we discovered some disparity (in terms of both quality and quantity) between the comms their desk-based staff receive and what makes it to those on the factory floor.
Meanwhile, in January, Forbes listed their ten trends in Internal Communication. In the first half of that list was “Making Front-Line Employees A Priority”, rightly pointing out that for too long and in too many organisations, those on the frontline have been less of a priority than their desk-based colleagues when it comes to internal comms. Quite simply, they’re harder to reach, so reliance is usually placed on cascaded comms via frontline managers.
But we know that that can be fraught with issues and risks – most commonly, that it either isn’t done thoroughly and effectively, or it isn’t done at all. You know… too busy, competing priorities, short-staffed, problems on the line etc.
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Forbes thinks that that might be changing. And we hope they’re right. Your frontline workers, whether on a factory floor, shop floor, or out in the field are likely to be the ones making or delivering your goods or services for you, the ones representing you and your brand.
From manufacturing to warehousing, retail to hospitality, construction to logistics, and healthcare to utility and field services, our non-wired colleagues make up a large portion of our workforce. Quinyx estimated in ’23 that approximately 80% of the world’s workforce is deskless. Figures for the UK don’t seem to be available, but given the prevalence here of the industries listed above, it’s fair to assume a significant proportion of our workers are deskless.
It is absolutely essential that any organisation with a decent number of deskless workers factors them -and how to reach them effectively- into their internal comms strategy. The risks from not doing this are just huge.
Reaching?non-wired colleagues?effectively requires a mix of?accessible, engaging, and non-digital?communication methods, combined with?mobile-friendly solutions. Here are five top tips from us to ensure internal communications reach them:
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1. Mobile-First Communication
This seems to be the obvious solution. And it’s certainly one being adopted well by some forward-thinking organisations. ?Workforce apps?like?Slack, Blink, Staffbase,?or?MS Teams?allow real-time updates for staff with access to their smartphones. Text messages and messaging apps like WhatsApp?are also great for short, clear messages and critical updates.Why not combine the old with the new by placing QR codes on physical noticeboards, linking to videos, surveys, or policies.
One disadvantage or barrier here is workers who do not have work phones may be reluctant to install apps that they consider to be “work apps” on their personal devices. This is where incentives come into play (first dibs on available overtime, easy leave-booking etc.) and where the reassurance of robust work/life balance policies and practices are required.
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2. Physical & In-Person Communication
Although they do carry the risks outlined above, there is almost certainly still a place for pre-shift briefings, team huddles and other regular updates from supervisors. Just ensure that leaders are trained, informed and confident in holding these, and, where possible, check that they are happening as they should through gembas, spot-checks, and talking to your deskless colleagues. In many organisations, a remote meeting platform (like our very own ‘Touchpoint’) might be the perfect solution.And, of course, bulletin boards & posters located in break rooms, entrances, and restrooms can help with delivering (static) messages. Just ensure they are updated and refreshed regularly, or they will quickly become nothing more than ugly wallpaper to those walking past.Finally, printed newsletters, flyers, and payslip inserts?can still be used to great effect if managed properly.
3. Audio & Video-Based Messaging
Ambient messaging, TV screens & digital signage?are a great digital update to the old noticeboard! Looping key updates in break rooms or cafeterias can be an effective way of reaching the hard-to-reach. As with their good old fashioned relative, the noticeboard, regularly refreshed content is key. Unlike their older relative, you can go for much more engaging and eye-catching visuals with the luxury of moving pictures!Podcasts or audio messages are starting to creep in, too. Short recordings for workers to listen to (perhaps on their breaks or their commutes) are being shared by some organisations around the globe.
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4. Interactive & Engaging Strategies
It’s important to maximise two-way comms with all colleagues, desk-based or not. Suggestion boxes (digital or physical)?are a great way to encourage feedback and extend that sense of belonging and having a voice.Pop-up info stands?can be used to great effect – a mini comms campaign made physical! Consider setting up temporary booths for big announcements, new initiatives and the like.
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5. Leveraging Existing Tools
Other examples we have seen include uniform & equipment branding?(such as key safety messages printed on PPE), back of toilet door posters used to capture the attention of… erm… a seated audience, and canteen table toppers printed with messages.
Overall, our advice is to keep things short, simple & relevant, avoiding corporate jargon like the plague. Be consistent with your channels, using the same trusted platforms to build habits, but making sure updates are regular and frequent. And don’t forget the feedback loops?– always provide a way for colleagues to respond.
If you're not certain that you're reaching your frontline workers exactly as you should be, why not give us a shout. We'd be delighted to help you figure it all out!
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