Editorial
Deskless workers — comprising 80% of the global workforce — are the backbone of industries like retail, healthcare, manufacturing and hospitality. These employees are often customers’ first point of contact, the hands that keep production lines moving and the faces that deliver essential services.
Despite their vital roles, deskless workers often face significant barriers when it comes to internal communication, leaving them feeling disconnected from their organizations.
A recent survey by Firstup highlights the scope of the challenge. Nearly one-third (32%) of deskless employees report feeling less effectively communicated to than their office-based colleagues, with over half (53%) saying company-wide updates are only somewhat relevant to their roles and 21% finding them completely irrelevant.
Poor communication not only runs the risk of disengaging employees, it also has business-critical consequences as organizations face looming pressures to transform with the rapid acceleration of AI adoption and other technological advancements. The workplace of tomorrow looks nothing like the workplace of today, and this communication disconnect means that future-readiness initiatives like employee upskilling or wellness programs (two areas where deskless workers are particularly vulnerable) are at risk of falling completely flat.
So what’s causing this communication gap, and what can HR and internal comms leaders do to ensure their deskless workforce feels connected, supported and resilient in the face of change?
Understanding Communication Disconnects
Deskless workers often operate without the tools and resources that their desk-based colleagues take for granted, such as consistent access to email. This disparate employee experience can create a significant disconnect between these employees and their organization's broader goals and culture. In fact, 24% of survey respondents reported feeling disconnected from company culture due to ineffective communication.
Barriers to effective communication include poor timing of updates, cited by 39% of respondents, and high workloads, which prevent 32% from engaging with company information. Additionally, 22% report that important updates are scattered across too many channels, making it difficult to find critical information.
Why Communication Matters
Effective internal communication is more than just a logistical necessity; it’s foundational to employee engagement and organizational success. When communication gaps persist, the impact is felt across multiple levels.
- Engagement and Belonging: According to the survey, nearly one in four deskless workers feel disengaged due to poor communication. Engaged employees are not only more productive but also more likely to feel a sense of belonging within their organization.
- Productivity: Sixty-one percent of survey respondents believe that receiving timely and relevant updates would improve their work performance. Communication directly influences the ability of deskless workers to perform their roles effectively.
- Retention: High turnover rates in industries with large deskless workforces, such as retail and hospitality, are often linked to a lack of engagement and connection to company goals.
3 Key Strategies to Improve Communication
Addressing the communication needs of deskless workers requires a shift in strategy and tools. By prioritizing accessibility, relevance and personalization, organizations can close the gap and create a more engaged workforce.
1. Leverage mobile-friendly communication channels
With over half (51%) of deskless employees preferring mobile methods like text messages or push notifications, organizations can improve communication by adopting these channels. Mobile-first platforms also enable access to critical resources like training materials or task management tools, ensuring workers can perform their duties efficiently. According to Deloitte, companies that embrace these technologies see increased operational efficiency, lower turnover and better overall performance.
2. Empower managers as communicators
The survey found that 42% of deskless employees prefer to receive critical updates directly from their managers. Managers are the ones who set the tone for employee communication. This means that they need to be the ones initiating communication and leading by example.
Training managers to be effective communicators and equipping them with tools to deliver updates can address this preference and enhance engagement. The more effectively managers can communicate, the more united and inspired their employees will feel, and the more successful the company will be.
3. Personalize communication
Nearly one-third (32%) of deskless employees feel their organization is less effective at reaching them compared to office-based colleagues and 39% of respondents cited poor timing of updates as a barrier to communication. Additionally, 53% report that company-wide updates are only somewhat relevant to their roles, and 21% consider them entirely irrelevant.
One size does not fit all, and segmenting communications to different groups, by location, job, etc., can help companies personalize messaging and drive desired actions. For example, rather than sending out a full blast of policy or technology changes that affect only a portion of the workforce, employers should send the information only to those affected. Messages should be tailored to specific roles and preferences and timed accordingly.
Importance of Measurement
While effective communication strategies are critical, measuring their impact is equally important. Organizations must evaluate both qualitative and quantitative data to identify what’s working and where improvements are needed. By tracking engagement metrics, analyzing feedback and benchmarking against goals, companies can continuously refine their communications strategies to enhance reach, retention and engagement.
Focus groups, surveys and interviews offer qualitative insights into employee preferences. However, what employees say doesn’t always align with their actions, which is where quantitative data, such as engagement rates and clicks, becomes essential. Combining qualitative and quantitative data gives employers the full picture and informs better internal communication strategies.
Conference
Oct
20
Gartner IT Symposium/Xpo Orlando 2025
Register
Conference
Oct
27
Gartner HR Symposium/Xpo Orlando 2025
Register
The Path Forward
Deskless workers are essential to the global economy, and closing this communication gap will help ensure they are engaged, informed and motivated to tackle whatever challenges the future of work brings.
As AI continues to transform the workplace, organizations face a critical choice: modernize communication for every worker or risk falling behind. Ultimately, effective communication isn’t just about keeping deskless workers updated — it’s about empowering them to thrive and become a cornerstone of the organization’s long-term success.
Editor's Note: Want more on the deskless worker? Read on:
- Improving the Frontline Employee Experience Can Improve Productivity — Embracing digital transformation can solve the productivity paradox seen in this workforce segment.
- How to Build an Intranet Your Frontline Workers Will Actually Use — Your frontline workers need an intranet solution that actually works for them. Here’s how to choose a solution for improved engagement and productivity.
- The First Step in Better Connecting With Frontline Workers — Without knowing who is responsible for frontline workers, your digital workplace project can be scuppered before it's even started.
Learn how you can join our contributor community.
