Editorial
For years, I’ve said that internal communications needs to think more like marketing. Marketers know how to reach people where they are—through mobile apps, push notifications and personalized content. Yet when it comes to employee communications, we’re still years behind.
Consider this: when you walk past a store, you can get an instant notification with a coupon. But inside many organizations, employees are still expected to rely on clunky intranets or sift through email for critical updates. That’s fine for office-based workers, but here’s the catch — 80% of the global workforce is deskless. Many don’t have easy access to email or an intranet, and even if they do, they often don’t have time during a nursing shift or on the manufacturing floor to go digging for information.
The result is a significant communication gap, leaving much of the workforce under-informed, disengaged and disconnected.
So how can companies close that gap? It’s time to rethink how they connect with deskless employees. Here are five practical steps to get started:
1. Embrace Mobile-First Communication
Mobile-first communication is no longer optional — it’s the baseline. Deskless workers live on their phones just like everyone else, yet many companies fail to give them the same seamless digital experience customers already expect. There are dozens of workplace apps on the market, but the real question is: are you offering one that truly meets the needs of your deskless employees?
That might mean text messaging, push notifications or a mobile communication app that consolidates key tasks into one place. A digital committee can help by auditing your current tech stack, identifying redundant tools and mapping out the simplest, most effective path to reach employees.
Two practical considerations to keep in mind here:
- Device usage and reimbursement. Many frontline employees are asked to use their own smartphones for work-related apps but aren’t reimbursed. Now is the time to address that. Even partial compensation can encourage adoption and ensure employees use these apps consistently. Imagine the convenience: clocking in, reviewing shift changes, logging safety moments or checking payroll — all from the same device.
- Safety first. Deskless workers often perform tasks in situations where constant phone use isn’t safe — such as driving, operating machinery or working on a manufacturing floor. Companies should consider implementing safety zones — designated times and places where employees can safely check updates, messages, or complete tasks without distraction.
When done right, mobile-first tools don’t just “send messages,” they become a central hub for how employees manage their day-to-day work.
2. Use Digital Signage to Cut Through the Noise
Don’t underestimate the power of screens in high-traffic areas like break rooms or nursing stations. For many deskless employees, these are the only moments during the day when they pause long enough to absorb new information. Unlike email or intranets, which require logins, devices and time, digital signage puts critical updates right in front of them, instantly visible.
According to numerous studies on digital signage effectiveness, digital displays capture more views than static displays and are more accessible to all employees, even those without reliable inboxes. By contrast, internal email open rates typically hover between 20%–25%, and that’s only for employees with reliable inbox access.
But the true impact comes when signage is part of a holistic communication plan, not just a standalone tactic. Some ideas to maximize effectiveness:
- Make it dynamic. Use interactive visuals, animations or video clips instead of static text to grab attention.
- Integrate QR codes. Allow employees to quickly scan for more details, whether it’s accessing a survey, checking cafeteria menus or pulling up HR resources.
- Consider using countdowns. Highlight deadlines for compliance training, benefits enrollment or upcoming events with visible countdown timers.
- Share recorded clips of important messages. Use digital signage to play short video snippets from leadership, safety teams or HR. These quick, digestible clips make it easy for employees to hear critical updates during breaks or shift changes, without needing to attend a live event.
- Celebrate and engage. Showcase employee recognition, birthdays or milestones alongside corporate updates to make the content more personal and engaging.
When signage is treated as a strategic channel it becomes one of the most effective ways to keep deskless workers consistently connected and informed.
3. Equip Shift Leaders with Talking Points
Not every solution has to be high-tech. Huddles are already happening, whether at the start of a hospital shift or on a manufacturing line. When you have company-wide communications, make sure leaders are equipped with simple, clear talking points so everyone hears the same message.
Tips for effective talking points:
- Keep it concise. One to three key messages per huddle ensures employees remember the most important information.
- Use plain language. Avoid jargon or corporate buzzwords—your frontline team needs to understand the message immediately.
- Include action steps. Clearly communicate what employees should do next, whether it’s completing a compliance task, attending a training or implementing a new safety protocol.
- Provide context. Briefly explain why the update matters — tying it to safety, customer experience or operational efficiency helps employees see the relevance.
- Use a “script plus flexibility” approach. Give leaders a written guide but allow room to adapt to the local context or team questions.
- Reinforce with visuals. Pair talking points with posters, handouts or digital signage so employees can see and hear the message in multiple ways.
4. Create Feedback Loops
Communication can’t just flow top-down. Deskless workers are often the first to notice customer needs, safety issues or operational challenges, making their insights invaluable. Make it easy for them to share feedback by providing simple, low-friction channels such as quick polls, QR code surveys or mobile feedback forms. If you’re implementing a mobile app, include a dedicated feedback channel so employees can quickly submit ideas, report issues or participate in short polls directly from their devices.
Even better, create a space where they can share safety stories — celebrating proactive actions, highlighting lessons learned and helping prevent future incidents while inspiring a culture of safety.
And if your organization conducts employee engagement surveys, be sure to include questions specifically for your deskless workforce on their communication needs. This ensures their unique experiences and challenges are captured and addressed, rather than being overlooked in office-focused survey responses.
6. Translate and Localize Content
In global or diverse workforces, language can be a major barrier. Make sure critical updates are translated into the languages your frontline employees actually use. Even small steps like using plain language, clear visuals or short video explainers can make information far more accessible and inclusive. This is where a mobile app comes in: employees can translate messages at the click of a button, ensuring they get the information they need in real time, without delays or misunderstandings.
Additional tips to better localize content:
- Use multilingual captions or subtitles for video messages so employees can follow along even in noisy environments.
- Leverage icons and visuals alongside text to communicate quickly and reduce reliance on reading proficiency.
- Test for understanding by piloting messages with a small group of frontline employees to ensure clarity.
- Prioritize culturally relevant examples that resonate with different teams or regions rather than one-size-fits-all messaging.
- Combine formats — text, video and audio — so employees with different learning preferences and literacy levels can engage effectively.
- Allow for local flexibility by providing templates while giving local leaders the freedom to adapt messages, flyers, and content to fit their team’s culture and unique work environment.
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By intentionally designing communications for language and cultural diversity, companies can ensure critical updates reach everyone, not just office-based teams.
Final Thoughts
Deskless workers are the backbone of industries like healthcare, retail, manufacturing and logistics. Yet too often, they’re left out of the communication loop. Companies that modernize their approach — by thinking like marketers, going mobile and empowering leaders — will have more informed, engaged and connected employees. Those who don’t will continue to fall further behind.
Editor's Note: What else should you consider to keep your deskless workers connected and engaged?
- What Research Tells Us About Supporting Frontline Workers — Do frontline workers have different needs? Yes and no. Three insights from research on how to help these critical workers thrive.
- 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.
- 3 Distinct Challenges for Frontline Digital Employee Experience — The frontline is coming into focus, but they have challenges and needs that must be handled in a different manner than desk-based workers.
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