As businesses enter a critical era of transformation,
A recent report, the
Frontline workers lack access to critical information
Organizations are burning the candle at both ends, struggling to keep up with accelerating technology while simultaneously facing employee wellness concerns. As usual, frontline workers are bearing the brunt of it all. Although they make up the majority of the workforce, they're often out of reach of traditional systems and company communications.
Unlike desk-based employees, deskless workers often struggle to find essential company information, with many feeling disconnected from critical updates. The survey reveals 22% of employees feel overwhelmed by the number of places they need to check for information, while one in four don't know where to find crucial company updates at all.
Additionally, more than half (52%) rate their organization as only somewhat effective in communicating important information, and 20% find their company's efforts ineffective or entirely lacking. These findings highlight a fundamental issue: The traditional, one-size-fits-all approach to workplace communication is failing frontline workers.
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Deskless worker disconnect
Deskless workers are constantly on the move and need access to information when and where it makes sense for them. Unfortunately, too many organizations fail to meet them where they are, leaving frontline employees disconnected from essential updates. Even when communication reaches these workers, it is often irrelevant to their roles, making it easier to ignore.
This disconnect is exacerbated by organizations' reliance on ineffective communication methods. Despite the fact that more than half (54%) of deskless workers have limited email access, 69% of companies still use email as their primary communication tool. Compounding the issue, 32% of frontline employees feel too busy to engage with company updates, and 39% report that messages often arrive at inconvenient times. With emails frequently perceived as non-urgent, critical information is overlooked, reinforcing the need for a more thoughtful, tailored approach.
Scattered and irrelevant communication doesn't just make it harder for frontline workers to stay informed about benefits or emergency updates — it also erodes their sense of belonging and engagement. When employees feel disconnected, their performance and productivity suffer, ultimately weakening company culture. However, enhanced engagement and productivity are achievable if organizations take deliberate steps to close these communication gaps and ensure frontline workers receive the right information at the right time through the right channels.
The business impact of poor communication
As organizations race to integrate AI technologies, staying competitive requires investing in workforce training and upskilling. However, without effective communication that delivers timely, relevant, and personalized updates, many deskless workers will miss out on critical AI training. This widens the skills gap between them and their desk-based counterparts, leaving frontline employees at a disadvantage in an AI-driven job market.
At the same time, companies must address the growing workplace well-being crisis. While mental health resources exist, they are often inaccessible to deskless workers due to poor communication. Just as with AI training, ensuring frontline employees receive essential updates — wherever they are — is crucial. Without improved communication, burnout, disengagement and high attrition will continue to undermine workforce stability.
These communication gaps also hurt productivity. When frontline workers feel disconnected, their performance suffers. In fact, 80% of senior risk professionals predict that employee burnout will have a "significant impact" on businesses. Without access to critical company information, deskless employees struggle to do their jobs effectively, leading to lower productivity and missed strategic opportunities.
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Modernizing workforce communication: A path forward
Organizations must act now to implement modern communication strategies that meet the needs of their frontline workers. The following approaches can help bridge the communication gap and foster a more engaged, resilient workforce:
1. Implement mobile-first solutions
With 51% of deskless employees preferring mobile communication (such as text messages or push notifications), organizations must move beyond email and leverage mobile-friendly channels. Mobile-first communication ensures employees receive timely updates when and where they need them, improving access to training, wellness resources and operational updates.
2. Empower managers as key communicators
The survey found that 42% of deskless employees prefer receiving critical updates directly from their managers. Organizations should equip managers with the tools and training needed to serve as effective communication channels. Leveraging intelligent communication platforms that allow managers to send personalized updates can significantly improve engagement and information retention.
3. Personalize workforce communication
A key component of modern communication infrastructures is personalization. By focusing on role-relevant, tailored messaging, organizations can enhance deskless workers' engagement and foster a stronger sense of belonging within company culture. To achieve this, companies should equip both managers and employees with tools that deliver personalized updates through the right channels, ensuring communications are timely and relevant.
This includes role-specific updates, sequenced messaging and data-driven insights to track upskilling progress and completion. By integrating these elements into their communication strategies, organizations can create a more connected, informed and engaged frontline workforce.
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The future of workforce communication
As businesses navigate the dual crisis of rapid technological change and rising employee wellness concerns, effective communication will be the key differentiator between companies that thrive and those that struggle. Organizations must modernize their communication infrastructure to support their entire workforce — not just those at desks.
By embracing mobile-first communication, empowering managers as key communicators and leveraging intelligent platforms to deliver personalized updates, businesses can bridge the communication gap, improve employee well-being and foster a future-ready workforce. The time for change is now.
