Creating Internal Communication that Will Actually Resonate with Frontline Employees
Frontline employees are the beating heart of your workforce. They’re the face of the organization, interacting directly with customers, clients, and stakeholders. They’re the ones who provide the first impression and establish the overall customer experience. And arguably, they’re more important than the corporate suits.
As internal communication professionals, effectively reaching our frontline employees should be among our highest priorities. Just reaching them isn’t the answer though. We have to reach them with the right message at the right time in the right way. And as we discussed in last week’s blog, that’s rarely (if ever) a 10-page anything. Instead, use these five best practices.
Keep it concise—Ensure your communication is brief and to the point, avoiding unnecessary jargon and using simple language. A good rule of thumb is to write for an eighth-grade level.
Provide clear and actionable information—Clearly state instructions or actions that frontline employees can take, making it easy for them to understand and implement.
Use visuals—Incorporate visual elements such as infographics, images, or videos to make your communication more engaging and memorable. If your organization’s brand is a bit on the playful side, consider introducing TikTok-style internal videos.
Segment your communications—Tailor your messages to specific groups of frontline employees, ensuring relevance and avoiding information overload.
Encourage two-way communication—Foster an environment where frontline employees can provide feedback, ask questions, and share their thoughts, actively listening and addressing their concerns promptly. Some employee apps (like Crew) let audiences respond with emojis, which can be a fun, easy way to engage them.
Remember, frontline employees play a critical role in your organization’s bottom line. The internal communication work you do can make a positive impact on how inspired, engaged, and informed they are—and the messages they pass along to clients.
