Improving Communication with Frontline Employees: Understanding What Really Matters

A communication leader once said to me, “Make sure to send that 10-page FAQ to our frontline workforce. They’ll want to read it.” I couldn't help but shake my head at that comment. It was clear to me that this leader had overlooked a couple of important things: time and attention. Frontline employees are consistently short on both.

Let's be real here, unless those 10 pages are filled with tips on how to make more money or access some incredible company benefit, the chances of frontline employees reading them are pretty slim. That leader's remark highlighted a common problem faced by communication practitioners: a lack of understanding and interest in how frontline workforces operate.

Now, how do we fix that? The key is to step out of our cozy corporate bubbles and venture into the world of the frontliners. It's time to get our hands dirty and experience their daily routines firsthand. So, my advice is this: go out there and ask them to show you what their typical day looks like. Walk in their shoes, at least for a little while. If they're okay with it, shadow them as they go about their tasks. And you know what? If you're feeling bold, offer to lend a hand and actually do some of their work. Let me be clear though—this approach works best in a retail or similar environment. I wouldn't recommend asking a trained medical professional or any highly specialized expert to let me moonlight as them for a day. That's just asking for trouble.

When you take the time to meet frontline employees where they are, you gain a whole new level of appreciation for who they are, what they do, and how they interact with internal communication. It's a truly game-changer. You get firsthand insight into their needs, challenges, and preferences. That kind of knowledge is like gold when it comes to crafting communication strategies that actually resonate with them.

But it's not just about understanding frontliners’ daily grind—it's also about building relationships. When you show a genuine interest in frontliners’ work and take the time to get to know them, you earn their trust and credibility. They see that you're not just some corporate suit sitting in an office, disconnected from their reality. You're right there with them, in the trenches, fighting the same battles. And when that happens, communication becomes a collaborative process. Their voices are heard, their perspectives are valued, and they're more likely to engage with the materials you provide.

So, it's time to break free from the confines of the corporate tower. Step out, meet the frontliners, and embrace their world. By doing so, you'll bridge the gap between corporate expectations and frontline realities. You'll create internal communication strategies that truly matter and make a difference. And in the end, that's what it's all about—stronger connections, better engagement, and a more successful organization.