5 signs your internal communications aren’t reaching every frontline employee

Despite your best efforts, your internal communications may not be reaching every frontline employee—a reality that can have significant consequences for employee engagement and company culture.

The Deskless Report 2024 revealed that only 74% of frontline employees find workplace communication at least somewhat helpful, compared to 89% of managers and executives. That’s a significant gap, revealing that while leadership may think their messages are landing, many frontline workers are left struggling with unclear, inconsistent or ineffective internal communication.

When messages don’t reach every employee, the impact is felt across operations: misalignment on priorities, reduced engagement, and even increased turnover. Effective internal communication isn’t just about sending messages. It’s about ensuring every employee gets the right information at the right time to do their job effectively.

Here are 5 telltale signs that your internal communications aren’t reaching every employee:

1. You’re focusing on email as your primary communication channel

Email may work for office workers, but for frontline employees, it often falls flat. Many don’t have corporate email addresses, and tracking personal emails in a constantly changing workforce is impractical. Beyond open rates, it’s tough to measure engagement or whether key messages are truly understood. Without a way to track communication impact at scale, you risk discovering breakdowns only after issues arise.

A modern internal communications plan needs to incorporate diverse communication channels, like an intranet, mobile-first communications platform or social media-style updates, to ensure employees receive timely and relevant information.

2. You’re seeing signs of knowledge gaps and execution inconsistencies

If a new product launch or policy update isn’t being executed correctly, chances are your internal communication strategy has weak spots. Whether it’s a missed memo on a new loyalty program or an unimplemented signage update, frontline teams can’t act on information they never received or fully understood. 

Ensuring your messaging is clear, consistent and accessible through internal communication tools is crucial to operational success. A data-driven approach to tracking employee communication effectiveness can help pinpoint gaps and ensure better alignment with business goals.

👉 Also read: 5 reasons poor workforce readiness will cost your product launch

3. You’re relying on your floor managers to share information

Frontline managers play a critical role, but they’re already juggling multiple responsibilities. When internal communications rely solely on them, the risk of information being delayed, misinterpreted or even lost increases. It also means employees who aren’t on shift when updates are shared may miss out entirely.

The disconnect becomes even more apparent in manager-employee communication. While 86% of managers find their communication with employees helpful, only 62% of employees agree. The challenge isn’t just about the frequency of communication but also its quality, particularly in employee feedback. While 96% of executives believe employees receive feedback at least sometimes, only 58% of employees feel they receive it regularly, and just 64% say it helps them improve their performance.

To avoid a “broken telephone” scenario, organizations need direct, scalable internal communication channels that ensure every employee receives real-time, actionable updates. In short, you need to reach the right team members without relying on top-down messaging alone.

▶️ Related: Why the traditional communication cascade is costing you

4. You’re still using posters or a bulletin board as your primary communication method

A bulletin board might be great for reminders, but it’s not an effective way to ensure every employee gets crucial updates in real time. How can you be sure every worker sees it? Or that they remember the details? Without a system to track who has received and retained the information, critical messages can easily be overlooked.

Effective internal communication means making sure messages are received, understood and acted upon. Frontline employees need updates that are clear, accessible and embedded in the flow of their day-to-day work, not buried in emails, lost in manager handoffs or posted on a bulletin board they may never see.

A purpose-built communications platform ensures that every worker, across every location, gets the information and company news they need in real time. Social media-style timelines make updates quick and engaging, targeted announcements reach the right teams at the right time, and two-way communication channels ensure employees have a voice. By embedding communication directly into daily routines, organizations can boost employee engagement, improve execution and build a stronger, more informed workforce. 

5. Your voluntary turnover rate is skyrocketing

Turnover is influenced by many factors, but ineffective communication can play a major role. As The Deskless Report 2024 uncovered, only 36% of frontline workers say their workplace communication is “very effective.” If employees feel disconnected from important updates or lack a voice in workplace decisions, frustration and disengagement can quickly lead to higher turnover rates. Ensuring communication is clear, accessible and engaging is key to improving retention and building a stronger company culture.

Ultimately, a successful internal communication strategy fosters engagement, aligns employees with company goals, and strengthens the overall employee experience. When employees feel informed, heard, and valued, they’re more likely to stay with the company long-term.

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Axonify Communications helps you deliver the right message at the right time, ensuring your frontline teams stay informed, engaged, and empowered. Explore how it can transform your workplace communication today.