Frontline workers—whether they’re running equipment, stocking shelves or helping customers—keep everything moving. They’re often the face of a business and the heart of operations. But they’re also some of the hardest people to reach with timely, relevant communication.
The Frontline Communication Gap
Frontline employees are a company’s most valuable asset, yet many organizations fail to connect with them on a consistent basis. It’s not for lack of trying. Many organizations have made thoughtful investments in employee apps, localized content and targeted strategies to better connect with their frontline teams. And yet, something’s still not clicking. Even with the right tools in place, many teams still struggle to create meaningful engagement. People download an app, check it once or twice, then disengage. The technology is there, but it isn’t always being used as intended.
The real challenge is whether the tool for communication truly fits into the reality of frontline work. In a recent global study by Staffbase, only 9% of non-desk workers said they were very satisfied with their organization’s internal communication. Just 29% said they were satisfied at all. In fact, 63% of employees who are thinking about quitting cite poor internal communication as a factor. When communication misses the mark, people feel left out. And when that feeling sticks around, it chips away at trust, motivation and connection even among your most committed teams.
Learning from Frontline Experiences
After spending time with frontline teams across industries and listening to what they need from workplace communication, a few clear themes continue to emerge. These aren’t just surface-level frustrations. They point to deeper gaps between the tools being offered and the experience of using them.
- Access doesn’t equal usability.
Most frontline employees already use personal smartphones, and company apps can offer a direct line when other channels fall short, but that doesn’t mean company tools are hitting the mark. Only 23% report having access to the digital tools they actually need to stay productive. Even when apps are available, they’re often met with hesitation or disinterest.
We’ve heard from employees who simply don’t want work apps on their personal devices, or who say they don’t have time during the day to engage, and definitely don’t want to use their breaks to catch up on company news. In some cases, logistical or legal constraints around asking people to download tools to personal phones can limit adoption entirely.
The message is clear: If using a tool feels like extra work for an employee, that tool won’t be used.
- Leaders think they’re communicating, but workers don’t feel heard.
There’s often a disconnect between what’s being communicated and what’s being received. Sixty-five percent of frontline leaders believe their strategies are effective, but only 35% of employees say they feel heard.
That gap shows up in feedback, too. Employees tell us they often hear company news from external sources before they hear it from their manager or internal channels. When that becomes the norm, it’s easy for people to feel like the company isn’t speaking to them at all.
- Effective communication leads to engagement and retention.
When communication is clear, consistent and two-way, the impact is powerful. According to Axonify's Deckless Report, only 36% of frontline workers describe internal communication as “very effective,” but there’s a clear difference among those who do. They report feeling more connected to their organization, more satisfied in their roles, and more likely to stay.
In fact, a Gallup study shows that companies who focus on building two-way communication with their frontline have seen up to 43% lower turnover in these roles. That’s not just a people outcome, it’s a business one.
What You Can Do Differently
If your employee app isn’t gaining traction, it’s worth pausing to look beyond the platform. The challenge often isn’t the tool itself; it’s how well it fits into the lives and routines of the people it's meant to serve. Here are a few shifts we’ve seen make a difference:
- Start with your frontline teams. Ask what they actually need and what’s getting in their way. Use their input to shape the experience, not just the launch.
- Support your site leaders. Local managers are often the most trusted voices. When they have the tools, time and encouragement to share relevant updates, engagement improves.
- Keep it simple. Clear headlines. Easy log-ins. No extra noise. If it’s not immediately useful, it won’t get used.
- Make it “snackable.” Short videos, checklists or quick polls work best. Content should feel like part of the rhythm of the day, not something that adds to the workload.
- Invite feedback. Build small ways for people to react or ask questions. The most effective communication feels like a conversation, not a broadcast.
Rethinking Success
If frontline employees downloaded your app, amazing! But that’s only step one. What really matters is whether your frontline teams feel informed, included, and supported—whether communication helps them do their job, or pulls them away from it. They need to feel like someone is listening, not just sending messages. That kind of connection doesn’t come from the tool alone. It’s built through listening, adapting and designing communication for people, not channels.
If the app isn’t working yet, the question shouldn’t be, “Why aren’t they using it?” The better question is, “What would make it feel indispensable to the people who rely on it?”
Isabel Conrad is Internal Communications Lead at Hot Paper Lantern.