New data highlighting how to communicate with deskless workers in the UK and Ireland has been released by Redefining Communications, a leading communications consultancy, in their latest ‘Remotely Interested?’ research.
In collaboration with SocialOptic, the research polled over 350 frontline workers across diverse sectors, including brands like Speedy Services, Dr Martens, a home retailer, Noble Foods, Tai Calon Community Housing, the North East Ambulance Service, BASF, Devon and Somerset Fire and Rescue and HSE Ireland.
Redefining Communications’ CEO Jenni Field, who led the research, says: “Despite evolving technology, like Microsoft Teams, and changing workplace dynamics, the core communication essentials for our frontline workers – be they in customer service, healthcare, logistics, or retail – remain consistent. Deskless workers spend 90% of their time, doing the work, on the ground, so they don’t have time to constantly check emails or use technology because this isn’t their job.
“The problem is not engagement or merely about the channels, but the quality and authenticity of relationships.”
Key insights from the Remotely Interested? research:
The use of company mobile apps for organisational content has nearly doubled, jumping from 17% in 2019 to 33% in 2023
The reliance on WhatsApp/text messaging for departmental or area-specific content has seen a surge in usage from 18% in 2019 to 47% in 2023
While team meetings, both virtual and in-person, have reduced, manager communication skills and content relevance have both improved since 2019
Deskless workers are verbal communicators, while office/knowledge workers, often managers, tend not to be. This can cause friction as deskless workers prefer to communicate by speaking rather than through written communication.
Field adds: “While Whatsapp offers immediacy and familiarity, organisations should consider potential risks, especially around data security, governance and confidentiality.
“Deskless workers are verbal communicators, which doesn’t mean making content more chatty. It’s about people fundamentally not understanding what is being communicated when written, which again highlights the importance of relationships, rather than channels.”
SocialOptic’s Benjamin Ellis, says: “The difference between leaders’ perceptions of what has changed, and what the data says about the experiences of front-line workers is striking. When organisations align communications with workers’ needs it makes a tangible difference to their experience, and to the culture.”
The ‘Remotely Interested?’ research gauges the current communication landscape for frontline workers, offers actionable insights for organisations aiming for effective employee engagement, and builds on the 2019 research findings.
Read the report and listen to Redefining Communication’s latest podcast episode to hear more about the research.
