6 Internal Comms Best Practices (and Why They May Fall Short)
Frontline workers are the glue that holds entire industries together. Naturally, communicating with them is important. But let’s be real: not all communication strategies hit the mark. Here are 6 internal comms best practices and some reasons why they might often fall short.
Many internal communications best practices seem tailor-made for desk-based employees with unlimited access to email and Slack - not for those juggling tasks in fast-paced environments.
If you are struggling to connect with frontline workers, we’ll unpack 6 internal comms best practices, unpack why they don’t always work, and explore better ways to approach your internal communication strategy with your frontline employees. Ready? Let’s go!
Why internal comms best practices don’t always work for frontline workers
Frontline employees don’t have the luxury of sitting at a desk, sipping coffee, and reading company-wide updates in their inbox. They’re juggling tight schedules, demanding tasks, and a fast-paced environment.
Here’s a quick reality check:
- Limited access: Shared devices or personal smartphones are often the only tools they have for updates.
- High-pressure jobs: Reading the latest newsletter isn’t top of mind when there’s a task to complete.
- Time crunch: If the message isn’t quick and relevant, it gets ignored.
So, what’s the solution? Let’s rethink the playbook.
6 internal comms best practices that might fall short for frontline teams (and what to do instead)
#1 Communicate frequently
The idea:
Frequent updates ensure employees are informed and aligned.
The problem:
Sending too many updates is like shouting into the void. Plus, it definitely does not reduce the information overload your employees might be feeling already. Your frontline employees are busy and too much noise leads to missed important updates and disengagement. In fact, 60% of employees feel overwhelmed by workplace communication…
What to do instead:
Prioritize essentials. Did you know that most employee communication apps offer real-time push notifications? These can help you deliver relevant updates without overwhelming your team. Focus on what workers need to know now to reduce information overload.
#2 Use multiple channels to reach everyone
The idea:
More channels = better reach. Right?
The problem:
Not quite. Frontline workers don’t have time to check email, bulletin boards, and an app to figure out what’s going on. By the time they’ve figured out where the schedule update is hiding, it’s already outdated.
What to do instead:
Simplify. For example, an employee communication app can serve as the central hub for updates. Once a news article or task is posted on the app, your employees might also receive an email prompting them to acknowledge it, along with a notification on their phone or desktop to ensure nothing slips through the cracks. Email can still play a role for formal notices, but let’s be real – no one’s checking their inbox on a break right after rush hour...
Still a bit unsure of what channel to use for which information? We’ve prepared a list of 6 questions that will help you choose the best communication channel for employees.
Keep all messages consistent
The idea:
Consistency creates clarity.
The problem:
Yes, consistency is good - until it isn’t. Overly generic updates that treat everyone the same can leave frontline workers feeling like an afterthought. What works for the office doesn’t always work for the field.
What to do instead:
Balance consistency with relevance. For example, an employee communication app can help you customize messages for specific roles, locations, or teams while maintaining a consistent tone.
Send a concise, actionable update to frontline teams with only the information they need, while other employees receive a version tailored to their responsibilities. This level of customization ensures every worker feels seen and valued.
#4 Make communication fun
The idea:
Add a little humor and creativity to keep employees engaged.
The problem:
Not everyone loves memes or has the time for them - especially when they’re in the middle of a busy shift. While some employees might find them fun and engaging, others may see them as distractions, particularly when they’re waiting on critical updates like their schedules or safety protocols.
What to do instead:
If you or someone on your team is a meme enthusiast, make sure there’s a dedicated space for that type of content. For example, an employee communication app could allow for specific groups or channels where employees can share memes, shoutouts, or fun updates. This way, those who enjoy lighthearted content can engage without cluttering essential communications for others.
When you clearly distinguish fun from critical updates, you ensure everyone gets what they need in a way that works for them.
#5 Always measure engagement metrics
The idea:
Track open rates and clicks to see how well your communication is working.
The problem:
Numbers don’t tell the whole story. Just because an employee opened or saw a message doesn’t mean they understood it - or acted on it.
What to do instead:
Go beyond surface-level metrics. For example, Speakap’s workforce analytics allow you to track not just how many employees saw a message, but also whether they engaged with it, acknowledged key updates, or completed assigned tasks.
Additionally, you can identify trends, like which types of messages resonate most with different departments or regions, and use these insights to refine your communication strategy.
Pairing this data with in-app surveys or team feedback creates a full picture of what’s working and where improvements are needed, ensuring your communication drives real action.
6. Use AI to create content and save time
The idea:
AI tools can make communication faster and more efficient by generating and refining content.
The problem:
While AI is a great helper, it’s not the holy grail of communication. Messages crafted entirely by AI can lack the human touch employees value. Over-reliance on AI can lead to generic, impersonal updates that fail to engage your team.
What to do instead:
Use AI as a starting point, but ensure human input adds the essential finishing touches. For example, you can use AI to generate an outline of an onboarding journey, including key milestones such as welcome messages, training reminders, and progress updates.
But make sure you tailor the tone to reflect your company culture, include personalized messages for specific roles or locations, and so forth. This ensures the journey feels thoughtful and engaging, rather than automated and impersonal. AI is a great assistant, but the heart of your communication should still come from you...
How to rethink internal comms for the frontline
Feeling like these “best practices” don’t quite cut it? Here’s what you can try instead:
- Ask them (yes, the employees) what they want. Simple, right? Use surveys, polls, or even casual chats to find out how your teams want to receive updates.
- Experiment and adjust. Not sure if your new approach works? Test it out, get feedback, and tweak until it does.
- Keep it short and useful. Frontline workers don’t need the novel version of your update. Stick to the essentials.
Why it pays to make communication work for your frontline
Your frontline employees don’t just need information - they need it to be clear, relevant, and easy to access. When your internal communications system works, you’ll see:
- Less confusion: Clear messages mean fewer questions and mistakes.
- Better engagement: When messages actually matter, employees pay attention.
- A smoother operation: Because everyone knows what to do and when to do it.
Curious about how to simplify your comms? Tools like Speakap make it easy to keep your frontline in the loop without turning communication into a full-time job.
Ready to turn your internal comms into something your teams actually appreciate? You know where to find us 😉
(And let’s face it - that’s better than another unread email.)