Reaching the frontline: How to engage hard-to-reach employees

Accessible and inclusive internal communications play a key part in creating and maintaining a thriving workforce. But when it comes to large, multi-level organisations, how do you communicate to such a wide and varied audience?

Frontline workers in particular pose a unique challenge as, by the very nature of their active job role, they are usually the hardest to reach. Without access to a laptop or sometimes even a work email account, it’s a challenge to ensure these employees are receiving important messages and are aligned with company values.

And although being away from a desk can have plenty of benefits, it’s these frontline workers who could benefit the most from inclusive communications. By reaching these employees, we can help them avoid any feelings of isolation or disconnectedness from the business while they are out on the frontline.

So, what is the best way to reach every employee, even those that are hard-to-reach? Clear and accessible communications, cutting through the noise and using a wide range of channels are just a few ways we can make sure our messages are engaging the whole workforce.

Case study: Launching a global employee app for DHL Express

DHL Express asked us to help them launch Smart Connect – an internal employee app and social intranet for DHL employees to help manage their work and stay connected. The aim of the app was to connect all 120k employees, providing news, HR services and info pages.

They explained that uptake of a previous internal app had been low, so it was important to get this launch right so the new app didn’t suffer the same fate.

We needed to be able to engage a diverse range of employees – across borders, language barriers and hugely different roles. It was also important that people felt confident to download the app onto their own personal devices, as many frontline workers didn’t have access to a work computer.

The client had also found that although DHL Express has a strong and consistent brand identity, this wasn’t always resonating with employees for internal communications.

Our approach to engaging hard-to-reach employees

So, how did we go about grabbing the attention of thousands of employees across offices, service centres, and out on the frontline?

1. We gathered employee feedback

We wanted to understand the barriers to adoption, the challenges of reaching the workforce and what would capture DHL employees’ attention.

2. We dived deep into the app experience

Training calls helped us better understand the app’s key features. This meant we could focus the campaign on areas that would have the biggest impact on employee experience.

3. We stepped away from the norm

By using bespoke and attention-grabbing illustrations, we ensured the launch would have cut-through amongst other internal communications.

4. We created a ‘portal to possibility’

We positioned the employee’s phone as the doorway into the world of DHL Express. Bright and energetic depictions of employees interacting with messages and pages leapt out of the phone, larger than life.

5. We used a wide variety of comms channels

With highly diverse employees based all over the world, we rolled out the campaign across a variety of channels including posters, internal TV screens and roadshows. We knew we had to make the comms as engaging and accessible as possible to be able to reach everyone across the business.

By working closely with the DHL Express team, we were able to successfully roll out the ‘A portal to possibility’ campaign. The innovative approach combined with accessible content captivated employees, surpassed prior downloads and engaged all regions and roles.

Let’s talk to see how we can help you create highly inclusive and human-centric campaigns that engage hard-to-reach employees.