A new joint report from Interact and Ragan Communications, The Employee Experience Blueprint: What’s Working, What’s Not and What’s Next, has uncovered a shocking statistic: just 1% of internal communicators say their organization is “effectively reaching” frontline or deskless workers.
This study gathered the inputs of more than 200 internal communications professionals and brought to light several other systemic challenges: while 71 % of communicators collect data on employee experience or engagement, only 11 % actually use that data to drive decision-making.
Furthermore, 54% of the respondents said that their organizations do not have a single internal-communications platform.
Meanwhile, 67% cited “information overload” – too many messages, channels or duplicated content – as their biggest frustration.
The findings reveal a deeper misalignment, according to Simon Dance, the chief executive of Interact:
“Too many organizations aren’t getting the outcomes they desire because their workforces aren’t aligned, informed, and productive.”
What this means for HR and Employee Experience
Frontline & Deskless Workers Are Silent — To Their Own Detriment
Frontline employees—like retail workers, factory teams, and customer service agents—often lack regular corporate email access. They may work irregular shifts and sometimes have no daily internet connection.
As a result, traditional communication methods—such as email, intranet, and desktop tools—fail to reach them. The 1 percent effectiveness statistic shows how rarely organizations overcome these barriers.
It suggests a missed opportunity for HR departments: without reliable communication, organizations may struggle with engagement, alignment, safety messaging, compliance, and even inclusion of their largest employee cohort.
Data Without Action: A Missed Feedback Loop
That a large majority collect data—surveys, feedback, metrics—but only a small fraction act upon it is cause for concern. For HR, this means many “employee-experience” initiatives might become reactive or symbolic rather than insight-driven and impactful.
To avoid being lip-service, HR and internal-comms leaders will now need to shift from data collection to data activation — translating employee signals into concrete changes in process, policy or culture.
Fragmented Tools Undermine Communication Strategy
More than half of organizations lack a centralized internal-communications platform. This leads to silos, lost messages, and inefficiency. For HR and IT teams, it means rethinking their tech stack. Consolidate platforms. Ensure mobile-first access. Provide channels for all employees, regardless of role or location.
Also Read: Lakeside Software Launches SysTrack AI to Elevate Digital Employee Experience Across Every Device
Broader Impact on Businesses
Risk to Engagement, Safety, and Culture
If companies don’t connect with front-line workers, they risk lower engagement. This can cause misunderstandings of policies, low morale, and misalignment with company values. In retail, manufacturing, logistics, and services, these issues can cause lower productivity. They may also lead to higher turnover and create compliance and safety problems.
Competitive Advantage for Organizations That Fix Communication Gaps
Companies with strong communication strategies gain a significant edge. This is vital for those with deskless or shift workers. Effective communication enhances employee engagement and builds a strong company culture. It also boosts retention, productivity, and operational consistency.
Pressure on HR & Comms Teams to Modernize
The study acts as a wake-up call. HR and internal communication teams must modernize. They need to invest in mobile-friendly and frontline communication channels. They should also create inclusive strategies. This will require coordination among HR, IT, operations, and leadership teams. However, this effort could lead to better alignment and improved performance.
Potential ROI on Better Communication Systems
Better communication boosts morale and efficiency. Clear, timely messages cut down confusion and delays. This results in higher productivity, fewer errors, and better teamwork. It’s a strong return on investment in internal communication.
What Organizations Should Do Next:
Audit Communication Reach: Find out how many staff get and respond to internal messages, especially at the front line.
Consolidate Tech: Shift from emails, bulletin boards, and chat apps to one simple, mobile-friendly platform for internal communication.
Use Data Meaningfully: Don’t just gather data; ensure you provide feedback and take action.
Create inclusive communications: make messages flexible and clear for all roles and shifts, especially non-desk employees.
Monitoring Information Load: Avoid over-messaging. Use clear, relevant, and concise messages to avoid information overload:
The new Interact × Ragan report highlights that internal communication is frequently inadequate, precisely for the most important population: frontline workers. Few organizations use employee-experience data effectively. HR, leadership, and internal comms teams need to rethink how they engage and empower the entire workforce—not just those at desks.
