Frontline Worker ~ 4 min

How to Transform Frontline Workers into Online Ambassadors

Marketing Team, Experts in Employee Advocacy, Sociabble
Marketing Team Experts in Employee Advocacy

Who better than frontline employees to spread the word about your brand? They know the products and services inside and out, they’re often familiar with your customers, and they have an authentic voice that people will listen to. But how can you get them the information and the platform they need to make their voices heard, across their own communications channels? How can you boost frontline employee engagement? In this article, we’ll show you how, by harnessing the skills and enthusiasm of your own deskless workers, and reaching them via a powerful, central hub. 

Employee engagement: the obstacle to creating frontline ambassadors from deskless workers

Social media has opened a new frontier when it comes to sales. And engaged frontline employees can be powerful advocates for a company’s brand reputation online. For example, an employee who works at a store can share positive feedback they have received from customers or highlight new products or promotions, which can help build brand awareness and loyalty, and improve the overall work environment.

On the other hand, if engaged deskless employees communicate a negative employee experience regarding their employers or managers, it can potentially damage the company’s reputation. It’s important for managers to empower their frontline employees to be positive brand ambassadors while also providing guidance on what feedback they should and should not share on social media as part of their communication engagement.


But of course, with new technology comes new responsibilities, for employers and employees alike. And these are some of the problems that may arise when it comes to frontline ambassadorship and employee engagement as part of the employee experience:

  • Lack of employee buy-in

Some deskless workers may not be interested in becoming ambassadors or may not see the value in doing so, which can hinder advocacy efforts and communication. The work environment may not be conducive to spending large amounts of time reading updates, i.e. a busy factory floor, and can hurt engagement and their desire to communicate as well.

  • Difficulty in identifying and engaging potential ambassadors

It can be challenging for a business to identify deskless workers who have the potential to become strong advocates for the company, and even more difficult to engage them and encourage them to actively promote the organization through online communication.

  • Maintaining consistent messaging

With multiple employees or deskless workers representing the company on social media, it can be difficult to ensure that messaging and other crucial information is consistent and aligned with the organization’s overall branding and messaging strategy for its workforce.


The key to creating powerful frontline ambassadors? Content management with a dash of friendly competition.

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Solutions for generating deskless workforce engagement & creating powerful ambassadors

Effective ambassadors need ready-made content to share, and they need a good reason to actually share it. Your communication strategy and technology resources should take both of these into account, and your company resources should be directed toward promoting it. You have to provide snackable media that’s easy for your deskless workers to share and digest, as well as the tools and the motivation to spread it across their networks. More specifically, frontline and remote workers outside of a traditional office perform better when the following communication advice is taken into consideration:

  • Employee advocacy for your deskless team can take many forms, such as creating opportunities for them to share their stories and experiences, highlighting their achievements and contributions, and celebrating productivity as a way of engaging employees.
  • Your platform’s advocacy features should help to incentivize employees to become ambassadors by providing a platform for recognition and rewards, thus involving your deskless workforce.
  • A built-in gamification system can create friendly competition among employees, encouraging them to become more active and engaged ambassadors for their employer.
  • A content management system should ensure that messaging is consistent and aligned with the organization’s overall branding and messaging strategy for your many deskless employees.


Sociabble: The communication solution that boosts deskless workforce engagement & turns deskless employees into powerful ambassadors 

Sociabble is the total communication solution that’s specifically designed to keep frontline and deskless workers connected, informed, and engaged with company life. With Sociabble, they’ll receive the updates and notifications they need to become informed ambassadors, regardless of if they’re at a desk at HQ, or on the frontlines, relying on a mobile device. For employers, engaging deskless workers has never been easier.

Sociabble has already teamed up with industry leaders like Coca-Cola CCEP, Primark, and L’Occitane en Provence to enhance their employee communications, and we’d love to discuss ways we can partner with your company as well.

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