It’s a fact: frontline employees represent nearly 80% of the global workforce. They are at the very heart of daily operations, customer satisfaction, and business continuity. But despite all this, most remain distant from corporate communication strategies, held back by limited access to digital tools, and a heavy reliance on managers to relay information.

The result? This disconnect leads to operational inefficiency, weakened engagement, and inconsistent message delivery. And that directly impacts business performance.

About the Study

To better understand how organizations truly communicate with their frontline teams, and to better explain the persistence of this communication gap, Ennova and Esade recently conducted a mixed-method international study:

• 20 professionals across retail and manufacturing in Europe

• Roles: internal comms, HR, operations, and field management

• In-depth interviews, including a case study with the Bonafarm Group (8,400 employees, agri-food, Hungary)

Key Insights You’ll Discover

The study was revelatory in that it uncovered some striking patterns in how current internal comms practices consistently come up short for frontline workers. Problems that the study identified include:

1. Digital channels are overestimated

HQs prioritize email, intranet, and apps, but most frontline employees cannot access them. Managers still rely on briefings and informal conversations.

2. Managers are essential but under-equipped

They act as the primary communication relay but lack time, tools, and structured processes.

3. Messages are overly operational

31% of content is purely operational, with very little recognition, vision, or values—reducing connection and engagement.

4. Feedback loops are weak

85% of employees depend on manager meetings to share concerns, which are slow, hierarchical, and often unreliable.

5. Digital & AI solutions remain underused

Many organizations lack a clear roadmap, and 45% have no plan to improve field communication.

What the White Paper Provides

With these challenges in mind, the study also proposes a larger overview, concrete solutions, and real world examples to illustrate the issue, including:

• A clear understanding of the communication gap between HQ and the field

• Real-life practices from companies across Europe

• A detailed case study (Bonafarm Group)

• Best practices to strengthen frontline communication (simplifying messages, leveraging human channels, improving feedback)

• Strategic recommendations to build frontline-first communication

• Practical steps: mobile-first tools, manager enablement, structured listening systems

Download the White Paper

Ready to reach a fuller understanding of the challenges facing frontline communications in today’s digital, AI-driven world? Interested in solutions that can bring stronger connection with your own frontlines? Get the full study and learn how organizations can better connect, engage, and support their frontline employees.