New Study by Sociabble: Bridging the Communication Gap with Frontline Employees

We’re excited to announce the release of our new white paper on frontline communication, developed in partnership with Ennova and ESADE Business School. This study explores how organizations across Europe communicate with their frontline teams, and uncovers a persistent gap between what headquarters think they are communicating and what frontline employees actually receive.

Frontline workers keep operations running, interact with customers, and ensure product quality, yet they are often the hardest to reach. Many still receive delayed or fragmented information that does not match the speed and demands of their daily work. You can download the full white paper to access all data points, case studies, and recommendations.

Why Frontline Communication Matters

Frontline teams have a direct impact on customer experience, safety, and service quality. Clear communication reduces mistakes and strengthens engagement. But many frontline employees feel disconnected from company culture and expect modern, mobile, real-time communication, not desktop tools or long emails.

Key Findings from the Study

The research included 20 professionals across internal communication, HR, operations, and field management, plus a case study from the Bonafarm Group (8,400 employees). The study highlights five major challenges:

• Digital channels don’t reach the field. Emails and intranets miss large portions of frontline teams.

• Managers are key but under-equipped. They relay most information without enough time or tools.

• Content skews too operational. Recognition and strategic context are often missing.

• Feedback loops are weak. Valuable insights rarely reach HQ quickly or consistently.

• Digital and AI adoption is limited. Most companies lack a roadmap for modernizing communication.

How Companies Can Improve Communication Today

Based on the study and Sociabble’s experience with global clients, five actions create a stronger, more reliable frontline communication system:

1. Adopt a mobile-first approach so frontline teams receive timely updates wherever they work.

2. Equip managers with structured resources such as scripts, briefings, and ready-to-share messages.

3. Balance operational content with culture and recognition to build alignment and motivation.

4. Create structured feedback loops through pulse surveys, idea channels, and clear follow-up.

5. Measure communication effectiveness to understand reach, engagement, and message impact.

What’s Inside the Full White Paper

The white paper offers deeper analysis, best practices from European enterprises, a full Bonafarm case study, and actionable recommendations for building a frontline-first communication strategy supported by mobile and AI-powered tools.

If your organization is ready to modernize communication for frontline teams, the white paper is available now.

and you can also book a Sociabble demo to see how to reach, inform, and engage your entire workforce.