BP: Essential Workers



Frontline workers often receive little to no communication directly from corporate, and
have no reliable method to share a question, concern or idea with their top leadership.
Outside of information they glean from their direct managers, those employees without
computers are often working in a communications vacuum. It’s harder to reach offline
employees, so many companies just don’t do much of it.

But if those folks are so essential, shouldn’t their communications channels be a
higher priority?

Here are five reasons we think it’s critical to provide channels that allow them to hear
directly from corporate, and be able to share their voice in return.

BP: Essential Workers


Frontline employees are under immense pressure right now,
working with the new demands of operating during a pandemic.
Many of them are dealing with PPE for the first time or wearing
additional PPE that they’re not accustomed to. They may be
encountering customers who refuse to wear masks or coworkers
who aren’t following safety protocol. Make sure they have a way
to express concerns not just to their direct managers but to the
executive level of the organization.

BP: Essential Workers


Those big banners that say “We appreciate our essential workers”
are fine, but they only go so far. This is a time to let those frontline
employees know that corporate sees their efforts and values their
contributions. Whether it’s celebrating individual employees or
entire stores, restaurants or hospitals, make sure these essential
employees are getting plenty of love from the top. This could be
formal recognition programs, or it could be giving shoutouts to
frontline teams or individuals on social media.

BP: Essential Workers


Work is more stressful for frontline employees right now, but so
is everything else. They may be concerned about parents or other
family members who are at higher risk. They may be feeling
financial stress. They could be worried about kids who’ve started
back to school in person — or are home alone trying to learn
online. Managers can direct employees to resources, but corporate
can and should communicate empathy and the desire to support
employees’ mental health.

BP: Essential Workers


It’s always important for employees to understand the brand
promise, but working under the stress of the pandemic makes
that even more critical. When customers encounter frontline
workers going above and beyond during stressful times, it creates
memorable brand experiences. And when they find the opposite,
they remember that too. This is a time for top leadership to inspire
frontline employees and remind them that delivering on the brand
promise is up to them.

BP: Essential Workers


Frontline employees see and hear things that corporate would
have no way of knowing. They may know that customers love
the new touch-free method for placing an order or that they hate
the one-way aisles. They might suggest that an awning along the
sidewalk would offer shade and rain protection for customers
waiting to enter the store. Providing a channel for employees to
share directly with top leadership has the possibility of yielding
business-changing ideas.


If you’d like to see Tribe’s capabilities presentation, please reach out to:

Steve Baskin

President and Chief Strategy Officer