Your Guide to Internal Communication
for Frontline Industries

Welcome! You're about to embark on an important journey. One that will teach you how to improve internal communication at your company. As a business leader primarily managing employees who don’t work at a desk, you face specific communication challenges. Challenges that managers with office-bound employees don't have to worry about.

It all starts with a plan

In this guide, we cover everything related to internal corporate communication for frontline industries. First, we talk about what internal communication is and why it's important. Next we discuss the upcoming trends you should be aware of in 2019 and beyond.

Chapter two is all about maintaining security. We teach you what security measures to look for in your internal communications app of choice and then cover the importance of meeting GDPR standards.

In chapter three, we show you how to implement a proper internal communication strategy for your company and how to choose the right tools for the job. After that, we share specific internal communication tips for a few large frontline industries: hospitality, manufacturing, and retail.

Finally, we show you how to measure internal communication ROI. Then end by shining a spotlight on companies that have built game-changing internal communication strategies


We have a lot to tackle, so let's get started!





  Chapter 1: The Nuts and Bolts of Internal Communication

Let's start with the basics. In this chapter, we'll cover what internal communication is, the benefits a strong internal communication strategy provides, and current trends your company should be preparing for.

Internal Communication: A Definition

Internal communication — what is it? There are many ways to answer that question. For some, the answer might be a specific software tool. For others, internal communication is a certain strategy that keeps team members on the same page.



Neither of these answers is wrong. But we want to propose a broader definition. Internal communication, in its simplest form, is the way a company and it's employees interact with each other to get the job done. That's it.

There are plenty of different internal communication methods. But it doesn't matter if your organization uses the latest and greatest technology systems to keep in touch, or a simple bulletin board in the breakroom, the objective of internal communication is always the same: to facilitate interaction between a company and those who work for it.

The Benefits of Effective Internal Communication

Internal communication is the way a company and its employees interact with each other. Great, but why should your organization invest time and funds into bettering this relationship? Why do some companies share important information via a bulletin board in the break room while others build out entire systems dedicated to the task?



The truth is, effective internal corporate communication (effective being the key word here) will benefit your business in multiple ways. For many companies, the bulletin board isn't an ideal method as it’s outdated almost as quickly as it’s posted (not to mention the environmental impact of regular printing), so they turn to other tools.

No matter what internal communication channels your organization uses, an effective system will provide the following benefits:


With the proper internal communication system in place, management will be able to quickly relay business goals, best practices, and important news to employees. Conversely, team members will be able to ask questions and get feedback in a timely manner.

Since research shows that 72% of field employees have access to mobile devices, it makes sense to facilitate these important interactions via a mobile-first app. By using software that enables two-way dialogue, you'll be able to efficiently communicate with your team — no matter where they happen to be.


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Additionally, by investing in a mobile-friendly internal communications app, your company will experience other efficiency perks as well. For example, employee surveys, recurring newsletters, and shift notices can be automated for greater convenience.

Systems like Beekeeper even give users access to chatbots which make internal communication that much easier. Imagine the freedom management will feel when simple, but common, questions like, "What time should I arrive on Friday?" are answered automatically!

An effective internal communication system will increase efficiency and make life at work easier for both management and employees.


Employee Engagement

Employee engagement is a hot topic. Research shows that engaged team members work harder and more efficiently, experience more joy, and are much less likely to quit.

But successfully engaging frontline workers has its challenges. Unlike their office-bound counterparts, non-desk workers aren't centralized in one convenient location. This means that addressing and engaging them in their day-to-day activities isn't as simple as calling a quick, impromptu lunch meeting. Even teamwide email blasts won't solve the problem as only 17% of field workers have a company-issued email address.

What's the solution? We recommend you take advantage of proven engagement techniques such as sending polls and surveys to your workforce. Asking for your team's opinions has two distinct advantages. First, you'll learn critical information about your business. And second, your employees will feel valued and engaged in their work.

In regard to employee engagement, some Beekeeper users have another unfair advantage: access to our innovation app. This tool gives management the ability to easily poll their teams directly inside their internal communication software.



Team Productivity

And that leads us to productivity. When an effective internal communication system is in place, management will be able to contact and engage team members more efficiently. Both of these things will naturally lead to higher levels of productivity.

When employees receive their marching orders quicker, they're able to implement management's requests in a more timely fashion. When team members feel engaged, happy, and valued, studies show that productivity will increase by as much as 31%.

An effective internal communication system will benefit your company in many ways. Most notably in the areas of efficiency, employee engagement, and team productivity.

New Internal Communication Trends to be Aware Of

There are plenty of innovative internal corporate communication ideas out there. Here are the main trends for frontline industries that you need to be aware of:



Company Culture is Key

Company culture has always been important. But the need for continued culture improvement, especially when attempting to scale a company, has never been more clear. Your team wants to feel appreciated and like they're working on something meaningful. An effective internal communication system plays a large role in making them feel this way.

Digital Dexterity Is Needed

Digital dexterity refers to a company's ability and willingness to use both existing and emerging technologies for business gain. Technology can improve just about every area of business. This is especially true when it comes to internal communication. A communication tool that frontline workers can use in the field is essential. One that provides management with detailed analytics as well is invaluable.

AI Should Be Embraced

Most experts agree that artificial intelligence is the future. Companies that get on board with this fact will be better positioned to excel in the future. As we mentioned earlier, AI technologies can make an internal communication plan much more efficient. Through the use of automation, management will be able to focus on the most important tasks, while delegating the tedious aspects of communication to chatbots and other forms of technology.

We encourage you to continue learning about the latest internal communication trends. Then begin implementing them into your business.


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  Chapter 2: The Importance of Secure Internal Communications

In the last few years, data security has become a hot topic. Rightfully so. Every week it seems we're treated to a breaking story regarding consumer messaging apps (think Facebook, WhatsApp, and the like) and the ways in which they've been careless with user information. 

These mistakes have led to bad press, customer distrust, and a significant drop in revenue. The same thing could happen to your organization if its internal communications became exposed. Let's spend some time discussing the security measures your internal communication system needs.

What Security Measure to Look For

Data security matters, we can all agree on that. But how can your company ensure that its internal communications stay protected? Start by double checking that your communication tools have the following attributes:

Built for the Task

The internal communication tool your company uses should be built for the specific purpose of keeping enterprises in touch. Consumer messaging apps like WhatsApp were not designed to share important business data. As such, they don't have the qualifications needed to ensure security.

Professional-level internal communications platforms will have:

  • Best-in-class 256-bit TLS encryption
  • Advanced firewall protection
  • ISO 27001 certified data centers, and
  • Perform regular external security audits

    If your internal communication tool doesn't have these security features, consider switching to one that does.

GDPR Compliant

If you're not familiar, the GDPR is a data security law, established in the European Union in 2018. It gives the general public greater control over their personal information. It also monitors what companies are legally allowed to do with customer data.

This law applies to any business that has customers residing in the EU—even if the company in question does not. For example, a hotel in New York is subject to GDPR rules if it hosts international guests. Failure to abide by the new law may result in hefty fines of up to 20 million euros. 

Internal communication systems that aren't GDPR compliant, WhatsApp for example, put businesses at risk. What if internal conversations about customer information get hacked? This is entirely plausible given the lax security measures of consumer messaging apps. Were this to happen, your company would be in violation of the GDPR and may have to pay the expensive fines.

So, how secure are your workforce internal communication channels? Does the tool you're currently using meet the criteria above? If not, you'll want to consider investing in a tool that does. We'll cover that topic and more in the next chapter.



  Chapter 3: How to Improve Internal Communication at Your Company

Now that you know why secure internal communication is important, let's talk about the ways you can improve it at your place of business.

Does Your Company Have Internal Communication Issues?

Before attempting to improve your internal communication system, first ask if you're experiencing any issues. And, if so, what those issues are. Here are a couple problems to look out for:

Your Management Team and Your Employees Are on Different Pages

Miscommunication between management and their teams will almost always lead to poor results. When significant decisions are made, how does leadership inform the rest of the company? If the system you're currently using doesn't encourage communication, it may be time for a change.

But healthy internal corporate communication isn't a one-way street. Your workforce should also have a convenient way to ask management questions. This will ensure that each worker is crystal clear on their responsibilities and costly mistakes are minimized. Do your current internal communication channels allow for two-way conversations?

You Receive a Lot of Customer Complaints

This is an indirect sign of poor internal communication. A large number of dissatisfied customers could be the result of poor communication. If leadership's commands aren't acted upon, the customer is bound to suffer the consequences.

As we mentioned earlier, internal communication engages employees. Engaged team members are generally happy ones. A high number of customer complaints could also signify that your employees are feeling unsatisfied in their work. This could lead them to take out their frustrations on innocent customers.

Admittedly, this issue needs to be thoroughly investigated. There are many reasons why your company might receive customer complaints. Poor internal communication is just one of them. But it's worth looking in to.

Implement a Winning Internal Communication Strategy



If you've concluded that, yes, your company needs to improve internal communication, it's time to start doing so. Here are the internal communication best practices that you need to be aware of.

Know Your Goals

Before doing anything else, you need to understand what you're trying to achieve. What are your goals? What issues are you trying to resolve by implementing an internal communication strategy?

For many organizations, internal communication objectives include sharing company news, notifying team members of any changes in company processes, and gaining valuable feedback via employee surveys. Each of these objectives could help to improve engagement, reduce turnover rates, and better facilitate team collaboration.

Identify Your Influencers

When implementing anything new at your company, be it an internal email program, a more efficient customer help process, or something else entirely, it's important that you identify influencers. These are people who understand the benefits the impending changes will bring and can get the rest of the company excited to embrace them. Oftentimes, they'll be company leaders such as c-suite executives or department managers, but not always.

The more influencers you have encouraging the rest of your team to use your new internal communication tools, the better.

Define Your Metrics

What will you measure to gauge the effectiveness of your internal communication strategy? We recommend using "adoption" and "activity rate" as key metrics.

Every industry is different, so the ideal metrics will vary from company to company. But in general, companies should aim for at least 50% monthly active users and 20% daily active ones. If you hit these marks, you can be confident that your internal communication system is in a healthy spot.



Develop Your Strategy

Both before you launch your new internal communication system and after it's up and running, it's crucial that you plan and strategize the kind of content you'll publish. What can you post that will engage your team?

If you're fresh out of ideas, start with welcome messages, company news, and employee recognition. Aim to post two or three messages a week inside your new internal communication platform. This is a good amount as it will allow you to engage your team without becoming a distraction.

Engage Your Team



Speaking of team engagement, our fifth and final internal communication best practice is to get your employees involved as much as possible. Internal communication only works when both management and workforce invest and use it.

The best way to make sure this happens is to share company news and employee achievements and encourage competition. For example, you could run quarterly competitions to see which department can maintain the highest internal communication tool usage rates. The winners would then get announced via the app and be given a reward.

Choose the Best Internal Communication Tools

According to a Towers Watson study, companies with effective employee communication tools see 47% higher total returns than businesses who communicate ineffectively. You want to be a part of the first group. But there are many different internal communication platforms on the market. Here's how to choose the best tool for your organization.

What Are Your Needs?

Start by listing out everything you need in an internal operational communication tool. Think about who will use the platform. Do you need a tool your entire company can access or just one specific department?

Also, consider how you plan to use the tool. Is it for collaboration purposes? Perhaps you need an internal communications app so that team members can quickly go back and forth on projects. Or do you just need a broadcasting tool that will allow management to blast updates to employees in a convenient way?

There's no right or wrong answer here. Just be honest and evaluate your company's unique situation.

What is Your Budget?

Price is always a concern. The cost of communication tools can range from a few dollars a month to over five figures a year depending on the features included. Do your best to balance the needs your company has and the price it can afford.

What Do Other People Say About the Tools in Question?

It's important to read product reviews when investing in any kind of business tool. Fortunately, there are plenty of websites out there dedicated to sharing this information. Sites like Capterra and G2 Crowd are very useful. You can learn a lot from specific company case studies as well.

For example, at Beekeeper, an entire section of our website is dedicated to sharing customer success stories. And our internal communication software is ranked #59 on the prestigious SaaS 1000 list. These reviews and accolades help us prove value to potential customers.


Before investing in any communications tool, read reviews and get input from those already using it.

Can You Demo the Product?

Finally, before making a purchase, demo the product first. This will allow you to see, beyond a shadow of a doubt, if it's the right tool for you. A list of product features is great, but it won't tell you what using a piece of internal communication software is really like.

Verified customer reviews are important, but they can't replace the experience of using the app for yourself. Any tool worth its salt will allow you to test the product out for free before committing.



There are many internal communication platforms on the market. These four steps will help you narrow down the options and choose the right one.





  Chapter 4: Internal Communication Tips for Frontline Industries

In this chapter, we'll discuss specific internal communication tips for three major frontline industries: hospitality, manufacturing, and retail.




Internal communication is essential in the hospitality industry—especially for hotels. The only way that a hotel can guarantee success is to win the customer satisfaction game. This requires clear communication amongst staff members, many of which are frontline workers.

If you manage a hotel, you may be wondering how to effectively stay in contact with your groundskeeping crew, maintenance team, housekeepers, and other important staff. We have a few tips for you:

   1. Invest in a Centralized Platform

Research shows that hotel employees crave involvement. They want to know what's going on at their place of work. This, paired with the fact that you need a reliable way to communicate with your team anyway, makes investing in a centralized communication platform a no-brainer.

When you can reach your employees via a convenient centralized employee portal, communication becomes a breeze. Management can assign tasks, team members can ask questions, and the hotel as a whole will run more smoothly.

As an added bonus, a centralized internal communication software will make your team feel more engaged. This will increase both productivity and retention rates.



   2. Leverage Your Employees' Personal Devices

Very few frontline workers in the hospitality industry have company email addresses. But most of them have smartphones practically glued to their hips. And they're likely using them on company time whether you like it or not. Rather than fight the inevitable, embrace it with a BYOD (Bring Your Own Device) policy.

Encourage your team to bring their phones to work and use them to communicate with their colleagues via the internal communication channels you've established. This will allow you greater control over the conversations that are already happening. It will also ensure that your internal communications stay secure — an area of great importance since 70% of data leakage loss happens on smartphones. Protect your data with a strong BYOD policy.

   3. Become More Transparent

Internal communication tools can benefit your hotel in amazing ways. But only if the solutions you put in place get used by your staff. One way you can increase usage rates is to promote transparency.



By sharing hotel sales figures, company goals, and more, you'll build trust with your team. They will, in turn, become more engaged in their work and more likely to communicate via your internal communication tool. When this happens, productivity, efficiency, and business growth will increase. 


Manufacturing is another industry full of frontline workers that will benefit from an internal communication system. If you work in this field, keep the following tips in mind.

   1. Choose Dependable Forms of Communication

Sometimes things go wrong out in the field. When this happens, employees and management need to communicate quickly to resolve issues. Unfortunately, face-to-face conversations are rarely possible and email messages don't grab attention or reach production workers.

Instead, base your internal communication on a digital, mobile platform. When all management/employee contact happens via a smartphone app, communication becomes quick and issues get resolved in record time.

   2. Get Employee Feedback

Nobody knows what's happening on the factory floor better than the folks who work there every day. Management needs to communicate with factory workers and glean their insights. But many veteran workers in this field aren't used to freely conversing with their bosses. They're great at fulfilling requests and getting jobs done, no questions asked.



But this doesn't benefit your manufacturing business. By implementing an intuitive internal communication system, preferably one that can be accessed on a personal mobile device, you'll empower your staff to share their knowledge. You can then use this information to increase efficiency, update processes, and more.

   3. Ensure Employee Safety

In the manufacturing industry, workplace safety is imperative. Fortunately, an internal communications app like Beekeeper can help your team avoid injury. How? Manufacturing safety best-practices can easily be shared with employees. This includes both written documents and informational videos.

Also, management can poll their teams with safety quizzes and surveys. This will allow company leaders to gauge how much safety information their employees are actually retaining. And it will tell them if their safety manuals are clear or need to be updated.

Lastly, internal communication software makes it easy for any team member to file an incident report. One of the best ways to reduce workplace injuries is to get more eyes on problem areas. Empower your team and encourage them to immediately report unsafe working conditions when they see them via your internal communications app.





Lastly, we have retail. In this competitive field, effective internal communication can be the difference between success and failure. The following tips will help you avoid costly mistakes and improve management/employee interactions.

   1. Plan for Internal Communication

First, have an internal communication plan. Many retailers don't and suffer the consequences. How will you contact and engage your team? How much information do they need on company policies, processes, and upselling?



By establishing how communication should happen, the key messages that should be conveyed, and the channels that should be used, you'll ensure that your business runs smoothly.

   2. Make it a Two-Way Street

In retail, internal communication is usually a one-way street. Management gives direction to its staff and that's it. This is problematic for multiple reasons:

  1. It discourages employees from asking questions. Mistakes are then made because staffers aren't clear on what they're supposed to do.
  2. Retail employees are typically the first to encounter problems. But why would they share them with management if they feel their voice isn't valued?
  3. Workers at retail locations want to feel engaged in their work, just like employees in every other industry. A working atmosphere that gives a voice to its workers will see much lower turnover rates.

When developing your internal communication channels, make sure that your team has the ability to ask questions, alert you to problems, and is sufficiently engaged in their work.

   3. Don't Fight the Mobile Revolution

Your retail staff is already texting each other. Like we mentioned in regard to the hospitality industry, don't fight the inevitable. Embrace it and give them a platform to communicate through that you control. Preferably one that can be accessed via each employees smartphone.

This will allow you to stay in regular contact with your team, encourage two-way conversations (even the shyest of retail employees can send a text), and boost engagement. The numbers don't lie. Engaged and motivated employees contribute 69% more revenue.

Internal Communication in Frontline Industries

Internal communication in frontline industries like hospitality, manufacturing, retail, and countless others is essential. The best way to ensure that it happens is to invest in a digital, mobile-friendly platform that can be accessed on your teams' mobile phones.




  Chapter 5: Measuring Internal Communication ROI

Once your internal communication channels are in place, it's important that you monitor them and assess ROI. Unfortunately, according to recent reports, less than 40% of internal communicators take the time to measure the effectiveness of their communications.

This presents numerous budgetary and productivity concerns. You should know how much your internal communication system costs. Then you can determine if the cost is justifiable.

You should also investigate how much internal communication is saving your company. According to Thought Leader Zone, the average business with 100 employees loses roughly 17 hours a week and over $500,000 a year due to poor communication. That's no joke! Think of how much more money your organization can keep after implementing internal communication tools.

And lastly, there's the time factor. Time is your most valuable resource. It's the one thing you can't buy more of. How much time is your internal communication platform of choice saving your company? The more productive your team is, the better.

How to Measure Internal Communication ROI

But all this begs the question: how should internal communication ROI be measured? If you use a digital solution like Beekeeper, you'll have access to a robust analytics dashboard that will help you measure ROI. Here are the main stats to look for:

  1. Adoption Rate: How many employees are actually using your internal communication software? Look to see what percentage of your team has created an account and signed in to use it.
  2. Open and Response Rate: An employee may have "adopted" your platform, but not be engaged in it. Next, measure what percentage of your messages are being opened. Obviously, the higher the number, the better. It may also help to look at response rates. A response shows the highest level of employee engagement.
  3. Employee Surveys: Finally, to help judge the effectiveness of your internal communication efforts and get an accurate feel for its ROI, simply ask your team their thoughts on the platform. Create a survey and send it out. Then pay close attention to the answers you receive.

If you don't use Beekeeper, that's okay. We still have a way for you to estimate the ROI of your internal communication plan. Simply plug a few employee details into our ROI calculator and you'll be able to instantly see the potential annual impact related to a proper internal communications app.

A Quick Note on Sentiment Analysis

Sentiment analysis, also known as opinion mining, is the act of identifying and categorizing opinions expressed via text. This process isn't 100% accurate. Human language is, after all, complicated and many words have multiple meanings.

But by studying the conversations your employees have in public content areas like Beekeeper streams, you can potentially learn a lot about their state of mind. This may help you when determining internal communication ROI.




  Chapter 6: Internal Communication in Action

We've taken a deep dive into internal communication. We've talked about what it is, how to improve it at your company, and ways to measure its ROI. Now, let's take a look at a few internal communication examples. That way you can see everything we've talked about in real life scenarios.

Seaboard Foods

Seaboard Foods is the largest pork producer in the US. The company operates in six different states and has over 5,000 employees. But less than 12% of them have company issued email addresses. By partnering with Beekeeper, Seaboard Foods was able to build an award-winning internal communication plan for its large and diverse workforce.

Seaboard Foods managers knew they had to install a new communication strategy that was intuitive and mobile. Something that every employee, young or old, could easily access via their smartphones whether they were on the farms or in the office.

One year after launching Beekeeper, employee satisfaction rose 7%. Now, communication between management teams and their employees is much easier. Leadership is able to engage its workforce, recognize them for their outstanding work, and answer questions in a much more convenient way.


InterContinental Miami

The InterContinental in Miami, FL is another internal communication case study worth studying. The popular hotel provides the highest-quality experience to each of its guests. To do so, it employees over 600 workers across 33 distinct departments.

But keeping so many people on the same page isn't easy. Hotel management realized they needed a better internal communication system to reinforce company values and better engage their workforce. They chose Beekeeper to help them do this.

Today, InterContinental Miami uses the Beekeeper app to streamline communication and engage employees. The team uses the streams features (a social media styled feed) to post company updates and recognize colleague birthdays. Another stream lists training and educational opportunities. Because these streams are two-sided, meaning both management and employees can post, communication is a breeze and engagement has skyrocketed.

InterContinental's new internal communication strategy was especially helpful during Hurricane Irma. Management was able to use Beekeeper to keep their team informed on the storm and post safety information.

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Domino's Pizza

Domino's Pizza, Switzerland is one of the many retail businesses using Beekeeper to facilitate its internal communication strategy. But before becoming one of our valued clients, management/employee communication was difficult. The company employs over 400 people (most of whom don't work at a desk) across multiple corporate offices and 19 retail locations.

Management knew that they needed a digital internal communication solution. So they turned to WhatsApp. But this system led to issues with work/life balance and leadership decided to look at other tools. In 2016, they adopted Beekeeper and haven't looked back since.

Our solution has helped them increase sales, distribute HR materials, and cut down on operational processes. Employee engagement and motivation has risen as well. Team members enjoy the transparency that Domino's management is now able to provide and feel valued by their employer.

Domino's Pizza, Switzerland uses Beekeeper for more than just communicating with the hundreds of delivery drivers, frontline employees, and store managers it employs, though. It also uses our tool to help streamline payroll and onboarding. It's now an integral part of their business on many levels.

These are just a few of the thousands of companies using Beekeeper to improve and streamline internal communication. There are plenty more if you care to have a look. But, whether you use our tool or something different, these stories prove the value that digital internal communication apps provide.

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In Conclusion

Thank you for taking the time to read this guide! We hope you've found it informative.

Proper internal communication is essential to the modern business. Providing your frontline team with a secure platform that enables two-way conversations will boost employee engagement, improve productivity, and shrink turnover rates.

Fortunately, implementing an internal communication system isn't difficult. You simply have to:

  • • Know your goals
  • • Identify your stakeholders
  • • Define your metrics
  • • Develop your strategy, and
  • • Engage your team

All this is much easier to do when you choose the right tool to assist you.

Beekeeper as a Solution

Beekeeper will provide you with the necessary inputs to help you craft an amazing internal communication platform and improve your business.



Our app is specifically designed for organizations in frontline industries. It features friendly and knowledgeable customer support, powerful analytics, and top-notch security. This is in addition to the many communication tools we provide such as streams, one-on-one and group messaging, employee surveys, campaigns, and more.

And because our software can be accessed on any smartphone or computer, each of your employees will be able to use it no matter when or where they are.

Get a risk-free demo with a product expert to see first hand how our tool can help you streamline internal communication and boost your business.



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