Ineffective communication is impacting the mobile workforce globally. For this reason, it is vital to use powerful software solutions that will enable you to streamline mobile workforce management.
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Forbes Advisor’s The State of Workplace Communication In 2024 reports on a survey they undertook in 2023. Of the respondents surveyed, half worked in a hybrid environment, 27% worked remotely, and 20% were on-site.
While the focus is on digital communication, they say that only 11% of workers surveyed said ineffective communication didn’t have any effect on them. Nearly half of them said ineffective communication impacted job satisfaction. Slightly less (42%) said it affected stress levels, and 49% admitted it impacted productivity.
“For over 40% of workers, poor communication reduces trust both in leadership and in their team. Remote workers were more affected, with 54% reporting poor communication impacts trust in leadership and 52% reporting it impacts trust in the team. For on-site workers, poor communication did not impact trust to the same extent, though it still had a big impact: 43% reported trust in leadership was impacted and 38% said trust in their team was affected.” Forbes Advisor
Ultimately, most respondents indicated that job satisfaction relies on effective communication.
Additionally, internal communicators are faced with the challenge of an increasing number of workers wanting to work remotely. While not all are mobile workers, many are.
Buffer’s 2023 State of Remote Work report states that 98% of respondents in their study wanted to work remotely, at least some of the time. 68% said their remote work experiences had been very positive, with 22% identifying flexibility as the biggest benefit.
IBM points out that the mobile workforce goes well beyond simply working from home. But, either way, increasingly sophisticated software applications are key.
Challenges in Communicating with Mobile Workforce
Let’s look at some of the major pain points faced by internal communicators when dealing with mobile workforce management.
Fragmented Communication Channels
Internal communicators often struggle with managing communication across various channels and devices. For example, deskless workers may use different communication tools. Some rely on personal devices, making it difficult to ensure consistent and effective communication.
Ann Melinger, the CEO of Brilliant Ink, emphasizes one of the most important reasons for unhappiness in this sector. Companies often try to communicate with mobile workers using the very same methods that they use to reach people who sit behind a computer for most of their workday. But it doesn’t work.
Limited Reach and Engagement
Communicating with deskless workers can be challenging. They are either remote or mobile. Either way, traditional communication methods like emails or intranets may not reach them in time. This typically results in lower engagement and information gaps.
Information Dissemination
Sharing important updates, policy changes, or training materials can be cumbersome when targeting deskless workers. Without a centralized mobile workforce management software in place, communicators may find it difficult to ensure that essential information reaches all employees, potentially leading to miscommunication or non-compliance.
Lack of Feedback and Collaboration
Deskless workers may feel disconnected from the larger organization, leading to a lack of employee feedback or opportunities for collaboration. Internal communicators struggle to facilitate two-way communication and create a sense of belonging among them.
Tracking and Measurement
Measuring the effectiveness of internal communication efforts becomes challenging when a mobile workforce is involved. It can be difficult to gauge their level of understanding, engagement, or satisfaction.
Language and Cultural Barriers
In organizations with a diverse workforce, language and cultural barriers may impede effective communication. Internal communicators need to address these challenges to ensure that all employees, regardless of their background, receive and understand the messages conveyed.
Change Management
When implementing new processes, policies, or technologies, internal communicators may face resistance or reluctance from deskless workers. Managing change and addressing concerns requires proactive communication strategies to ensure successful adoption.
There is an increasing prevalence of internal communicators trying to retain, manage, and coordinate a mobile workforce without relying on outdated communication like direct mail or even email that doesn’t work. A 2024 survey by Project.co shows that 75% of surveyed businesses have started using new communication tools to meet business challenges. This is a result of increasing communication challenges.
It’s not just the internal communicators, but also the people they are communicating with who are affected. Many employees don’t feel they are receiving good internal communication. Nudge reports that 59% of workers believe their communications are inadequate. An article, Deskless Workers Are Going Digital! echoes the belief that deskless workers don’t have access to the same tech tools that other workers enjoy.
Mobile Workforce Communication in Different Industries
Industries with a mobile or deskless workforce are characterized by employees who do not primarily work at a desk or fixed location. These industries, such as healthcare, construction, transportation, retail, and hospitality, rely on mobile technology and tools to facilitate real-time communication, task management, and data collection for efficient operations and seamless collaboration in changing environments.
Transportation
Take, for example, the trucking industry, which according to the American Trucking Association, had 3.54 million truck drivers employed in 2022. Those drivers are pivotal to the freight industry. Without each truck driver employed, companies like Love’s would not be in business.
Communication is critical to the trucking industry. TCI Transportation is one of many companies that advocates for digital communication tools. “With these tools, drivers can easily maintain communication with the back office.”
With good internal communication, transportation companies can keep their operations running smoothly, They can:
- Ensure operations run more efficiently
- Solve problems more quickly
- Improve customer satisfaction
Manufacturing
The manufacturing industry is in constant flux as technology adapts and grows. However, following the uncertainty of the pandemic and the economic environment, the industry is surpassing expectations from previous years. Demand has been increasing as people have more ability to consume.
The Deloitte Center for Energy & Industrials 2024 manufacturing industry outlook report recommends that manufacturers continue to embrace digital transformation.
“As the manufacturing industry continues to navigate the post pandemic recovery, persistent shortages, economic uncertainty, and record investment, technology will likely remain a pivotal force in driving efficiency, resilience, and innovation in the supply chain.” Deloitte
Healthcare
One of the industries that was hardest hit by COVID-19 was healthcare. Employees felt overworked and underappreciated. But just like manufacturing, there are a lot of mobile workforce management technologies that are becoming more prevalent in the industry.
Burnout and stress levels are affecting healthcare workers, and they need to find ways to make healthcare communication easier. Creating a sense of community is important to healthcare workers to increase retention rates, which is a challenge that can be conquered through efficient internal communication. Many people spend more time with their co-workers than with their families. So, creating a welcoming environment is important.
Retail
The National Retail Federation (NRF) forecasts that retail sales will increase in 2024 between 2.5% and 3.5% to between $5.23 trillion and $5.28 trillion. This compares with last year’s 3.6% annual sales growth of $5.1 trillion. An important observation is that a lot of the sales being made are online, meaning there needs to be some sort of technological and physical hybrid.
“E-commerce is not separate from retail … it’s all retail.” NRF
Just like the other industries listed above, technology is something that companies have to integrate into the retail sector. It is also about the people within the industry.
Additionally, there are a lot of struggles that this industry faces, like different locations locally and internationally, different cultures, and diversity. Large retail chains in the U.S. can undoubtedly use personalized communication to thrive and retain workers.
Benefits of a Mobile Workforce Communication Software
With mobile workforce communication software like an employee app, there are ways that internal communicators can reach their audience effectively while still having the mobility of their job.
The fact is that the workforce is constantly changing, as McKinsey & Company’s ongoing studies show. For instance, study results published in 2022 showed that companies needed to “reinvent their employee value proposition to meet this moment.” They needed to recognize that employees wanted a sense of purpose and were shouting for flexibility and autonomy.
Two years later, artificial intelligence (AI) and automation are more important. However, McKinsey’s Global Institute continues to emphasize the importance of embracing a path of accelerated technology adoption.
“To gain the full productivity benefits of generative AI and other technologies, Europe and the United States will need to focus both on improving human capital and accelerating technology adoption.” A new future of work, McKinsey
In email-less mobile workforce management, organizations can use mobile applications to facilitate real-time and direct communication between managers, supervisors, and mobile workers. This approach offers several advantages over relying solely on email for workforce management which can lead to personal and organizational successes. After all, not everyone has an email address. But even if they do, they don’t always have access to their desktop. Everyone always has access to their mobile phone. So, meet employees where they are, even if it’s in line waiting for a coffee.
Personalization
By using mobile applications and collaboration tools, managers can communicate with their mobile workforce instantly while delivering relevant news to each individual. Personalization technology provides direct updates, instructions, and important information that is relevant to each employee based on interests and attributes. This ensures that everyone is on the same page and productivity is not hindered by apathy or communication gaps.
Unsurprisingly, hyper-personalization features in Gallagher’s State of the Sector 2023/24 report as one of the technologies that will make an impact in the next five years. While augmented reality is top of their list, hyper-personalization is, incredibly, just ahead of artificial intelligence.
What this means is it will give employees greater choice over what matters to them. This strategy, paired with internal communication, can be used to the mobile workforce’s advantage.
Collaboration
Even with a workforce that is geographically divided, it is possible to work seamlessly with all employees. Collaboration tools designed for mobile workforce management foster better teamwork and collaboration among dispersed teams. Mobile workers can communicate and collaborate with each other, share updates, and seek assistance from colleagues when needed.
Group chats or channels can be used in tandem with a mobile app to facilitate team discussions and information sharing. It’s a holistic approach for both tactical work and broader corporate communications. This level of collaboration fosters a sense of unity among mobile workers and enhances their ability to work together effectively, even if they are physically distant from each other.
The mobile workforce might be in different locations, others are just not at a desk. Businesses including healthcare, manufacturing, and retail, have opportunities to bring people together with employee mobile app communication mixed with an in-person meeting. For example, manufacturing companies have lots of employees in the manufacturing lines where they receive communication about weather conditions, security updates, and incidents. One way that the community can be fostered is by having one person read the daily message to the rest of the line. This can turn it into a recurring opportunity to create a community and not just a line of co-workers.
Analytics and Reporting
Mobile workforce management tools come with reporting and analytics features that provide real-time insights into workforce activities. Managers can track the progress of tasks, monitor performance metrics, and generate reports on various aspects of workforce management. This data can help identify bottlenecks, optimize processes, and make informed decisions in a timely manner. It can optimize shifts, help leaders make decisions about compliance, provide information based on location, and identify safety concerns.
Security and Cost
While email communication can sometimes pose security risks, mobile workforce management software tools typically come with built-in security features. These tools often offer secure channels for communication, data encryption, user authentication, and access controls, ensuring that sensitive information remains protected.
Not only that, it is much more cost-effective than other platforms like Microsoft, which charges $70 for its 365 suite for each person. In comparison, a communication platform like Cerkl starts at $799 dollars for an entire organization. So weigh up your options carefully.
Leveraging Employee Apps for Better Mobile Workforce Management
Email-less mobile workforce management leverages mobile applications and collaboration tools to enable real-time, direct, and efficient communication between managers and mobile workers. Not only does it make communication more efficient by reducing technology barriers, but it also makes engagement easier with personalized content. When people aren’t tied to a specific place, mobile communication makes their jobs easier and can even connect co-workers who aren’t in the same place. This approach enhances productivity, collaboration, and data-driven decision-making, ultimately leading to more effective management of a mobile workforce.
What’s Next?
There is no doubt that internal communication is vital for every business. Mobile workforce communication doesn’t fit the same slot. It needs a different mindset. But Cerkl Broadcast communication software cuts across all types, incorporating needs for a mobile workforce. Our white paper on internal communication has loads of tips. Download it now for no charge or obligation.
FAQ
Mobile workforce management involves the coordination, optimization, and supervision of employees who work remotely or in the field. Internal communicators and team leaders are tasked with managing projects, schedules, communication, and resources. They need to ensure efficiency, productivity, and effective collaboration among remote or mobile workers. Ultimately, mobile workforce management aims to streamline operations, enhance communication, and maximize the productivity of a workforce that is not centralized in a traditional office setting.
Many industries have a mobile or deskless workforce that relies on mobile technology and devices to facilitate real-time communication. The transportation industry is an obvious example since many of the people who work in this sector spend most of their time on the road.
The primary role of workforce management is to optimize the productivity and efficiency of an organization’s workforce. Typically, it includes vital tasks including scheduling, time and attendance tracking, forecasting, and resource allocation. This ensures that the organization’s human resources are utilized effectively to meet business goals.
Disadvantages of a mobile workforce include potential challenges in communication, collaboration, and supervision, as well as issues related to data security and maintaining a cohesive company culture. Mobile workforce managers may find it difficult to monitor remote employees and ensure consistent productivity. Remote or mobile workers often feel isolated and lacking in recognition.
