How to engage ‘deskless’ workers

Emails and newsletters, hour-long broadcasts and intranet articles: Most digital content is designed for employees working in front of screens at desks.

But as the pandemic reminded us, many employees perform essential duties out in the world. How do you reach these workers who are tethered neither to screens nor ergonomic swivel chairs? Jim Ylisela, co-founder and senior partner of Ragan Consulting Group, provides strategies—caveats included.

Clients say the wisest things…

A hospital CEO recently remarked that the internal communications function is designed for employees in front of computers – that is to say, employees whose lifestyles mirror the communications team’s very routines.

“It was so wise, so prescient,” says Ylisela, recalling the meeting. “And sometimes those aren’t the most important people to be communicating with. But it’s set up that way. We’re doing intranets, email, e-newsletters, videos – that is all geared to people who can access it … but it often leaves out the people who are the most important to reach.”

For example, doctors and nurses are responsible for providing urgent patient care. As such, their shifts keep them focused on people, not corporate email on a laptop.