Communication for everyone: building bridges between the office and the factory floor

Challenges: when communication doesn't reach everyone

Our study "Trendmonitor IK 2022" shows that transformation processes affect almost all areas of a company - most strongly managers (93.5%) and white collar workers in administration (89.2%). However, more than half of the participants (51.5%) also stated that they were strongly affected by changes in the areas of production and service. This means that blue collar and other non-desk workers are part of the change - but are often not sufficiently taken into account in communication.

 

Many companies continue to rely on traditional channels such as notice boards, notices or terminals on the shop floor. However, these are limited in terms of time and space, offer hardly any opportunities for interaction and do not fulfil the requirements of a modern, networked communication culture.

In the digital space, LinkedIn is one of the most frequently used channels in corporate communications. In our Digital Corporate Communications Benchmark 2025, we found that all DAX 40 and MDAX companies analysed have a profile there. However, the content mainly revolves around topics such as corporate strategy, employer branding and recruiting - mostly tailored to specialists and managers (white collar workers). This is also due to the fact that this target group in particular is active on the platform. At the same time, the question arises as to whether the low presence of blue collar workers is also a consequence of the lack of content tailored to them. This makes it all the more important to analyse which digital locations and networks blue collar employees use instead and how these can be specifically integrated into the communication strategy.

 

 

Solutions: Utilising the diversity of channels - step by step

Reaching blue collar and non-desk workers means more than just selecting the right channel - it's about providing content in such a way that it is relevant and offers added value. Companies do not have to change everything immediately. Pilot projects or new formats help to gather experience and gradually expand reach.

 

More visibility through representation

Greater involvement is achieved when employees are represented more visibly in corporate communications away from their desks. Authentic corporate values that reflect the day-to-day work of all employees strengthen the sense of belonging. When blue-collar employees act as brand ambassadors - for example in short video portraits, blog posts or social media posts - this not only creates internal appreciation, but also more credible employer branding to the outside world.

 

Expand digital channels

The IC 2022 trend monitor shows that around two thirds (63.7%) of respondents estimate that more than 70% of their workforce has access to digital communication channels. At the same time, only 27% are currently using an app for employees, with a further 28.7% planning to do so. Such apps can provide crucial access for non-desk workers in particular - provided they can be used on private devices, are multilingual and comply with data protection regulations.

 

App and magazine combined - example: Targobank's employee magazine voilà

Targobank bundles its internal communication in the digital edition of the employee magazine voilà created by RYZE. Via the app or the internal network, all employees - including those at decentralised locations - have access to news, background reports and multimedia content at all times. Short texts, clear language and interactive formats make the content easily accessible. Articles can be commented on, liked, shared or saved for later. This creates dialogue, participation and a stronger sense of togetherness across all locations.

 

 

 

Combining digital and analogue channels

In addition to apps and mobile intranets, analogue formats remain important: information screens in break rooms, notices or short team meetings ensure reach where digital infrastructure is lacking. The right mix is crucial - personalised push notifications for shift schedules or safety information on the one hand, simple visual formats and analogue contact points on the other.

 

Using media for employees - example: WIR.KLETT.

Media for employees can also build bridges: Print or digital magazines create identification and make diversity visible. One example is the Klett Group's WIR.KLETT. magazine, which is managed by RYZE. In a decentralised education company with over 10,000 employees worldwide, it succeeds in promoting a shared sense of unity - through high-quality content, a multilingual approach and the combination with a modern intranet. In this way, very heterogeneous target groups - from daycare centre teams to university staff - are equally involved.

 

Using innovative formats

Interactive content such as 360° insights into production areas, Q&A sessions with managers and employees, podcasts, short storytelling clips or live formats can break down inhibitions and create a more direct connection. Such formats have a connecting effect internally and send a strong signal externally - especially in recruiting.

 

With a well thought-out mix of representation, suitable channels and clear measurement of success, communication gaps can be closed, the sense of belonging strengthened and respect within the entire team promoted in the long term.

 

Why it pays off

Involving blue collar and non-desk workers in corporate communications is not a "nice-to-have" - it is a strategic success factor. Ensuring that all employees are informed, heard and involved strengthens cooperation, employer brand, efficiency and innovative strength.

 

RYZE develops holistic concepts for this: from analysing existing communication channels and selecting suitable technologies to content strategy and measuring success. With our expertise from projects in employer branding, digital workplace and change communication, we ensure that communication is no longer a question of the workplace - but a connecting element throughout the entire company.