Siti Muinah
The landscape of corporate communications is undergoing a fundamental shift from information dissemination to operational empowerment, particularly within the often-overlooked frontline workforce. On Monday, November 9, 2026, Ragan Communications, in partnership with the AI-native employee experience platform Staffbase, will host a free webinar titled "Closing the Gap Between Knowing and Doing for Frontline Employees." This event, scheduled for 10:00–11:00 a.m. ET, marks the opening of Communications Week 2026 and aims to address the critical disconnect between the receipt of corporate messages and the execution of necessary workplace actions.
As global industries face continued challenges in retention, safety, and productivity, the "deskless" workforce—comprising approximately 80% of the global labor force—remains at the center of a digital transformation. For years, the primary metric for internal communicators was "reach," or the percentage of employees who opened or read a message. However, industry experts now argue that reach is merely the baseline. The forthcoming webinar will explore how leading organizations are evolving their strategies to focus on "knowledge" and, ultimately, "resolution," ensuring that frontline workers not only receive information but have the tools and clarity to act upon it immediately.
The Evolution of the Frontline Employee Experience
For decades, frontline employees in sectors such as manufacturing, healthcare, retail, and logistics have operated on the periphery of corporate communication networks. While office-based staff benefited from high-speed intranets and integrated software suites, frontline workers often relied on breakroom posters, word-of-mouth from supervisors, or cumbersome, non-mobile-friendly portals. This digital divide has historically led to a "knowing-doing gap," where employees are aware of a policy or task but lack the streamlined means to execute it.
The November 9 webinar features a panel of experts who have spent years analyzing these friction points. Lara George, Principal Market Strategist at Staffbase, and Felicia Flemming, Group Product Marketing Manager at Staffbase, will lead the discussion by presenting brand-new research commissioned by Staffbase and conducted by Forrester Research. This study is expected to highlight the specific challenges frontline workers face when navigating complex corporate systems and offer a blueprint for "frontline-first" experience design.
The research comes at a time when the "employee experience" (EX) has become a top-tier priority for C-suite executives. According to recent industry data, companies with highly engaged frontline workers see a 20% increase in productivity and significantly lower turnover rates. By closing the gap between knowing and doing, organizations can reduce the cognitive load on workers, allowing them to focus on their core responsibilities rather than administrative hurdles.
Case Study: Operational Excellence at SkyChefs
To provide a practical perspective on these theoretical frameworks, the webinar will feature Christian Wilson, Communications Manager for the Americas at SkyChefs. SkyChefs, a leader in airline catering and logistics, operates in a high-stakes, time-sensitive environment where communication delays can lead to significant operational disruptions.
Wilson will share insights into how his team is evolving their internal communication program. The transition from "reach" to "resolution" at SkyChefs involves moving beyond simple news updates and toward integrated systems where an employee can find answers, navigate logistical systems, and complete tasks within a single interface. This "one-stop-shop" approach is crucial for workers who may only have a few minutes during a shift to check for updates or report an issue.
The inclusion of Chriscelle Dela Cruz, Senior Solutions Engineer at Staffbase, further emphasizes the technical requirements for this shift. As companies move toward AI-native platforms, the ability to personalize content and provide automated "AI assistants" to frontline workers is becoming a reality. These tools can parse complex manuals or schedules to provide instant, actionable answers to worker queries, effectively bridging the gap between a corporate directive and on-the-ground execution.
Communications Week 2026: A Global Context
The webinar serves as a cornerstone of Communications Week (November 9–13, 2026), an annual event described as the "Biggest Week in Communications." Hosted by Ragan Communications and PR Daily, the week brings together leaders across public relations, marketing, corporate affairs, and internal communications. The 2026 theme emphasizes the roles of reputation, culture, and trust in a rapidly changing technological environment.
The timing of this event is significant. As the global economy enters the late 2020s, the integration of artificial intelligence into daily workflows has moved from an experimental phase to a strategic necessity. The webinar will likely touch upon how AI can be used to humanize the employee experience rather than automate it into obsolescence. Staffbase, the partner for the event, recently branded itself as the first "AI-native Employee Experience Platform," signaling a shift toward more intuitive, conversational interfaces for workers who do not sit behind a desk.
Supporting Data and Industry Implications
The "knowing-doing gap" is not merely a communication problem; it is a financial one. Research from various human capital management firms suggests that the average employee wastes up to 20% of their workweek searching for internal information or tracking down colleagues to help with tasks. For frontline workers, this inefficiency is amplified by the lack of dedicated hardware.
Supporting data expected to be discussed during the session includes:
- Mobile Accessibility: The percentage of frontline workers who feel they have the right digital tools to do their jobs efficiently (historically below 50%).
- The Resolution Metric: How organizations are beginning to measure "time-to-resolution" for internal queries as a key performance indicator (KPI) for communication teams.
- Retention Correlation: The direct link between streamlined internal processes and employee NPS (Net Promoter Scores) in high-turnover industries.
By focusing on "resolution," communicators are essentially taking on a role that overlaps with operations and IT. This cross-functional approach is a hallmark of modern corporate strategy. When a frontline worker can use a mobile app to not only read about a new safety protocol but also sign off on a training module and report a hazard in real-time, the communication department has successfully moved from being a "newsroom" to being an "enablement hub."
Broader Impact on Corporate Culture and Trust
Beyond operational efficiency, the shift toward frontline-first communication has deep implications for corporate culture. Frontline workers often feel "invisible" to corporate headquarters. When an organization invests in tools that make the frontline worker’s life easier—rather than just tools that allow management to monitor them—it builds a foundation of trust.
Jon Minnick, Special Projects Manager and Awards Show Producer at Ragan Communications, will moderate the session. Minnick’s experience in recognizing industry excellence provides a unique lens through which to view these developments. The webinar is designed to inspire communicators to look beyond the "send" button and consider the entire lifecycle of a message.
Who Should Attend and How to Participate
The webinar is offered free of charge, reflecting Ragan’s commitment to industry-wide education during Communications Week. It is specifically tailored for professionals who spend at least 25% of their time in the following areas:
- Internal and Employee Communications
- Human Resources and HR Communications
- Executive and Strategic Communications
- Corporate Culture and Employee Engagement
- Global Communications and Operations
The session aims to provide attendees with "frontline-first" design best practices and real-world examples of companies that have successfully navigated the transition from reach to resolution. Participants will also have the opportunity to engage with the presenters during a Q&A segment, allowing for a deeper dive into the Forrester Research findings.
As the corporate world prepares for the challenges of 2027 and beyond, the ability to effectively mobilize the frontline workforce will be a primary differentiator between stagnant companies and those that are truly agile. This webinar represents a critical step in providing communicators with the data and strategies needed to lead that transformation. Registration is currently open through Ragan’s official channels, with the virtual event set to broadcast globally on November 9.
About the Partners
Ragan Communications: For more than 50 years, Ragan has been a leading provider of information and training for corporate communicators, PR professionals, and HR executives. Through its various brands, including PR Daily and Communications Week, Ragan provides the industry with the tools and networking opportunities necessary to succeed in a complex media environment.
Staffbase: As an AI-native Employee Experience Platform, Staffbase helps over 2,000 organizations worldwide reach and inspire their employees. By integrating various communication channels—including intranets, emails, SMS, and digital signage—Staffbase creates a unified experience that drives measurable impact on employee engagement and operational success.
The upcoming webinar is poised to be a definitive moment for the industry, setting the tone for a week of intense focus on the future of how we connect, inform, and empower the global workforce.
Raul Delapena Setiawan
Nana Muazin
