Relevant content for non-desk workers is often neglected in internal communication. Yet production employees, nursing staff and warehouse teams are crucial to the company’s success. But content is created in the office — and rarely ends up where non-desk workers work.
It’s time to rethink. Because only those who offer content that is truly relevant, understandable and accessible will reach people in production, logistics and care.
Problem 1: Content is often irrelevant for non-desk workers
Much of the content is aimed at management, project teams or traditional office environments. But non-desk workers often ask themselves: “What does this have to do with me?”
The Internal Communication Trend Monitor from Staffbase shows: Employees only feel informed and involved when content is clearly tailored to their work context.
Solutions:
- Taking up topics from the grassroots: Interviews with employees, everyday tips from the camp or experience reports from the care sector.
- Location and role-specific thinking: What is important in plant A may be irrelevant in plant B — target group specificity is crucial.
- Involve employees: as co-authors, contributors of ideas, or in editorial rounds. Participation creates relevance.
These measures lead to relevant content for non-desk workers that really affects their day-to-day work.
Problem 2: Relevant content fails due to barriers
Not everyone speaks perfect German, not everyone likes to read long texts. Technical or linguistic barriers quickly exclude entire groups.
The Bitkom guideline “Social Media 2022” emphasizes the importance of accessibility and target group understanding — especially in heterogeneous workforces.
Solutions:
- Simple language and multilingualism: Avoid complex sentence constructions and offer translations if necessary.
- Visual content: Videos, icons and images are often more effective – especially with mobile target groups.
- Low-barrier design: High contrast, large fonts and a clear structure help everyone.
If you want to create relevant content for non-desk workers, you have to actively break down these barriers — in accessible language, clear design and with real opportunities for participation.
Problem 3: Younger non-desk target groups are left out
Generation Z expects more than internal newsletters. They prefer short, visual and interactive content – optimized for mobile and easy to consume.
Solutions:
- Think mobile-first: Plan content in the format of reels, stories or swipe galleries — adapted to the smartphone.
- Allow user-generated content: Trainee takeovers, selfie posts from everyday working life or small challenges make content approachable.
- Interactive formats: Surveys, reactions or quizzes encourage participation and create proximity.
These are the first steps towards putting relevant content for non-desk workers into practice. But that alone is not enough.
Success factors for content that really reaches non-desk workers
Hyperlocal content
What applies to one location is often of no interest to others.
Solution:
Targeting content according to user groups or location logic – with a segmented approach.
Targeted communication with Staffice
You can:
- Selecting the right target groups
- Store content in multiple languages
- Control the timing of publications – e.g. at shift changes
Efficient, relevant, automatic – perfect for relevant content for non-desk workers.
Establish an editorial system for relevant content
Individual actions are not enough – continuity is crucial.
Inspiration is provided by the book Corporate Newsroom — Strukturwandel in der internen Kommunikation (Springer Gabler), which describes how modern editorial processes can also be organized efficiently and creatively internally.
👉 Click here for the book on springerprofessional.de
Solution:
Fixed sections and editorial plans, such as
- “3 questions for …”
- “Canteen gossip of the week”
- „#ToolTipTuesday“
Build in feedback and analysis loops
Communication without a return channel is ineffective.
Solution:
- Evaluate reactions and click figures regularly
- Conduct mini surveys on content perception
- Continuous development of formats
Conclusion
Approachable. Understandable. Target group-oriented.
Creating relevant content for non-desk workers is not a technical challenge – it is a communicative task. With a clear target group focus, low-barrier formats and genuine participation, content finally becomes effective where it was previously too often overlooked.
Want to know how you can implement a smart content strategy directly in your employee app?
Curious about part 3?
In the next article, we look at how companies can build digital communities — with platforms, formats, and rituals that create real closeness.
