Connecting Frontline Employees: Turning Communication Gaps into Competitive Advantage

What if your biggest workforce segment is the least connected? In this episode, Toby Mildon speaks with Peter Durkin, CMO at Blink, about the hidden risks of overlooking frontline employees—and how organisations can turn connection into a strategic advantage.

They explore why traditional communication tools fail deskless workers and why solving this challenge requires more than just new technology. Peter introduces the concept of a “frontline connection methodology” and explains how organisations can move beyond surface-level fixes to drive meaningful engagement, productivity, and inclusion.

Key takeaways:

• Why 80% of the workforce is often excluded from workplace communication
• The risks of treating employees as a cost rather than a competitive advantage
• Why technology alone won’t solve frontline engagement challenges
• The importance of change management, digital identity, and adoption strategies
• How better connection drives inclusion, productivity, and employer brand

Guest: Peter Durkin, Chief Marketing Officer at Blink

• LinkedIn: https://www.linkedin.com/in/peterdurkin/
• Website: https://www.joinblink.com/

Send us a message

If you're enjoying this episode and looking to boost equity, inclusion, and diversity in your organisation, my team and I are here to help. Our team specialises in crafting data-driven strategies, developing inclusive leaders, designing fair recruitment processes, and enhancing disability confidence. With a blend of professional expertise and lived experience, we're ready to support you on your journey. Reach out to us through our website.

If you want to build a more inclusive workplace that you can be proud of please visit our website to learn more.