How "What's In It For Me" can make internal comms more engaging for frontline teams

Internal communication is often seen as a one-way street — messages pushed from head office, hoping they’ll resonate with teams on the ground. But for frontline workers, communication can sometimes feel like just another task rather than a helpful tool. That’s where the "What’s In It For Me" (WIIFM) approach comes in. By focusing on what’s relevant and beneficial to frontline employees, you can transform your internal comms from a background noise into a valuable asset.

The challenges of engaging frontline teams

Frontline teams face unique challenges. They often don’t sit behind desks, their schedules can be unpredictable, and they’re under constant pressure to perform in customer-facing roles. Here are some common pain points that make traditional internal communication less effective for frontline teams:

1. Information overload
   Too many messages that don’t feel relevant can lead to disengagement.

2. One-size-fits-all messaging
   Generic comms fail to address the specific needs or concerns of different roles or locations.

3. Lack of accessibility
   Many frontline workers don’t have regular access to corporate tools like email or intranets.

4. Limited time
   With busy schedules, employees may not prioritise messages that don’t immediately seem useful or impactful.

What is WIIFM, and why does it work?

WIIFM boils down to one simple question every employee asks, consciously or unconsciously, when they see a message: “How does this benefit me?” By aligning communication with employees’ needs, you create a stronger connection and ensure your messages are not only read but acted upon.

WIIFM works because it:

• Builds relevance
  Tailored messaging speaks directly to what’s important to your team.

• Enhances motivation
  When employees understand the personal or professional value of a message, they’re more likely to engage.

• Reduces resistance
  People are naturally more open to change when they see how it benefits them.

Applying WIIFM to frontline comms

Here’s how you can apply WIIFM to make internal communications more engaging and effective for your frontline teams:

1. Personalise your messaging

Generic updates are a fast track to disengagement. Use tools like Ocasta Engage to segment your audience and deliver targeted, relevant content. For example, a retail associate might appreciate updates about new product launches or tips to boost sales, while a warehouse worker might value process improvements or safety reminders.

2. Highlight immediate benefits

Make it clear why a message matters. For instance, when rolling out a new training module, emphasise how it will help employees achieve better results, save time, or even earn recognition. Focus on outcomes that matter to them, not just the business.

3. Keep it concise and accessible

Frontline workers often don’t have time to sift through long emails or intranet posts. Short, clear messages with actionable takeaways are far more effective. Push notifications through a mobile app like Ocasta Engage ensure your messages reach employees wherever they are.

4. Use storytelling

People connect with stories. Instead of just announcing a new initiative, share how it has positively impacted a team member. Highlighting real-world success stories makes your communication relatable and builds trust.

5. Enable feedback loops

Show employees their voices matter by encouraging two-way communication. Tools that allow frontline workers to share their input or ask questions—and see their feedback acted on—create a sense of inclusion and value.

Measuring the impact of WIIFM-driven comms

To see how well your WIIFM approach is working, track engagement metrics like open rates, click-through rates, or participation in training sessions. Surveys and direct feedback from employees can also help you fine-tune your strategy.

Real-time analytics tools in apps like Ocasta Engage provide insights into what content resonates most with your frontline teams, allowing you to continually improve your messaging.

Frequently asked questions

What is WIIFM in internal communication?

WIIFM, or "What’s In It For Me," focuses on delivering messages that highlight the personal and professional benefits for employees, increasing engagement and motivation.

How can WIIFM improve frontline engagement?

By aligning messages with employees' needs, WIIFM ensures that communication feels relevant and actionable, building trust and improving overall engagement.

What are examples of WIIFM strategies for employees?

Examples include tailored training modules that boost efficiency, updates on benefits or rewards, and real-life success stories from peers.

Closing the communication gap

By putting WIIFM at the heart of your internal communication strategy, you’re not just sharing information—you’re creating value for your frontline teams. This approach builds trust, boosts engagement, and helps employees feel more connected to the organisation’s goals. When frontline teams see “what’s in it for them,” everyone wins.