Communication without connection is just noise. Controversial, or correct? 

A growing number of corporate leaders are wrestling with this very question. From employee apps to internal newsletters, many companies are investing in tools to ‘reach’ their teams, but far less are investing in genuine connection.  

The result? People tune out. Or worse, they drop out. 

A recent PRWeek study found that only 10% of deskless workers, who make up 80% of the global workforce, are happy with how they’re kept in the loop. That’s a critical disconnect. Nearly 60% of those thinking of leaving say poor communication is a driving factor. 

This isn’t just a tech or comms issue. It’s a human one, because at the heart of true engagement is something far more fundamental: mattering. 

What is mattering, really? 

According to Gordon Flett, a psychologist who’s spent decades researching the topic: 

“Mattering is the experience of feeling significant to others. It’s not just about being liked or respected – it’s about knowing that your presence and contribution are noticed and valued.” 

Put simply: Mattering = feeling valued + knowing you add value. 

That’s not just a neat soundbite, it’s backed by science. A recent Harvard Business Review article highlights that when employees feel they matter, they demonstrate: 

• Greater engagement 

• Stronger loyalty and retention 

• Higher wellbeing and performance 

So, what’s the catch? There isn’t one exactly, but there’s no one-size-fits-all solution either. Mattering isn’t created by blanket emails, cascade comms, or quarterly all-hands meetings. It’s built through consistent, meaningful, human connection, and that includes the people you rarely see behind a desk. 

The risk of leaving your deskless workers behind 

Transport teams. Retail staff. Site engineers. Warehouse workers. These are the people who may never attend a strategy meeting, and don’t check emails daily (if at all), yet they’re often the backbone of your business. 

When communication strategies are designed around desk-based norms, these frontline teams miss out. And when they’re left out of the loop, they feel left out, full stop. 

You’ve probably heard phrases like:  

“Nobody tells us what’s going on.”
“We’re the last to know.”
“I don’t even have a company email address.” 

These aren’t throwaway comments, they’re signals that your communication strategy isn’t reaching or resonating. Yes, technology can help, but it’s not a silver bullet.  

Over a decade ago, MIT professor Dr. Sherry Turkle, author of Reclaiming Conversation, warned: 

“We’re getting used to a new way of being alone together. But connection without conversation – without real engagement – leaves people feeling more isolated.” 

The irony? The more we automate and digitise, the more human connection will fade. As we grow reliant on AI to think and speak for us, it becomes the default, and that’s a real risk. On the surface, it might sound slick but if your tone blends in with every other brand, are you really being authentic, or are you the corporate equivalent of a perfectly polished, artificially enhanced, production line produced celeb?  

How to help people feel they matter, wherever they work 

Mattering isn’t about perks or polished presentations. It’s created through intentional, inclusive communication and everyday moments of recognition. 

Here are a few practical ways you can start: 

✅ Design communication around how people actually work 

If your people don’t sit at desks, don’t send them emails or intranet updates they’ll never read. Reach them on the floor, at the depot, via SMS, mobile-first platforms, or face-to-face conversations. Go where they are. 

✅ Notice and name people’s contributions 

Make it part of your culture to recognise good work in the moment. A personal “thank you” or “I saw what you did” can be more powerful than a formal award. 

✅ Listen, don’t just broadcast 

Move from top-down updates to two-way communication. Create safe, real feedback loops. Let people speak and show how their input influences change. 

✅ Connect the dots 

Help people understand how their work fits into the bigger picture. When someone sees how they contribute to wider goals, they feel a stronger sense of ownership and purpose.  

Shifting the culture 

It’s easy to mistake activity for impact, but if communication doesn’t help people feel seen, heard, and needed, it really is just noise. If you want your business to thrive, build a culture where people know they matter.   

At Understood, we partner with organisations to embed inclusive, human-centred practices that ensure every employee, whether they’re on the front line or the top floor, feels they belong and can contribute.  

Talk to us, explore our website, read our blog, and follow us on LinkedIn to learn more and discover ways to grow a more successful business.