How to Measure Employee Engagement in Manufacturing Communication

Which indicators best reflect engagement?

The best indicators include the number of opens, clicks on messages, feedback, and participation in initiatives and campaigns — as they provide a measurable picture of real engagement.

Statistics confirm that the mere presence of communication is not enough: according to Gallup (2026), only 20% of employees globally are truly engaged in their work, while as many as 64% remain disengaged. In the case of manufacturing employees — often distributed and without regular access to a computer — traditional indicators, such as the number of opened emails, can be misleading. That is why it is worth monitoring:

• Unique message opens, for example, in a mobile app or kiosk
• Link clicks and document downloads
• Feedback, including quick reactions, replies, and survey participation
• Frequency and regularity of access to the communication platform
• Participation in company campaigns and initiatives, such as contests, training, or idea submissions

At the same time, it is worth combining quantitative data with quality indicators, for example, whether messages actually lead to a better understanding of company goals.

Example from practice: Żabka Polska

At Żabka Polska, where Workai supports communication for more than 32,000 employees and 12,000 stores, reach metrics, audience targeting, open analytics, and mobile app feedback are essential. This makes it possible to precisely track which content engages employees in a given region or store format — instead of simply reporting the number of messages sent. More information about the implementation of the Workai platform at Żabka Polska is available in the case study.

You can read more about building a central communication platform in manufacturing in the article: A Practical Guide to Building an Internal Communication Platform for Manufacturing.

How can you collect reliable data from employees without access to computers?

The best results come from combining mobile apps, information kiosks, and SMS surveys — these channels make it possible to measure real engagement among employees without a company email address.

The challenge in manufacturing is reaching people who do not have their own computer or company phone. In practice, the following channels work well:

• Mobile apps: dedicated apps available on employees’ private devices, enabling quick push notifications, pulse surveys, and activity tracking.
• Information kiosks on production floors: tablets or terminals that allow employees to browse updates, confirm that they have read a message, or take part in a survey.
• SMS surveys or QR codes: short, quick questions with a link to a form that do not require logging into an intranet.

Example: At Żabka Polska, the mobile app and kiosks make it possible to check how many employees have read a specific message, how many have reacted to it, for example by clicking “OK,” adding a comment, or submitting an idea, and how engagement differs depending on store location or shift. This data makes it possible not only to report reach, but also to improve messages and strategies for reaching people on the production floor.

It is also worth comparing this data with other employee experience indicators, such as training attendance or participation in wellbeing initiatives. If you want to learn how to communicate organizational changes effectively to manufacturing employees, read: Change Communication in Manufacturing: How to Reach Frontline Employees.

How can you use EX analytics to draw real conclusions?

Data analysis should combine quantitative results, such as opens and clicks, with qualitative insight, such as feedback and alignment with goals. Only then can internal communication and HR teams make accurate decisions.

Engagement indicators are valuable when they lead to specific improvements — for example, clearer messages, higher participation in initiatives, or stronger alignment with company goals. The IC Index 2026 shows that only 54% of employees rate communication as “excellent,” while just 49% feel that change is explained well. Regular data analysis makes it possible to quickly identify gaps and optimize content, for example, by changing message formats, testing different sending times, or personalizing content for specific employee groups.

Example: Platforms such as Workai provide detailed reach and interaction analytics — from overall statistics to individual locations or teams. Combined with mobile access and kiosks, this gives organizations a full picture of how and where employees actually engage with communication.

If you want to learn how to onboard employees effectively across multiple sites, read: Onboarding Manufacturing Employees: A Practical Guide for Distributed Teams.

Key takeaways: How to start measuring real engagement?

The key is to choose indicators that reflect genuine engagement and implement tools that are accessible to manufacturing employees — such as mobile apps, kiosks, and SMS surveys. Only then can internal communication and HR teams be sure that communication does not end with sending a message, but actually influences people and business outcomes. Which data is the hardest for you to collect today, and which channels work best in your organization?