58%

of American workers are on the frontline

44% – 50%

of UK workers are in frontline roles

340 million

frontline workers in the Asia-Pacific region

Historically, most of the corporate focus on employee engagement and workplace design has centered on office-based employees. However, with a shift towards comprehensive talent management, there is an increasing emphasis on addressing the needs and challenges of the frontline workforce. As the demand and competition for frontline talent intensifies, organizations must consider all the factors that contribute to creating a positive experience for the workforce, whose environments and responsibilities often differ significantly from those in traditional office settings. As organizations face an escalating challenge to attract and retain top talent, especially for frontline positions, companies must focus on holistic employee strategies that address the main challenges of the frontline workforce such as limited career development opportunities, feeling undervalued in the workplace as they deal with increased physical and mental health issues and a lack of flexibility in their daily schedules. To address these issues, enhance talent attraction and retention and develop and adaptable and resilient frontline workforce that drives growth, this article will explore three key strategies that organizations must implement.

The UK Great Place to Work Survey in 2024 found that frontline workers are less likely to be committed to staying in their role. However, 56% of retail and hospitality employees and 58% of manufacturing and production employees expressed a desire for long-term commitment to their current roles.

Invest in training opportunities and establish clear career pathways

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Prioritize the physical and mental well-being of frontline employees

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Offer flexible scheduling solutions

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While hybrid has normalized for office-based employees, frontline workers have been largely overlooked in this shift towards greater flexibility. Despite that, over half of frontline workers are not bothered by their inability to work from home; however, they still value flexibility. A Gallup survey found that frontline workers expressed a preference for flexibility in other ways such as choosing their days worked, the option of a four-day work week and the ability to take personal time off on short notice. Although there is an innate inability for the frontline workforce to work from home, alternative forms of flexibility are available and highly valued. Organizations must be innovative in the way that they offer flexibility to cater to both the personal and professional needs of their frontline workers as a mechanism to increase retention.

Prioritizing flexibility is crucial for organizations looking to foster a productive and valued workforce. However, implementing flexible arrangements does present challenges. The same NAM survey found that 57% of manufacturing leaders cite inflexible production and shift needs as the primary barrier to offering flexible scheduling, while 43% point to specialized skill requirements or cross-skilling difficulties. By prioritizing reskilling and upskilling within the existing workforce, organizations will be able to address the skills barrier while also promoting the development and growth of their employees. Additionally, implementing innovative scheduling solutions can help accommodate production needs while still providing flexible options.

Among organizations that already do offer dynamic scheduling, 79% have implemented compressed work weeks, where employees can work fewer days and longer hours. Another 55% permit more personal time off on short notice.

Organizations that can adapt to these preferences will benefit from greater employee retention and engagement. This flexibility allows organizations to maintain operational efficiency while providing employees with a greater sense of control over their work-life balance.

• Implement recognition programs for frontline employees
• Offer more flexible scheduling options
• Increase opportunities for PTO on short notice
• Equip managers with tools to support and recognize their employees
• Provide access to mental health support services
• Establish clear communication channels to connect daily tasks with the mission of the organization