Leading practices for frontline workforce engagement and retention

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.

Frontline workers often feel undervalued, a sentiment that significantly impacts job satisfaction and retention. A recent PwC study found that only 48% of manufacturing leaders believe that their frontline workers feel engaged, which is significantly lower than the 70% engagement rate reported for office-using employees. When employees do not feel recognized for their contributions, it leads to a lack of motivation and higher turnover. Despite that, the needs of a frontline worker mirror that of their office-counterparts. They seek a workplace that supports their holistic well-being, a sense of purpose in their work, and recognition for their essential contributions. The same study found that 36% of manufacturers say they have experienced high attrition rates for frontline employees over the last 6 months, compared to only 10% of their non-frontline workforce. Organizations need to make a fundamental shift in how they value and invest in their frontline employees.

To address this, organizations must foster a culture of recognition. Creating a sense of purpose and being forthright in recognizing the value of the frontline workforce, while also providing a physical workplace that prioritizes employee well-being, is crucial for boosting engagement and driving productivity. The same McKinsey report found that compensation and a lack of inspiring leaders are driving factors in frontline employees leaving their jobs. By finding ways to connect daily responsibilities to the broader mission of the organization, and implementing programs for recognition and appreciation, employees are more likely to find meaning in their work. It is crucial that organizations equip their managers with the necessary tools to support and recognize the value of their employees, implementing a top-down approach where leadership exemplifies and drives a culture of appreciation and opportunity. 

Given the physical demands of many frontline roles, workers are at an increased risk of burnout, injury, and mental health challenges. According to research, 86% of the frontline workforce cites safety as a key factor in creating a positive work experience. This emphasizes the need for employers to invest in safe and supportive workplace environments, as well as providing resources to support the mental health of their employees. As technology integration progresses, organizations can implement tools in their facilities such as real-time monitoring and predictive risk analysis as additional safety mechanisms. Beyond ensuring physical safety, employers should focus on mental health support services, access to fitness centers and other wellness programs. This holistic approach to well-being can significantly improve job satisfaction and reduce turnover.

• 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