Leading practices for frontline workforce engagement and retention

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

In recent years, discussions around the employee experience have overlooked a central component of the workforce: the frontline worker. This section of the workforce includes employees who interact directly with products or customers, typically in industries such as manufacturing, retail and healthcare. Frontline employees constitute a substantial portion of the global workforce, with variation across regions. In the United States, they represent about 58% of workers, while in the UK, they account for roughly half of the workforce. The Asia-Pacific region has around 340 million frontline workers, and in France, essential employees make up approximately one-third of the workforce. These employees are pivotal to the daily operations and overall success of an organization, often serving as the first point of contact for customers or playing a key role in product manufacturing.

The frontline workforce is facing a critical talent crisis that spans industries. Within manufacturing, the United States National Association of Manufacturers reports that 67% of manufacturers cite attracting and retaining employees as their primary concern, surpassing worries about healthcare costs, business climate and the domestic economy. Despite this, 62% of manufacturers expect their frontline workforce to increase over the next year. The retail sector faces a similar challenge with 44% of frontline retail employees considering leaving their jobs in the next 3-6 months, a rate 1.2 times higher than the average U.S. worker. According to JLL’s Employee Perspective on Healthcare Real Estate, 24% of US healthcare employees are considering leaving their job in the next year. These statistics underscore the importance of revisiting how organizations engage their frontline employees. Without addressing specific needs, businesses risk losing key talent that is essential for the smooth functioning of operations. Consequently, organizations must proactively enhance their strategies to support these workers in ways that address their distinct challenges and needs.

When considering the attraction and retention crisis and ways to develop your workforce, location can be part of that solution. Some organizations have found it beneficial to co-locate near public and private sector partners to help create talent hubs that invest in community infrastructure for better quality of life and talent growth opportunities.

Invest in training opportunities and establish clear career pathways

Learn more

Prioritize the physical and mental well-being of frontline employees

Learn more

Offer flexible scheduling solutions

Learn more

A common theme among frontline workers is the lack of clear career advancement. A McKinsey report highlights lack of career advancement as the primary reason for frontline employee turnover, emphasizing the need to focus on this area.

A Kahoot! report found that 91% of frontline workers are looking to advance their career through upskilling or reskilling opportunities.

Despite this, frontline roles often remain stagnant, offering limited pathways for growth and skills development. This lack of opportunity can lead to dissatisfaction as workers find themselves unchallenged and without clear goals to strive towards. Frontline employees are also more likely to deal with injuries or limitations in a physical capacity as they continue on in their careers. Organizations need to consider this when developing career pathways and the progression of frontline employees in the workplace. By prioritizing career development, organizations can improve talent attraction and retention rates, while also cultivating a workforce that is better equipped to drive business growth and adapt to changes.

To address the frontline workforce desire for career growth, organizations must foster a culture of recognition by investing in training opportunities and establishing clear career pathways. The impact of such investments can be significant and immediate. The same Kahoot! report found that over 70% of frontline workers expressed a strong desire for more learning opportunities at work, and 64% would commit to their company for at least six additional years if provided with enhanced career support and training. To capitalize on this, organizations need to develop accessible and relevant programs tailored to their workforce, focusing on upskilling and reskilling opportunities. As technology advances and AI continues to integrate into both the office and non-office workplace, facilitating the development of technological skills will be crucial as a tool to help frontline workers adapt to changing job requirements while also opening new career pathways within the organization. Alongside advancements in automation, there will become a greater need for engineering and tech talent that will be done at a desk, but inside the frontline environment. For employers, creating opportunities to upskill existing employees with an emphasis on technology creates an innovative way to both navigate the complex talent market while also prioritizing and fulfilling the career development expectations of frontline employees. Other methods such as implementing mentoring programs and creating a clear job progression path can help frontline workers visualize their growth potential. By taking these comprehensive steps, organizations can create a work environment that prioritizes growth and development, ultimately leading to improved retention rates and a more engaged and versatile workforce.

A study from Zellis found that despite 71% of UK respondents viewing training and development as important to them in their work life, 35% of respondents felt they weren't getting the quality of training and development that they expect.

Addressing the unique challenges faced by frontline workers is crucial for organizational success. This often-overlooked group shares the same fundamental needs as office-using employees but requires tailored solutions. Organizations should employ a comprehensive approach to supporting the frontline workforce by combining employee-focused initiatives alongside thoughtful facility design shifts.

• 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