The cost of neglecting frontline workers isn’t discussed nearly enough, but there is much to consider in terms of active retention. Retaining frontline workers isn’t always a priority, as these roles are expected to have high turnover rates as standard practices, however, falling back on this strategy may be harming your business rather than benefiting it. Despite keeping the majority of our society running, neglected frontline workers report feeling burned out and treated like a number, often feeling replaceable even on a good day. This system may appear operable as things stand, but it might just be the reason for the discord across businesses today.
Frontline workers make up 70% of the workforce, but when retaining them is not a priority, burnout takes root, leaving many feeling like they are just a number. (Image: Freepik)
Focusing on Strategies to Retain Frontline Workers May Be Better than Rehiring Repeatedly
Frontline workers, those who interact directly with customers across industries, make up the majority of our workforce. Despite their presence and central role in ensuring businesses operate as intended, these workers settle for a business model that counts on them quitting quickly. Such systems take credit away from their labor, giving them little in return for their contribution to the operations.
A new report from The Josh Bersin Company found that despite making up 70% of the global workforce, these workers are difficult to find, train, and retrain. Over 75% of frontline workers report feeling burnt out, and 51% feel as though they are treated as a mere number rather than a person.
Frontline worker turnover remains high, with Workday revealing that 56% of organizations have a higher turnover than the historical average, with 49% expecting the numbers to go up in the future. The high turnover rates push employers to refrain from training or investing in these workers. However, the very lack of any substantial investment in their well-being is why many frontline workers choose to leave. This cyclical strategy results in disconnected frontline workers who don’t feel attached to or involved with their work.
Could a Frontline-First Workforce Strategy Work at Your Organization?
As with any job, frontline workers also gain a sense of familiarity with their work over time, developing the speed and skills necessary to become efficient. The loss of this talent when workers quit does affect a business, forcing it to rehire and retrain another worker who might be gone in a few months. Instead of repeating this pattern, addressing the needs of these neglected frontline workers can do wonders for the business.
The Josh Bersin Company report didn’t just study the cost of neglecting frontline workers but also recommended investing in “Frontline-First” HR strategies to increase engagement and retain frontline workers. Many businesses already have a variety of strategies in place to attract talent over competitors, but there is always room for improvement.
Walmart, for example, recently expanded its worker discounts and also announced a partnership with OpenAI to offer an AI certification program to its employees. Starbucks also has a considerable number of benefits in place for its frontline workers, having recently expanded its parental leave policy as well. Despite the issues that face Starbucks today, the company has certain benefits that allow it to claim the title of “best job in retail.”
It’s Time to Reconnect with Disconnected Frontline Workers
A frontline-first workforce strategy isn’t merely about providing a few key benefits for these frontline employees. Improving the experience on the job and expanding on engagement strategies is where many businesses come up short. A frontline-first mindset requires businesses to take a closer look at the employment terms and reflect on areas where changes may be beneficial. From competitive pay to improving the safety conditions at work, there are innumerable ways of addressing their woes.
To retain frontline workers, it is equally important to address their burnout by providing them with support tools on the job to address it. Paid leave opportunities are extremely useful for those who require the occasional break, and building a company culture that allows for such breaks is equally important. The work doesn’t end there. Improving the management practices within the organization, scheduling work carefully, and using available technology to maintain necessary records also add to the employee’s workplace experience.
The cost of neglecting frontline workers may appear easier to bear compared to the cost of investing in them, but this may prove to be a shortsighted strategy over time.
Are there some key strategies that have helped your business retain frontline workers? Share your ideas with us. Subscribe to The HR Digest for more insights on workplace trends, layoffs, and what to expect with the advent of AI.