Trying to Recruit Frontline Workers? Look Beyond the Paycheck. It's not all about the money. Workers are burned out, plain and simple.
By Carol Leaman
Opinions expressed by Entrepreneur contributors are their own.
Restaurants and retail stores are reducing hours again, but it's not because of the pandemic — at least not directly. Instead, many businesses in service industries have reduced hours or limited services because of staffing shortages.
And as businesses scramble to hire and keep employees, many frontline workers have quit. But contrary to popular belief, the exodus isn't so much about pay as it is about burnout. Our recently released research report, The State of Frontline Work Experience in 2021, found that 45% of frontline workers are getting ready to leave their jobs, with 58% saying burnout is the main reason.
In addition to quitting because of burnout, 53% of employees said they planned to quit because they are not appreciated by management and peers, and 52% said they are quitting because they are not interested in daily work. Dissatisfaction with compensation came in fourth.
Some employees are taking advantage of stimulus and unemployment benefits, using them as a cushion as they contemplate their next move. Others are looking for more rewarding jobs in other industries or returning to school. But it seems like regardless of their reason, the perception is that they're not willing to work.
Related: How to Stamp Out Employee Burnout
Contrast this view of frontline employees with that of knowledge workers. Like frontline employees, knowledge workers are also reevaluating their options. After working remotely for months, 42% say they will quit if their company doesn't offer remote working options long-term. Companies around the globe are preparing for the "Great Resignation" and devising plans to retain employees through engagement and development. That's a great plan for all workers.
In the past, there may have been a prevailing sentiment that frontline workers can be easily replaced, and perhaps a reduced incentive to invest in their retention or development. But the tides are changing.
Surge of pandemic appreciation has faded
When the pandemic began, appreciation for frontline workers was loud and abundant. While those in the healthcare and emergency services had long been recognized as heroes, we suddenly saw much gratitude for the many other essential workers — including grocery, retail, restaurant, and delivery workers — who risked their mental and physical health to keep our communities running smoothly.
As the pandemic has dragged on, the bonus pay has subsided and customers who were originally so appreciative of frontline workers are feeling frustrated with the pandemic and its ramifications — whether it be ever-changing mask mandates, supply chain issues, or just the continued uncertainty of living life in a global pandemic. And some of these customers are taking out their frustrations on the frontline employees. Understandably, many frontline employees have had enough.
Related: Thinking of Joining the Great Resignation to Pursue Your Dream? Follow This Founder Plan.
Supporting (and wooing) the frontline worker
Businesses are eager to resume normal operating hours with a full staff, and they would love quick fixes to the labor shortage. But although the problem seemed to erupt suddenly, the underlying issues that led to it existed for years. Wages, benefits, child care, job flexibility, and career development have been sticking points for years, but the labor pool was big enough to ignore these issues. Not anymore.
We can all agree that frontline employees want and deserve a fair wage, and many businesses aren't waiting for the government to raise the minimum wage. Costco, Under Armour, and Target are a few retailers that recently announced they would pay employees $15 an hour. In addition, Bank of America increased the minimum wage to $20 and committed to paying $25 an hour by 2025. But once the basics are taken care of, these employees are seeking more.
So what can companies do? A good place to start is having open dialogue with frontline employees. We can make a lot of assumptions about what frontline workers need to be happy, the work they want to do, and the skills they'd like to develop, but the best way to truly know is to get direct feedback on what the issues are from their perspective. Leaders may need to reconsider how they can inject more autonomy into the traditionally tough jobs of frontline workers, including how schedules are made, managing workload and responsibilities, and how they train and build skills.
Thinking out of the box for necessary changes
Imagine if frontline employees didn't have to wait until the two-week pay period ends to get paid. How could having access to their pay at the end of the shift ease the financial burden? What if your frontline employees had the freedom to connect directly with co-workers through technology to switch shifts as needed, without requiring them to go through a manager? Or the flexibility to work some days in a retail store and others working from home as a customer call center rep? What if they had the opportunity to continue developing skills on the job by accessing in-the-workflow training on their mobile device when time permits?
Related: How to Stop Burnout Before It's Too Late
Some of these changes would have been impossible a few years ago, but technology has made it easier for employees to have increased flexibility in their work and their lives.
If the current labor shortage is proving anything, it's that we need to get real about what frontline employees want and need from their jobs. The great news is that many organizations are already implementing changes, big and small, to make frontline work more flexible, human, and engaging. And that can only help to attract and retain frontline talent, not just in these challenging times, but for the long term.
