A new report released today by HR advisory firm The Josh Bersin Company warns of a critical disconnect between companies and their most essential employees. The research, conducted in collaboration with UKG, found that 75% of frontline workers feel burned out and 51% “feel like a number, not a person,” signaling an urgent need for organizations to rethink their strategies.
The report, “Powering the Frontline Workforce: How Frontline-First Companies Thrive,” highlights a long-overdue problem. This “deskless” workforce—which includes employees in healthcare, logistics, retail, and hospitality—represents 70% of the global workforce and is the primary driver of customer experience. Despite this, they have been largely overlooked by corporate strategies and technologies focused on white-collar teams.
This widespread neglect is now colliding with harsh economic realities. The study notes that economic uncertainty, combined with demographic and immigration pressures, is making it increasingly difficult to hire and retain these essential workers, posing a significant risk to business performance.
“For decades, corporate investment, technology, and development programs have centered on white-collar workers,” said Kathi Enderes, global industry analyst at The Josh Bersin Company. “Today, leaders have to recognize that frontline workers… are the true drivers of customer experience and business performance.”
The study urges CHROs (Chief Human Resource Officers) to prioritize a “Frontline-First” approach, focusing on engagement, retention, development, and improving scheduling and pay.
Success with a “Frontline-First” Approach
The research found that companies already adopting this mindset are seeing significant returns.
- A provider of utility services cut employee turnover by 5%, saving $500,000, by offering targeted training to its frontline staff.
- A major hotel chain revolutionized its hiring by standardizing workforce management, allowing employees to easily share and trade shifts.
- A large home improvement retailer drove both store growth and profitability by investing in the training and expertise of its store staff.
AI and Technology Bridge the Gap
Technology, particularly AI, is playing a key role in solving this problem. The $40 billion global HR software industry has historically underserved deskless workers, with most systems designed for office staff.
“At last, AI is enabling HR to reach the store floor, closing the gap in how we support them,” said Josh Bersin, CEO of The Josh Bersin Company.
He noted that conversational tools are making it easier for “classroom-resistant” workforces to access training, guidance, and core HR tasks like onboarding directly from their mobile devices.
The report highlights a new breed of AI-powered solutions from platforms like UKG, Workvivo, Paradox, and SAP, which are designed specifically for deskless workers.
“At UKG, we’re hyper-focused on evolving our Workforce Operating Platform with a people-first AI approach,” said Sarah Hodges, UKG CMO. She noted the goal is to “enable the frontline and the front office to better predict outcomes that drive business success.”
Key Recommendations for Employers
To achieve this shift, the report outlines several key recommendations for organizations:
- Adopt a Frontline-First Mindset: Invest in competitive pay, flexible work options, and clear career pathways.
- Strengthen Management: Provide managers with better training and integrated tools for scheduling and employee engagement.
- Unify Technology: Connect siloed payroll, scheduling, HR, and talent systems to create a seamless employee experience.
- Harness AI: Use artificial intelligence for dynamic scheduling, personalized coaching, and real-time feedback tailored to frontline needs.
The message from the researchers is that ignoring this segment of the workforce is no longer an option.
“The frontline has become a true strategic asset,” Enderes stated. “Overlooking its needs will increasingly amount to a competitive disadvantage.”