The State of the Frontline Workforce 2024 Report

12,500 frontline workers have spoken. In 2024 the biggest factors impacting them are low pay, stressful work environments, and poor leadership. As many as one in two frontline workers have considered quitting their jobs in the past year. What’s driving the dissatisfaction with frontline work? 

With the cost of living on a consistent rise, inflation high, and the future of technology and AI all mixed together– it makes for an uncertain and stressful time for many frontline workers as well as businesses. Frontline workers need their pay and benefits to support them and their basic needs, as well as to feel valued at work and be given opportunities for learning and growth.  

66% of frontline workers have reported they experienced work-related stress. And stressful work environments are one of the top three reasons they have considered leaving their job in the past year. Addressing these stressors –improving communication between managers and staff, improving leadership, and increasing scheduling flexibility – will help employers retain their frontline workers. 

In a time when technology holds a lot of amazing possibilities, it also can create uncertainty and worry about the impact on the workforce. Luckily, there is a lot of optimism around AI amongst frontline workers in 2024, with 51% believing the future of tech will impact their jobs positively. It’s up to organizations to make sure they are supportive and transparent about how the technology will be incorporated into the day-to-day to keep the positive impressions. 

The state of frontline workers in 2024 is putting pressure on employers to improve the employee experience. Businesses that find ways to support their frontline workers, and listen to what their employees are saying will be the winners.

Yes, pay is important, especially with the cost of living increasing globally. If you can’t increase pay, there are other benefits to offer to engage your workforce. You can offer opportunities for career growth and learning opportunities, work to improve leadership and find ways to help reduce stress in the day-to-day for frontline workers. With the consideration of quitting rising from last year, the needs of frontline workers can’t be ignored.

With age, comes longer-term thinking

People over the age of 45 see their current frontline job as a long-term career commitment compared to 18 to 34-year-olds.

When hiring, consider that you may have higher retention with older frontline workers. And Gen Z might have other expectations from you than previous generations.

What do Gen Z and Millennials look for in frontline work?

For Gen Z and Millennials (ages 18-43), higher pay, and a more flexible schedule rank higher in importance than for older Millennials, Gen X, and Baby Boomers (ages 44-78). When asked what would make their job more attractive to them, there is a clear difference between the older and younger generations.

• About 70% of Gen Z and Millennials said higher pay, compared to about 55% of GenX and Baby Boomers
• 19% say more flexible schedules, compared to 15% for the older generations

However, when it comes to needing less stressful work environments:

• 26% of Gen X and Baby Boomers say they would like a less stressful work environment, compared to 19% of Gen Z and Millennials

Food for thought 💡

If higher pay is not on the table, more flexible schedules can be a great benefit to consider for the younger frontline workers as they place it in higher importance. What’s great, is that this will also benefit your older frontline workers.

Improving stressful working environments will also benefit all of your frontline workers – young and old – so let’s talk about what is causing stress in the workforce.

The health of the workforce

What’s causing frontline stress? About 66% of frontline workers say they have experienced work-related stress. That’s a 5% increase from 2023.

When people get stressed, they tend to be unable to perform at their best and seek other jobs. Higher stress also correlates with lower productivity and more mistakes made. And making a mistake doesn’t help alleviate the stress you’re already feeling.

The top 3 stressors for frontline workers,

• 30% responded that their income does not cover the cost of living
• 18% feel they’re working too many hours
• 14% are frustrated with the poor communication between management and staff

On the positive side, stress levels related to schedule flexibility appear to be decreasing. In 2023, 41% of frontline workers reported stress related to lack of scheduling flexibility, and this year it’s down to only 11%.

This could be due to better technology that makes it easier for staff to swap or pick up shifts, and quickly and seamlessly request changes to schedules if there is an emergency or just a last minute change of plans. It can also be that many employers are seeing this as a way to improve retention and reduce stress for their staff and are focusing on providing a better employee experience around schedule flexibility.

Communication breakdown

Poor communication between managers and staff was the third biggest reason frontline workers experience work-related stress. When looking to improve retention and staff experience, improving how you communicate with staff can make a big difference. One way to do this is by improving the technology you use to communicate with staff.

The different communication platforms vary across generations. While Gen Z’s social usage is pretty evenly split across social channels, Millennials favor Facebook Messenger, and the older generations tend to use text messages. 

Food for thought! 💡

Consider consolidating communication into one central location as much as possible. This leaves less room for an ineffective game of telephone, and it also ensures everyone can communicate in the same way without missing out on important information.

Using two cups connected by a string would be smarter than what my company uses

The future of technology

The future of technology and how it will impact frontline work is something we can’t ignore in 2024. With the pandemic came a rise in new technology such as QR codes and self-checkouts, and 2023 brought on the global accessibility of AI. 

What we found is that many frontline workers are quite positive about the potential of AI being incorporated into their daily work lives. AI and other technology won’t ever replace humans, and that should not be the goal. However, it can help us automate certain tasks, and help us do jobs better and faster.

Technology is our friend

What we found is that many frontline workers are quite positive about the potential of AI being incorporated into their daily work lives. AI and other technology won’t ever replace humans, and that should not be the goal. However, it can help us automate certain tasks, and help us do jobs better and faster.

• 51% believe the future of tech will impact their jobs positively.

The positives frontline workers see, 

• 60% believe it will help them get their work done faster and more efficiently
• 55% believe it will improve the quality of their jobs

Of the workers that feel hesitant towards the future of technology, 

 

• 55% worry technology will eliminate their position

• 40% worry about the risk of technology malfunctions leading to frustrations rather than solutions 

There is greater pessimism toward the future of technology and AI in older workers. Senior workers are particularly concerned with AI and other technologies eliminating their jobs. 

44% of 45+ year-olds are positive about the impact of technology on their jobs 

Compared to 58% of 18 to 34-year-olds

I can switch to a different role that requires more qualifications and leave the repetitive tasks to technology

Frontline workers are more stressed out than ever. 66% of frontline workers have experienced work-related stress in the past year – an increase of about 5% from 2023. Behind this increase is the mix of financial concerns, poor communication and leadership in the workplace, lack of appreciation, and uncertainty about the future of technology.

Financial concerns are even more top of mind in 2024, but we know it’s not always possible to provide pay increases. Employers can provide more flexibility in scheduling, invest in leadership programs and training, and technology that makes it easier to communicate and manage the daily tasks for frontline workers. Retention, and employee satisfaction and wellness should take a new level of importance for employers. They should be as important as revenue and profit. 

Although there is a lot of positivity around technology and AI, there is still quite a bit of worry and skepticism. Therefore, businesses should consider how they can build a thriving workforce that's ready for the future but is honest, transparent, and supportive of their employees. Remembering that the goal of technology is never there to replace humans, just help enhance and help us do our work more efficiently. 

Wrapping up 

Frontline workers are more stressed out than ever. 66% of frontline workers have experienced work-related stress in the past year – an increase of about 5% from 2023. Behind this increase is the mix of financial concerns, poor communication and leadership in the workplace, lack of appreciation, and uncertainty about the future of technology.

Financial concerns are even more top of mind in 2024, but we know it’s not always possible to provide pay increases. Employers can provide more flexibility in scheduling, invest in leadership programs and training, and technology that makes it easier to communicate and manage the daily tasks for frontline workers. Retention, and employee satisfaction and wellness should take a new level of importance for employers. They should be as important as revenue and profit. 

Although there is a lot of positivity around technology and AI, there is still quite a bit of worry and skepticism. Therefore, businesses should consider how they can build a thriving workforce that's ready for the future but is honest, transparent, and supportive of their employees. Remembering that the goal of technology is never there to replace humans, just help enhance and help us do our work more efficiently. 

Frontline workers make up the personalities your customers see and associate with your brand, and they help get your products and services out into the world for people to enjoy. They are an essential part of the equation for your business. Your frontline workers have spoken. How will you listen and respond?