The world’s 2.7 billion frontline workers—about 70% of the global workforce—are finally getting the spotlight they deserve. According to new research from The Josh Bersin Company, produced in collaboration with UKG, organizations must urgently shift from office-centric thinking to Frontline-First strategies or risk losing their most vital talent.
The report, Powering the Frontline Workforce: How Frontline-First Companies Thrive, paints a sobering picture: 75% of frontline employees feel burned out, and 51% feel like “a number, not a person.” These are the people who keep society running—nurses, truck drivers, hospitality workers, and retail clerks—yet they often remain invisible in corporate strategy.
“Frontline employees are the true drivers of customer experience and business performance,” said Josh Bersin, global industry analyst and CEO of The Josh Bersin Company. “Yet most organizations still design systems, policies, and technologies for desk workers first.”
The Hidden Cost of Ignoring the Frontline
Economic uncertainty, demographic shifts, and immigration slowdowns are exposing a hard truth: the frontline talent pipeline is drying up, and replacement is no longer easy or cheap.
High-performing employers, however, are proving that a Frontline-First approach delivers measurable business results. The study highlights real-world wins:
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A utility and storm response firm cut turnover by 5%, saving $500,000, by offering targeted training.
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A hotel chain standardized workforce management so frontline employees can swap shifts seamlessly, improving flexibility and retention.
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A home improvement retailer boosted both store growth and profitability through investments in frontline expertise.
The lesson is clear: companies that invest in frontline capability aren’t just improving morale—they’re improving margins.
AI and Tech Are Changing the Game
Technology is also reshaping how organizations support their deskless workers. AI-powered conversational tools now help frontline teams onboard, train, and access HR guidance directly from their mobile devices—no classroom or desktop required.
This marks a crucial shift for an industry long geared toward knowledge workers. The $40 billion global HR software market has historically underserved frontline employees, whose workflows and access points differ drastically from corporate staff.
That’s changing fast. New Frontline-First platforms—like UKG, Workvivo, Paradox, and SAP—are integrating payroll, scheduling, and workforce management to deliver simpler, connected experiences and actionable management insights.
Six Steps to Go Frontline-First
The Powering the Frontline Workforce report outlines a roadmap for CHROs and HR leaders to close the inclusion and innovation gap:
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Adopt a Frontline-First mindset — Invest in competitive pay, safety, flexibility, and clear career pathways.
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Strengthen management — Provide targeted training and peer support for frontline leaders.
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Unify technology — Connect payroll, scheduling, and HR systems to remove silos.
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Use data-driven insights — Track and act on engagement and performance metrics.
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Harness AI — Enable conversational HR, personalized coaching, and dynamic scheduling.
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Measure impact — Continuously monitor progress to sustain improvement.
Why It Matters Now
For years, HR tech innovation has focused on knowledge workers—those with company laptops, not steel-toe boots. But as frontline labor shortages collide with rising burnout, the next wave of HR transformation is unfolding on factory floors, in hospitals, and behind retail counters.
The message from Josh Bersin and UKG is unmistakable: companies that fail to prioritize the frontline will lose the very workforce that keeps their business alive.
The next generation of HR tech isn’t about managing people—it’s about reaching them, wherever they work.
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