How to Motivate and Engage Frontline Employees?

If the past few years have taught me anything, it’s the fact that frontline employees are the backbone of American businesses. They’re the ones brewing our morning coffee, restocking the shelves we shop from, caring for our loved ones in hospitals, and keeping our communities running strong.

Their work touches our lives in ways we often take for granted. The COVID-19 pandemic was a learning curve. It reminded us of the courage and commitment they’ve always carried. And yet, despite representing an astonishing 80% of the global workforce, these essential team members remain the most under-supported and under-recognized asset in business today. And that needs to change!

In this blog, I have dug deeper into the world of frontline employees — their daily experiences, what truly motivates them, and how we can show them the appreciation they deserve. I’ll also share strategies to drive better employee engagement and practical tips to empower and uplift the frontline teams who make such a huge difference every single day.

Who are Frontline Employees?

Did you know? 90% of companies rely on frontline workers in one way or another, according to Fortune. That's nearly every business, regardless of size or sector.

At its core, frontline employees are those who engage directly with customers or the general public. They're the first responders to customer needs and often the first to spot opportunities or risks in the field. You'll find them in industries like:

• Retail: Sales associates, cashiers, and merchandisers
• Healthcare: Nurses, medical assistants, patient coordinators
• Hospitality: Hotel receptionists, restaurant servers, event staff
• Transportation & Logistics: Drivers, warehouse workers, freight coordinators
• Public Safety: Police officers, firefighters, emergency responders

Frontline Workers vs. Essential Workers

Before we jump in, let's clear up a common misconception. It’s the fact that frontline workers and essential workers aren’t interchangeable terms.

Essential workers include people in behind-the-scenes roles that keep critical systems running, like utility engineers or IT infrastructure teams. They may not have direct contact with the customers, but their work is indispensable.

Frontline workers, on the other hand, engage with the public or customers directly. Every frontline worker is essential in their role, but not every essential worker operates on the frontlines.

Challenges Faced by Frontline Employees

1. Low Wages and Persistent Pay Gap

According to a report by Brookings, nearly half of frontline workers in the U.S. earn less than $15 an hour. It's a reality that's hard to ignore.

When your paycheck barely covers essentials like housing, groceries, and daily expenses, staying focused on delivering top-notch service is tough. And it's not just about the paycheck. Inconsistent wages, limited access to benefits, and the rising cost of living are adding real pressure on frontline teams every single day.

2. Communication Gaps

Frontline employees are often the last to know about important updates, policy changes, or operational shifts directly impacting their work. The disconnect usually happens because most internal communication systems are designed for desk-based employees.

As a result, vital information trickles down too late or gets lost entirely, creating confusion and disconnectedness among frontline workers.

Recommended Read: Workplace Communication: 20 Tips and Strategies to Improve It

3. Job Insecurity

Many frontline employees live with the constant fear of layoffs, reduced hours, or being replaced by automation. That uncertainty eats away at morale and breeds anxiety.

Recent research found that only 33% of U.S. workers strongly agree they can count on their job security. Another 17% say they have some job security, and 13% say they have little to none. These numbers are a sobering reminder that job insecurity remains a major issue across the workforce, and frontline employees often feel it the most.

4. Burnout

Frontline roles are emotionally and physically exhausting. Whether it's healthcare workers dealing with life-or-death situations or retail staff handling back-to-back customer queries, the relentless pace can drain even the most resilient employees. And without real support systems in place, employee burnout becomes inevitable.

5. Lack of Recognition

One thing we hear from frontline employees again and again is, "The only time management notices us is when something goes wrong." And honestly, this mindset is heartbreaking.

Frontline employees aren't just clocking in and out, they show perseverance in dealing with demanding customers and keep calm in high-pressure situations. Their daily efforts keep the wheels turning, yet only 1 in 3 U.S. workers say they received recognition for their work in the past seven days.

6. Left Behind in the Tech Revolution

While boardrooms buzz about AI, automation, and digital transformation, frontline workers are often left out of the conversation. And that's a big problem. When frontline teams aren't connected to digital workflows, they miss out on real-time updates and start to feel disconnected.

How Frontline Employees Play Crucial Role in Business Success?

1. Frontline Employees Define Customer Experience

Let's be honest, your customers aren't thinking about how efficient your supply chain is. What they do notice is how they're treated at the point of service. A rushed, impersonal interaction? It sticks.

Look at brands like Starbucks. Their baristas aren't just serving coffee; they're creating personalized, memorable moments. That level of emotional connection doesn't happen by chance.

Starbucks invests intentionally in empowering employees to deliver experiences that feel personal, and it shows. As of September 2023, Starbucks has a customer retention rate of 44%, which is higher than the industry average of 25%. Repeat customers account for a significant slice of their revenue, mainly because of the warmth at the counter.

2. Frontline Employees Build Brand Reputation

We often talk about reputation as something shaped by flashy ad campaigns or smart PR moves. But truth be told, it's built at the counter, in the aisle, or over the phone. Your brand is shaped by authentic stories, most of which start with a frontline interaction.

Look at Lowe's for example, their knowledgeable, approachable floor staff have made the brand synonymous with helpfulness and trust. Whether it's guiding a nervous first-time DIY-er or helping a contractor find just the right tools, their employees shape how customers see and remember the brand.

And in today's world of viral tweets and instant online reviews, the stakes are higher than ever, with, 86% of consumers saying they would leave a brand after just two poor experiences.

3. They Are Catalysts for Innovation

It's a misconception that innovation only happens in R&D labs or executive brainstorming sessions. Sometimes the best ideas come from employees on the ground.

Walmart proved this during the pandemic. They actively listened to their store associates and streamlined curbside pickup operations. They made layout changes, upgraded technology, and turned customer pain points into smoother, more satisfying experiences. The result wasn't just brilliant; it was fast and practical, turning a crisis into an opportunity for smarter operations.

4. They Drive Operational Efficiency

No one sees the cracks in your operations faster than your frontline teams. They spot inefficiencies, safety risks, and process gaps long before they appear in a management report.

The reality is when frontline employees are empowered to share their insights and ideas, they become real-time problem-solvers. They can help close operational gaps leadership might not even know exist.

5. Strengthen Community Connections

Frontline employees are often deeply embedded in their local communities, acting as relatable brand ambassadors. Think about your local grocery store, pharmacy, or hardware shop. The familiar faces of these employees foster a sense of trust and reliability.

Take CVS Health for example. During the height of the COVID-19 pandemic, CVS quickly mobilized its pharmacy staff and frontline teams to set up local testing sites and vaccination clinics, often right in the neighborhoods they lived in. This not only helped the community but also strengthened CVS's reputation at a grassroots level.

6. Serve as Early Warning Systems

Your frontline teams are often the first to spot what's coming, whether it's customer frustrations, operational hiccups, or emerging market trends. They see the warning signs long before minor issues become major problems.

Innovative organizations know better. Take Ritz-Carlton, for example. Their legendary "empowerment policy" gives employees the autonomy to address customer concerns immediately without running up the chain. The proactive approach improves guest satisfaction and further helps the brand maintain its world-class reputation year after year.

Best Practices for Supporting & Motivating Frontline Employees

1. Pay & Perks: Start with the Basics, Do Them Well

For many frontline workers in the U.S., every paycheck matters. That's why companies like Costco, Target, and Starbucks treat competitive pay as a business strategy, not charity. Better wages mean lower turnover. Lower turnover means better customer experience. It's that simple.

But pay is just the start. Frontline workers also need real benefits, such as paid time off, flexible schedules, healthcare, mental health resources, and education support.

However, you don't need a billion-dollar budget. Small, thoughtful benefits like transportation stipends, flexible shift swaps, or mental health days can also go a long way in building loyalty.

2. Purpose: Make Work Meaningful

Frontline work can feel repetitive. Bagging groceries, stocking shelves, delivering packages. Sometimes it's easy to lose sight of the bigger picture. However, many companies are trying to help their teams connect the dots.

Take UPS for example. They make it a point to tie individual tasks back to the broader mission. They don't just say, "We deliver packages." They frame it as connecting families, fueling businesses, and keeping commerce moving. This sense of mission connects frontline roles to the larger purpose of the company, giving employees pride in their impact.

3. Build a Culture of Belonging

Frontline work can also feel isolating at times, with extended hours, limited interaction with teammates. It's easy for employees to feel invisible. But it doesn't have to be that way.

Remember, belonging isn't built with an annual BBQ or a quarterly email blast. It's built daily, in small moments of connection. Investing in recognition programs, wellness events, and internal social platforms helps spark those moments and build real community. Here, employees can quickly celebrate each other's efforts in real-time.

Source: Vantage Recognition

Social connections matter, too. Voluntary groups like book clubs, sports teams, or volunteer days might seem small, but they build trust and loyalty in ways no memo ever could. When employees bond over shared passions, collaboration and commitment follow naturally.

4. Give Them Tools That Work for Them

Let's be honest, nothing kills frontline morale faster than outdated and clunky systems. When the tools don't work, employees can't do their jobs efficiently, and frustration quickly sets in.

In fact, Gartner's 2024 Workforce Trends report shows that 68% of frontline workers say better technology tools would significantly improve their job satisfaction. That's a stat we can't afford to ignore.

Leading brands are already ahead of the curve. Home Depot, Target and Best Buy are investing heavily in mobile tools that let associates check stock, answer customer questions, and even handle transactions on the spot. The result? Frontline teams are more confident and faster. They deliver the kind of service that keeps customers coming back.

5. Personal Growth: Make Development Non-Negotiable

No one shows up hoping to stay stuck, and that includes your frontline teams. Career development isn't just a "corporate office" perk. It's also a frontline essential.

Take Amazon's Career Choice program for instance. It covers up to 95% of tuition for employees pursuing certifications and degrees in high-demand fields, even if those fields have nothing to do with their current roles.
However, you don't need Amazon-sized budgets to make a big impact. Even smaller initiatives like on-the-job training or micro-courses can show your frontline teams that you're invested in them as people, not just as workers.

6. Prioritize Mental Health and Psychological Safety

Work-related stress is reaching critical levels across the American workforce. According to a recent survey, 83% of U.S. workers report experiencing stress on the job. It's a staggering figure that highlights a deeper, systemic issue in the modern workplace.

But among all workers, frontline employees are shouldering an even heavier burden. Day after day, they navigate high-pressure environments and deal with unpredictable challenges, often without flexibility, resources, or recognition.

But the good news is leading companies are stepping up. Organizations like Lowe's have expanded their Employee Assistance Programs (EAPs) to offer crisis counseling and confidential mental health support. Similarly, Starbucks is setting a powerful example by providing free therapy sessions and mental wellness apps to all employees, including part-time team members.

Conclusion

The truth is simple, businesses that prioritize frontline employee engagement don't just thrive, they lead. They create environments where employees feel valued, customers feel cared for, and communities grow stronger.

Take a moment and ask yourself, are you truly setting your frontline teams up for success? Because when they win, everyone wins. And in today's competitive landscape, that's good business.

This article was co-authored by Susmita Sarma and Shikha Gogoi, who are part of the Marketing Team at Vantage Circle. For any queries reach out to editor@vantagecircle.com.