We've got employee engagement all wrong; frontline workers have the answer

For decades, executives have poured untold hours and dollars into driving mythical "engaged employees" who are fully committed and connected to their organizations. Yet in today's post-pandemic workspace, employee happiness is at an all-time low, which raises questions if we are on the right track.

Here's the real question: Have we ever stopped asking employees what they truly want? Is it possible that we are doing more harm than good in chasing a goal that may not be possible?

It's time to acknowledge the shortcomings of today's perhaps old-fashioned approach. By focusing on 'engagement' from the top down, we can see that what's missing is the perspective of employees. This highlights the disconnect between what organizations traditionally prioritize and what truly matters to employees. 

Let's look at what's wrong with employee engagement today — and how to fix it.

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Flaws with employee engagement today  
The term "employee engagement" emerged in the 1990s and gave executives a way to measure employee retention and satisfaction. Increased employee engagement was thought to correlate to company performance. As the workplace evolved digitally, leaders sought out new strategies and tools to boost engagement and the bottom line by promoting collaboration and providing feedback loops. 

However, this led to companies trying an unwieldy number of tools, systems, and programs, which only ended up fracturing employee connections instead of fostering them. While perks like company-provided lunches and on-site amenities like gyms can be effective in recruiting and retaining office workers, they typically exclude anyone not in an office. The pandemic only highlighted the difference between desk-based and deskless workers.

My conclusion? We've all been sold a dud. 

I've spoken with countless frontline workers across various industries — transit, healthcare, logistics, manufacturing, retail, hospitality, construction, and energy. What I've discovered is that frontline workers (or any workers in fact) aren't thinking about, talking about, or worried about their engagement. This is partly because it's a metric that employees don't care about and don't come to work thinking, 'how do I be more engaged?'

Connection before engagement
Frontline organizations struggle to fully connect with the entire workforce, especially with some people miles from an office who don't have corporate emails or company communication channels like their office-based counterparts. Deskless employees especially want flexible shifts, transparent pay, and new opportunities, but don't have easy access to this information. As a result of being physically disconnected, they disconnect mentally from their companies in crucial ways that affect their ability to thrive in their roles. 

To address this, organizations must focus on reconnecting the workforce rather than just the traditional employee engagement initiatives. This involves understanding all employees' needs and providing them with the tools and support they need to deliver in their roles and have a good work life.

4 keys to reconnecting a frontline organization

1. Customer-centric approach - recognize that your frontline employees are customer-facing and prioritize their needs. Frontline workers represent the company's image. Neglecting their needs affects both employee morale and the customer experience.
2. Transparency - frontline workers deserve to have visibility and to be included in internal communications. Provide them access to company updates and a platform for two-way communication to demonstrate transparency and recognition for the frontline.
3. Simplicity and convenience - keeping office employees 'engaged' today often means using multiple tools which is a clunky experience, and even more so if you don't have a desk or a laptop. Engagement tools must be user-friendly and accessible, especially for workers on mobile devices. It's important to simplify access to essential tools and information.  
4. Shared purpose - when you show that everyone is on the same page, it unifies the workforce. When workers feel recognized and connected, it's much easier to engage with them. 

What happens when you engage frontline workers?
When you solve the disconnect between leadership and the frontline, you're able to build a truly inclusive culture where all employees have a good working experience and ultimately deliver a better customer experience, ensuring that everyone wins in the end. It's recognizing that getting this right is not just about improving workplace dynamics, but also about delivering superior customer experiences and outcomes.

When you build a seamless digital employee experience you can:

• Reach and engage with 100% of the organization
• Reduce employee turnover by 26%
• Transform key listening initiatives like surveys with a x3 response

For organizations that have a frontline workforce, these statistics demonstrate the power of a fully inclusive strategy. It's proof that a certain type of 'employee engagement' strategy should be adopted. For companies without a frontline workforce, it highlights the importance of focusing on the fundamentals of connection and providing meaningful interactions.

Moving forward
By prioritizing connection and simplicity, leaders can create a culture where all employees feel heard and valued. Employees, specifically those on the frontline, can be incredibly passionate about what they do but often feel disconnected from the larger organization. Solving this disconnect is the key to winning in competitive markets.

Deploying a digital employee experience strategy means your workforce will naturally be more productive, you will be more profitable, and the entire organization can thrive. It's time to listen to the workforce on the frontline — they don't care so much what you say, they care what you do. Let your actions speak for themselves by investing in their experience.