Most of us assume that modern organizations are thriving, with digital technology connecting everyone and driving new levels of workforce productivity. It’s easy to believe, given all the headlines about innovative apps, AI tools and automation. But here’s the stark reality — most workers don’t even sit behind a desk. In fact, frontline employees represent 80% of today’s workforce. And unfortunately, many of them don’t feel empowered in their jobs.
Even in a world where smartphones and other mobile devices are seemingly everywhere, organizations still struggle to make worktech useful for all. In particular, most employers have found it incredibly difficult to provide equal access to critical information and resources.
No wonder frontline employee engagement has been declining by nearly 20% each year since 2022. But now, this picture is changing, as organizations embrace more effective ways to digitize their entire workforce. As a result, some are starting to see a turnaround in frontline productivity, efficiency, safety, equality, and job satisfaction.
Moving Beyond Desks and Walls
Still, too many frontline employees face a digital work experience that ranges from antiquated to non-existent. No wonder 60% of those surveyed said they’re unhappy with their worktech.
Each day, they leave their connected, consumer lifestyles behind as they travel back in time to work environments based on manual time clocks, clipboards, noticeboards, paper-based safety notices, and other outdated processes. This is inefficient, isolating, and in some cases, even unsafe. And with a vast majority of people working this way, it’s a problem business leaders can no longer afford to ignore.
Over the years, relying on frontline employees to work predominantly offline has created a massive disconnect at the heart of the workforce. It has led to unequal access to opportunities, information, and influence. As a result, these employees often feel undervalued and isolated compared with their office-based counterparts. This undermines their job satisfaction and contributes to higher frontline attrition rates.
Previous Frontline Tech Rollouts Missed the Mark
Many companies recognized this issue some time ago, and have attempted to fix the problem with various digital tools. Yet these efforts have mostly failed to achieve meaningful impact because the solutions either haven’t aligned with the nature of frontline work or simply weren’t accessible.
Software solutions designed for office environments are built on the premise that team members are always online and connected, where they have easy access to email or chat threads, and are only a few clicks away from 24/7 IT support. But this assumption fails to meet frontline needs, where people often work independently with limited digital access, and are sometimes located hours away from another colleague. These circumstances present unique challenges in situations where an employee requires immediate support.
Industries such as transportation, logistics, healthcare, and manufacturing rely on a workforce that spends most of the day actively serving customers in the field or engaging in physical work. Even when these employees have access to a desk, their schedules typically leave little room for online work activities.
In environments like these, the limitations of traditional software quickly become apparent, as on-the-go employees juggle multiple URLs, apps, and passwords, or tools designed for desktop or laptops. Simple tasks such as requesting time off, gaining access to pay stubs or online FAQs, or even checking parental leave policies, become tedious and time-consuming. So rather than embracing these solutions, frontline workers typically view them as hindrances that add an unnecessary layer of friction to their already demanding roles.
Putting Frontline Employees Needs First
Here’s the good news. Company leaders and HR professionals increasingly recognize that a top-down, desk-centric approach to digitization has failed. Instead, they’re turning to mobile-first technology to address frontline challenges. And although it may sound counterintuitive, savvy business leaders are looking ahead to the future by looking to the past.
Almost 20 years ago, Steve Jobs unveiled the iPhone, igniting a transformation in the way people engage with technology. Unlike previous attempts to adapt desktop features for mobile use (for example, with Blackberry devices), Apple eliminated the traditional keyboard, paving the way for a completely reimagined mobile experience.
Today, we’re learning a similar lesson. The solution for frontline employees isn’t to shrink existing desk-based technology into a mobile form factor. The answer is to rethink the approach entirely in a way that brings the whole workforce together. This novel approach can end years of stalled digitization efforts and ignite frontline engagement and productivity.
How to Streamline the Frontline Experience
Mobile-first technology is essential for digitization success. That’s because frontline workers often lack access to desktops and laptops, but typically carry mobile devices. However, for frontline employees to embrace any mobile solution, it must also be uncomplicated and fuss-free. Rolling out a different app for every function — scheduling, benefits, payroll, internal communications, and so forth — just doesn’t make sense.
But what if frontline employees can turn to a mobile “front door” that combines multiple work-related tools and systems in a single, easy-to-use interface? We call this a “super app.” From secure mobile-first chats and organizational newsfeeds, to vacation booking systems and digital pulse surveys, a super-app can serve as a simple digital gateway that streamlines work life for anyone, whenever and wherever they need it.
Fueling Economic Growth and Empowerment
Although new solutions need time to build trust and advocacy, frontline super-apps are gaining momentum. According to our research, this new breed of technology is already leading some organizations to achieve frontline worker uptake of 95%, with a 3x increase in employee response to company communications, a 26% decrease in employee churn, and 46% higher employee satisfaction.
Imagine the kind of impact these metrics could have if they were applied more broadly across the global frontline workforce. A lower overall employee churn rate, alone, could be transformational, at a time when most employers are facing tough frontline labor shortages.
Of course, technology isn’t the only thing that ensures success. Organizations need to ensure that their culture is inclusive and everyone is empowered to work digitally, regardless of their role or location. And leaders need to recognize that this kind of fundamental culture change requires more time, effort, and commitment than a new technology rollout.
Nevertheless, the benefits of these “super-apps” are undeniable. And early results are driving momentum, as more organizations take decisive steps to bring their frontline online in a way that actually makes a positive difference.
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