In recent years, the job market has swung favorably on the side of frontline workers. 

It’s estimated that frontline workers make up 70% of the U.S. workforce, with demand for those workers growing across sectors such as hospitality and healthcare.

But there’s a steep disconnect between the high number of frontline job openings and the reality of those jobs being filled. Despite the demand, frontline workers are dealing with higher levels of burnout and disengagement than before. Nearly half of all frontline workers across industries have left their jobs in the last year.

As a result, businesses with frontline-heavy employee populations are scrambling to attract and retain the talent they need.

There are a number of factors driving these challenges. 

Chief among these is the phenomenon known as the “Amazon Effect.” In addition to raising its average hourly rate in 2018 and 2022, the e-commerce giant has also invested heavily in better benefits for frontline workers, such as education. Frontline employees across different industries — from fast food to manufacturing — are leaving their jobs for roles at Amazon that promise better pay, benefits and working conditions. Many businesses are struggling to compete for talent as a result.

The Amazon effect is just one part of a greater trend: frontline employees have unmet needs in the current workforce landscape. Amid emerging skills gaps and the sky-high cost of living, breakroom pizza parties and other perks aren’t enough to entice frontline job-seekers and get them to stick around.

Another factor is burnout. The nature of frontline work puts workers in difficult situations, such as frequent contact with frustrated customers, irregular shift work and lack of access to paid time off. If a team is understaffed, there’s even more pressure to perform the same duties with fewer team members. Burnout has long been a recognized issue, but the COVID-19 pandemic significantly intensified its impact, particularly in hard-hit sectors like healthcare.

Finally, challenges with frontline talent are also driven by engagement issues. Frontline employees are harder to reach through traditional corporate communications channels such as email or intranets because they typically don’t have access to a regular computer. This can cause these critical workers to feel disconnected from the rest of the company and impact their productivity.

Frontline workers are also often excluded from opportunities for career development, even though these employees rank job growth and learning opportunities high in the list of things they look for in a job. 

Despite the severity of the frontline talent crisis, the good news is that there are concrete solutions that can help to bridge the gap between frontline workers and employers.

One of the most sustainable and long-term solutions is workforce education, which gives frontline employees access to debt-free education opportunities that promote upskilling and career development. 

Leveraged strategically, workforce education can help you stand out among the stiff competition for frontline workers and help you retain your best talent. 

Here’s how. 

Standard benefits packages aren’t enough to attract the market’s most competitive talent. Data shows that while compensation is still the most important factor in considering a job offer, today’s top employees are also seeking jobs that provide opportunities for learning and career advancement.

In response to a recent survey, 93% of frontline workers said that they want more learning and development opportunities

Debt-free education is a powerful differentiator that can help you stand out against the competition. It shows prospective job-seekers that your business is invested in their growth and cares about their financial well-being. An even more competitive package would extend this offer to employee dependents as well. 

Workforce education is a powerful tool for engaging frontline employees. 

One of the biggest concerns that employees have today is keeping their skills relevant, especially with the rapid pace at which technology is advancing. Nearly half of frontline workers worry that they could lose their jobs if they don't adapt to new technology. 

Workforce education provides relevant upskilling and reskilling so that employees have the skills they need to succeed in their current and future roles. Having the ability to engage in learning without the financial burden of tuition further helps to boost morale and productivity.

Additionally, a majority of frontline workers are skilled through alternative routes (STARs). Providing access to debt-free education ensures that these workers have the opportunity to grow their skills, advance their careers and pick up wherever they left off on their educational journey.

And finally, workforce education can serve employers as much as it does employees by boosting retention through talent mobility.  

Career advancement is a top consideration for frontline workers, whether that involves upskilling to earn a promotion or reskilling to move laterally into different positions. When employees are given the tools to grow their skills and move into new roles, this boosts engagement and ultimately, encourages workers to stick around for longer. 

This also allows employers to invest strategically in high-potential talent and fill critical roles from within, rather than relying solely on external hiring.

Even if a company doesn’t have fully built-out career paths for frontline workers, incremental improvements in retention can significantly impact the bottom line.

The challenges with today’s frontline workforce don’t need to lead to a full-blown talent crisis. With the right solutions in place, you can emerge as an employer of choice for growth-minded frontline employees who are eager to advance their skills and careers through workforce education.

Ready to build a stronger frontline workforce? Check out this step-by-step guide to building an effective employee education program.