Engaging Frontline Employees: Closing the Deskless Gap

They stack our shelves, serve our customers, build our homes, deliver our parcels, care for our loved ones – the list goes on. Deskless teams make up 80% of our global workforce, and they keep our world turning. So why is there a widening gap when it comes to engaging frontline employees in today’s workplace?

Despite their critical roles, frontline workers are often the most overlooked, unheard, and undervalued– particularly when it comes to how employers connect and communicate with them.

Highlighted in our State of the Deskless Workforce 2025 report, 84% of employees in frontline roles feel they don’t receive enough direct communication from headquarters. And on average, just 56% feel connected to their company’s mission, and 42% feel regarded as a number, not a person.

It’s a disconnect that’s more than just digital — it’s cultural. And it’s costing businesses their most important asset.

In every sector with a frontline majority workforce — from retail and hospitality to logistics, healthcare and manufacturing — engaging deskless colleagues can no longer be an initiative regarded as “nice-to-have”, but seen as a critical driver of employee performance and retention.

Let’s take a closer look at what’s causing this disconnect, and how organisations can start to close the gap and engage their frontline teams from the ground up.

The opportunity to reconnect and engage frontline teams

So how do we start engaging frontline employees in a way that creates lasting value? Let’s dive into some practical advice.

1. Prioritise instant and inclusive communication routes
   Frontline teams rarely spend time behind a desk or a laptop, so expecting them to check email for key updates simply doesn’t work. Instead, use real-time communication tools (especially mobile-first platforms) to give all employees equal access to business news, shift updates and recognition that doesn’t rely on a corporate device or email address to reach everyone.
2. Turn one-way announcements into two-way conversations
   Engagement begins with listening. Create safe, structured ways for your frontline colleagues to share feedback, concerns and bright ideas – and crucially, act on what you hear. When people know their voices matter, great things happen. And frontline teams are the eyes and ears of your business on the ground everyday.
3. Shine a light on the everyday wins
   Recognition goes a long way, especially when it’s public, timely and personal. Spotlight employees and teams for doing great work, living your values, or simply showing up with consistency and care. Recognition shouldn’t be exclusive only to top performers, and should celebrate the big and small wins happening every day within your business.
4. Lead with purpose
   Help employees understand how their roles connect to the bigger picture and contextualise them against the business’ values. This is especially important for deskless workers who may not interact with wider teams or central HQ frequently, so they understand the value they bring to the organisation.
5. Invest in growth, upskilling and development
   Many frontline workers want to upskill themselves, progress in their responsibilities, or be challenged to go the extra mile in achieving great things. Create accessible, role-relevant training that supports learning on the go and incentivises exceptional performance.