What is a frontline worker?

Frontline workers carry out the essential, hands-on jobs that keep an organisation running: serving customers, producing and delivering goods, or operating equipment. Across industries, frontline workers share a direct involvement in bringing a company’s products or services to the people who rely on them.

According to the “Workday Frontline Workers Report”, 82% of workers in the U.S. and 2.7 billion workers globally fall into frontline role categories. Highly visible to the public and vital to business continuity, they reflect an organisation’s brand values and service quality. In an increasingly digital world, they also play an essential role in sustaining the human connection that fosters customer satisfaction and loyalty.

What is a frontline worker?

A frontline worker is an employee whose main function is performing tasks that place them in direct contact with customers, clients, patients or the general public, or who carries out hands-on duties core to the organisation’s everyday operations.

In all frontline roles, presence matters. Duties are performed on-site, often in fast-moving environments that demand quick thinking, sound judgment and adaptability. Frontline workers can be found in virtually every industry and may be referred to as “frontline staff”, “frontliners” or “essential workers” (a term popularised during the COVID-19 pandemic).

Essential and frontline workers directly impact organisational success because they:

Shape first impressions: The first interactions customers have with your organisation often set the tone for the entire relationship.
Keep operations running smoothly: They ensure day-to-day processes are executed effectively, preventing service delays or breakdowns.
Influence customer satisfaction: Their actions and service quality directly affect how satisfied customers feel with the experience.
Drive customer loyalty: Consistent, positive interactions encourage repeat business and long-term relationships.

In times of disruption, the value of frontline employees intensifies. Whether it’s healthcare professionals managing patient surges, retail teams keeping essential goods available or logistics staff maintaining supply chains, frontline workers are often the bridge between a challenge and a solution.

Leaders who understand the full value of frontline roles are better equipped to create policies to address on-the-ground realities, allocate resources where they can have the greatest operational impact, and design recognition systems that capture the scope and complexity of frontline contributions.

Frontline worker roles across industries

Frontline workers operate across a spectrum of industries, each with its own set of crucial roles that keep essential services moving, customers satisfied and operations on track. From service workers to law enforcement, these positions are often the backbone of day-to-day activity and the most visible touchpoints between a company and the people it serves.

Healthcare workers

Nurses: Provide bedside care, monitor patient conditions, administer treatments and serve as critical communicators between patients and doctors.
Doctors: Diagnose illnesses, create and oversee care plans, perform procedures and guide treatment decisions.
Paramedics: Respond rapidly to emergencies, stabilise patients on-site and transport them to medical facilities.
Medical assistants: Support physicians and nurses with patient preparation, routine clinical tasks and administrative duties.

Retail workers

Cashiers: Process transactions efficiently, handle payments and offer friendly, accurate service to customers.
Sales associates: Assist customers in finding products, explain features and benefits, and maintain store organisation.
Store managers: Supervise staff, coordinate daily operations, ensure sales targets are met and resolve escalated issues.

Manufacturing workers

Assembly-line workers: Operate and monitor machinery, assemble products to specification and uphold quality standards.
Machine operators: Set up, run and maintain equipment, troubleshoot issues and ensure continuous production.
Quality-control inspectors: Examine materials and finished products for defects, ensure compliance with specifications and recommend adjustments to maintain high standards.

Hospitality workers

Hotel front-desk staff: Welcome guests, manage reservations, process check-ins and checkouts, and address guest needs.
Servers: Take orders, serve food and beverages, answer menu questions and maintain a positive dining atmosphere.
Housekeeping teams: Clean and prepare guest rooms, maintain public areas and ensure high standards of comfort and hygiene.

Transportation and logistics workers

Drivers: Transport goods safely and on schedule, follow delivery routes and maintain vehicles.
Delivery teams: Load and unload shipments, coordinate delivery schedules and interact with customers upon receipt.
Warehouse personnel: Organise inventory, pick and pack orders, and manage storage for efficient distribution.

Back-office Roles

Primarily visible within the organisation.

Ultimately, both groups are indispensable. Frontline teams bring the brand to life through customer touchpoints, while back-office teams provide the infrastructure, processes and insights that make those interactions possible.

When aligned, they create a seamless experience that supports both customer satisfaction and organisational growth.

Frontline worker skills and responsibilities

Frontline roles demand a unique blend of skills and qualities to thrive in fast-paced, high-impact environments. Employees balance operational efficiency with the interpersonal finesse required to leave a lasting, positive impression.

It’s one of the areas where human skills are continually the most indispensable, even as AI and automation technologies grow in prevalence. Important attributes for frontline workers typically include:

Customer focus: Demonstrate a commitment to understanding and meeting customer needs, ensuring that every interaction reflects the organisation’s values.
Operational expertise: Apply in-depth knowledge of tools, processes and best practices to ensure seamless, efficient daily operations.
Adaptability: Respond swiftly to shifting circumstances and unexpected challenges.
Resilience: Maintain performance and focus under pressure or during periods of disruption.
Empathy and communication: Connect with customers on a human level, building trust and satisfaction.
Composure: Stay calm and professional in high-stress situations.

When combined, these attributes empower frontline workers to deliver consistent quality, adapt to evolving demands and embody the values of their organisation in every interaction.

The challenges of frontline roles

The intense demands and challenges of frontline jobs have led to significantly higher turnover risk than other types of roles. Today, more than half of organisations (56%) are grappling with higher-than-normal frontline turnover, with replacement costs per role ranging anywhere from $4,000 to $66,000.

It’s critical for leaders to recognise the issues behind turnover risks – which range from physical demands to pay gaps and burnout – and take intentional steps to mitigate them. Here are just a handful of the challenges frontline workers face.

Pay gaps

Disparities in compensation between frontline roles and other positions can erode morale and increase turnover risk. In fact, “seeking higher pay” is the top-reported reason why frontline workers leave their jobs. When employees perceive that their contributions are undervalued compared to peers in different roles, it leads to disengagement and difficulty attracting top talent.

Physical demands

Long hours, repetitive motions and potential exposure to workplace hazards place a significant strain on frontline workers. Over time, these conditions can lead to fatigue, increased risk of injury and long-term health issues, making proactive safety measures, personal protective equipment (PPE) and workload management essential.

Emotional strain

Frontline roles often require persistent engagement in high-pressure situations, frequent interaction with demanding customers and the emotional labour of staying positive and professional. This cumulative stress can impact mental well-being and job satisfaction if not properly addressed.

Technology and communication gaps

Without timely access to updates, modern digital tools or streamlined communication channels, frontline workers may struggle to perform efficiently and stay informed. Closing these gaps with employee-first technology enhances productivity and connection across teams.

Employee burnout

When teams operate with fewer members than needed, the workload and pressure on available staff can escalate quickly. This sustained strain leads to both mental and physical exhaustion, underscoring the need for adequate staffing, rest periods and supportive leadership.

Unpredictable scheduling

Demanding schedules, inconsistent hours and last-minute changes disrupt work-life balance and increase stress. Providing more predictable schedules and greater control over shifts helps frontline workers plan their lives and maintain their energy.

How organisations can support frontline workers

The most effective organisations recognise frontline workforce and support as a business-critical strategy. Leaders who excel in this area – referred to in recent Workday research as frontline leaders – consistently see lower turnover, stronger employee engagement and better customer service outcomes.

They combine empathy with data-driven action to create a blueprint for frontline worker experience excellence. These are some of their key areas of focus.

Championing flexible scheduling

Providing frontline workers with greater control over their shifts helps reduce burnout, improve retention and boost morale. Nearly 40% of frontline leaders are adopting flexible scheduling practices such as shift swapping and self-service scheduling tools to give their employees better balance between personal responsibilities with frontline work demands.

Investing in employee‑first technology

Modern, mobile-friendly tools give frontline workers easy access to schedules, benefits, policies and real-time updates. By offering self-service portals and communication platforms, organisations enable greater independence, transparency and collaboration between teams and leadership. Among frontline leaders, 65% say self-service data has improved the overall employee experience at their organisation.

Harnessing data to guide decisions

Among frontline leaders, 65% say data is key for evaluating the employee experience. By collecting and analysing employee feedback alongside operational metrics, leaders can identify issues, refine policies and optimise the frontline experience based on what employees are actually experiencing. Data‑driven insights also help to ensure that new changes are targeted, measurable and responsive to evolving workforce needs.

Prioritising development and well‑being

Frontline workers thrive when they have clear growth opportunities, targeted training and access to mental health resources. Investing in professional and personal employee well-being fosters loyalty by improving the overall experience working for a company.

Actively addressing top frontline needs

Understanding and acting on frontline feedback is key to retention. Offering benefits and policies such as performance-based pay raises, extended leave and flexible incentives directly addresses many of the top reasons employees consider leaving their jobs, reducing turnover and building greater workforce trust.

Addressing pay gaps

Ensuring fair and competitive compensation is critical to attracting and retaining frontline talent. Nearly half of frontline leaders (44%) plan to increase pay to retain high-performing employees – the top frontline retention strategy reported to Workday.

Organisations that conduct regular pay equity reviews, benchmark against industry standards and close unjustified disparities send a clear message that they value their frontline workforce.

Moving forward: Elevating the frontline experience

Frontline roles shape how a business adapts and grows. Because they’re closest to customers and daily operations, frontline employees often spot problems early, are first to recognise shifting needs and surface ideas that lead to innovation. Their perspectives drive improvement, while their direct connection with people builds trust no digital tool can replace.

Supporting frontline workers effectively means giving them the right training, modern tools and workplace policies that protect their well-being and enable them to perform at their best. When leaders make frontline flexibility and development a priority, their workers feel more empowered and valued. The result is a stronger workforce and deeper trust among the communities they serve.