Struggling to Hire and Keep Frontline Workers? Here’s What You Need to Know

Why finding and retaining talent is tougher than ever — and what you can do to turn things around.

Frontline workers are the driving force behind most businesses — from retail and hospitality to healthcare, logistics, food production, and manufacturing. Yet, engaging and retaining this vital workforce remains one of the biggest challenges facing employers today.

As recent as April 30, 2025, Canadian business owners I met in Brampton, while leading an educational seminar, voiced their concern about both hiring and keeping frontline talent.

While many of the owners remain optimistic about future hiring, the reality is complex: a lack of qualified applicants, growing skills gaps, and persistent turnover continue to impact operations across businesses.

The Current Landscape: Why It's So Hard to Find and Keep Frontline Talent

Challenges in Finding Frontline Staff

• Talent Shortage: Employers are struggling to find candidates with the right experience or qualifications — or, in many cases, any applicants at all.

• Skills Gaps: Both hard and soft skills are in short supply, limiting employers’ ability to hire and onboard quickly.

• Fewer Applicants: Even in roles with multiple openings, applicant pools are shrinking.

• Highly Competitive Market: Candidates have more choices, and many are actively seeking better opportunities — which means employers must work harder to stand out.

Challenges in Retaining Frontline Staff

• High Turnover: While the “Great Resignation” may have slowed, turnover remains a key concern for employers — many of whom are hiring just to backfill roles.

• Employee Burnout: Long hours, physical demands, and emotional fatigue are pushing frontline workers to reconsider their roles.

• Economic Uncertainty: Rising living costs and financial stress increase anxiety and reduce long-term commitment.

• Insufficient Benefits: A lack of attractive perks — like health plans, pensions, and flexible time off — can cause employees to jump ship.

• Desire for Work-Life Balance: Flexibility and better quality of life are becoming non-negotiable for many frontline employees.

What Employers Can Do to Attract Frontline Workers

Finding the right people often requires rethinking traditional hiring strategies and investing in long-term solutions that build a more resilient talent pipeline.

Here are some ways you can better attract frontline talent:

1. Hire for Potential, Not Perfection

Focus on core competencies and attitude rather than requiring every hard skill upfront. Many strong candidates are passed over simply because they don’t meet every line on a job description. By hiring people with some — but not all — of the skills, and providing training to grow, you can unlock potential that’s often overlooked.

2. Offer In-House Training and Upskilling

Invest in structured on-the-job training, mentorship programs, and upskilling opportunities which help new hires succeed faster — and builds loyalty from day one. When people see a clear path for meeting expectations and growth, they’re more likely to stay.

3. Strengthen Partnerships with Schools and Training Institutions

Work more closely with community colleges, trade schools, and industry associations - this helps you connect directly with emerging talent. Consider offering internships, job shadowing, or co-op placements to attract students and recent graduates to frontline roles.

4. Promote a Culture of Continuous Learning

Make learning part of the workplace culture — not just for new hires, but for current employees too. Provide access to micro-courses, cross-training, or even tuition reimbursement for relevant certifications; this shows commitment to employee development.

5. Ensure Fair and Inclusive Hiring Practices

Audit your hiring processes to identify any unintentional barriers to entry. This includes reviewing:

• Job postings for biased language

• Screening practices and tools that may perpetuate biases and unfairly filter out candidates

• Interview practices that don’t account for different communication styles or backgrounds

Inclusive hiring widens the talent pool and helps create a more engaged, diverse workforce.

What Employers Can Do to Keep Staff: What Frontline Workers Want

Recent insights from various studies emphasized the importance of listening to frontline employees and responding to their evolving needs.

1. Understand What Matters Most

Frontline employees value:

• Feeling respected and valued

• Being recognized for their contributions

• Experiencing a strong connection to their work

Recognition, autonomy, and purpose are no longer “nice to have” — they’re essential for keeping employees engaged.

2. Fix Common Pain Points

To drive retention, employers need to address long-standing frustrations, such as:

• Inconsistent communication from leadership

• Minimal input into decisions that affect their roles

• Limited recognition and visibility

• Few training and development opportunities

3. Rethink Employee Recognition

Recognition works — when it’s done well. Effective programs are:

• Timely and authentic

• Personalized to the individual

• Focused on experiential rewards that create lasting memories (not just generic swag)

Leveraging personalized experiences to drive real emotional impact and loyalty.

4. Create a Sense of Belonging

Employees are more likely to stay when they feel part of a team. Build connection by:

• Celebrating individual and team milestones

• Encouraging peer-to-peer recognition

• Building other engagement strategies such as team volunteering activities, mentoring programs, and more

• Ensuring local leaders practice inclusive, values-based leadership

5. Equip and Empower Managers

Frontline managers are key influencers of culture — but many lack support. Give them:

• Training in people management, communication, and recognition

• Tools for communication and engagement

• Time to focus on coaching and building relationships, not just productivity

6. Use Data to Improve

Track what matters most, including:

• Frequency and quality of recognition

• Employee sentiment and working culture surveys

• Engagement and turnover rates

Use this data to learn and act to demonstrate that employee feedback leads to real change.

Final Thoughts

Attracting and retaining frontline workers isn’t just a talent issue — it’s a leadership opportunity.

Employers who respond to today’s challenges with respect, empathy, and innovation will stand out in a competitive market. Recognition, meaningful benefits, development pathways, and a genuine sense of belonging are no longer optional — they’re what frontline workers need to stay engaged and committed.

Reach out to us to help you build a strong, comprehensive attraction and engagement strategy.