If you’re an HR admin in industries such as hospitality, retail, manufacturing, you know that keeping your frontline workers engaged is essential for delivering excellent service and maintaining a productive workforce.
In this piece, we’ll break down what employee engagement really means for hourly workers, why it matters, and how you can improve it in a way that resonates with your teams.
What is employee engagement?
At its core, employee engagement is about how much your staff care about their work and their connection to the company’s goals. But when you’re managing a team of hourly workers who are constantly on the go, it can be tricky to know where to start.
Why does employee engagement matter in frontline roles?
Here’s the thing – engaged employees are more productive, provide better customer service, and stick around longer. By focusing on engagement, you can reduce turnover, boost morale, and ultimately improve customer satisfaction.
- Increased productivity – Engaged employees work harder and smarter. In a busy restaurant, hotel, or retail setting, this means improved customer service and better teamwork.
- Lower turnover – In industries with a large number of hourly workers, where turnover can be high, engagement is key to retention. Employees who feel valued are more likely to stay.
- Better customer service – Happy, engaged employees provide better service to customers. When your staff feel like they matter, it shows in their interactions with guests, clients, and customers.
Employee engagement in these industries isn’t just about a pay cheque – it’s about creating a work environment where your employees feel part of something bigger. Let’s explore how you can make that happen.
The 3 types of employee engagement: Cognitive, emotional and physical
In fast-paced industries, employees engage in different ways. Let’s break it down:
1. Cognitive engagement
Cognitive engagement is about mental effort. For your frontline workers, this means thinking critically about the tasks at hand – whether it’s ensuring a customer’s needs are met in a restaurant, troubleshooting equipment on the factory floor, or managing stock in a retail store.
When employees are cognitively engaged, they are constantly looking for ways to improve their work, streamline processes, or solve problems. They are not just ‘doing their job’, they’re actively contributing to the success of the team and the company.
2. Emotional engagement
In industries where workers often face long hours and high stress, emotional engagement is vital. Employees who feel emotionally connected to their company are more likely to stay motivated even during difficult shifts or busy periods.
When employees are emotionally engaged, they feel a sense of pride in their work and a connection to the company’s mission. For example, a server who is emotionally engaged in the values of the restaurant will go the extra mile to ensure customers have a memorable experience.
3. Physical engagement
Physical engagement might seem like the most straightforward of the three, but it’s vital nevertheless. It’s about how much effort and energy employees put into their day-to-day tasks.
Physical engagement involves more than just being present – it’s about being physically active in your role, whether it’s walking the restaurant floor or moving around the shop floor. It’s about showing up with the energy to get the job done and contribute to the team’s success.
Whose job is employee engagement anyway?
In industries with a high percentage of frontline workers, engagement isn’t just the responsibility of HR – it involves everyone from leadership to managers and even your teams themselves.
The role of HR admins
As an HR Admin, you’re responsible for setting up systems and initiatives that help engage your hourly workers. This could be anything from introducing feedback loops to offering incentives for high performance or improving training programs. You’ll also monitor engagement levels and adjust your strategy based on employee feedback.
But it’s not just about running surveys or offering rewards – it’s about creating an environment that fosters engagement through recognition, growth opportunities, and communication.
The role of Managers
Managers have the most direct influence on frontline employee engagement. In sectors like hospitality or retail, managers are often the first line of communication and can make or break an employee’s day.
Managers need to provide ongoing feedback, recognise effort, and offer support during tough shifts. They’re the ones who create a sense of belonging and ensure employees feel part of the team. They are also responsible for fostering a positive culture and setting an example.
Key drivers of employee engagement in frontline roles
What really drives engagement in industries with frontline workers? Here are the key drivers you’ll want to focus on:
1. Recognition and feedback
When employees are on their feet all day, whether on the shop floor, in a restaurant, or at a hotel reception, they want to know their hard work doesn’t go unnoticed. Regular recognition, both formal and informal, can go a long way in keeping employees motivated.
Publicly acknowledging a job well done or offering a simple “thank you” can boost morale. Implementing regular feedback – whether through team meetings or quick one-on-one chats – lets employees know they’re valued.
2. Career development opportunities
In industries with a high turnover rate, employees often feel like they’re stuck in dead-end jobs. Offering career development opportunities is key to keeping your team engaged. Provide clear pathways for growth within the company, whether it’s through additional training or opportunities to step into leadership roles.
A kitchen staff member in a restaurant might dream of becoming a chef one day. If they see a path forward, they’re more likely to stay engaged, put in the effort, and remain loyal to your business.
3. Work-life balance
Work-life balance can be a challenge in the world of hourly work and seasonal fluctuations. Long hours and late shifts can leave employees feeling burnt out. Offering flexible scheduling, paid time off, or even mental health days can help employees recharge and maintain a healthy balance between work and their personal lives.
Creating an environment where employees feel they can balance work with their personal lives is one of the most important ways to increase engagement.
How to measure employee engagement in frontline roles
Surveys and feedback loops are still the most effective ways to measure engagement, even in industries with hourly workers. But the approach needs to be adapted for these environments.
Engagement surveys for frontline workers
Use short, easy-to-complete surveys that don’t take up too much time. Keep the questions relevant to their daily experiences, like: “Do you feel supported by your manager?” or “Do you have the resources you need to do your job well?”
Make sure surveys are available in multiple formats – whether it’s on an app, via email, or in-person surveys during a team meeting. The key is to make it easy for your employees to provide feedback.
Acting on feedback
Once you’ve gathered the feedback, act on it. It’s crucial that employees see that their feedback leads to action. If you identify areas for improvement, take steps to address them. For example, if employees feel that training is insufficient, offer more targeted training sessions to meet their needs.
Leveraging HR tech to boost engagement
In industries where employee schedules and tasks change rapidly, HR technology can be a game-changer for employee engagement.
Performance management tools
Performance management tools can help you track employee progress, set goals, and provide real-time feedback. These tools can be used to monitor performance, identify top performers, and provide regular feedback to help employees improve.
Employee engagement platforms
Good employee engagement platforms allow you to send out regular pulse surveys, track satisfaction levels, and give recognition in real-time. These platforms can help you monitor engagement levels across large, geographically dispersed teams – whether they’re working in different stores, restaurants, or factories.
Conclusion: Moving forward with employee engagement
Creating a culture of engagement that keeps your employees motivated, happy, and productive is crucial. The key is to focus on what drives engagement – recognition, career development, and work-life balance – while leveraging technology to make the process easier.
By putting these strategies into place, you can help your employees feel valued and invested in the company’s success, ultimately leading to a more satisfied workforce and a better bottom line.
