• Deema Adada

How to Attract and Retain Quality Front-line Workers

Updated: Aug 31



As we move into a post-2020 world, the importance of front-line workers cannot be underestimated. They are responsible for everything from providing customer service to driving the trucks carrying all our goods, and we’ve seen their vital role in keeping our economy ticking over. Companies are looking for quality candidates; employees are demanding more from their employers. Workers are no longer satisfied with an uneven work-life balance, requiring more flexibility when juggling work with family obligations. Traditional Employee Value Propositions have become outdated. This is more apparent than ever in the Logistics sector, where the number of vacant positions has increased. To attract and retain quality front-line candidates, companies must consider modernizing their Employee Value Propositions.


Fortunately, companies are not left to do this on their own. Gartner ran a survey in 2021 that highlighted the emotional values that employees expect from their place of work. From this data comes The Human Deal Framework, which explains the different components workers value when considering their employment.


With the rapid growth of the supply chain and logistics industries and the increase in demand for qualified workers, having an EVP that incorporates The Human Deal Framework will set companies apart. Some key pillars to focus on include:


  • Building deeper connections. Workers rate employer concern for family and community high on their list of priorities. Companies with policies in place such as flexible scheduling for family obligations and family leave time, as well as active engagement within the community, have a higher rate of employee satisfaction.


  • Personal growth opportunities. In this modern age, employees expect to have professional growth opportunities within a company. However, companies that advertise and implement opportunities that extend outside the scope of the position see more satisfaction and more well-rounded employees. Examples of these types of opportunities include career coaching, professional writing, negotiation, and financial courses.


  • Holistic well-being. Ensuring that employees take advantage of their employer's job benefits is essential. Benefits such as counseling services, paid family leave, financial support for children and elderly individual care, and health incentives all lead to stress reduction. Less personal stress leads to a happier work environment.

Building out an employee value proposition with these action items in mind will ensure that companies can fill the massive amount of vacant positions (a whopping 7% of transportation, warehousing, and utility positions) and that they will retain the workers that they already have.


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