The frontline workforce is the beating heart of any business. In the majority of cases, frontline teams are desk-free (DF). These workers account for around 80% of the global working population. These are the people who get the job done. And they often do it for low pay, at anti-social hours, in testing conditions, and with little recognition.
It is vital that they feel appreciated, empowered and properly communicated with by their managers and senior leaders. If they are not looked after and do not feel appreciated, businesses risk low morale. This in turn can negatively influence attitudes to work and the management team. In turn, that may seep through into how staff come across to customers.
It goes without saying that if not addressed properly, these issues can lead to job dissatisfaction and increased staff turnover. This directly impacts the bottom line and leads to a decline in productivity, profit margins, and brand image.
Recent research we have carried out reveals just how overlooked, under-equipped, and unheard DF workers feel. While the bosses believe things are working well, the reality for these employees paints a very different picture.
With digital transformation reshaping every industry and the Employment Rights Bill coming into force in 2026, we spoke to 500 desk-free workers and 304 managers and executive leaders across retail, manufacturing, wholesale and logistics, passenger transport, and business services to find out the challenges and opportunities for people who don’t sit at a desk all day.
The communication gap
The most startling findings from our Disenfranchised Workforce Report has to be the huge disconnect between what bosses perceive to be a happy, engaged workforce of desk free workers, and the reality of a disenchanted team.
We found that nearly every business with desk-free workers, regardless of industry, grapples with a critical issue. Virtually everywhere, we found a communication gap between these employees and back-office management. This disconnect exists for many reasons, and it is the silent barrier that keeps organisations from reaching their full potential.
In an era of digital transformation, desk free workers are being left behind or forgotten.
Ninety percent of those in the most senior roles – chairpersons, CEOs, and MDs – and 81% of all leaders, believe performance expectations are clearly communicated. However, only two thirds (67%) of desk-free workers agree. Of course, no HR Directors or CEOs admit to any confusion in the ranks. Nevertheless, 10% of DF workers say they often don’t know what’s expected of them.
The blind spots
Aside from the communication breakdown, we also discovered that more than half (56%) of desk-free workers believe better pay would improve morale and retention – but only 20% of senior talent leaders agree. 41% of workers do not think they are fairly paid and yet, 80% of HR leaders believe they are.
75% of workers feel overworked, but only 60% of bosses recognise this as an issue.
As a result, I am pleased to say that many organisations are actively seeking better strategies to attract and retain their essential workforce. Many leaders are now realising that DF workers, often the unsung heroes of the workforce, need to be empowered with the same tools and access to information as their office-based counterparts.
Addressing the challenges
Workforce management software is crucial for businesses managing both desk-based and desk-free employees. The software improves communication by providing real-time updates and notifications, ensuring that all employees remain informed and connected regardless of their location or role.
By centralising communication channels, it allows for seamless sharing of important information, whether it’s company-wide announcements, team-specific updates, or individual messages. This builds a more inclusive workplace and keeps employees engaged by eliminating communication silos, making it easier for them to stay aligned with organisational goals. Additionally, features like mobile accessibility ensure that desk-free employees can access the same information on-the-go, promoting a positive environment and a greater sense of belonging within the organisation.
On top of improved communication, it can also automate routine tasks. These include scheduling, time tracking, and payroll. It can also help to ensure organisations maintain regulatory compliance and improve operational efficiency.
Systems such as OneAdvanced’s Performance and Talent enable managers to recognise and reward employee efforts. These have the effect of boosting morale and job satisfaction. In turn, higher morale can lead to higher retention rates within these difficult and highly competitive industries.
Let’s listen and act
People leaders have a critical role to play in bridging the gap between office-based decision-makers and desk-free teams. Our findings show that while many HR and business leaders have good intentions, they risk missing the mark on what really drives engagement, retention, and productivity on the ground.
Now more than ever, HR strategy must be grounded in listening to worker experience and acting on it. This is especially true as the Employment Rights Bill reshapes how people are hired, supported, and retained.
- Digital Strategy
- People & Culture