37% of frontline beauty workers feel less valued than desk-based colleagues, says new E-book

In the fast-paced beauty retail sector, HR leaders face unique challenges that require innovative solutions. Desk-free workers—making up 80% of the global workforce—are the backbone of this industry. From sales associates to warehouse staff, these frontline employees are crucial for delivering exceptional customer experiences and driving business success.

In a recent E-book by software provider OneAdvanced (free to download here), HR leaders can learn how to leverage technology for a more engaged and efficient workforce.

To unlock the full potential of their desk-free workforce, HR leaders should focus on several key areas:

Engaging the desk-free workforce

Employee engagement is vital for productivity and retention. A recent review by Gallup showed that highly engaged teams are 21% more productive. However, according to research by Blink, 37% of frontline workers feel less valued than their desk-based colleagues, presenting an opportunity for HR leaders to boost morale by recognising the contributions of all employees. Career development is also a powerful retention tool. According to Kahoot's 2023 Workplace Culture Report, a remarkable 64% of workers would stay with their employer for six more years with better training and support. For younger generations, this figure rises to 51%, indicating they would remain for at least a decade with the right backing. Investing in career development programmes can help create a loyal and skilled workforce.

Bridging communication gaps

Traditional communication methods like email often miss desk-free workers. Direct managers are key to bridging this gap, highlighting the need for investment in their communication skills and training. Equipping managers with digital tools can enhance their ability to connect with teams, fostering a more inclusive work environment.

Addressing staffing and scheduling challenges

A recent survey by Beekeeper showed that understaffed shifts are the biggest cause of stress for 27% of frontline workers. Using digital tools for scheduling and communication can improve work-life balance and reduce stress. Fair compensation, supported by effective time and attendance software, is also essential for employee satisfaction and retention.

Leveraging technology for efficiency

Adopting digital tools can drive significant efficiency gains. Accessible via smartphones or tablets, these tools can automate time-consuming tasks, improve scheduling visibility, and enhance data capture for better cost management. Technology can also help tackle high staff turnover rates, which are costly and divert resources. By addressing the root causes of high attrition, companies can achieve significant savings and productivity gains.

Combating burnout

Burnout is a serious risk in the beauty retail sector, especially for "sandwich managers”, who are caught between upper management and frontline staff. Overworked employees face a high burnout risk, leading to increased absenteeism and staffing challenges. HR leaders must prioritise employee wellbeing by ensuring manageable workloads and providing support systems.

Conclusion

For HR leaders in beauty retail, the path is clear. Investing in desk-free worker engagement, career development, and technology solutions can create a more stable, productive workforce. This approach delivers exceptional customer outcomes and drives business success. By addressing these areas, companies can see significant improvements in retention, productivity, and overall performance.

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