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EN | 2022 | Frontline Trends Report.pdf

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2022
Frontline
Trends Report
How the labor shortage is permanently changing
the employee experience for hourly workers
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Meet Suki
Introduction
Suki worked as a chef at some of the
top restaurants in Los Angeles. She
loved cooking, but the years spent
working on her feet in hot kitchens
were taking a physical toll on her
body. This combined with the fact
that working nights made arranging
childcare exceptionally difficult.
Then COVID hit. She saw this as
her chance to make a change.
To supplement her income while in
school, Suki now picks up gig work
through an app. She represents just
one of the millions of hourly workers
who have left the hospitality industry
for good.
There is one, overarching initiative that is top of mind for
almost every business in 2022: hiring and retaining employees.
The labor shortage that followed in the wake of COVID-19 has
massively impacted every single industry around the globe.
Frontline workers are in short supply and the demand for their
talent is at a tipping point.
Now, frontline-majority organizations are going beyond the
blanket “thank you to our frontline heroes” statements and
making real, systemic changes to the employee experience
for hourly workers.
Frontline workers have everyone’s attention.
And we’re listening...
Straight to the Source: Beekeeper’s
First-Ever Frontline Worker Survey
Frontline workers and the challenges they face both in and out
of the workplace continue to dominate news headlines, so we
wanted to make sure we had our finger on the pulse of what
they want at work.
That’s why we directly asked our frontline users and
managers what they wanted, what they worry about,
what motivates them, and what they love/hate about
their work apps.
Their responses, combined with in-depth, independent
research by our team led to the emergence of the following
five trends that we feel will impact the frontline employee
experience the most in 2022. To first set the stage, let’s quickly
cover the current state of the global workforce.
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⚡TL; DR: Fast Facts on the
Frontline Labor Shortage
Welcome to #TheGreatResignation.
Here are some global facts about the
current labor crisis:
According to The World Bank,
the global labor participation rate stood at
58.6% at the end of 2020, down from
62.7% when the decade began.
46% of manufacturing employers found
it difficult to fill their positions due to a
skill mismatch and 88% of commercial
construction contractors reported
difficulty finding skilled workers.
70% of the unemployed in Leisure
and Hospitality are looking for work
outside the sector.
As of Q1 2021, the eurozone’s active
workforce remained 2.6M below
pre-pandemic levels, while the US
labor force still has almost 2M
fewer people.
62.7%
70%
58.6%
88%
46%
Women have left the workforce at an alarming rate over the course of the
pandemic. In April
2020 alone, almost 1.4 million women left the labor force in order to take care
of their families.
The pandemic also dramatically escalated the rate of retirement for millions of
older workers.
So what impact will all these seismic disruptions to the labor market have on
the future of work for
frontline, essential employees? To start with, they want to be paid more. And
companies are stepping
up their compensation packages to make it happen.
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Amazon is now offering hourly workers $18 per hour and companies like Kroger
and Starbucks are offering signing bonuses and pay raises.
The labor shortage is driving the average pay in hospitality up from $18 an hour
to $26 an hour.
In Germany, one of the promises that won the
Social Democrats the election was a €12 minimum wage.
Increased competition for staff is driving up hourly wages and expediting payday
for many frontline workers.
Income volatility disproportionately affects hourly workers. Last-minute shift
changes, unpredictable hours,
and historically low wages are major pain points for the global frontline
workforce.
But the global labor shortage has shifted the balance of power from companies to
the frontline workers they so
desperately need.
Frontline Workers Want a Living Wage
There’s no doubt the labor shortage and the surplus of jobs available to
frontline workers have driven up hourly
wages. Wages are climbing at the fastest rate since the 1980s.
In the largest national survey of blue-collar workers, higher wages was cited as
the #1 benefit workers wanted.
Companies are taking note and making changes to their compensation.
Trend 1
Companies Are Offering Expedited Pay
To Cash-strapped Workers
To combat the post-COVID war for talent and provide a better
employee experience, many companies now offer next- or
same-day pay to help drum up new applicants and keep the
ones they have.
Quick service restaurants like Wendy’s and even some retailers are
partnering with on-demand pay apps that allow employees to
cash out and access their earned wages that same day.
For workers with little personal savings, or an immediate,
unexpected expense, expedited pay can help them stay afloat
between paydays.
Higher Wages and Faster Access to Them

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♪ From TikTok Resumes to Free
iPhones: Welcome to a New Era
of Recruiting Frontline Talent
TikTok released a resume feature this year to help
Chipotle, Shopify, Target, WWE, and other employers
find Gen Z workers. McDonald’s even piloted a
program called “Snaplications” on Snapchat,
which brought in over 3,000 job applications in
just 23 hours.
Although after only a few months, TikTok resumes are
largely considered to have been a flop. While it
remains to be seen whether leveraging the viral power
of Gen Z’s beloved social media channels will be a
viable long-term recruitment tactic, companies will
continue these digital experiments to crack
the Gen Z recruitment code.
Some McDonald’s restaurants are offering free
iPhones to new employees if they stay with the
company for six months. Meanwhile, another
McDonald’s in Florida offered $50 to anyone who
was willing to come in for a job interview.
Several European countries including the UK and
Hungary are easing restrictions around migrant
labor and bringing in foreign workers to help
businesses keep their doors open.
We expect these experimental recruitment incentives
and candidate sourcing to continue into 2022 as
companies continue to battle it out for fresh talent.
Good old-fashioned employee referrals
still work too! One of our customers, Wanzek
Construction, leveraged Beekeeper’s
employee app to generate 525 referrals in
just three months!
In a job seeker’s market, companies must go above and beyond hanging a Help
Wanted sign in the window.
Signing bonuses and referral programs are just the beginning.
In addition to creative recruitment strategies, companies must also rethink the
employee experience from
the first touchpoints of the employee lifecycle — starting with recruitment.
What’s more, companies
hoping to attract tech-savvy, Gen Z workers must meet applicants where they’re
at — online.
Enter Snaplications and TikTok resumes.
NOW
HIRING
FREE
IPHONE
Creative Employee Recruitment
Strategies and Candidate Sourcing
👏 👏 👏
Trend 2

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In addition to higher wages, competition for frontline talent has also led to a
number of holistic changes
companies are making to create better working conditions for their hourly
employees. The long hours,
repetitive physical motions, and extreme temperatures that were once considered
“just part of the job”
are now being re-examined.
😬 Houston, We Have a
Staffing Problem
Staffing is not just a massive issue for employers.
Our survey revealed that understaffing is the
#1 stressor for frontline workers. Understaffing
levels caused by the labor shortage result in
frontline teams having to make up the slack
themselves. This creates employees who are
overworked and overwhelmed.
According to frontline workers
we surveyed...
90%
34%
Addressing physical
discomfort
Better, more predictable
work schedules
Explaining why changes
are made
Communicating the
broader vision of the
company
Almost 90% rate proper
staffing as important
for their workplace
happiness.
34% rate understaffed
teams as their #1
stressor, more than
double the next closest
contender, “coping with
change at work.”
These comprehensive changes touch
various aspects of the frontline employee
experience including:
Ensuring teams are
adequately staffed
Better Working Conditions and ContextTrend 3
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One of the top findings in our survey is that frontline
workers don’t want to work in a vacuum or a silo.
They want real operational reform and a
comprehensive understanding of when and
why things change.
😖Frontline Employees Are
in Pain: Addressing Physical
Discomfort in the Workplace
Typically, frontline jobs are physically demanding. In
manufacturing, the work often consists of repetitive
motions, long hours, and minimal personal space.
For retail and food service, it’s hours of standing and
walking, lifting heavy objects, carrying plates of food,
or working in 100-degree kitchens.
Our survey also confirmed that physical discomfort
remains a major issue for frontline workers. Many
of the respondents said their work could be made
better by seeing daylight or having a place to
sit down.
This means it’s crucial to communicate the big
picture and help your employees understand
the role they play in it.
According to our survey...
Hourly Employees Want Stable,
More Predictable Shifts
Now more than ever, companies are compromising
on terms that were once considered non-negotiable:
scheduling. Hourly workers are seeking more
flexibility in their work schedules — and in many cases
are finding it with gig work. Many frontline workers
who remain in the workforce are pushing back on the
demand to work weekends, late nights, and holidays.
One survey respondent said,
86%
80%
13%
Of frontliners rate
context around why
and when things change
as important for their
workplace happiness.
Of frontliners say
having clear goals and
targets, and a way to
measure performance
is important for their
workplace happiness.
Of frontline managers
believe big-picture
context and clear
targets are not effective
for retention (least valued
of all the options).
⚠Contrary to their managers, frontliners
rate staffing and context higher than team
culture when it comes to happiness
at work. ⚠
“One thing I would change about my job is
our schedule. We’ve worked a constant 6 day
week for well over a year now with our only
time off being holidays. While working 12
to 16 hour days you really have no time for
anything besides work.”
Context is King









EN | 2022 | Frontline Trends Report.pdf




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