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Work Trend Index Special Report


TECHNOLOGY CAN HELP UNLOCK A NEW FUTURE FOR FRONTLINE WORKERS

New data shows that now is the time to empower the frontline with the right
digital tools.

January 12, 2022

Illustration by Bernardo Henning

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O Over the past two years , in order to inform the ways in which our technology
solutions can better support our customers’ needs, Microsoft has continued to
study how work is changing. Now, as we look ahead to 2022, we’re doing a deep
dive on a segment of the workforce that never went home to work—the frontline.
ver the past two years , in order to inform the ways in which our technology
solutions can better support our customers’ needs, Microsoft has continued to
study how work is changing. Now, as we look ahead to 2022, we’re doing a deep
dive on a segment of the workforce that never went home to work—the frontline.

Representing 80 percent of the global workforce , no one has borne the burden of
the past two years more than the 2 billion frontline workers around the globe.
They’ve kept grocery stores stocked, ensured the power grid stayed up and
running, provided essential healthcare services, and made and distributed the
products the world depends on—all while weathering personal risk and ongoing
disruption. And as the world continues to endure economic and pandemic
uncertainty, many businesses face the near-impossible challenge of keeping the
doors open while ensuring the wellbeing of employees.

Despite their essential role in every industry, these workers have traditionally
been underserved by technology. Just as the pandemic was a catalyst for spurring
rapid digital transformation for information workers, the data suggests we’re at
a similar inflection point on the frontline.

This Special Report—part of our ongoing Work Trend Index —explores findings from
a survey of 9,600 frontline employees and managers in eight industries across
five continents. The data helps shed light on the challenges impacting nearly
every business right now, and while technology is not the only solution, the
report also reveals an opportunity for digital tools to help ease the burden on
these essential workers.

Download the full report



Technology Can Help Unlock a New Future for Frontline Workers

Key Findings

 1. A culture of caring is the new currency on the frontline: Seventy-six
    percent of workers feel bonded to each other, yet over 60 percent say their
    company could do more to prioritize culture and communication from the top.
    In addition, 51 percent of those in non-management positions on the
    frontline don’t feel valued as employees.

 2. Frontline workers are at an inflection point: Amid the Great Reshuffle,
    frontline workers cite better pay and benefits, work-life balance, and
    flexibility as reasons for considering a job change.

 3. Optimism for tech is high: Sixty-three percent of frontline workers are
    excited about the job opportunities technology creates, and technology ranks
    third on the list of factors that workers say could help reduce workplace
    stress.

 4. There’s an opportunity to bridge the tech and training gap: Forty-six
    percent of frontline workers feel pressure to adapt to new technology over
    fear of losing their jobs—and 55 percent say they’ve had to learn new tech
    on the fly, with no formal training or practice.

 5. PLUS: Microsoft's recommendations 



“The pandemic has put incredible strain on frontline workers,” says Jared
Spataro, corporate vice president of Modern Work at Microsoft. “But across all
of our research, we are getting a clear signal about the opportunity to align
business outcomes with the wellbeing and growth of employees. And it’s
encouraging to see that technology can help.”

1.

A culture of caring is the new currency on the frontline

62%

of all frontline workers say leadership does not prioritize building culture

58%

of frontline workers believe that work stress will either stay the same or
worsen in the coming year

Microsoft Chairman and CEO Satya Nadella talks about the importance of
strengthening the connections between employees, a company’s mission, and their
managers. Our research shows that the pandemic has strengthened some of these
ties, while fraying others.

To weather the storm, frontline workers have turned to each other. Seventy-six
percent report that they “feel very bonded to co-workers” because of shared
stresses brought on by the pandemic. But their connections to leadership and
company culture are weak. Sixty-two percent of all frontline workers say that
leadership does not prioritize building workplace culture—and that jumps to 68
percent for those in management positions on the frontline such as department
heads, store managers, and shop-floor supervisors.

Furthermore, communication isn’t trickling down—or bubbling up. Sixty-three
percent of all frontline workers say messages from leadership don’t make it to
them. Things are especially trying for frontline managers (69 percent) who say
their higher-ups are not effectively communicating with them either. At the same
time, 32 percent of frontline workers feel their voice is not being heard when
communicating workplace issues.

Workers see a culture and communication gap

While frontline workers say they feel more bonded to one another, most say
culture and communication need to be better prioritized from the top



This Work Trend Index Special Report survey was conducted by an independent
research firm, Edelman Data x Intelligence, among 9,600 full-time or part-time
employed frontline workers across eight (8) industries and eight (8) markets,
between October 28 and November 19, 2021. A total of 1,200 frontline workers
were surveyed within each industry.

Illustration by Valerio Pellegrini

Choosing the right communication platform can strengthen workplace connections.
For example, Blum , a family-run furniture fitting company, once relied on
supervisors and a factory floor notice board to share updates with employees.
Today, Blum uses the employee experience platform Microsoft Viva to centralize
company news, tasks, and conversations, giving frontline workers a consistent
connection to the larger company that they can access from anywhere. “This isn’t
just about one-way communication,” says Sarah Blum, employer branding and
recruiting specialist at Blum. “We can have direct conversations with employees
and answer their questions, and they feel heard.”

And as companies balance pandemic realities with employee needs, the research
shows an opportunity to focus more on the wellbeing of frontline workers.
Fifty-one percent of frontline workers in non-management positions don’t feel
valued as employees, and many workers (60 percent) wish more was being done to
help with physical exhaustion or to support mental health (57 percent).



Those on the frontline are feeling the pressure of external challenges, too.
Most workers surveyed feel more could be done to help supply chain issues (52
percent), and say that labor shortages are making their jobs especially
difficult (51 percent).

And as we embark on year three of the pandemic, 58 percent of frontline workers
around the world believe that work stress will either stay the same or worsen in
the coming year. In addition to economic challenges, frontline workers globally
cite workload (45 percent), low wages (44 percent), long workdays (41 percent),
managing needs of customers (35 percent), and COVID-19 protocols (33 percent) as
the top five reasons for their work-related stress.

“The pandemic has created an extraordinary strain on the individuals on the
frontlines,” says Dr. David Rhew, global chief medical officer for Microsoft,
whose own frontline experience informs Microsoft’s healthcare offerings. “Beyond
the very real effects of COVID on peoples’ lives and livelihoods, there’s the
baseline administrative burden they have to handle, and then the workforce is
diminishing so there’s more and more work being placed on top of them. It’s just
created an extraordinary amount of pressure and stress.”


WORKERS ANTICIPATE INCREASING STRESS

Frontline employees in Japan, the UK, and Germany—as well as those in the
manufacturing, auto/transportation, and energy industries—are most concerned
that stress at work will stay the same or get worse in the year ahead
By CountryBy Industry

This Work Trend Index Special Report survey was conducted by an independent
research firm, Edelman Data x Intelligence, among 9,600 full-time or part-time
employed frontline workers across eight (8) industries and eight (8) markets,
between October 28 and November 19, 2021. A total of 1,200 frontline workers
were surveyed within each industry.


2.

Frontline workers are at an inflection point

4.5M

Americans quit their jobs in November

With the pandemic enduring, stress levels high, and a record 4.5 million
Americans quitting their jobs in November , it’s clear workers are at an
inflection point. In our survey, frontline workers globally cited the following
top five reasons for considering a job change: to make more money, to have a
better work-life balance, not receiving pay increases, working for a company
with better benefits, and looking for more flexibility in how they work.

And as mentioned, when it comes to frontline managers—the glue between corporate
and the frontline—the data suggests they are especially feeling the strain of
bridging the culture and communications gap.



Data from LinkedIn also suggests people who are quitting their jobs aren’t
leaving work altogether—they’re seeking new experiences. According to LinkedIn
hiring data, seven out of the eight industries examined in this report have now
exceeded pre-pandemic hiring levels, and all except retail have experienced
double-digit year-over-year growth.

As more frontline workers rethink the role that work plays in their lives and
engage in the Great Reshuffle, organizations have a massive opportunity to
create an operating model and culture that attracts the best managers and
employees to their ranks.

3.

Optimism for tech is high

63%

of frontline workers are excited about the job opportunities tech creates

46%

of frontline workers say they even value tech tools over mental health and
wellness benefits

For years, many frontline workers have been concerned that technology―especially
automation and AI―would make their jobs obsolete.

“I come across a lot of people who are worried about being replaced by
artificial intelligence, by machine learning,” says Darryl Willis, Microsoft’s
corporate vice president of the energy and sustainability industry. “One of the
things I say to people is that you have to see machine learning and AI as an
assistant, not a replacement, for expertise.”

That idea is slowly taking hold. According to our research, 63 percent of
frontline workers are excited about the job opportunities that technology
creates. The aspects of work with which they believe it can help “a lot” include
team scheduling, onboarding new teammates, automating repetitive tasks,
providing real-time task updates, and managing appointments.

Tech also ranks high on the list of factors that could help reduce work-related
stress, just behind better pay and vacation time. And 46 percent of respondents
say they even value technological tools over mental health support and wellness
benefits.

What can reduce stress on the frontline?

Better tech ranks third on a list of things frontline workers say could reduce
stress, just behind better pay and vacation time



This Work Trend Index Special Report survey was conducted by an independent
research firm, Edelman Data x Intelligence, among 9,600 full-time or part-time
employed frontline workers across eight (8) industries and eight (8) markets,
between October 28 and November 19, 2021. A total of 1,200 frontline workers
were surveyed within each industry.

Illustration by Valerio Pellegrini

Across industries, tech is already helping frontline workers navigate a rapidly
changing landscape of work. Among frontline workers, there has been a 400
percent spike in monthly Microsoft Teams usage from March 2020 to November 2021.

Healthcare workers are booking virtual visits and using Teams’ built-in pager
system to reach nurses and doctors quickly. Retail and finance workers have
turned to the Shifts app in Teams to manage schedules. And manufacturing and
automotive workers are using tools like the Teams-powered walkie-talkie and
Teams-connected mixed reality headsets to connect to corporate and troubleshoot
issues on the factory floor.



For instance, Chevron employees are using Microsoft HoloLens mixed reality
headsets and hard hats equipped with Teams to troubleshoot issues and connect
with experts for inspections. In often loud environments, employees can directly
share what they see and hear via mixed reality, instead of trying to describe
the situation verbally. Retailer Canadian Tire is also using Teams to streamline
the curbside pickup process.

Technology adoption on the frontline is accelerating

Between March 2020 and November 2021, the monthly use of Microsoft Teams on the
frontline grew by 400 percent in the aggregate, with the most growth seen in
healthcare, financial services, and media and communications



Illustration by Valerio Pellegrini

4.

There’s an opportunity to bridge the tech-equity and training gap

55%

of frontline workers have had to adapt to using digital tools on the fly, with
no formal training or practice

There is still more that can be done to help ensure frontline workers are as
well-equipped as workers who sit behind a desk. One-third of all frontline
workers say they do not have the right technological tools to do their job
effectively; that number rises to 41 percent for those in non-management
positions.

“Frontline workers are the face of your business,” says Kristina Behr,
Microsoft’s vice president of product management for frontline workers and
industry. “Making sure that they are empowered and equipped with the optimal
tools is vitally important for success. If it’s frustrating for you to use the
tools, your whole job is frustrating.”

Access to―and training for―technology that automates tasks, provides remote
assistance, and helps workers communicate with each other varies widely among
frontline workers. Our research shows that healthcare, hospitality,
telecommunications, and automotive/transportation have all lagged in training
employees prior to implementing the latest digital tools. Frontline workers in
Japan, Brazil, India, and the UK are similarly behind the pack.


WORKERS SEE A TECH AND TRAINING GAP

Employees in some industries and countries are lacking the tech and training
they need to do their jobs effectively
By IndustryBy Country

This Work Trend Index Special Report survey was conducted by an independent
research firm, Edelman Data x Intelligence, among 9,600 full-time or part-time
employed frontline workers across eight (8) industries and eight (8) markets,
between October 28 and November 19, 2021. A total of 1,200 frontline workers
were surveyed within each industry.


For many, falling behind has become a major concern. Nearly half (46 percent) of
frontline workers worry that they could lose their jobs if they don’t adapt to
new tech.

Our research shows that older workers—age 41 and up—struggle with adapting to
new technology. But younger workers (40 and under) also feel frustration from
inadequate tools. “The average hourly worker in a store now is a digital native
who came into their first job with a smartphone in their hand,” says Shelley
Bransten, Microsoft’s corporate vice president of retail & consumer goods. “So
they’re expecting the experience they have at work to match up with their
experience outside of work, and that divide has not been crossed yet.”



Even among those workers who do receive the latest digital tools, many of them
haven’t been properly trained in how to use them: 55 percent have had to adapt
to using digital tools on the fly.

Investments in educating workers to make the best use of technology are
ultimately as important as investments in the tech itself. Case in point: While
Eaton, a multinational power management company, has been serving customers
since 1911, it takes a decidedly modern approach to training. Using a mixed
reality application for Microsoft HoloLens 2, they train employees to conduct
preventive maintenance on 1,500 pieces of equipment. “The matrix hologram
appears in front of you. It asks, ‘Javier, do you want to start with the
welder?’ I stare at the word ‘Yes’ to confirm. You continue until you finish the
checklist,” says Javier Gomez, a plant manager for Eaton. “The process takes
five to seven minutes. It’s efficient and you don’t need anybody to show you
what you’re looking for or what it looks like. It’s amazing.”



46%

of frontline workers worry that they could lose their jobs if they don’t adapt
to new technology

5.

Recommendations



The pandemic and current economic realities are putting immense pressure on
businesses of all sizes. But with projected attrition rates high and morale low,
the data suggests an opportunity to focus more squarely on supporting the
frontline. Based on the research, these are three areas where companies can
focus first to address the issues.

Rebuild culture on the frontlines

Workplace culture is built upon a strong connection to company mission and
purpose, transparency, strong lines of communication, recognition of great work,
and positive workplace relationships. Our data shows that many frontline workers
have built foundational relationships with each other, but more can be done to
foster connection and culture from the top, especially for managers.

Leaders should make time to connect with frontline workers and
managers—proactively seeking to understand their experiences, share appreciation
of their efforts, spell out the company’s mission and purpose, and explain how
frontline workers are contributing to it. Companies should not only establish a
steady stream of company communications, but also create avenues for two-way
communication so frontline workers are empowered with the information they need
to both succeed and feel like they are being heard. Microsoft is focused on
supporting frontline workers with tech like Microsoft Viva Connections, which
can play a critical role in bridging the culture and communication gap—thereby
allowing employees to access information and resources, and allowing leaders to
share messages, company updates, and kudos to create a consistent sense of
culture that is digestible for all workers.

Empower frontline workers with the latest tech

From team scheduling and onboarding to automating tasks and managing
appointments, companies can ease daily burdens by providing the right tech
tools. Microsoft is committed to making these experiences more seamless for
frontline workers with custom industry-cloud solutions, as well as innovations
in Teams that reduce the friction in approvals, shift scheduling, and virtual
appointments. Teams-connected mixed reality headsets and hardhats, and digital
walkie-talkies and pager systems make communication more seamless as well.

Empowering frontline workers with the right technology not only makes their jobs
easier but it enables secure communication between customers, each other, and
corporate. It allows employees to concentrate on what matters most, whether
that’s the customer or the essential task at hand.

Prioritize and modernize training

Frontline workers are eager to get the training they need to adopt new
technologies that will help them do their best work. But with finite resources
and competing demands, they need leaders to prioritize and make space for
learning at scale. At Microsoft, we want to help every organization provide
equitable and accessible training to every worker. With Microsoft Viva Learning,
we aim to empower frontline workers to upskill and learn right in the flow of
work.

Download the full report



Technology Can Help Unlock a New Future for Frontline Workers

What Microsoft is doing to help

We hope that in releasing this research, we are helping our customers navigate
this era and shedding light on the opportunities we all have to empower these
essential workers. We will also continue to develop technology solutions to
empower the frontline, including new updates in Microsoft Teams, Viva , and the
Microsoft Industry Clouds .

Download the full report

Survey Methodology

This Work Trend Index Special Report survey was conducted by an independent
research firm, Edelman Data x Intelligence, among 9,600 full-time or part-time
employed frontline workers across eight (8) industries and eight (8) markets,
between October 28 and November 19, 2021. A total of 1,200 frontline workers
were surveyed within each industry. Frontline workers were defined as those that
were required to work in-person or on-site in a physical space, and do not
perform any work remotely. The survey was 20 minutes in length and conducted
online, in either the English language or translated into a local language
across markets. Global results have been aggregated across all responses to
provide an average. Each market and industry has been evenly weighted within the
global average. Industries surveyed include: automotive/transportation,
communications (comprising media/entertainment and telecommunications
sub-sectors), energy, retail, financial services, healthcare, hospitality, and
manufacturing. Markets surveyed include: Australia, Brazil, Germany, India,
Japan, Mexico, the United Kingdom, and the United States.

Frontline managers are defined as those who are mid-level management or higher
and have at least some influence on decision making related to hiring and
onboarding, business development, employee benefits, budget decisions, business
operations, internal communications, use of technology or digital tools, or
financial/budget decisions.



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