Why Workers Feel Disconnected From Company Culture and What You Can Do About It

Frontline workers are essential. They’re the ones who interact directly with your customers and are often the face of your business. But 87% of these employees in the food and beverage, retail, manufacturing, transport, and healthcare industries say they feel disconnected at work and that their company’s culture doesn’t apply to them, according to a new Workvivo by Zoom survey.

The reason for the disconnect is due to communication, recognition, and technology “gaps,” and workers feel they lack opportunities for growth, the survey found. Addressing these challenges can be difficult for large organizations, but small businesses have an advantage. They’re nimble and close to their employees, enabling them to quickly make changes to foster cultures where everyone feels connected.

Why workers feel disconnected

In the survey of 7,500 frontline workers, about half felt they have a bigger impact on their companies than their office colleagues, but they’re not recognized for it. And they feel their company cares more about office workers.

More than 35% said company culture is something they hear about at work, “but not something they can feel,” the report said. Half of the workers surveyed said their team has developed its own culture separate from the company’s.

Among those surveyed, 35% said that having their contributions recognized would make them feel valued, and 39% want to be praised in front of their co-workers. However, 20% rarely or never feel recognized.

More than 40% of frontline workers said their company leaders don’t communicate well with them and that most of their company’s communications are irrelevant to them. At the same time, 69% want to better understand their company’s decisions.

Frontline workers also feel frustrated by the communication technology they’re required to use at work, mainly because they consider the tools to be designed for desk jobs instead of their roles. As a result, 69% use their personal messaging apps for work purposes.

A majority of frontline employees (87%) don’t see a path for advancement at their company, and 54% say they’d leave their job for another organization with the same pay if it had more career growth potential.

How to make frontline workers feel more connected and valued

Small businesses have the flexibility to address the gaps that cause frontline workers to feel disconnected. Doing so helps these employees feel valued and connected, which increases the likelihood that they’ll stay with your company long term.

Start by focusing on the unique needs of frontline workers. The Workvivo by Zoom report outlined several ways to do that:

• Listen to frontline employees. The survey revealed that 38% of these employees have feedback they want to share with their company but don’t have a way to do it. Create regular communication channels for them to share their ideas and experiences.
• Bring teams together. The report suggested creating a “digital hub” for the entire company, such as by using employee experience and communication platforms to bring frontline workers and office teams together wherever they work.
• Establish a recognition-oriented culture. Frontline workers want to be recognized for their hard work, so create a process for doing that regularly. This could include giving regular shout-outs via communication channels or periodic awards based on individual achievements.
• Tailor your communications. Keep frontline workers engaged by sending them only the most relevant information that enables them to do their jobs well and feel connected.
• Offer a path for advancement. Inform frontline workers about new job opportunities at the company. Additionally, ensure they have access to internal information about the promotion process and applying for new roles.
  

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