How to keep frontline workers engaged during the festive season

Written by Stephen Linsley

As offices and businesses wind down for the year, many of us see a deserved period of rest and indulgence on the horizon. But whilst some may be acquiring an excessive amount of buffet items, going out for a festive meal or a yuletide drink, spare a thought for the people who facilitate these sacred traditions…frontline workers. 

In retail, hospitality and emergency services to name a few, employees are tasked with working unsociable hours, missing out on many of the festivities with their nearest and dearest. 

According to Finder, almost a quarter of UK residents will shop on Boxing Day and RoSPA report that there are almost 80,000 Christmas-related A&E admissions every year. It is no wonder that a time of tranquillity for many of us is the most demanding for millions of frontline workers. 

It’s also no wonder that engagement rates in these industries are generally low, but it doesn’t have to be that way…

Why is engagement in the festive period important?

Oak Engage’s Future of Working Report found that 55% of leaders in retail and hospitality cited disengagement as a factor in employees leaving the business over the previous 18-months. Keeping workers engaged during these periods can be pivotal to retention and productivity. 

Engagement and enthusiasm workers have will also reflect on the service they give to customers. They are, after all, the face of the organisation. A Microsoft report on the Global State of Customer Service found that 96% of customers say that service is important in the consumer choices they make- all the more important over the busiest time of the year. 

In emergency services employee disengagement brings starker consequences. Gallup reports that disengaged employees are 63% more likely to take sick days. This is likely to lead to significant strain on the staff who are working and an increased likelihood of them taking time off for illness themselves. It’s a vicious cycle. 

Whilst the likes of pay and benefits may be out of your control as a manager or supervisor, there are things you can do to keep frontline employees engaged as best you can. 

How to keep workers engaged during the festive period 

Allow breaks and annual leave when needed

There may be temptation to refuse any annual leave over the hectic festive period. However, this is counterproductive. The Global Report of Frontline Workers found that the most common reason for retail workers leaving their roles was burnout (58%). 

It may appear to be essential to have all hands on deck, but the increased turnover as a result of burnout will mean more gaps in the longer term, with time spent recruiting and inexperienced replacements who will need time to get to grips with processes. 

A sensible approach to annual leave and holidays is needed rather than a blanket one. This can be achieved through proper consultation and by taking individual needs into account. You may find that others are willing to cover shifts for the extra cash, mitigating the issues of understaffing. 

Transparent, Regular & Thoughtful Communication 

We imagine the response to this is that there isn’t enough time for meetings during this season, but as a manager they are an investment of time in your people that will pay dividends. A study by Meta found that 74% of deskless workers believe there are barriers to communication at work. The same study reported that 34% of deskless employees don’t feel empowered to share ideas.

In order for your workers to feel empowered and enthused by their work you need to communicate with them effectively. Whether this is through regular 1:1 and team meetings, ideas boards or mobile friendly comms, 

Using Oak’s mobile app, boohoo were able to communicate effectively with all warehouse staff, including non-native speakers via targeted messaging with language based on their proficiency. 

Internal Comms Manager, Madison Birtwistle, said: “Having all communications on their mobile has become a huge tool that all the warehouse staff use.”

Recognise & Reward

A survey by Great Place to Work found that recognition was the most important driver of work for 37% of employees. Acknowledging work and effort is proven to be one of the most effective engagement strategies and does not have to cost the earth. 

Employee incentives for good work or even pulling them aside to say ‘thank you for giving up your Christmas, it’s much appreciated’, can make all the difference to someone’s day. 

If face-to-face interaction with employees isn’t possible due to varying shift patterns or breaks, posting to your company newsfeed or using recognition tools available are a brilliant way of showing your appreciation and setting an example for others to follow. 

Now you are equipped with the knowledge to boost morale your frontline teams over the holidays and beyond, or at the very least turn the tide of disengagement that is rife in deskless and frontline occupations.

How else do you keep your frontline workers engaged over Christmas? Let us know in the comments.