Frontline employers can markedly improve retention by providing more learning and growth opportunities. A survey by Kahoot found that 93% of frontline workers seek more L&D, with nearly two-thirds, 64%, saying they’d extend their employment by six years if they received enhanced career support and training.
Such sentiments are particularly notable in an industry that consistently struggles with high turnover. Some 20% of frontline workers plan to leave their jobs in the next three to six months, according to Workday, while fully half have considered leaving the sector entirely.
“The frontline workforce is telling our leaders something important,” said Kahoot Vice President James Micklethwait. “When you invest in our growth, you’ll see our true potential and how we can benefit the company in the long run.”
Such sentiments are visible in the marketplace. The global market for frontline worker training is projected to grow from $22 billion this year to $47 billion in 2028, a CAGR of 16%, said a report from MarketsandMarkets.
The Ball’s in Whose Court?
Frontline workers are often thought of as ready to jump ship at a moment’s notice. But Kahoot found that 94% of them want to make sure their company achieves its plans and goals. Those sentiments, it seems, are built on a foundation of learning: About 71% express a strong desire for continuous learning and skill development at work, particularly among Millennials.
But: Although 87% of frontline employees are confident in their ability to acquire new skills at work, 32% believe their employers do not invest adequately in their growth. A quarter of them feel like they’re on their own in terms of learning. Forty-eight percent see disparities in training opportunities between frontline and corporate employees.
Motivated Frontline Workers
Still, these workers aren’t waiting for employers to take steps to train them. Kahoot said 38% proactively read books, articles or research papers to expand their knowledge, while 32% challenge themselves with personal projects and hobbies. Some 28% are learning through podcasts and educational videos, and nearly a quarter are pursuing job-related certifications or licenses.
When asked about how employers can support their professional development, 38% of frontline workers emphasize the importance of regular training sessions and workshops to enhance their skills. Constructive feedback on performance and development matters to 37%, while 32% seek access to online learning platforms and resources.
It’s worth noting that tuition benefits can help with retention, as well. At the fast-casual chain Chipotle Mexican Grill, employees who took advantage of the company’s tuition-benefits program stay twice as long as those who don’t, reported The Wall Street Journal. Nearly 31% of them have been promoted. Walmart, Disney and Bank of America also described improved retention and/or performance by employees who took advantage of their programs.