Did you know that deskless workers make up 80% of the global workforce? They are the nurses caring for patients, the retail associates assisting customers, the factory workers assembling products—the backbone of industries that keep the world moving. Every day, they are on the front lines driving customer satisfaction, ensuring operational excellence, and contributing significantly to business success.
Yet despite their pivotal role, deskless workers often face substantial challenges. Limited access to critical communication tools, unequal training opportunities, and a lack of recognition can lead to disengagement and high turnover. These barriers not only hinder their performance but also negatively impact the organizations that depend on them.
To unlock the full potential of this essential workforce, companies must adopt innovative strategies beyond traditional approaches. This blog will cover who deskless workers are, why they matter, and how organizations can empower them with tools and technologies that foster connection, engagement, and growth.
Who are deskless workers?
Deskless workers are the vast majority of employees who perform their roles outside the confines of a traditional office environment. The deskless worker is in industries such as healthcare, manufacturing, retail, construction, transportation, and hospitality—sectors where mobility and non-traditional workspaces are standard. This category also includes emerging roles like gig economy workers delivering food and packages, and remote technicians maintaining vital infrastructure in the field.
Spanning a diverse array of roles, deskless workers are essential to keeping operations running smoothly and delivering exceptional customer experiences. They are often the first point of contact between a company and its customers, directly influencing satisfaction and brand loyalty. As the nature of work continues to evolve, the deskless workforce is expanding and becoming even more diverse.
The critical impact of deskless workers
Deskless workers have a direct and profound impact on operational success and customer satisfaction. They are often the first point of contact between a company and its customers—the barista crafting a perfect cup of coffee, the technician repairing critical infrastructure, and the nurse providing compassionate care. Their performance, satisfaction, and engagement are crucial drivers of customer loyalty and brand reputation.
Research supports the significance of engaging these workers. According to a study by the Boston Consulting Group, deskless workers who are satisfied with their jobs are 62% less likely to consider new employment opportunities compared to their disengaged counterparts. This highlights how employee engagement is vital in reducing turnover and maintaining high service quality.
JetBlue Airways provides a compelling example of the positive impact of supporting deskless workers. Before implementing Firstup’s intelligent communication platform, JetBlue faced challenges in keeping its dispersed crew members informed and connected. Important updates and company news didn’t always reach all employees promptly, leading to feelings of disconnection and reduced engagement.
By adopting the communication platform, JetBlue ensured that all crew members—whether in-flight staff, ground crews, or remote team members—received timely and relevant information. As a result, JetBlue experienced enhanced customer service, improved operational efficiency, and a boost in employee morale.
Lynn Andriani, JetBlue’s Manager of Internal Content, expressed the positive shift:
“It’s a great feeling to make them feel connected, to let them know what they do at JetBlue matters, and that they’re a part of something much bigger than themselves.”
Lynn Andriani, JetBlue
Deskless workers vs. frontline employees: Understanding the difference
While “deskless workers” and “frontline employees” are often used interchangeably, they represent distinct yet overlapping groups within the global workforce.
Deskless workers are employees who perform their jobs without a traditional office setting or fixed workstation. While they are crucial to daily operations, not all deskless workers interact directly with customers.
In contrast, frontline employees are those who engage directly with customers or play a pivotal role in delivering a company’s core services. They are the face of the organization, driving customer satisfaction and influencing brand perception. Although all frontline workers are deskless workers, not every deskless worker serves on the front lines. Both deskless and frontline workers face similar challenges, which we will get into next, but to address these issues, decision-makers must implement solutions tailored to these groups. By leveraging technology such as Firstup’s platform, employers can provide these workers (and office workers) with easy access to relevant information, schedules, and training materials. This not only enhances the employee experience but also increases productivity and reduces high turnover rates. Firstup’s platform has proven to be a game changer by connecting these employees with their organizations and empowering them with timely, relevant communication.
Improved performance
Key challenges facing the deskless workforce
Communication barriers
Many deskless employees often lack direct communication with supervisors and colleagues. Without reliable channels to share updates or receive detailed instructions, they can feel disconnected and inefficient. In fact, 75% of frontline workers report feeling out of the loop due to insufficient communication from management, directly impacting their productivity and morale.
High turnover and disengagement
Limited engagement and a lack of recognition lead to high attrition rates among deskless roles. Industries like hospitality and retail suffer turnover rates exceeding 100% annually. This constant churn disrupts teams and increases costs, making it harder to maintain a cohesive workforce.
Lack of training and development
Opportunities for skill development and career advancement are often scarce for a deskless worker. Without proper training, employees may feel undervalued and unprepared to grow within their roles, which can stifle ambition and decrease job satisfaction.
Inequity in access to technology
Many deskless workers struggle with outdated tools or limited access to technology. This makes it harder to obtain information, connect with coworkers, or complete tasks efficiently, hindering productivity and engagement.
Health and safety risks
Workers in industries like construction and manufacturing face significant physical hazards. Without adequate safety measures and real-time alerts, risks increase, affecting employee well-being and potentially leading to costly accidents.
Lack of recognition
When employees’ contributions go unnoticed, they may feel undervalued and disengaged. This lack of acknowledgment negatively impacts morale and can increase turnover, as workers seek appreciation elsewhere.
Job insecurity
Seasonal work or fluctuating demand can leave employees uncertain about their future. This instability undermines morale and makes it challenging for organizations to build loyalty and retain talent.
Isolation and disconnection
With limited interaction and fewer opportunities to connect with peers, many deskless workers experience isolation. This sense of disconnection makes it harder to foster a strong company culture and affects overall employee happiness.
Scheduling inflexibility
Rigid schedules can make it difficult for a deskless workforce to balance personal and professional commitments. Offering tools allowing for shift swapping, time-off requests, and easy schedule tracking can alleviate stress and improve work-life balance.
Empowering deskless workers: Innovative solutions
Reaching all workers with personalized communication
Effective communication is essential for engaging deskless workers, who often feel disconnected from their organizations due to limited access to traditional platforms. JetBlue’s On The Fly, a custom-branded intelligent communication platform powered by Firstup, exemplifies how mobile-first solutions can transform accessibility. By delivering real-time updates tailored to individual roles and locations, On The Fly ensures that JetBlue crew members remain informed and empowered, no matter where they work.
Recognizing deskless heroes to foster engagement
Recognition is a powerful motivator, especially for deskless workers who often feel undervalued. Programs like Cooper University Health Care’s Good Catch initiative celebrate the achievements of a frontline workforce that contributes to organizational success. This program not only highlights exceptional work but also reinforces a culture of safety and accountability.
Employers can amplify engagement by implementing recognition tools and gamification strategies. Platforms that allow for shout-outs, badges, or leaderboard achievements can make workers feel valued and foster healthy competition. These strategies encourage ongoing participation, build morale, and connect individual contributions to broader organizational goals.
Improving onboarding and continuous learning
For deskless employees, a structured and inclusive onboarding process is essential to success. Firstup’s eBook on onboarding emphasizes the importance of providing clear, role-specific training programs that make new hires feel prepared and supported. See the Firstup Onboarding eBook for more information.
For continuous training, AI-powered learning tools offer an innovative solution that enables hyper-personalized learning experiences that adapt to individual needs. These tools can deliver bite-sized lessons, provide real-time feedback, and recommend additional resources to fill knowledge gaps.
Making technology work for deskless workers
The role of omnichannel platforms
Deskless employees often face challenges staying connected due to fragmented communication methods. Firstup’s omnichannel strategies solve this by delivering consistent, relevant information across platforms employees already use, like email, mobile apps, or Microsoft Teams.
A prime example is Cooper University Health Care’s implementation of Pulse Plus, powered by Firstup. This platform unifies messaging, allowing the organization to celebrate initiatives like the “Good Catch” program, which recognizes employees who identify potential medical errors. By fostering a culture of safety and collaboration, Pulse Plus enhances employee engagement and efficiency.
Data-driven personalization
Data-driven personalization further enhances communication effectiveness. Firstup’s platform analyzes engagement metrics to tailor content to individual roles and preferences, ensuring messages resonate with each employee. This approach not only improves information retention but also fosters a sense of inclusion and value among deskless workers.
The power of feedback loops
Continuous improvement hinges on listening to employees. Feedback loops provide valuable insights into how tools and communication strategies are working—or falling short. With this data, organizations can refine their approaches, ensuring communication evolves to meet changing needs and remains a trusted resource for deskless teams.
Why investing in deskless workers pays off
Measurable outcomes
Investing in deskless and frontline workers yields significant, measurable benefits for organizations—enhancing engagement, increasing productivity, and driving operational success. As we’ve seen with JetBlue and Cooper University Health Care, the positive impact of prioritizing these employees is both tangible and transformative.
In the case of JetBlue, they leveraged Firstup’s platform to foster a culture of trust and responsiveness, significantly improving the overall employee experience. Deskless employees felt more engaged and informed, leading to increased job satisfaction and a stronger commitment to the company.
Similarly, Cooper University Health Care implemented Firstup’s platform to cultivate a culture of safety by recognizing and rewarding employees for identifying potential risks. This initiative made their people feel valued and supported, boosting morale and reducing high turnover rates.
These examples underscore a clear return on investment from focusing on deskless workforce initiatives. Research consistently links enhanced deskless worker experiences to higher retention rates, better customer satisfaction, and improved company culture. When deskless workers have access to relevant information, training, and direct communication from managers, their performance and loyalty naturally increase.
Differentiating your brand through EX
Empowering deskless workers goes beyond operational advantages—it differentiates your brand in competitive industries. In sectors like healthcare, retail, and hospitality, customer interactions heavily rely on frontline and deskless employees. Ensuring these workers are engaged, supported, and equipped with the right tools directly impacts customer satisfaction and loyalty.
Companies that invest in employee experience (EX) not only attract top talent but also stand out as organizations that genuinely value their workforce. By leveraging technology like Firstup’s scalable, people-first platform, employers can provide a deskless worker with easy access to personalized, actionable information and detailed instructions—right on their preferred devices.
Taking action to support deskless workers
Deskless workers are the heart and soul of many industries, and recognizing their value means prioritizing them as a vital part of the workforce strategy. Organizations must take definitive steps to enhance communication, provide meaningful recognition, and leverage technology tailored to their unique needs.
By adopting innovative platforms like Firstup, companies can bridge communication gaps and deliver personalized, actionable information directly to employees—no matter where they are. This not only boosts morale and reduces high turnover rates but also sets your organization apart in a competitive market.
Now is the time for organizations to invest in their deskless workers. Leveraging solutions like Firstup creates lasting connections and drives meaningful impact, ensuring that deskless workers are empowered, valued, and ready to contribute to your ongoing success.
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