Embracing flexibility in frontline work: strategies and success stories

Workplace flexibility has become a cornerstone of modern business practices nowadays. While flexible work arrangements are often associated with office-based roles, frontline employees—those working in sectors such as retail, manufacturing, healthcare, and transportation—are increasingly seeking more adaptable work schedules. Implementing flexibility for office workers is relatively straightforward; with the right tools in place, these employees can work remotely without limitations on time or place.

However, the WorkFlex team has frequently encountered objections from employers who argue that introducing a work-from-anywhere scheme would be unfair to frontline employees. While offering flexibility to frontline workers is indeed more complex, it is both possible and necessary. Companies must find effective strategies to provide frontline employees with the flexibility they desire, as doing so is essential for enhancing job satisfaction, retention, and talent attraction.

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The necessity of flexibility for frontline workers

The demand for flexibility spans all job sectors. Recent analyses indicate that a significant factor driving employees to leave frontline positions is the lack of flexible work options. That underscores the urgent need for companies to innovate and offer flexibility, even within the constraints of on-site roles.
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Balancing operational needs with employee flexibility

To successfully integrate flexibility into frontline roles, companies must carefully balance operational requirements with employee needs. Several strategies have proven effective in achieving this balance:

1. Flexible start times: Allow employees to choose their start times within a specified range, helping them accommodate personal commitments.
2. Shift swapping: Enable employees to swap shifts with managerial approval, offering additional flexibility for managing personal responsibilities.
3. Rotating shifts: Offer varied shift times to attract a diverse talent pool, including those seeking part-time or non-traditional hours.
4. Varied workweeks: Implement different workweek structures, such as three 12-hour days or four 10-hour days, to cater to different preferences.
5. Job sharing and gig shifts: Utilize creative solutions like job sharing or integrating gig workers to ensure flexibility while maintaining coverage.
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What employees want: Insights from research

Understanding what employees value in terms of flexibility is crucial for designing effective work arrangements. Research by Gallup reveals key insights into employee preferences:

Preferred flexibility options:

• Choice of work days: Flexibility in choosing their own work days is highly valued by frontline employees, instead of following a rigid schedule.‍
• Condensed workweek (e.g., four days): A condensed workweek with longer workdays appeals to many employees as it allows for extended time off on a weekly basis.‍
• Increased PTO and vacation time: With office employees being eligible for work-from-anywhere schemes, more paid time off and vacation days are top priorities for frontline workers.

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Less Appealing Options:

• Flexible hours: While still important, the appeal of flexible start/end times and short shift lengths is declining. The percentage of employees valuing flexible start and end times dropped from 36% in 2022 to 34% in 2023, and those valuing choice over hours worked decreased from 35% in 2022 to 31% in 2023.

These preferences suggest that while traditional forms of flexibility, such as flexible hours, remain relevant, employees increasingly prioritize options that allow them to better balance their work and personal lives, such as choosing their own work days, length of the workweek, and vacation time.

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Success stories of flexibility in action

Several companies have successfully implemented flexibility strategies for their frontline employees:

1. Amazon’s "Anytime shifts"

Amazon’s "Anytime Shifts" model offers remarkable flexibility for its employees:‍

• ‍Build your schedule on your terms: Employees can work as few as four hours per week and design their schedules to fit their needs.
• Notifications and adjustments: Workers receive shift notifications and updates via their phones, making it easier to stay informed.
• Easy shift management: Employees can cancel shifts in advance without facing questions or penalties.
• Autonomous scheduling: There’s no need to request days off; employees manage their own schedules.

This approach allows Amazon’s frontline workers to tailor their schedules around their personal lives, enhancing job satisfaction. Learn more about Amazon’s Anytime Shifts.

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2. Wickes’ flexible working for store managers

Wickes, the UK’s home improvement retailer, has taken significant steps to introduce flexibility in its store management roles. Following a six-month pilot across 14 stores, Wickes has now rolled out flexible working across its 230 stores nationwide. Partnering with Timewise, Wickes conducted research to understand the barriers to flexible working for store managers and designed a flexible working model that supported managers in delivering their roles with greater flexibility and control over their working patterns.

During the trial, some managers opted to change their working patterns to four longer days in-store, while others chose to flex their hours across the week to better suit their lives. The results were overwhelmingly positive, showing no negative impact on store performance or Key Performance Indicators (KPIs). In fact, 96.5% of store managers participating in the pilot reported being ‘satisfied’ or ‘very satisfied’ with their working hours, a significant increase from 66.5% before the pilot. Learn more about Wickes’ flexible working model.

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Practical tips for implementing flexibility

For companies looking to adopt flexibility for frontline employees, here are actionable tips:

• ‍Understand diverse employee needs: Conduct surveys or focus groups to understand what different segments of your frontline workforce value in terms of flexibility. For example, young parents may value flexible working hours that allow them to do a school run in the afternoon. Students might appreciate the option to work a more condensed workweek, enabling them to balance their job with university lectures. Tailor interventions to these needs for maximum effectiveness.
• Define your flexibility philosophy: Establish a clear philosophy that accommodates diverse employee needs: what is the goal we want to achieve with our flexibility practices? What is in the centre of our philosophy? What outcomes do we expect? This helps in crafting inclusive policies that balance various roles.
• Assess and test flexibility options: Evaluate your operational needs alongside employee preferences to determine which flexibility options to test. Pilot these options and gather feedback.
• Develop a communication strategy: Communicate new flexibility options clearly to supervisors and employees. Provide training and support to ensure smooth implementation. Make sure you address questions various stakeholder groups may have, including frontline employees and office employees, as well as their respective managers.
• Evaluate and track success: Develop systems to track key metrics such as hire rates, turnover rates, and employee satisfaction. Use this data to make informed decisions about the continuation or adjustment of flexibility policies.
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Conclusion

Flexibility is a vital component of modern employment practices, even for roles traditionally requiring physical presence. By adopting innovative strategies and learning from successful examples, companies can enhance job satisfaction, improve retention, and foster a more engaged workforce. Balancing operational needs with flexibility is not only feasible but essential for thriving in today’s competitive job market. With thoughtful implementation and open communication, organizations can create a flexible work environment that benefits both employees and the business as a whole.