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Karina Coen

VP of productivity solutions, Sona

Richard Tomlinson

Sales Director, Recruit Genie

Frontline flexibility: The benefits that stand out in recruitment & retention

Webinar | 27 March 2024 | 12pm GMT
Key learnings

When thinking about a new role, 71% of UK frontline employees say being able to have a flexible working pattern is important.

Frontline organisations have a unique opportunity to answer this need.

By gaining a deeper understanding of the flexibility options available and the practical steps to implement them, employers can ensure they attract the best talent and retain it long-term.

Here's what you can expect from the webinar:

  • What does flexibility look like on the frontline? 
    From sending schedules 4+ weeks in advance, to making overtime available and equitable and enabling financial independence, we'll cover the most needed benefits on the frontline.
  • How to retain people past the onboarding period?
    Richard Tomlinson has seen many recruitment & retention trends in his two decade career on the frontline, and will be recounting what helps retain talent past the onboarding period and beyond. 
  • Which tech enables employers to offer the flexibility their teams need?
    Karina Coen has been helping frontline organisations implement digital solutions for over 15 years, and will share which tech is essential to offering true flexibility.

Recording now available

Key learnings

Contents

The Hospitality and Social Care crossover

[0:00 - 5:44]

Karina, VP of Productivity Solutions at Sona, emphasised the interconnectedness of the Social Care and Hospitality sectors, pointing out that both face similar challenges in managing a large, often transient workforce.

“We do believe the two sectors can kind of inspire each other to perhaps think outside of the box,” Karina stated, highlighting the potential for cross-sector collaboration, especially as staff often move between these industries.

Richard, Commercial Director of Recruit Genie, added that both sectors could benefit from learning from each other’s practices, particularly in workforce management.

He mentioned: “When I started in Hospitality, we took a lot of direction from Retail… Hopefully, Hospitality and Care can start inspiring each other to move through in their processes.”

Workforce expectations are always evolving

[6:00 - 10:35]

The conversation then turned to how the expectations of frontline employees have evolved, particularly over the past decade. Karina and Richard both noted that frontline staff are prioritising control over their work schedules.

Karina reflected on the changes: 

“If I think back to getting my first job… they tell you when and they tell you where [to work].” She contrasted this with today’s workforce, who now feel more empowered to negotiate their terms. 

Richard reinforced this by noting that the pandemic accelerated the demand for flexibility, especially as workers began prioritising work-life balance over traditional career paths.

He stressed that flexibility isn’t just about working from home but also about offering shifts that align with employees’ personal commitments, whether they’re students, parents, or people balancing multiple jobs.

Defining flexibility beyond remote work

[12:00 - 17:00]

Karina and Richard continued by exploring what flexibility really means in the context of frontline work. Karina emphasised that flexibility is not just about the option to work from home - something that’s often not possible for frontline employees. Instead, it’s about offering flexible working hours, such as part-time roles, night shifts, or the ability to swap shifts easily. 

She noted that nearly 25% of Hospitality professionals receive their schedules with less than a week's notice, which can significantly impact their ability to plan their lives outside of work.

“Flexibility means work fits around other important commitments,” Karina noted.

Richard added that offering more control over scheduling can lead to higher retention rates, as employees feel more in control of their work-life balance. He pointed out that technology can make this flexibility possible by helping managers get schedules out earlier and allowing team members to manage their shifts on their own terms.

Challenges in implementing flexibility

[19:00 - 24:00]

Both speakers acknowledged that while the benefits of flexibility are clear, implementing it comes with significant challenges.

Karina highlighted the fear of change as one of the biggest obstacles, noting that businesses often hesitate to adopt new technologies due to concerns about cost and the time required for training.

She emphasised the importance of understanding the unique needs of the workforce before implementing any changes, to ensure that the technology adopted truly supports both the business and its employees.

Richard agreed, pointing out that the perception of high costs and the time investment needed for training can be daunting. However, he stressed,

 “The return on investment is key,” suggesting that the right technology can ultimately save time and money by streamlining processes and reducing administrative burdens.

Richard also pointed out that effective training is critical to overcoming these challenges, suggesting a phased approach to implementation that allows employees to gradually adapt to new systems.

The role of technology in achieving flexibility

[24:01 - 40:00]

As the conversation progressed, the focus shifted to the role of technology in supporting flexibility. Karina and Richard highlighted several key technological tools that are transforming workforce management. Digital scheduling systems, employee apps, and shift marketplaces were all discussed as essential components of a flexible workforce management strategy.

Karina explained how digital scheduling allows organisations to have real-time visibility into how schedules are managed across different locations, making it easier to take strategic decisions. She also discussed how shift marketplaces can empower employees to pick up or swap shifts easily, enhancing their sense of control while ensuring that business needs are met.

Richard shared his experience with applicant tracking systems (ATS), noting that these tools have evolved significantly over the years.

“It’s about then looking at the volume and seeing where to introduce flexibility,” he said, emphasising how modern ATS solutions help manage applications more efficiently, at scale.

Preparing for future workforce needs

[42:00 - 50:00]

In the final segment, Karina and Richard spoke about the future, discussing how the demand for flexibility is likely to shape the workforce in the coming years. 

Karina predicted that as labour costs continue to rise, there will be an increased emphasis on part-time roles and up-skilling team members to take on multiple functions within an organisation.

 This, she argued, will make businesses more adaptable and better able to meet the changing demands of their customers.

Richard echoed this, noting that advanced technologies like AI and machine learning will play a significant role in workforce management. However, he also stressed the importance of collaboration between sectors, so that solutions are tailored to the unique needs of every organisation and their teams.

Both guests concluded by emphasising the importance of building a strong brand that communicates an organisation’s commitment to flexibility and employee wellbeing.

Richard noted that storytelling and effective communication will be key to attracting and retaining talent in an increasingly competitive labour market.

(The script has been edited for clarity and readability)