Frontline workers are the backbone of many industries. From hospitality to retail, healthcare to manufacturing, these employees are the face of their organizations, directly interacting with customers and patients and driving business success.
Yet, historically, they’ve often been overlooked when it comes to workplace technology investments. Work by UKG, a leading provider of HR, culture and workforce management solutions and a Brandon Hall Group™ Smartchoice® Preferred Provider, and Aimbridge Hospitality, a global hospitality management company, showcases how this paradigm is shifting — and why it matters.
The UKG-Aimbridge Success Story
Aimbridge Hospitality, which manages over 1,100 properties across the United States, including some of the world’s most recognizable hotel brands, recognized a critical need to adapt to changing workforce expectations. “We compete for talent with the Ubers of the world, where people can decide when and where they work and set their own schedules,” explains Ann Christenson, Chief Human Resources Officer at Aimbridge Hospitality. This realization led the company to partner with UKG to implement a suite of AI-powered tools designed to create a more flexible, empowering work environment for its 45,000 hourly U.S. employees.
The results have been transformative. By leveraging UKG Pro’s advanced scheduling capabilities, Aimbridge has effectively “gigified” its workforce. Employees now have the power to self-schedule, swap shifts and pick up open shifts across multiple hotel properties through a user-friendly UKG mobile app. This flexibility has not only improved work-life balance but has also significantly boosted employee satisfaction.
“Since we launched flex scheduling, more than 12,000 employees — about 30% of our hourly workforce — have traded shifts across our 1,100 U.S. properties, and that number continues to grow,” Christenson said.
Beyond Scheduling: Communication and Engagement
Aimbridge’s technological transformation extends beyond scheduling. The company has also implemented UKG Talk, a mobile communications and collaboration platform that streamlines information sharing across all levels of the organization. This tool has proven invaluable in building a culture of belonging and ensuring that frontline employees — who may not have regular access to company emails or intranets — stay informed and connected.
The Broader Impact of Frontline-Focused Technology
The Aimbridge Hospitality example illustrates a broader trend: when organizations invest in technology that empowers their frontline workforce, the benefits are far-reaching. Here’s why this matters, according to Brandon Hall Group™ research.
- Improved productivity and efficiency: Digital tools provide quick access to information and automate manual processes, allowing workers to accomplish more in less time. For instance, Aimbridge’s flexible scheduling system not only benefits employees but also ensures optimal staffing levels across properties.
- Increased engagement and job satisfaction: When frontline workers are given modern, user-friendly tools that make their jobs easier, they feel more valued and empowered. This leads to higher job satisfaction and lower turnover rates — critical factors in hospitality and other industries that often struggle with retention.
- Enhanced customer service: Empowered, satisfied employees are more likely to provide exceptional customer experiences. By giving frontline workers the tools they need to succeed, organizations like Aimbridge are indirectly improving their guest services.
- Real-time performance insights: Advanced workforce management systems can provide frontline workers with immediate feedback on their performance, enabling continuous improvement and growth.
- Improved training and development: Digital learning platforms allow for quick onboarding and ongoing skills development, ensuring that frontline workers are always equipped with the latest knowledge and best practices.
Strategies for Success
For organizations looking to follow in Aimbridge’s footsteps, here are some key strategies to consider, as laid out in action plans for frontline worker empowerment developed by Brandon Hall Group™:
- Involve frontline workers in technology selection: Include input from the people who will be using the tools daily to ensure adoption and maximize value.
- Highlight benefits: Clearly communicate how new technologies will make specific aspects of frontline jobs easier and more enjoyable.
- Provide contextual training: Offer hands-on demos, day-in-the-life scenarios and other engaging training methods that resonate with frontline workers.
- Appoint tech ambassadors: Identify tech-savvy frontline employees who can champion new tools and provide peer support.
- Offer ongoing support: Ensure that help is readily available when workers encounter issues or need guidance on new features.
The Future of Frontline Work
As Jennifer Morgan, CEO at UKG, notes, “Frontline workers make up the vast majority of today’s workforce and are crucial to keeping the global economy running.” By prioritizing the technological needs of these essential employees, organizations can create great workplace experiences that benefit everyone — from the frontline to the bottom line.
The UKG-Aimbridge partnership serves as a powerful example of what’s possible when companies invest in their frontline workforce. As more organizations recognize the critical role these employees play, we can expect to see continued innovation in tools and technologies designed to empower, engage and retain frontline talent. In doing so, businesses won’t just be improving their operations — they’ll be shaping the future of work.
