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5 ways to engage frontline workers in your benefits programme

5 ways to engage frontline workers in your benefits programme

Listen to your staff!

No matter how long your company has been operating, there’s no shame in checking in with employees to find out what they want and how you can help. Getting it right could increase their engagement and job satisfaction, improve productivity and stop them from leaving. 

For example, could you run anonymous surveys to find out how staff like to engage with their colleagues and managers?

For example, do they prefer regular social events or group workshops on useful topics, such as money management? Think about how this can be facilitated if they work remotely or in different locations? Do staff feel supported in their role - and if not, how could you improve this? 

Research by Claro Wellbeing suggested that aside from a pay rise, the top three things that would prevent a worker leaving is a better work/life balance (22%), feeling better supported in their role (20%) and having help from their employer managing their finances (16%).

In hospitality, a significantly deskless industry, 21% said having help with their finances would stop them from leaving their job. 

Dig deep into your benefits data

One way of engaging staff is with a solid benefits scheme. Research shows that employees who are most satisfied with their benefits estimate their own level of engagement is 11.5% higher than the average, and 25.3% higher than those who are least satisfied. 

Review your current programme and compare engagement levels across the business, including those who work remotely, frontline staff and desk workers, and identify the gaps. 

Could you replace some old offerings, that aren’t hitting the mark, with new, more relevant benefits or could you switch up the mode of delivery, so they have a broader reach? Health and wellbeing benefits, such as gym memberships, mental health support and financial wellbeing programmes, were among the top benefits voted by working adults in the UK. 


Rethink your delivery

Deskless employees are unlikely to engage in benefits that require a computer. So what about delivering benefits through technology they’re already using? 

For example, Claro Wellbeing has created a seamless financial wellbeing programme specifically for frontline workers delivered entirely over WhatsApp. This includes the option of WhatsApping a financial coach with any money question for a personalised response within hours, short-form videos, engaging articles and online courses on key personal finance topics, such as budgeting and saving. 

With eight in 10 adults already using WhatsApp, the onboarding process is not only frictionless, but it can also increase the uptake of other workplace benefits. 

And with almost one in five (19%) workers saying they don’t know where to find help with their finances, Claro Wellbeing’s new WhatsApp service provides an accessible way for all employees to get guidance on-the-go, regardless of industry or role. No appointment or desktop is required, nor is any time needed to be taken out of the working day.


Get talking

Open up those communication channels and encourage feedback and contributions from your frontline workers. Make the forums inclusive and accessible - both culturally and environmentally. 

Managers should be trained to encourage open conversations and generate the valuable insight of your deskless teams, but not everyone feels comfortable speaking in front of a crowd or in person, so think of other ways you can capture feedback, too. 

Claro’s Wellbeing’s WhatsApp offering includes an immediate and anonymous feedback process to help us shape the service going forward. Not only will the feedback help you develop more engaging strategies, but it will also help your frontline staff feel valued and connected. 


Appoint an internal 'champion'

An internal champion is your go-to person when implementing changes including new benefits or tools. They believe in the changes and can encourage buy-in from staff, as well as answering any questions or discussing any concerns. 

But they're not just anyone. An internal champion should be well-respected across the company, with authority and a good understanding of your organisation’s operations and processes. They also have to be on-board - the exercise is pointless if you force someone to take the role if they don’t want it. 

Whoever takes the role can also be a direct point of contact with frontline staff and provide a safe space for personal and professional discussions. For example, mental health or financial wellbeing champions can promote the company’s wellbeing benefits and signpost colleagues to the appropriate support if and when they need it.

Claro Wellbeing has taken the internal champion initiative one step further. We offer training for Financial First Aiders who can help identify where staff are on their financial journey, can encourage open conversations about money in the workplace and offer relevant support. The 14-hour course can be done in-person or remotely over two days that suit your team.

And that’s it. Putting all these steps into place means your organisation stands the best chance of engaging its frontline workers in your benefits offering. Get in touch at and let us know how it goes!  

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