Frontline workers make up the vast majority of the American workforce, but many still fall through the cracks when it comes to HR strategy, according to a new analysis by the Josh Bersin Company, which explores the value of “frontline-first” organizations that strategically invest in recruiting, development, scheduling and pay specifically for frontline workers.

“The frontline has become a true strategic asset, and overlooking its needs will increasingly amount to a competitive disadvantage,” says Kathi Enderes, global industry analyst and senior vice president of research.

Frontline workers: a booming, struggling population

About 70% of the global workforce is made up of frontline workers, yet their prevalence often doesn’t equate to more investment from employers, according to the Bersin research.

Recent UKG research found that three-quarters of frontline workers surveyed report burnout, and more than half say their organization treats them “like a number, not a person.” Majorities are working long hours, doing more work for the same pay and report not having the time to enjoy their lives. Nearly half say the stress has them headed for the door.

The impacts are also borne out in business outcomes: The Bersin report highlights that frontline industries, including healthcare and hospitality, have an average of 25% lower ratings than white-collar jobs on Glassdoor. At the same time, frontline sectors report consistently lower engagement, retention and employee satisfaction.

“Frontline workers aren’t an operational afterthought,” Bersin says. “They’re the heartbeat of growth, engagement and customer trust.”

A future-focused frontline worker strategy

Treating this population as such requires a “frontline-first approach.”

This involves competitive pay, flexibility, safe workplaces and opportunities for development. Those who manage frontline workers need training and resources, including a focus on workforce planning, recruiting and peer-based learning.

All of this can be aided by an effective technology strategy, the report states.

Mobile-friendly learning, on-demand pay, automated shift tools and other tech tools and strategies can create a more seamless employee experience for frontline workers, while helping them stay better connected to the company and its culture.

True frontline-first tech platforms integrate HCM, pay and workforce management—and leverage industry benchmarks, AI and personalized experiences, according to the report.

Tech-enabled, frontline-first strategy will become even more integral in the coming years, as AI reduces repetitive tasks, driving up the strategic value of frontline workers.

“HR leaders must urgently prioritize their frontline workforce strategy,” researchers write, “to capture significant untapped business value and address critical retention challenges.”