Frontline employees are not only the face of the company but also the heartbeat that keeps it alive and thriving. Representing about 70% of the U.S. workforce and 80% globally, these employees form the core of their organizations. And the Latino workforce is emerging as a pivotal demographic in the U.S., portraying the fastest-growing segments in the labor force, and one of the largest groups of the frontline workforce.
Latinos are transforming the U.S. economy and workplaces around the United States. By 2040 one in three people in the U.S. will be Latino. The median age of the U.S. Latino labor force is 30.2, placing them in the prime working age group, counterbalancing the effects of an aging population and declining birth rates that contribute to labor shortages in the United States. Latinos also make up the largest immigrant group of any race with 85% of frontline Latinos being immigrants in the U.S.
Research by the Latino Donor Collaborative highlights a strong correlation between state economic growth rates and Latino labor force expansion. Even amid the pandemic, Latinos were responsible for 39% of the growth of the U.S. real GDP and propelled the U.S. economy with a total economic output of $3.2 trillion in 2021. If Latinos living in the U.S. were an independent country, they would represent the fifth-largest GDP in the world.
Despite Latinos' undeniable importance and contributions to the economy and workforce, this demographic often remains overlooked or undervalued in business and HR strategies. Latinos are increasingly represented across diverse industries and occupations, ranging from construction and agriculture to professional services and healthcare. Their growing representation underscores the urgent need for HR and organizational leaders to intentionally adopt a more supportive and empowering approach.
To fully leverage the potential of the growing Latino frontline workforce, leaders must implement strategic, culturally inclusive approaches that address their unique needs and aspirations. Here are some of the impactful strategies that HR and organizational leaders can use to enhance their support of the Latino Frontline Worker:
Trust and Belonging
Employee wellbeing is crucial across all demographics, but it holds particular significance for Latinos who frequently cite a lack of support as a primary reason for leaving their job. Creating a safe environment for honest feedback and demonstrating constructive action fosters trust and encourages ongoing engagement. By actively listening to their concerns and addressing their unique needs, employers can foster a more inclusive and supportive work environment.
Listening to employees goes beyond collecting feedback; it involves understanding cultural nuances that influence their experiences and needs. Since Spanish is the most common language spoken among frontline employees, it is crucial for organizations to embrace language preferences and encourage language learning across the organization. Even during my time leading English Language Learning courses, many frontline supervisors who did not speak Spanish showed a keen interest in learning the language or even just the correct pronunciation of their non-English-speaking staff's names. By incorporating cross-cultural and English courses, organizations can foster a sense of belonging and inclusion for all employees. This is especially important given that Latinos face the highest rates of fatal injuries at work. Bridging communication barriers through language learning ensures that Latino employees have access to vital information and resources within the workplace, ultimately enhancing their safety and well-being.
Developmental Opportunities
When it comes to developmental opportunities, Latinos are less likely than white frontline employees to access or take advantage of these opportunities. Developmental opportunities for Latinos must be tailored to serve this population effectively. During my time leading learning programs for this population, I encountered platforms and styles that were not accessible, applicable, or culturally relevant. It then became evident why they were not taking advantage of the opportunities. As one senior HR leader put it, “We are giving them opportunities, but they just aren’t using them.” However, these programs were far from being tailored to the staff who needed them.
Achieving upward mobility for Latinos involves leveraging on-the-job experience and fostering transparency about the skills and opportunities required for advancement. By investing in upskilling and training programs, organizational leaders can equip individuals with the competencies necessary to thrive in rapidly evolving industries. This includes expanding skill sets, promoting job growth, ensuring fair compensation, and increasing representation in leadership roles. Furthermore, addressing language barriers through English language programs fosters inclusivity and enhances access to opportunities. By adopting these measures, organizations can create a more equitable and supportive environment that empowers Latino employees to reach their full potential.
Family and Flexibility
Family is a central focus for Latinos, deeply influencing their workplace experiences. For many, family extends beyond dependent children to include parents, in-laws, and other extended relatives. As a result, Latino employees prioritize flexible schedules, supportive benefits, and a work culture that understands and values these familial bonds. Employers who fail to recognize and support these needs risk increasing job dissatisfaction and turnover.
Unfortunately, Latinos, along with Black employees, are often found in roles with unstable and unpredictable schedules, negatively impacting their health and wellbeing. This instability makes it challenging to meet personal and family obligations, contributing to high levels of job dissatisfaction and turnover. For example, research within major U.S. retail and food service industries highlights that these scheduling issues are further exacerbated by managerial racial or ethnic differences, discriminatory practices, and overrepresentation in sectors known for poor scheduling norms. To address these issues, it is essential to implement accessible, fair, and equitable scheduling practices.
Latino employees prioritize flexibility at work as a bridge to fulfill family obligations, valuing its ability to bring them closer to loved ones and celebrate life's moments together, while their family-centric values fuel their work ethic and commitment.
Hispanic-Latin* Employee Resource Group
Leveraging Technology
One of the ways organizations can address some of the key challenges the Latino Frontline Worker faces is through people-centric technology. Leveraging technology can help organizational leaders better understand the unique requirements of Latino frontline employees and bridge cultural and language gaps. Mobile applications play a vital role in fostering collaboration, recognizing achievements, and building trust between employees and managers. When powered by actionable insights and machine learning, these tools can effectively measure the impact and engagement of each communication, promoting a more inclusive and supportive workplace.
"Customers share that people-centric technology transforms decision-making with real-time visibility and data. Addressing the unique needs of Latino Frontline employees with technology will be a game-changer for leaders seeking to gain a competitive edge."
UKG Customer Account Executive
Surveys
Implementing conversational survey solutions that analyze both structured and unstructured data provides leaders with real-time insights, enabling them to enhance the life-work journey for all employees. This requires using surveying techniques that are both linguistically accessible and culturally resonant. Surveys should be available in Spanish and other prevalent languages within the frontline worker community to ensure inclusivity and accuracy and the literacy levels of employees' native languages must also be considered.
These surveys should address specific concerns for Latino employees, such as family obligations, communication preferences, perceptions of managerial support, and inclusive workforce development. Tailoring questions to these culturally unique factors helps organizations gather relevant insights. Regular listening sessions, focus groups, and open forums enhance understanding and support, allowing Latino employees to share their experiences without fear of repercussions.
By applying culturally appropriate surveying and listening strategies, organizations can better address the well-being of their Latino workforce, fostering a supportive and inclusive workplace culture. This approach allows organizations to move beyond assumptions about the benefits or incentives Latino frontline employees desire and instead develop a deep understanding of their specific needs.
Scheduling
Advanced scheduling solutions can help employees easily take time off or swap shifts, ensuring their needs are met while maintaining optimal staffing levels. Additionally, providing the option for employees to access a portion of their earned wages before payday can offer crucial support for family or personal life circumstances. By fostering a workplace culture that prioritizes flexibility and understands the importance of family, organizations can create a more supportive environment for their Latino workforce. This not only helps retain valuable employees but also builds a resilient and adaptive organizational culture.
Artificial Intelligence
Like any new development in the workplace, employees need increased trust and transparency. They need to understand how these tools will be used and the benefits they will bring to their specific roles. For example, for frontline employees, AI can push performance boundaries by anticipating needs and providing insights to support people at key moments, empowering them to accomplish more in the flow of work.
Emerging AI tools can pair rich workforce datasets with industry benchmarks on what employees say makes great cultures, presenting managers and leaders with an objective view of their organization’s current state along with prescriptive guidance to improve business outcomes. By integrating these advanced strategies, organizations can create an environment where Latino frontline employees feel valued and understood, ultimately driving retention, and building a resilient, adaptive organizational culture.
Empowering Latino frontline employees is a strategic imperative for organizations aiming to thrive in an increasingly diverse and competitive market. By implementing culturally inclusive strategies, leveraging technology to bridge gaps, and fostering a supportive work environment that values family and flexibility, leaders can unlock the full potential of this vital workforce.
Providing necessary support and resources to HR teams ensures they can effectively address the unique needs of Latino employees, creating a resilient and adaptive organizational culture. Embracing these approaches enhances employee well-being and retention, drives innovation and growth, and positions organizations for long-term success in the dynamic global economy. As the Latino population continues to grow and play an increasingly significant role in the U.S. labor force, recognizing and harnessing the immense contributions of this demographic will be essential for companies seeking to remain competitive and inclusive in the future. This collective effort benefits not only the organizations themselves but also our businesses, communities, and society.
