INSIGHT 5
Work is about more than a paycheque
For frontline workers, pay matters a great deal. But it isn't everything.
Many deskless workers, particularly those in fields such as security and waste management, take pride in knowing their work makes a difference. Almost all, across industries, seek a sense of camaraderie at work.
These motivators are powerful, especially in jobs where promotion prospects are slim and the work is repetitive or physically demanding.
Purpose outweighs promotion
Almost 40% of workers say their biggest motivator is that their job makes a difference in people’s lives. Another 15.5% point to being part of a team. In contrast, only 25% cite promotion potential. That sense of purpose and belonging is an anchor for engagement when career ladders are short.
‘What motivates you to do your job well?’
39.6%: My job makes a difference in people’s lives
32.2%: Earning wages to support my family
25%: Promotion potential
15.5%: Being part of a team
14.6%: Company recognition
Recognition still matters
Recognition carries weight too. Although just 14.6% highlight it as their top driver, women put more emphasis on it than men (16.5% vs. 12.5%). Men, meanwhile, are slightly more motivated by team affiliation (16% vs. 15.2%). These nuances show that appreciation and purpose aren’t ‘soft’ perks – they are structural levers of motivation and retention.
The hidden lever for employers
For employers, this is a lever hiding in plain sight. A workforce motivated only by wages will disengage when pay is insufficient. But when pride, recognition and team cohesion are nurtured, workers show up with energy even in low-promotion environments. Ignore it, and you risk churn, and the withdrawal of effort.
Take your cue from the top
Industry leaders are at the forefront for a reason. Here’s what they do to foster pride and purpose.
Short-term: Recognition is built into daily operations – from shout-outs at shift briefings to celebrating team milestones and small wins.
Long-term: Systems of recognition are formalised and linked to the social value of frontline roles, ensuring workers consistently see their contributions acknowledged – both internally and publicly.
