As 2025 winds down, many companies are asking the same question: what will it take to keep great people in 2026?
Across industries, one pattern keeps surfacing in the data: organizations with the longest frontline team retention are the ones that build stronger connections with their people.
Communication Is the Foundation of Engagement
When frontline employees feel disconnected from leadership, engagement drops and turnover follows close behind. That’s why leading companies are rethinking how they communicate.
The days of relying on email blasts or breakroom posters are over. The best-performing employers have found ways to reach every employee directly, instantly, and personally — regardless of whether they sit behind a desk or work in the field.
Consider a C-store employee who starts their shift only to learn — through a frustrated customer — that a promotion or policy changed overnight. The sense of being left out of the loop erodes trust and ownership. When communication doesn’t reach the frontline, disengagement sets in quickly. But when information is shared directly and consistently, people feel connected to the mission and confident in their roles.
Better engagement consistently leads to decreased turnover. In goHappy’s “State of the Frontline Worker” report, where Family Express received certification for having the ‘Happiest Frontline Employees’, it was observed that companies with the highest engagement scores had 14% lower turnover than their peers.
That 14% reduction in turnover isn’t just a people metric; it has a direct bottom-line impact through reduced recruiting costs, higher productivity, and greater customer satisfaction. Strong engagement efforts translate into measurable business value, proving that investing in connection and communication pays dividends well beyond morale.
Independent research supports this as well. Gallup’s ongoing engagement studies show that highly engaged business units experience significantly lower absenteeism, higher quality, and stronger profitability. Engagement isn’t just about how people feel; it’s about how well the organization performs.
Feedback Turns Connection into Commitment
But engagement isn’t a one-way message. The companies leading the pack are just as intentional about listening to their people.
Through mobile-optimized New Hire and Engagement Surveys delivered via SMS, organizations are getting real-time, actionable feedback from every level of the workforce. Participation rates soar because feedback is easy, quick, and accessible to all.
Breeze Thru Car Wash is a great example. After increasing its engagement scores by 17%, the company saw a 29% reduction in turnover. The shift wasn’t driven by expensive perks or policy overhauls, it came from better connection, consistent communication, and genuine listening.
Stories like Breeze Thru and Family Express illustrate what the data has been saying all along: when employees feel informed, heard, and appreciated, they stay — and businesses thrive.
The 2026 Frontline Engagement Playbook
Heading into 2026, goHappy’s data points to three priorities for organizations wanting to lead in retention and performance:
- Reach Everyone. Establish a direct line of communication with your entire frontline — not just those with corporate email. SMS-based communication ensures no one is left out.
- Ask for Feedback Often. Use short, mobile-first surveys to capture authentic input from every corner of your frontline workforce. Then close the loop by acting on what you learn.
- Make It Actionable. Engagement shouldn’t live in a dashboard. Translate insights into recognition, development opportunities, and improved day-to-day experiences.
When communication and feedback are consistent, inclusive, and actionable, engagement stops being a program and becomes part of the company’s DNA.
Looking Ahead
The labor market isn’t getting any easier. But companies that thrive in 2026 will be the ones treating connection as a core business strategy, not a quarterly campaign.
By combining clear communication with a genuine feedback loop, leaders can transform engagement from a buzzword into a measurable advantage.
Because when every employee feels seen, heard, and valued, they don’t just stay; they stay engaged.
