Defined contribution pension schemes often struggle to connect with the large portion of the workforce that does not sit behind a desk. New research from communications consultancy Quietroom suggests that pension providers should segment member engagement efforts by workforce type to better serve non-desk and frontline employees.
Data from the Office for National Statistics indicates that around 38% of the UK workforce, nearly 12 million people, works in roles that do not involve sitting at a computer. Despite this significant number, many defined contribution schemes use a single overall engagement figure to measure success. Quietroom reviewed governance statements across various sectors, including transport, hospitality, and construction, alongside office-based sectors.
In each case, the review found member engagement reported as a general qualitative statement. The statements lacked a breakdown by role, site, or workforce type. This creates a blind spot where the overall engagement score might only reflect the members who are easiest to reach, rather than the entire membership base.
According to the findings, the challenges faced by non-desk workers are often overlooked by strategies designed with office employees in mind. Shift patterns, location, and access to formal or informal communication channels can all influence a member’s capacity to focus on building a pension pot. Simon Grover, a director at Quietroom, noted that a single engagement figure fails to reveal whether a scheme is effectively reaching these specific groups.
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“Non-desk members can be particularly challenging for schemes to reach,” Grover said. “Schemes should be digging into what their different members know, feel and do, and putting in strategies to close the gaps.” The consultancy argued that what works for one work environment might be the opposite of what works for another, requiring a tailored approach rather than a one-size-fits-all strategy.
These findings align with broader workplace trends. Research by Firstup found that a third of deskless US workers consider their employer less effective at communicating with them than with office-based colleagues. A global study by Workvivo found that half of frontline workers believe their employer prioritises desk-based staff. An international study by Staffbase and YouGov further highlighted the disparity, reporting that only 9% of non-desk employees were very satisfied with the quality of internal communication, compared with 47% of desk-based employees.
The reality is that many of these workers are juggling responsibilities that make passive reading of emails or internal portals difficult. A strategy that relies on digital push notifications sent during standard office hours may simply bypass the schedules of those who are on the move. Recognizing these distinct constraints is necessary before a scheme can hope to improve outcomes for the majority of the workforce.
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