Mind the Perception Gap: Why HR Must Rethink Reward Strategies for Desk-Free Workers

A new study has exposed a serious misalignment between HR leaders and frontline, desk-free workers in the UK—highlighting a growing perception gap that could prove costly for organisations. The research from OneAdvanced suggests that while HR decision-makers feel confident in their reward strategies, many desk-free employees feel misunderstood, overworked, and undervalued.

The report, titled “A disenfranchised workforce: The distorted reality threatening your business”, reveals a worrying disparity in views around pay and retention. Over half (56%) of desk-free workers say better pay would improve retention, yet just 20% of HR directors agree. This 36-point gap raises concerns that current retention strategies may be missing the mark entirely.

When it comes to perceptions of fair pay, only 59% of desk-free workers believe they are compensated fairly, compared to 80% of HR leaders and 92% of senior executives. This disconnect suggests a top-down optimism that simply doesn’t align with the reality on the ground.

Anwen Robinson, SVP at OneAdvanced, stresses the importance of listening more closely to the frontline workforce: “While many HR leaders have good intentions, they risk missing the mark on what really drives engagement, retention, and productivity on the ground.”

Workload is another major area of concern. While 75% of desk-free workers report feeling overworked, just 60% of HR directors acknowledge this issue. Without recognising the pressure placed on employees, organisations risk pushing their frontline staff towards burnout—rendering even well-intentioned reward packages ineffective.

The study also highlights communication breakdowns. While 90% of C-suite executives believe performance expectations are clearly communicated, only 67% of desk-free workers feel the same. A further 10% say they often don’t know what is expected of them at all. Without clear expectations, employees may struggle to understand how to earn incentives or may feel unfairly judged, undermining trust in the reward system.

As the UK’s Employment Rights Bill looms, the stakes are rising. Half of all desk-free workers support the end of zero-hours contracts, but 47% of HR leaders rely on them to manage costs. In response, 53% of HR leaders say they may avoid hiring inexperienced workers—an approach that could harm talent development and diversity in the long run.

Failing to align reward strategies with the true needs of frontline staff carries serious financial and reputational risks. With pay identified as a top concern, companies that ignore these findings face rising recruitment costs, reduced productivity, and the potential for compliance issues under the new legislation.

The report signals a call to action: HR leaders must re-evaluate their assumptions, prioritise direct feedback from desk-free employees, and reshape compensation strategies to reflect genuine workforce needs. Only by closing the perception gap can businesses hope to foster sustainable retention, engagement, and long-term success.