Article updated on 20 November,
Picture this: a restaurant manager wipes sweat from her brow, halfway through a 10-hour shift. She’s been on her feet since sunrise, serving customers, managing inventory, and solving the problems of her twelve servers on the fly. She's missing her daughter's soccer game while being growled at by yet another customer who decided he didn't want what he ordered after all. It's a scene that's played out countless times over the two years she has worked in the industry and she's never once received a raise or so much as a thank you from her boss.
How do you think she feels when she gets up to go to work every day? Unseen. Undervalued. Exhausted.
Despite their essential roles, deskless workers are frequently overlooked and underpaid, leading to high turnover, disengagement, and a lack of loyalty that can bring a business to its knees. The most successful business leaders know this, realizing that by recognizing and valuing these employees, they can unlock levels of dedication, innovation, and retention like never before.
If you're looking to increase recognition — and retention — keep reading. Today, we're sharing eight powerful lessons from top CEOs on how they’ve mastered the art of engaging and recognizing their deskless workforce—through personal stories, creative programs, and a deep understanding of what makes people feel seen and valued.
1. Real-Time Recognition: Steve Jobs and the Power of the Spot Award
Known for his relentless drive and high standards, Steve Jobs demanded near-perfection from his employees, famously announcing "We’re here to put a dent in the universe.” But he also knew when to step in with recognition at exactly the right moment. During the hectic development of the original iPhone, an Apple engineer worked tirelessly to solve a critical software issue. Instead of waiting for a formal review, Jobs immediately called the engineer into his office the next morning, personally rewarded him with a significant bonus, and publicly recognized his efforts in front of the entire team.
Jobs understood the importance of recognizing great work when it happens. His approach to spot awards wasn’t just about the money—it was about making recognition an instant and public affirmation of an employee’s contribution. The lesson: don’t wait for the perfect moment to reward hard work. Immediate recognition fuels motivation and reinforces the idea that every effort is valued.
2. Celebrating Milestones: Jamie Dimon's Personal Touch
At JPMorgan Chase, CEO Jamie Dimon takes the time to make personal connections with deskless workers, especially those who work long after the bank has closed. One standout example is how he personally acknowledges employee anniversaries. For example, a longtime bank teller in a small town was surprised on her 10th work anniversary with a handwritten note from Dimon, accompanied by a personalized gift related to her love of gardening.
“People want to know they matter,” Dimon has said. By going beyond the typical corporate acknowledgment, Dimon sends a clear message to his employees: their contributions are recognized, and they are an essential part of the company. This kind of personal recognition fosters loyalty and creates a deep emotional connection to the workplace, showing that no matter how big the company, every individual counts.
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3. Public Praise That Resonates: Howard Schultz's Starbucks Shout-Outs
Howard Schultz, former CEO of Starbucks, knew that public recognition has the power to not only reward individuals but to reinforce company culture. During one of his “Open Forums,” Schultz shared a touching story about a barista who learned sign language to better serve a deaf customer. Schultz didn’t just mention her effort—he celebrated it across the company, turning the barista into a role model for all Starbucks employees.
“Recognition isn’t just about making someone feel good,” Schultz said. “It’s about reinforcing what you value as a company.” By making recognition public, Schultz not only celebrated that employee’s contribution but also sent a company-wide message about the kind of service Starbucks holds in high regard. The takeaway: public praise is a powerful tool that amplifies individual accomplishments while reinforcing company values.
4. Building a Culture of Heroes: Herb Kelleher’s Wall of Heroes
At Southwest Airlines, Herb Kelleher made it a point to ensure that deskless employees—who make up the majority of the airline’s workforce—felt like everyday heroes. At Southwest’s Dallas headquarters, Kelleher created the “Wall of Heroes,” where employees’ extraordinary acts of service were celebrated. Whether it was a flight attendant comforting a nervous flyer or a ground crew member going the extra mile to assist stranded passengers, their stories were displayed for all to see.
Kelleher’s belief that “we’re in the customer service business” was reflected in this visible form of recognition. The Wall of Heroes wasn’t just about acknowledging great deeds; it was about creating a lasting reminder that these contributions were central to the company’s success. Kelleher would even write personal notes to employees whose names appeared on the wall, further deepening the connection between leadership and the workforce. Lesson: create a culture where acts of service and heroism are visibly and continuously celebrated.
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5. Investing in Their Futures: Randall Stephenson’s “Future Ready” Initiative
When Randall Stephenson became CEO of AT&T, he saw rapid technological changes that threatened to render many deskless jobs obsolete. But rather than downsizing, Stephenson launched the “Future Ready” initiative, a billion-dollar program focused on upskilling and retraining employees. Through certification and training opportunities, deskless workers—like technicians at risk of automation—could transition into higher-paying, more secure roles such as cybersecurity experts.
One technician’s journey is particularly illustrative. Facing redundancy due to automation, he enrolled in the Future Ready program, earned a certification in cybersecurity, and transitioned into a role that secured his future. “It’s not just about keeping up with technology,” Stephenson said. “It’s about making sure our people are ready for what comes next.” This approach to recognition, through investment in employees' growth, not only ensured company success but built deep loyalty and job security. The takeaway: true recognition is about investing in your employees' long-term success.
6. Mentorship and Guidance: Indra Nooyi’s Hands-On Approach
Indra Nooyi, the former CEO of PepsiCo, didn’t just recognize employee success—she actively cultivated it through mentorship. Nooyi personally mentored many rising stars at PepsiCo, including her successor, Ramon Laguarta, guiding them through leadership strategies and corporate complexities. For Nooyi, recognition wasn’t just about celebrating what her employees had achieved but about ensuring they had the tools to achieve more.
“Mentality is important, but so is opportunity,” Nooyi said. “Leaders aren’t just born; they’re made—and it’s our job to make them.” Nooyi’s hands-on approach sent a clear message: PepsiCo is a place where talent is recognized and nurtured from within. By offering personal mentorship, she helped foster a culture of growth, where employees felt that their future was valued as much as their present contributions. Lesson: mentorship is one of the most powerful forms of recognition, showing employees you’re invested in their long-term potential.
7. Building Loyalty Through Recognition and Inclusivity: Lessons from Timpson
At Timpson, a UK-based retailer renowned for its shoe repair, key cutting, and various other services, the ethos of employee recognition runs deep. Founded by John Timpson and now led by his son James, the company has cultivated a workplace culture that goes beyond traditional corporate practices and leans heavily into compassion and empathy. Their approach is simple yet powerful: treat employees like family and give them the autonomy to run their stores as if they were their own.
As John Timpson famously said, “Throw away your reports and your KPIs and get out and talk to the people in your company. Business success is all about the people and making them feel valued.” This philosophy permeates every aspect of the company, ensuring that recognition is woven into the fabric of daily operations.
Timpson stands out not only for its innovative practices but also for its inclusive hiring policies. The company actively seeks to employ individuals from diverse backgrounds, including those who have faced barriers to employment, such as former offenders. They believe in the potential of every person and are committed to providing opportunities for those who might otherwise be overlooked. This commitment to inclusivity fosters a diverse workforce and reinforces the idea that potential can be found in unexpected places.
One standout example of their commitment is how Timpson rewards employees with “Timpson Scratch Cards” that offer instant cash prizes, turning everyday work into an opportunity for surprise and delight. On birthdays, colleagues receive an extra day off—a simple gesture that speaks volumes about the company’s dedication to work-life balance.
This combination of recognition and inclusivity not only motivates employees but also fosters a deep sense of loyalty. In a world where deskless workers often feel unseen, the Timpson approach shines as a model for creating a thriving workplace. When employees know their efforts are acknowledged and appreciated, they don’t just clock in; they invest their hearts into the business.
8. Wellness as a Form of Recognition: Marc Benioff’s Holistic Approach
Marc Benioff, CEO of Salesforce, believes that employee well-being is directly tied to company performance. His focus on wellness extends to deskless employees through initiatives like mental health days, on-site fitness centers, and wellness reimbursement programs. Benioff’s approach to recognition emphasizes that caring for employees goes beyond monetary rewards—it’s about creating a workplace where they feel healthy, balanced, and appreciated.
“When employees are healthy, they’re happier, and when they’re happier, they’re more productive,” Benioff has said. By making wellness a key part of Salesforce’s culture, he ensures that employees feel valued not just for their output but as whole individuals. The lesson here is clear: showing you care about employees’ well-being is one of the strongest forms of recognition, leading to increased satisfaction and retention.
9. Flexible Rewards: Richard Branson’s Unlimited Vacation Policy
For Richard Branson, founder of the Virgin Group, trust is the ultimate form of recognition. Branson famously introduced an unlimited vacation policy at Virgin, allowing employees to manage their own time off as long as their work was getting done. For deskless workers with demanding roles, this flexibility became a lifeline, allowing them to recharge and return to work with renewed energy and dedication.
“If you give people freedom, they will do their best work,” Branson has said. The policy wasn’t just about offering a perk—it was about building a culture of trust and respect. Employees who felt they had control over their schedules were more engaged and loyal, knowing they weren’t being micromanaged but trusted to balance their work and personal lives. Lesson: when you trust your employees, they respond with loyalty and their best work.
Through different approaches, these stories all deliver the same powerful truth: recognition goes far beyond a simple pat on the back. It’s about creating a culture where every employee—whether behind a desk or on their feet—feels seen, valued, and vital to the company’s mission.
From a handwritten note to a public shout-out, investment in their future, or flexible work policies, these actions send a clear message: you are more than just another name on the payroll—you are the heart of this company, and without you, success would be impossible. In the end, it’s not about grand gestures; it’s about letting every worker know that their contribution is what keeps the whole engine running — and when employees feel that, loyalty, dedication, and innovation follow. If you're after more easy recognition initiatives you can start implementing today, read our article, Nine Employee Recognition Initiatives you Can Easily Implement Today.