This report from the Staffing Stream says frontline supply chain workers are quitting at a record rate. As the workforce shortage worsens, businesses are left scratching their heads as to what to do about it.

Some brands, such as Walmart and Costco, are raising wages to combat the crisis. But a Q1 survey of more than 20,000 supply chain workers shows that pay is not a top reason for turnover. It’s not even in the top five. If brands don’t start to better understand their hourly workforce, the Great Resignation may be here to stay. Here’s what you need to know to rise above it.

How to solve the problem

The number one reason hourly workers are quitting: career growth. Hourly employees are looking for long-term, rewarding careers. Yet many organizations have not embraced this idea. As a result, workers leave for companies that will offer opportunities to advance.

Furthermore, according to research, employees feel like they have little to no opportunity to provide feedback. In fact, that is the second-greatest reason for turnover. For 40% of frontline workers, management never asks for any feedback at all. But the issue doesn’t end there. Seventy percent of frontline workers who share feedback with leadership feel that their voices aren’t being heard.

It’s no wonder why management doesn’t understand why employees still quit after a pay raise. They simply aren’t listening.

In sum, get feedback from your team and give them a sense of purpose. It’s never been more critical to continuously gather real-time feedback from employees. More importantly, managers and leaders need to take action on that feedback. Then you can focus on greater pay.