Frontline hiring has always been fast-paced, but lately it feels like we're in the middle of a complete reset. Candidates are choosing jobs differently, expectations are shifting, and the old playbooks really aren't holding up anymore. Even with better tools, more data, and smarter strategies, companies are still struggling to attract and keep frontline talent. So clearly, something deeper is going on beneath the surface.

And to break this down with us, I'm joined by someone who's been watching these changes unfold in real time, Trent Cotton, Head of Talent Acquisition Insights & Analyst Relations at iCIMS.