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Feature - Q&A Loyalty & Recognition
Q. One of the greatest challenges for HR
managers today is how to continually motivate staff,
gain staff loyalty and hang onto good employees. Apart
from cash bonuses can you give some guidelines on
setting up innovative incentives to motivate staff?
A. Andrew Cook replies: Building staff loyalty is
similar to creating consumer promotions - cash isn’t
always the biggest incentive. If you understand what
drives people’s aspirations a tactical combination
of ‘experiences’ can be a real winner
because the memory will always last longer than the
cash.
For example dinner for two in Paris on Valentine’s
night with accommodation at a top hotel probably won’t
cost more than a £1,000, yet this has far more
perceived value than the cash equivalent. In the same
way would an employee be more motivated by a night
for 2 at a movie premiere mingling with the stars
of the screen or the £400 extra in their pay
packet ?
For an incentive scheme to work you have to make
sure:
- All staff buys into it.
- The prize on offer is appealing to everyone.
For a large pool of people look at a variety of
rewards as no two people’s motivations are
identical.
- There is an immediacy in the reward i.e. don’t
offer a trip for 2 to a festival in October if the
reward is won in January because the long wait will
diminish the appeal. Also the winner should not
have additional costs i.e. if you offer a trip for
one they will still have to pay for someone to go
with them.
- Targets are challenging but also realistic.
- The mechanics need to be clear to avoid misinterpretation.
Getting all elements of an incentive scheme right
is imperative. Using a specialist provider to either
manage the whole scheme or just for certain parts
can ease the work load on yourself and make the difference
between an average scheme to one that all staff are
talking about. From the outset decide which stages
you need specialist help whether it’s establishing
the objectives and advising on potential formats,
running the program, or just providing the solutions
and fulfillment of rewards. Ensure that whomever you
use is flexible, understands your objectives and will
work alongside you.
- ENDS -
For further information,
please contact:
Jane Lowen, The Press Office, 01580 764721
jtlowen@aol.com
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