Value Service through Valuable Awards
By Peter Hart
Company executives are quick to say that their staff members are their greatest asset. Unfortunately, they say this to everyone except their employees.
In a recent study, the Gallup Organization surveyed approximately 4 million American workers on the topics of recognition and praise. With 65 percent saying they had not received any recognition in the past year, it is not surprising that most of them say they leave their jobs because they don't feel appreciated. Indeed, an estimated 22 million workers call themselves "actively disengaged," and feel extremely negative about their workplace. A conservative estimate pegs the cost of such low morale at $300 billion annually in diminished productivity, which is quite a loss for shareholders and the bottom line.
The Rise of Recognition
With the increasing costs of attrition and poor performance and the additional concerns related to baby boomer retirements, businesses need to get ahead of the curve with this human capital dilemma. One important area to pay attention to is recognition for job tenure, better known as service awards. In recent years, there has been a renaissance in the private sector, with the global service award market growing to an estimated $2 billion.
Heirloom It!
Opt for gifts that will endure the test of time, such as a pewter console clock or a world globe. The gift should reflect the dedication, commitment and devotion of the employee's service. Gifts should have a brass or leather engraved dangle tag or discreet emblem so it is not forgotten to whom and from whom the gift came. Inscriptions should enhance the beauty and value of the gift rather than distract from it.
Make it Automatic
More than any other benefit, when deployed respectfully and appropriately, a service award program can be a useful personnel strategy. The key is not simply to recognize attendance but rather to celebrate what the employee brings to the workplace each day. Implementing a points-based recognition system can be motivating and a constant reminder of appreciation, but gift choices need to be appropriate. For example, it doesn't make sense to offer a computer case to someone with 25 years of service who is approaching the end of his or her career. Instead, offer handsome handcrafted luggage with a monogram, which could be used for leisure traveling during retirement.
Make It Important
The maxim that employees leave managers, not companies remains as true as ever. Leaving service recognition in the hands of an untrained, insensitive manager is a recipe for attrition and will cancel out the hoped reward result. Establish a well-known program of recognition and allow everyone in the company to participate. When awards are given to celebrate a service anniversary or honor a long-term record of achievement, celebrate! Psychologists have been offering proof for decades that reinforcing positive behavior results in positive behavior, especially when that behavior leads to recognition in front of peers.
Embrace a Recognition Culture
Recognition doesn't end with planned programs that recognize only at specific intervals. Today's workers are far different than their predecessors, who expected to retire with a gold watch and a pension. Younger workers are sceptical of Social Security, treat video games like a religious rite, and prefer 401ks to pensions. Call them generation now. For them, constant recognition is a key motivator. Even a promise of awards beginning at five years of service will cause their eyes to roll. That's third-class snail mail in a broadband email world. So, look for ways to recognize service and accomplishments constantly.
Conclusion
Tired cliches aside, the truth is that the thought really is what counts. So, when giving an award, it is important to remember to make it important, make it relevant and make it automatic. HC