Awards Capture Attention Over “CASH” Recognition
Companies unsatisfied with performance and that rely on cash
alone to reward and incentivize their staff may be interested in a study
conducted by Shaffer and Arkes (2009), that found that when people make a hypothetical
choice between cash and non-cash incentives, cash is indeed preferred by many
employees. However, and here’s the hook, when it’s no longer hypothetical,
meaning when an award is identified, employees actually performed better in pursuit
of it, even when the award was of equal value to the cash alternative. As organizations look to do more with less,
the argument can be effectively made that introducing a non-cash component to a
pay-for-performance scheme may make it more effective and therefor, more
efficient than one with an all cash payout.
Today over 83% of firms have some sort of performance based
pay in place. While they have bought into the concept, may are still asking if
they are getting the rate of return that they anticipated. The satisfaction gap
opens a window for award providers to suggest/position non-cash recognition as an
alternative incentive.
A study this year by Jeffrey & Adomdza (2011), found
that non-cash awards capture employee attention. The authors concluded that
employees think more frequently about these awards, even when they are in equal
value to cash, and that the increased interest leads to higher performance.
A comparative study published in The Journal of Personal
Selling and Sales Management compared cash versus non-cash rewards among 45
insurance agents. The study revealed that travel and entertainment outperformed
cash as incentives for agents to acquire new customers.
The conclusion that cash is always more effective simply
doesn’t hold up with study after study refuting this notion. These recent studies show that awards,
merchandise and non-cash incentives offer more influence over people and can be
more powerful-and more profitable-than cash alternatives.
For more information, contact RCB Awards at www.rcbaward.com.
For more information, contact RCB Awards at www.rcbaward.com.