Who’s Who // HR and Recruitment Consulting
CAN YOU AFFORD NOT TO HAVE A MOTIVATED WORKFORCE? In times gone by, battles were won not by the side with the largest battalion or with the sharpest swords, but usually by the side whose soldiers were hungriest for the fight. The most successful generals were those who could motivate their armies to remain and fight on the battlefield. The same concept applies to business. The success of the products and services a company offers is contingent on the concerted efforts of its workforce. Firms where staff are passionate about maximizing their personal contribution are more likely to succeed than rival firms whose employees may be doing just enough to get by. The recent economic downturn enhances the importance of getting this right. Many companies have been through substantial change recently, and much of it not pretty. Lower bonus payments, elimination of roles and other cost-reduction initiatives carry the potential to damage employee morale. Winning companies have a workforce that understands the changes being made, and are actively committed to helping the organization rebuild and assume market share and gain growth from the new opportunities that emerge. As you enter 2010, as a senior business leader, consider whether your employees are passionate about working at your company or not. Weigh also the possibilities that could unfold if everyone in your firm radiates positive energy and applies this to their activities. The emotional and intellectual commitment to an organization or group is referred to as the level of “Employee Engagement”. Our research indicates that engaged employees: Say good things about the company externally—to friends, clients and potential new recruits. They’re passionate advocates for the business. Stay with the firm. Not because they think it’s the easy life or because there is never an easy alternative. Rather, because they believe that working there allows them
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to make a meaningful contribution and receive a fair return on their endeavors. Strive every day to do their best. They go beyond what is required to deliver extraordinary service and results for customers and colleagues. They create a competitive advantage for the company. Individual responses can range from being very passionate to strongly negative (to the point of being destructive to the organization). While raising the perception level of all the employees is important, some researchers conclude that the best performance is realized by focusing on maximizing the percentage classed as “very passionate”. There is a strong correlation between this group and your highperformers. Traditional employee surveys had focused on satisfaction scores alone. Employee Engagement surveys, on the other hand, provide enhanced insight through an ability to link satisfaction to motivation—two very different concepts. For example, receiving a pay raise generally increases satisfaction, but does not necessarily lead to higher engagement (and, ultimately, greater productivity). Looking deeper into the analysis, it is possible to identify which aspects of a company have the most impact on overall motivation, which helps prioritize attention- and action-related items. Monitoring and reviewing on a regular basis help identify how successful the action steps have been and to aid in refining the analysis. Understanding what drives engagement is critical for talent strategy and workforce management. Organizations, as a result, are more likely to emerge stronger during the economic recovery, and during any further downturn. Our research on engagement in Japan indicates that the performance management process and career aspiration are the factors usually having the greatest impact on overall engagement. This conclusion relates closely to better external opportunities being cited as a top reason for voluntary resignation.
Jee-Young Yang Consultant, Engagement and Rewards Hewitt Associates K.K.
Understanding what drives engagement is critical for talent strategy and workforce management.
Similar to a marketing team that researches and analyzes customer preferences prior to launching a new product, companies should understand proactively what makes their workforce tick. Understanding is a first step toward marketing the organization as an Employer of Choice.