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REWARD STRATEGY AND PRACTICE
Eight Recommendations to Improve
Employee Engagement
Tom McMullen, Hay Group*
To start, let's deŽne em-
ployee engagement as the level
of commitment that employees
feel toward their organization as
well as the level of the emplo-
yee's discretionary eort and
their willingness to go the extra
mile for their company. Engaged
employees are passionate
about their work and are more
willing to help each other and
the organization succeed, to
take on added responsibilities
and to invest more eort in their
jobs, share information and col-
laborate with other employees,
as well as to remain with the or-
ganization than employees who
are less engaged. Leaders must
also enable employees to chan-
nel their eorts productively.
This includes ensuring reason-
able alignment between the
work to be done and the capa-
bilities of employees, ensuring
availability of resources and
reinforcing management pro-
cesses, including performance
management and rewards.
In order for organizations to
achieve a more engaged and
enabled workforce that delivers
superior results, the following
list (Figure 1) is provided as a
set of recommendations for
your organization to consider in
getting more focused in improv-
ing engagement in your
organization.
Figure 1: Recommendations
to Improve Employee Engage-
ment
1. Make a business case for
engaging employees
2. Measure engagement and
take action on survey re-
sults
3. Make managers account-
able for engagement
4. Connect people with the
future
5. Go beyond a compensa-
tion to a total rewards
mindset
6. Include employees & man-
*TOM MCMULLEN is the leader of Hay Group's North American Reward Practice, based in Chicago, IL and is accountable
for leading Hay Group's innovation, thought leadership and capability development initiatives for the reward practice. His client
consulting work focuses primarily on developing and implementing total reward program design, including reward strategy
development, incentive plan design, linking reward and performance management systems, job evaluation and organization
structure design.
In the previous issue of this column, we highlighted recent research from the Conference Board's 2013 study on CEO
Challenges which found that human capital strategy concerns rank at the very top of the list. One of the key human capital focus
areas for CEOs is engaging talent. This article provides some thoughts on this and in particular, the role of rewards as a strategic
tool in the engagement and retention of talent.
Journal of Compensation and BeneŽts E July/August 2013
© 2013 Thomson Reuters
23
agers in reward design
and launch
7. Use engagement metrics
in performance criteria
8. Communicate the value of
what you have.
MAKE A BUSINESS CASE
FOR ENGAGING EMPLOYEES
If your organization's leaders
are uncertain or ambivalent
about the value in focusing on
employee engagement, a good
starting point is to create the
business case for engaging em-
ployees and identify the con-
nections between engagement
and business outcomes. The
focus of engagement initiatives
is not on making employees
happier or more satisŽed, but
rather on creating the condi-
tions that encourage high levels
of organizational commitment
and discretionary eort from
employees.
The increased attention from
CEOs on employee engage-
ment reects the growing rec-
ognition that human capital pro-
vides the most sustainable
source of competitive dieren-
tiation for organizations. Organi-
zations that manage employee
engagement most successfully
clearly articulate how high levels
of employee engagement sup-
port core priorities such as
enhancing productivity and in-
novation, operating eciently,
sustaining strong customer re-
lationships, and retaining top
talent.
It is clear, now more than
ever, that CEOs see the linkage
between engaging and enabling
employees and achieving busi-
ness results. A Hay Group
cross-industry analysis involv-
ing more than 400 companies
suggests that while organiza-
tions in the top quartile on en-
gagement demonstrate revenue
growth 2.5 times that of organi-
zations in the bottom quartile,
companies in the top quartile on
engagement and enablement
achieve revenue growth 4.5
times greater. We also saw sig-
niŽcant dierences in perfor-
mance across three key met-
rics—employee performance
rating distributions, employee
retention and customer satis-
faction when comparing top
quartile vs. bottom quartile per-
formance on engagement and
enablement (see Figure 2
below).
Figure 2: Business Case for Engaging and Enabling Employees
Journal of Compensation and BeneŽts
Journal of Compensation and BeneŽts E July/August 2013
© 2013 Thomson Reuters
24
To establish the business
case for engaging employees,
consider using internal business
and engagement measures if
you have them and compare the
better and poorer performing
parts of the organization to
identify gaps in engagement
and the people, processes and
climate factors that drive these
engagement levels. If internal
data are not available, consider
beginning a dialogue with your
leaders around external perfor-
mance norms and internal op-
portunities for improvement.
MEASURE ENGAGEMENT
AND TAKE ACTION ON
SURVEY RESULTS
There is a saying that “what
gets measured gets managed”
and employee surveys are im-
portant tools for monitoring and
managing employee
engagement. Employee surveys
are also two-way communica-
tion tools. What is measured
sends important signals to em-
ployees about the organiz-
ation's values and priorities and
they allow organizations to so-
licit feedback from employees
on key topics related to organi-
zational eectiveness. In this
way, an employee survey can
be an eective intervention even
before the Žrst questionnaires
is completed and data are
analyzed. An engagement sur-
vey also should connect with
the key “value propositions” an
organization is oering to its
employees and alignment with
objectives not only promotes
appropriate employee expecta-
tions but also more actionable
results. By soliciting employee
feedback in areas of focus for
the organization, survey results
can be more readily incorpo-
rated into ongoing improvement
eorts. Most importantly, shar-
ing results and an action plan
for closing gaps demonstrates
respect for employee input.
If the organization is not pre-
pared to share results with em-
ployees and develop an action
plan for improving the organiza-
tion, it is best to not embark on
an employee survey in the Žrst
place. An employee engage-
ment survey is a means to an
end and the initiative is only
successful if the results of the
survey are utilized. In this re-
gard, it is critical to remember
that the organization should not
be seeking to improve engage-
ment scores for their own sake,
rather there is a need to under-
stand the work environment
factors that impact key organi-
zational goals and objectives. In
our work with Fortune magazine
Most Admired Companies,
these organizations make more
frequent use of employee sur-
veys than their peers and they
use employee input more
eectively. These best organi-
zations indicate their managers
are more eective in generating
action and change from em-
ployee survey input. Finally,
these organizations also report
spending more energy in linking
employee survey results to per-
formance outcomes, such as
Žnancial success, productivity
and customer satisfaction.
MAKE MANAGERS
ACCOUNTABLE FOR
ENGAGEMENT
Our experience indicates that
employee engagement cannot
be a focus only in and around
employee surveys. It needs to
be incorporated into the way
the organization continually
operates. A company cannot
pull good employee engage-
ment scores out of a hat. A key
to the success of engagement
initiatives is around engaging
line managers in the eort. If the
connection between engage-
ment programs and the con-
cerns of line managers is not
made clear, managers will likely
see themselves as too busy
with their day-to-day responsi-
bilities to play an active role.
This is a deadly response in the
organization, because it sug-
gests that managers are view-
ing engagement initiatives not
as tools provided for them to
help accomplish their core busi-
ness objectives, but instead as
HR-oriented activities that are
being done to them.
Typically, in the early stages
of an engagement initiative, line
managers, while involved, play
a secondary role to internal
project coordinators or external
Reward Strategy and Practice
Journal of Compensation and BeneŽts E July/August 2013
© 2013 Thomson Reuters
25
consultants. Once the informa-
tion is collected and the atten-
tion of the organization turns to
communicating the results
throughout the organization and
using the results to drive orga-
nizational improvements, exter-
nal consultants and even inter-
nal project coordinators need
to step back and rely on line
managers to carry the results
forward into the organization.
CONNECT PEOPLE WITH
THE FUTURE
Engagement success is
about more than encouraging
positive views of the current or-
ganization climate. Fostering
buy-in and commitment over a
longer time horizon requires
that employees have a positive
view of the future of the organi-
zation and their futures in it.
Three considerations are key:
Clear and Promising
Direction. Ensuring that the
practical implications of the
direction of the organization is
clear to employees is essential
to building line of sight and ef-
fective execution. Connecting
employees with the bigger pic-
ture is also equally important
from a motivational perspective.
Most employees are looking for
an opportunity to contribute to
something larger than them-
selves, a chance to make a
dierence. Appealing to this
sense of purpose is critical to
promoting higher levels of em-
ployee engagement.
ConŽdence in Leaders. As
mentioned above, faith in the
direction of the organization is
critical for fostering high levels
of employee engagement. Also
critical is employee faith and
conŽdence in the organization's
leaders who are charged with
executing on the organization's
strategic priorities. Today's em-
ployees are acutely aware that
their prospects for continued
employment and advancement
are dependent on their compa-
nies' health and stability. They
cannot be expected to bind
their futures to those of their
employers unless they are con-
Ždent that their companies are
well led and positioned for
success.
Development Opportunities.
Employees tend to know that
they are responsible for manag-
ing their own careers and that
their futures depend on continu-
ous improvement in their skill
set. If employees are not ex-
panding their competencies and
capabilities, they risk compro-
mising their employability within
both their current organization
as well as others. Accordingly,
opportunities for growth and
development are among the
most important predictors of
employee engagement.
GO BEYOND
COMPENSATION AND
BENEFITS TO A TOTAL
REWARD MINDSET
Rewards go far beyond cash
compensation and beneŽts.
Most organizations provide an
array of non-Žnancial rewards
such as career growth opportu-
nities, quality of work, recogni-
tion and a great work climate.
These non-Žnancial rewards,
while not often fully understood
or leveraged, are very important
to employees and constitute a
signiŽcant portion of the total
reward portfolio in the
organization. Given the con-
straints on the Žnancial ele-
ments of reward programs, this
broader deŽnition of reward has
become more common and
more leveraged in the market
over the past decade. Non-
Žnancial rewards are not merely
soft nice-to-haves. They are a
core component of employer
branding and the backbone of
the employer's value proposi-
tion to employees. Total re-
wards are critical to the organ-
ization's overall recruiting,
retention and engagement
strategy. Often, employees de-
cide to leave an organization
because of a perceived imbal-
ance or inequity in these non-
Žnancial rewards. Most Admired
Companies do not necessarily
oer more rewards (Žnancial
and non-Žnancial), but they do
a much better job leveraging
their total rewards—communi-
cating about them, getting
people to understand their
value, linking them to perfor-
mance and providing tools to
their managers to better utilize
Journal of Compensation and BeneŽts
Journal of Compensation and BeneŽts E July/August 2013
© 2013 Thomson Reuters
26

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The greatest concerns of most CEOs are operational excellence, innovation, risk, the regulatory environment, and competing globally. Underpinning those areas is their primary concern—human capital. The “people thread” is what prepares an organization to compete and win. The greatest asset that organizations have is the power of their employees. Employee engagement—the emotional commitment of employees—is a tremendous competitive advantage that impacts the bottom line when strategically managed. The majority of organizations have an opportunity to further leverage employee engagement as a business driver. A recent Gallup poll found that more than 70 percent of American workers are either actively or passively disengaged from their work. HR, talent management professionals, and business leaders need to assess (or re-assess) how widespread and entrenched employee disengagement is in their organizations and partner together to improve it. This white paper: - Discusses the costs of employee disengagement in organizations. - Links employee engagement to an organization’s bottom line and offers reasons why employee engagement should be a strategic business priority. - Offers steps that HR and talent managers can take to improve employee engagement throughout their organizations. - Provides examples of what organizations are doing to boost employee engagement.

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The role of Managers in employee engagement : Champions, Saboteurs, Challengers, Prisoners. Discover how Leadership is crucial to drive Transformation : #

skillsleadershipleadership development
total rewards (see Figure 3 below).
Figure 3: Total Rewards Communications
Central to the notion of mak-
ing total rewards more viable
and visible in the organization is
in better leveraging its line
managers. These managers
also have the primary inuence
over the broad array of non-
Žnancial rewards that an orga-
nization provides and managers
play a signiŽcant role in estab-
lishing the work climate of an
organization, in facilitating the
development and career growth
of employees. HR can play a
lead role in helping managers
understand and promote a “to-
tal rewards” view and approach
when dealing with employees
as well as in building the core
organization messages (em-
ployment value proposition)
around what is meant by total
rewards. HR has a signiŽcant
role to play in developing tools
for managers so they can ef-
fectively reward employees be-
yond the conŽnes of compensa-
tion and beneŽts and in
developing and reinforcing com-
munications around total
rewards.
Include employees and
managers in reward design
and launch: If the best reward
programs are the ones that bal-
ance the needs and wants of
the organization and its employ-
ees, then it is quite logical to
assume that organizations
would have a good handle on
which aspects of the reward
program employees value the
most and least. Unfortunately,
logic does not hold up in this
regard. Our research indicates
that the vast majority of organi-
zations (i.e., approximately 80%)
do not directly include the
employee's perspective in re-
ward program strategy, design
or execution (see Figure 4 be-
low)
Reward Strategy and Practice
Journal of Compensation and BeneŽts E July/August 2013
© 2013 Thomson Reuters
27
Figure 4: Employee Involvement in Reward Programs
Most organizations have a
mindset around listening to their
customers to learn what they
value in their products and ser-
vices (i.e., market research).
This mindset should then apply
to their most important internal
customers—their employees.
Our research Žnds that engage-
ment is enhanced when em-
ployees and managers are in-
volved in the design and launch
of their reward programs.
Simple processes such as fo-
cus groups and structured sur-
vey diagnostics which assess
employee preferences in vari-
ous aspects of reward program
design (e.g., beneŽts prefer-
ences, non-Žnancial reward
preferences, base salary in-
crease preferences) have
proven to be eective tools for
many organizations.
Once these preferences are
known, HR can make structural
changes to core reward pro-
grams such as cash compensa-
tion and beneŽts. In addition,
and perhaps more importantly,
HR can build out the manager's
reward tool kit based on how
non-Žnancial reward prefer-
ences such as recognition, ca-
reer development, job design,
work climate, etc. vary across
dierent employee
demographics.
USE OF ENGAGEMENT
METRICS IN PERFORMANCE
CRITERIA
From our research and work
with clients, we see Most Ad-
mired organizations placing
more emphasis in a balanced
set of performance metrics in
their organization scorecards.
While Žnancial metrics still tend
to the most emphasized, we
see Most Admired organiza-
tions placing much more focus
on the drivers of Žnancial
performance—i.e., human capi-
tal development, operational
processes and customer focus
(see Figure 5 below).
Journal of Compensation and BeneŽts
Journal of Compensation and BeneŽts E July/August 2013
© 2013 Thomson Reuters
28
Figure 5: Performance Metrics
Human capital development
metrics often consist of mea-
sures of organization health and
employee engagement. If not
doing so already, consider es-
tablishing baseline measures of
organization health and em-
ployee engagement levels in the
Žrst year of your scorecard
process and monitor and re-
ward trends in achieving en-
gagement levels in subsequent
years.
COMMUNICATE THE VALUE
OF WHAT YOU OFFER
‘Best’ practices and sophisti-
cated reward program designs
fail if they are not properly
rolled out. Clarify and focus on
a few direct messages and
tools to communicate these
programs. It is a more powerful
strategy to reduce messages
down to their core with straight-
forward business rationale ver-
sus communicating a myriad of
details about the program.
Woodrow Wilson once said . . .
“if I had more time, I would have
written a shorter letter.”
Consider using total reward
statements if your organization
is not using them already. Total
reward statements are powerful
communication tools, but only
are in use in about 50% of
organizations. If one employee
reects on the value of their
reward package and stays with
the organization because of a
renewed understanding of the
value of the program, then
you've likely paid for the cost of
these statements for the year.
The new frontier in reward pro-
gram design for many organiza-
tions is in HR assisting manag-
ers understand and use their
total reward tool kit to better
communicate reward value to
(and re-recruit) employees.
If organizations can imple-
ment these recommendations,
they will reap the beneŽts of
more engaged employees will-
ing to invest more discretionary
eort to make their organiza-
tions successful. Coupling this
discretionary eort with en-
abling work environments will
provide organizations with an
even more competitive edge
that will enable them to win in
the talent marketplace.
Reward Strategy and Practice
Journal of Compensation and BeneŽts E July/August 2013
© 2013 Thomson Reuters
29

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Eight Recommendations to Improve Employee Engagement by Hay Group

  • 1. REWARD STRATEGY AND PRACTICE Eight Recommendations to Improve Employee Engagement Tom McMullen, Hay Group* To start, let's deŽne em- ployee engagement as the level of commitment that employees feel toward their organization as well as the level of the emplo- yee's discretionary eort and their willingness to go the extra mile for their company. Engaged employees are passionate about their work and are more willing to help each other and the organization succeed, to take on added responsibilities and to invest more eort in their jobs, share information and col- laborate with other employees, as well as to remain with the or- ganization than employees who are less engaged. Leaders must also enable employees to chan- nel their eorts productively. This includes ensuring reason- able alignment between the work to be done and the capa- bilities of employees, ensuring availability of resources and reinforcing management pro- cesses, including performance management and rewards. In order for organizations to achieve a more engaged and enabled workforce that delivers superior results, the following list (Figure 1) is provided as a set of recommendations for your organization to consider in getting more focused in improv- ing engagement in your organization. Figure 1: Recommendations to Improve Employee Engage- ment 1. Make a business case for engaging employees 2. Measure engagement and take action on survey re- sults 3. Make managers account- able for engagement 4. Connect people with the future 5. Go beyond a compensa- tion to a total rewards mindset 6. Include employees & man- *TOM MCMULLEN is the leader of Hay Group's North American Reward Practice, based in Chicago, IL and is accountable for leading Hay Group's innovation, thought leadership and capability development initiatives for the reward practice. His client consulting work focuses primarily on developing and implementing total reward program design, including reward strategy development, incentive plan design, linking reward and performance management systems, job evaluation and organization structure design. In the previous issue of this column, we highlighted recent research from the Conference Board's 2013 study on CEO Challenges which found that human capital strategy concerns rank at the very top of the list. One of the key human capital focus areas for CEOs is engaging talent. This article provides some thoughts on this and in particular, the role of rewards as a strategic tool in the engagement and retention of talent. Journal of Compensation and BeneŽts E July/August 2013 © 2013 Thomson Reuters 23
  • 2. agers in reward design and launch 7. Use engagement metrics in performance criteria 8. Communicate the value of what you have. MAKE A BUSINESS CASE FOR ENGAGING EMPLOYEES If your organization's leaders are uncertain or ambivalent about the value in focusing on employee engagement, a good starting point is to create the business case for engaging em- ployees and identify the con- nections between engagement and business outcomes. The focus of engagement initiatives is not on making employees happier or more satisŽed, but rather on creating the condi- tions that encourage high levels of organizational commitment and discretionary eort from employees. The increased attention from CEOs on employee engage- ment reects the growing rec- ognition that human capital pro- vides the most sustainable source of competitive dieren- tiation for organizations. Organi- zations that manage employee engagement most successfully clearly articulate how high levels of employee engagement sup- port core priorities such as enhancing productivity and in- novation, operating eciently, sustaining strong customer re- lationships, and retaining top talent. It is clear, now more than ever, that CEOs see the linkage between engaging and enabling employees and achieving busi- ness results. A Hay Group cross-industry analysis involv- ing more than 400 companies suggests that while organiza- tions in the top quartile on en- gagement demonstrate revenue growth 2.5 times that of organi- zations in the bottom quartile, companies in the top quartile on engagement and enablement achieve revenue growth 4.5 times greater. We also saw sig- niŽcant dierences in perfor- mance across three key met- rics—employee performance rating distributions, employee retention and customer satis- faction when comparing top quartile vs. bottom quartile per- formance on engagement and enablement (see Figure 2 below). Figure 2: Business Case for Engaging and Enabling Employees Journal of Compensation and BeneŽts Journal of Compensation and BeneŽts E July/August 2013 © 2013 Thomson Reuters 24
  • 3. To establish the business case for engaging employees, consider using internal business and engagement measures if you have them and compare the better and poorer performing parts of the organization to identify gaps in engagement and the people, processes and climate factors that drive these engagement levels. If internal data are not available, consider beginning a dialogue with your leaders around external perfor- mance norms and internal op- portunities for improvement. MEASURE ENGAGEMENT AND TAKE ACTION ON SURVEY RESULTS There is a saying that “what gets measured gets managed” and employee surveys are im- portant tools for monitoring and managing employee engagement. Employee surveys are also two-way communica- tion tools. What is measured sends important signals to em- ployees about the organiz- ation's values and priorities and they allow organizations to so- licit feedback from employees on key topics related to organi- zational eectiveness. In this way, an employee survey can be an eective intervention even before the Žrst questionnaires is completed and data are analyzed. An engagement sur- vey also should connect with the key “value propositions” an organization is oering to its employees and alignment with objectives not only promotes appropriate employee expecta- tions but also more actionable results. By soliciting employee feedback in areas of focus for the organization, survey results can be more readily incorpo- rated into ongoing improvement eorts. Most importantly, shar- ing results and an action plan for closing gaps demonstrates respect for employee input. If the organization is not pre- pared to share results with em- ployees and develop an action plan for improving the organiza- tion, it is best to not embark on an employee survey in the Žrst place. An employee engage- ment survey is a means to an end and the initiative is only successful if the results of the survey are utilized. In this re- gard, it is critical to remember that the organization should not be seeking to improve engage- ment scores for their own sake, rather there is a need to under- stand the work environment factors that impact key organi- zational goals and objectives. In our work with Fortune magazine Most Admired Companies, these organizations make more frequent use of employee sur- veys than their peers and they use employee input more eectively. These best organi- zations indicate their managers are more eective in generating action and change from em- ployee survey input. Finally, these organizations also report spending more energy in linking employee survey results to per- formance outcomes, such as Žnancial success, productivity and customer satisfaction. MAKE MANAGERS ACCOUNTABLE FOR ENGAGEMENT Our experience indicates that employee engagement cannot be a focus only in and around employee surveys. It needs to be incorporated into the way the organization continually operates. A company cannot pull good employee engage- ment scores out of a hat. A key to the success of engagement initiatives is around engaging line managers in the eort. If the connection between engage- ment programs and the con- cerns of line managers is not made clear, managers will likely see themselves as too busy with their day-to-day responsi- bilities to play an active role. This is a deadly response in the organization, because it sug- gests that managers are view- ing engagement initiatives not as tools provided for them to help accomplish their core busi- ness objectives, but instead as HR-oriented activities that are being done to them. Typically, in the early stages of an engagement initiative, line managers, while involved, play a secondary role to internal project coordinators or external Reward Strategy and Practice Journal of Compensation and BeneŽts E July/August 2013 © 2013 Thomson Reuters 25
  • 4. consultants. Once the informa- tion is collected and the atten- tion of the organization turns to communicating the results throughout the organization and using the results to drive orga- nizational improvements, exter- nal consultants and even inter- nal project coordinators need to step back and rely on line managers to carry the results forward into the organization. CONNECT PEOPLE WITH THE FUTURE Engagement success is about more than encouraging positive views of the current or- ganization climate. Fostering buy-in and commitment over a longer time horizon requires that employees have a positive view of the future of the organi- zation and their futures in it. Three considerations are key: Clear and Promising Direction. Ensuring that the practical implications of the direction of the organization is clear to employees is essential to building line of sight and ef- fective execution. Connecting employees with the bigger pic- ture is also equally important from a motivational perspective. Most employees are looking for an opportunity to contribute to something larger than them- selves, a chance to make a dierence. Appealing to this sense of purpose is critical to promoting higher levels of em- ployee engagement. ConŽdence in Leaders. As mentioned above, faith in the direction of the organization is critical for fostering high levels of employee engagement. Also critical is employee faith and conŽdence in the organization's leaders who are charged with executing on the organization's strategic priorities. Today's em- ployees are acutely aware that their prospects for continued employment and advancement are dependent on their compa- nies' health and stability. They cannot be expected to bind their futures to those of their employers unless they are con- Ždent that their companies are well led and positioned for success. Development Opportunities. Employees tend to know that they are responsible for manag- ing their own careers and that their futures depend on continu- ous improvement in their skill set. If employees are not ex- panding their competencies and capabilities, they risk compro- mising their employability within both their current organization as well as others. Accordingly, opportunities for growth and development are among the most important predictors of employee engagement. GO BEYOND COMPENSATION AND BENEFITS TO A TOTAL REWARD MINDSET Rewards go far beyond cash compensation and beneŽts. Most organizations provide an array of non-Žnancial rewards such as career growth opportu- nities, quality of work, recogni- tion and a great work climate. These non-Žnancial rewards, while not often fully understood or leveraged, are very important to employees and constitute a signiŽcant portion of the total reward portfolio in the organization. Given the con- straints on the Žnancial ele- ments of reward programs, this broader deŽnition of reward has become more common and more leveraged in the market over the past decade. Non- Žnancial rewards are not merely soft nice-to-haves. They are a core component of employer branding and the backbone of the employer's value proposi- tion to employees. Total re- wards are critical to the organ- ization's overall recruiting, retention and engagement strategy. Often, employees de- cide to leave an organization because of a perceived imbal- ance or inequity in these non- Žnancial rewards. Most Admired Companies do not necessarily oer more rewards (Žnancial and non-Žnancial), but they do a much better job leveraging their total rewards—communi- cating about them, getting people to understand their value, linking them to perfor- mance and providing tools to their managers to better utilize Journal of Compensation and BeneŽts Journal of Compensation and BeneŽts E July/August 2013 © 2013 Thomson Reuters 26
  • 5. total rewards (see Figure 3 below). Figure 3: Total Rewards Communications Central to the notion of mak- ing total rewards more viable and visible in the organization is in better leveraging its line managers. These managers also have the primary inuence over the broad array of non- Žnancial rewards that an orga- nization provides and managers play a signiŽcant role in estab- lishing the work climate of an organization, in facilitating the development and career growth of employees. HR can play a lead role in helping managers understand and promote a “to- tal rewards” view and approach when dealing with employees as well as in building the core organization messages (em- ployment value proposition) around what is meant by total rewards. HR has a signiŽcant role to play in developing tools for managers so they can ef- fectively reward employees be- yond the conŽnes of compensa- tion and beneŽts and in developing and reinforcing com- munications around total rewards. Include employees and managers in reward design and launch: If the best reward programs are the ones that bal- ance the needs and wants of the organization and its employ- ees, then it is quite logical to assume that organizations would have a good handle on which aspects of the reward program employees value the most and least. Unfortunately, logic does not hold up in this regard. Our research indicates that the vast majority of organi- zations (i.e., approximately 80%) do not directly include the employee's perspective in re- ward program strategy, design or execution (see Figure 4 be- low) Reward Strategy and Practice Journal of Compensation and BeneŽts E July/August 2013 © 2013 Thomson Reuters 27
  • 6. Figure 4: Employee Involvement in Reward Programs Most organizations have a mindset around listening to their customers to learn what they value in their products and ser- vices (i.e., market research). This mindset should then apply to their most important internal customers—their employees. Our research Žnds that engage- ment is enhanced when em- ployees and managers are in- volved in the design and launch of their reward programs. Simple processes such as fo- cus groups and structured sur- vey diagnostics which assess employee preferences in vari- ous aspects of reward program design (e.g., beneŽts prefer- ences, non-Žnancial reward preferences, base salary in- crease preferences) have proven to be eective tools for many organizations. Once these preferences are known, HR can make structural changes to core reward pro- grams such as cash compensa- tion and beneŽts. In addition, and perhaps more importantly, HR can build out the manager's reward tool kit based on how non-Žnancial reward prefer- ences such as recognition, ca- reer development, job design, work climate, etc. vary across dierent employee demographics. USE OF ENGAGEMENT METRICS IN PERFORMANCE CRITERIA From our research and work with clients, we see Most Ad- mired organizations placing more emphasis in a balanced set of performance metrics in their organization scorecards. While Žnancial metrics still tend to the most emphasized, we see Most Admired organiza- tions placing much more focus on the drivers of Žnancial performance—i.e., human capi- tal development, operational processes and customer focus (see Figure 5 below). Journal of Compensation and BeneŽts Journal of Compensation and BeneŽts E July/August 2013 © 2013 Thomson Reuters 28
  • 7. Figure 5: Performance Metrics Human capital development metrics often consist of mea- sures of organization health and employee engagement. If not doing so already, consider es- tablishing baseline measures of organization health and em- ployee engagement levels in the Žrst year of your scorecard process and monitor and re- ward trends in achieving en- gagement levels in subsequent years. COMMUNICATE THE VALUE OF WHAT YOU OFFER ‘Best’ practices and sophisti- cated reward program designs fail if they are not properly rolled out. Clarify and focus on a few direct messages and tools to communicate these programs. It is a more powerful strategy to reduce messages down to their core with straight- forward business rationale ver- sus communicating a myriad of details about the program. Woodrow Wilson once said . . . “if I had more time, I would have written a shorter letter.” Consider using total reward statements if your organization is not using them already. Total reward statements are powerful communication tools, but only are in use in about 50% of organizations. If one employee reects on the value of their reward package and stays with the organization because of a renewed understanding of the value of the program, then you've likely paid for the cost of these statements for the year. The new frontier in reward pro- gram design for many organiza- tions is in HR assisting manag- ers understand and use their total reward tool kit to better communicate reward value to (and re-recruit) employees. If organizations can imple- ment these recommendations, they will reap the beneŽts of more engaged employees will- ing to invest more discretionary eort to make their organiza- tions successful. Coupling this discretionary eort with en- abling work environments will provide organizations with an even more competitive edge that will enable them to win in the talent marketplace. Reward Strategy and Practice Journal of Compensation and BeneŽts E July/August 2013 © 2013 Thomson Reuters 29