Validation of a job well done has many benefits to an employee. It increases self-confidence and the desire to continue to perform and contribute to the company or organization.
According to Aaron Itzkowitz of Design Your Recognition, even as far back as the 1940s, employees continually rank appreciation for their efforts as more meaningful to them than the amount of their paychecks or bonuses. Further, a national survey by Robert Half International found that "limited praise and recognition" was ranked as the primary reason why employees leave their jobs today, ahead of compensation issues. Also, in a Wichita State University study of 1,500 employees, recognition from managers was reported to be the most powerful motivator of the 65 potential incentives evaluated.
A key word that underscores this sentiment is "engagement." Chuck Dahlgren of Crystal D cites research (World at Work, 2011) asserting that employees who are engaged in their jobs put their head and heart into their work and are more productive. According to recent statistics only about 10 percent of employees in America are considered engaged, while 62% are apathetic and 28 percent are actively disengaged. "In the midst of these statistics lies a golden opportunity for promotional products salespeople to engage their clients' employees through recognition," he encourages. "When employees are recognized they know what they do makes a difference, they receive immediate feedback, they become more productive; the company becomes more profitable and customer satisfaction increases."
Dahlgren adds pointedly that the link between rising levels of employee engagement and positive business outcomes is growing stronger all the time. A study by The Gallup Organization found that engaged workers are:
• 18 percent more productive
• 16 percent more profitable
• Generating 18 percent higher earnings
• 12 percent more effective at engaging customers
• Creating 2.6 times higher growth rates
• Reducing quality defects by 60 percent
Getting Started
When reviewing your client list, it's not just selling engraved awards to top producers, a recognition program can be far-reaching in an organization. Margit Fawbush of Norwood identifies the key areas in a company where awards are desired:
• Human Resources: service, attendance, retirement, training, promotions, wellness programs
• Corporate/C-Suite: significant milestones, new buildings, acquisitions, holiday gifts
• Finance: budget performance, inventory control, cost/savings initiatives
• Sales: annual performance, sales incentives, clubs, networking communities, customer gifts
• Marketing/PR: trade shows, meetings, new product launches, project completions, Events, Brand Advocate Programs, Contest Prizes
• Operations: cost improvement programs, efficiency/safety/process improvements
"To begin an effective awards and recognition program, distributors must first point out and emphasize the benefits to their clients that this type of program creates for them," says Jeff Dyas of J. Charles Crystalworks. An effective awards and recognition program leads to: increased employee productivity, improved morale and motivation, a more appealing working environment, tighter and more effective teamwork, and reduced employee turnover.
Distributors, Dahlgren observes, have tremendous opportunities to promote and sell awards programs today – recognition programs are incorporated by most organizations to establish a company culture and to reward exemplary performance. To help launch such a program successfully, he advises, distributors need to get to know the client's internal branding objective – B2E (business to employee).
He explains, "Just like organizations promote their brand to their external customers, they also promote their brand to their employees or internal customers with recognition programs. These programs build and support brand efforts internally and help reinforce company culture and loyalty. Distributors that understand what characteristics their clients want to instill in their company culture will be able to best recommend solutions that will fit their clients' objectives. However, we know that the person the distributor is working with may not be equipped to communicate the organization’s overall purpose and objectives. Most often what a distributor is told by the customer is minimal."
He suggests beginning with the following blueprint of questions, answers of which will go the distance in developing a creative and relevant awards/recognition program.
• What is your budget for the program(s) or award(s)?
• Is the event formal or informal?
• What style of award would you like: traditional, modern, or artistic?
• What would you like to say on the award: text, logo, image?
• How will the awards be presented?
• Do you need other promotional products for the event, such as: invitations, posters, t-shirts, give-a-ways, or gifts?
• How would you like to receive award ideas: email images, samples, etc?
• How often do you want to host recognition events?
Steve Smidt of St. Regis Crystal adds another pertinent fact: "The category of awards and recognition is 10-12 percent of industry sales. If they are not buying their awards from you they are buying from someone," he states.
There are many key elements needed to create a long-lasting and successful awards and recognition program. Dyas advises to first define the program's objectives, then develop a budget and theme. Determine the awards, but it is imperative to remember that physical awards last much longer than monetary awards, which are spent and then gone.
"Within the program, advise your clients to keep the program visible with regular updates, and create a clear and easy to understand criteria of what will be rewarded," he says. "Have the client make sure all employees are eligible and ensure treatment is equal. They should then present the awards at or close to the time of achievement."
The most important element of a sound awards/recognition program is to remember that no one size fits all, advises Smidt. “You have to ensure that we create a program that reflects what the clients is looking for - chiefly, that the items selected must be coveted by all recipients."
In Dahlgren's view, it all starts from the top down. A successful recognition program needs buy-in from upper leadership. Leaders should be coaching management staff about what and how to present a recognition award. "This is important because awards have enormous power to become symbolic of an accomplishment after they are presented," he emphasizes. "But if the presentation is not personal or sincere, the award can lose its symbolic meaning to the recipient."
ExamplesRespondents recommend some of their particular awards and related promotional items that can be used for appealing recognition programs.
J. Charles Crystalworks, says Dyas, offers over 600 crystal and glass award and recognition products for most any type of program and budget, all with high-quality etched imprints that recipients will prominently display. "At J. Charles, there are no set-up charges, free deluxe gift packaging, free personalization on awards, free monogramming on most products, and more all included at no charge," he says. Standard production time is between five and nine working days and rush shipments are free when the production schedule allows.
Awards and gifts from Crystal D can be used in small and big recognition endeavors, Dahlgren points out. "Awards should reflect the nature of the accomplishment, the culture of the company, and the preferences of the recipient," he says. Some examples that Crystal D has delivered: years of service, outstanding sale performance, mergers of two companies into one new entity, recognizing new product development and initial launch into the marketplace, and star performance by employees on a project.
"The exciting thing about products from Crystal D is the endless ways that awards can be imprinted," Dahlgren remarks. "Most awards in our line can be imprinted in more than one way giving distributors and their clients a great deal of creative leeway in terms of artwork layout and personalizations. A fabulous deep etch, an accent of color-fill, or a four-color imprint are all options for layout and decoration using Crystal D awards."
Smidt points out, "most award programs have different levels of achievement. Therefore, many of the Items in our product line are offered in at least three different sizes, to have a uniformity of award or brand but distinctly recognizing each achievement level."
Of course, recognition programs can encompass many more unique items at various price points. Think of rewards for summertime fun (towels, umbrellas), winter fun (logoed gloves), family picnics (logoed barbecue sets) - for smaller levels of achievements, such as quarterly. Or, when a company is celebrating something new, thanks to its entire team of employees, logoed highlighters, mugs filled with logoed candies, etc. are a great and inexpensive way to reward everyone. Imagination is powerful here - just like human endeavors.
CASE STUDIESJeff Dyas of J. Charles Crystalworks: "A Hospice House wanted to recognize and reward its over 80 volunteers who save the organization over $1,000,000 a year. The hospital wanted to give recognition with a product that would be appreciated and used by the volunteers, yet something that could be built upon with years of service. They selected the J. Charles “Deluxe Beverageware Series” because of the versatility, contemporary styling and availability in five different sized glasses, individually, or in sets with all size glasses priced the same. They give sets of two glasses and each set is gift boxed at no extra charge. Recipients choose the size they want and each glass is etched with their personal monogram and a second unique imprint area etched into the bottom of the glass with a “Thank You” and the VNA Hospice logo. Volunteers who give a minimum of six hours a week for each week in the quarter are given a set of two glasses of the size of their choice. Over time they build an elegant monogrammed set of glassware. Hospice averages giving out 50 sets of two at $22 per set, per quarter for a cost of about $1,100 per quarter. A small price with annual savings of over $1 million. Recipients love the program and it has increased volunteer retention and the number of hours volunteered each quarter."
Chuck Dahlgren, President Crystal D: "A container transport company created a Logistics Royalty recognition program aimed at its top logistics dispatchers. The top five logistics dispatchers who received the highest number of testimonials from their contracted drivers were recognized at the annual recognition banquet. This program had a profound effect on the entire organization. Dispatchers became more focused on finding solutions for their drivers and an influx of positive customer testimonials came pouring in.
"In just 12 months, a large hospital system saw donation contributions from its top 50 donors increase by 16 percent. This sharp increase occurred when the hospital system developed a comprehensive thank-you program aimed at all donors. The program used a video to describe how donations had made a personal difference in the lives of individual patients. In addition, each donor received a crystal milestone award to memorialize his/her generosity. This personal approach made a positive impact on the donors and led to even more generosity. In fact, one donor who had been giving $5,000 each year for the past 10 years was so touched that he doubled his donation."