How the Four Drive Theory Works Within an Incentive Program

“Driven: How Human Nature Shapes Our Choices” published in 2002 by Professor Lawrence and Dean Nohria of Harvard Business School discusses how 4 biological drives can effect employee behavior on the job.  Here we take a look at how these drives might be incorporated into incentive programs to drive performance.

The Drive to Acquire Stuff & Status
 

Incentive programs typically use a variety of non-cash awards that employees can earn for achieving certain objectives.  The well designed program will allow the winners to accumulate awards from the initial phases thru completion.  The employees are acquiring personal and luxury items they wouldn’t typically buy for themselves, including trips, deluxe merchandise, gift cards to special places etc. 

The Drive to Bond

Often they are on teams working together and aspiring to reach a higher status. As the program goes on you can see employees discovering all sorts of ways to enjoy the fruits of their labors together. By sharing rewards with family and friends, they are increasing their status in the eyes of their peers.

The Drive to Create

Programs can be anchored with a focus on connecting achievement with individual passions and pursuits. People desire to creatively contribute to something bigger than themselves and can satisfy the desire for purpose and meaning.

The Drive to Defend

The program is standardized, making it a fair and equitable motivator influencing human behavior. The earning rules are clear, and employees are willing to cooperate with one another to achieve results and foster teamwork.

2020 Employee Gift Card Research

Gift cards remain the most popular employee award to use in incentive and recognition programs.  Not only are they most sought by the employees themselves, over 75% of industry professional rated them as effective or extremely effective awards. 

Following are other interesting points from the 2020 research recently completed by Incentive Magazine:

• 55% of the companies surveyed use the physical cards, while 39% used both physical and electronic.
• Gift cards are most often used by companies for sales incentives (55%) followed by business gift (49%) service awards (46%) and employee recognition and engagement (45%)
• About 2/3 of the companies purchase their gift cards directly from the retail brand, while 1/3 from incentive suppliers or gift card resellers

Company Budgets

Ave Spend Per Participant	% Spent
Less than $25	10%
$25 to $49	20%
$50 to $99	18%
$100 to $149	16%
$150 to $199	5%
$200 to $499	15%
$500 to $999	8%
More than $1000	8%

Compared to Cash Awards	%
Equally as Effective	39%
Less Effective	9%
More Effective	29%
Do Not Use Cash	20%
Not Sure	3%

Compared to Gifts	%
More Effective	59%
Equally Effective	28%
No Not Use Gifts	5%
Less Effective	5%
Not Sure	3%

While many companies still purchase individual brands directly from the retailers, studies have shown that when your employees are given the option, most would rather choose which gift cards they want.