IMPROVING STAFF PERFORMANCE
CONTENT & PROCESS THEORIES
Cognitive theories of motivation can be split into two different categories: content theories and process theories.
Content theories (needs theories) are based upon the needs of an individual. Thus, such theories describe why human needs tend to change from time to time, with the motivating factors being the centre of attention for the change. If, for whatever reason, these needs of individuals are not satisfied, then it is highly unlikely for them to be motivated to carry out the duties to their utmost potential in order to meet the objectives set. Every human being is unique therefore having varied ways of being motivated; businesses need to know the kind of person they have employed and what motivates them.
Chief content theories of motivation are as follows:
§ Herzberg’s two-factor factory theory;
§ Maslow’s hierarchy of needs theory;
§ Alderfer’s modified need hierarchy model;
§ McClelland’s achievement motivation theory.
On the other hand, process theories tend to concentrate mainly on behavioural and psychological processes that motivate an individual. Such theories enable us to improve our understanding on the whole compound nature of work motivation. Also, if businesses have the intention to expand in the coming future, they need to know how to motivate their staff, which can lead to numerous benefits, such as: improvements in decisions being made and higher levels of productivity.
Chief process theories of motivation are as follows:
§ Expectancy-based models –Vroom, Porter & Lawler;
§ Equity theory- Adams;
§ Goal theory- Locke;
§ Attribution theory- Heider & Kelley.
Having looked at both categories of cognitive theories of motivation, it is clear to see the difference between them.
Simpson,M (2010)
This report will focus on Cadbury Plc and looking into depth on how they motivate their staff. Having studied Cadbury in GCSES and visited their site in Bournville, Birmingham, have a fairly clear idea on how they motivate their employees. Firstly, Cadburys have adapted various management styles so as to have the best management styles in place; this being in terms of efficiency, training and knowledge and to focus more on the loyalty of workers at Cadbury. One of these styles is democratic management, which is when all the members work together as a team; they have a greater say in decision-making and various procedures, for example. This management style is good for Cadbury as it motivates the employees with having the power to make decisions and being involved more in the business. By motivating the workers, this makes them feel respected and part of the organisation.
Cadburys core purpose: “working together to create brands people love”. Cadbury are always looking to create innovative products and getting everyone involved enables them to meet the demands of consumers. This approach of “working together to create brands people love” enables Cadburys to carry out the tasks as a team and help improve their market share. The competitive environment and worthy brands presents ample opportunities for the workers to learn and grow within the organisation. Being able to grow within the organisation, such as promotions, motivates the staff to perform to their utmost and being able to meet all the objectives set. Cadburys also seek to engage their employees on environmental issues and carry out various projects. This allows the employees to further develop their skills and carry out something different. In addition, there are competitions for charities and for fun, which the employees take part in. This further engages them in doing something different and improves team working and communication skills.
From this, it is fairly straightforward to see how the employees are motivated and what Cadburys do to motivate them. Being the market leader in the confectionery market, they have been able to grow massively as a business and have been able to keep their staff satisfied with their jobs.
Cadburys motivate their staff by using goal-setting theory. Having visited Cadbury World in Birmingham and the distribution centre in Perivale, the staff confided how they are set certain goals that need to be met. Goals are the source of motivation because they indicate what has to be done and how much effort ought to be exerted. Achievements of goals satisfy the individual’s achievement and boost the self-esteem. Thus, it can be said that specific goals increase the performance than general goals. Similarly, difficult goals result in higher performance provided they are acceptable to the individual. Feedback also plays a vital role. It helps individuals to perform better every time from the received feedback. Once the required performance and goals are accomplished, Cadburys may reward the employees in reasonable terms.
Simpson,M (2010)
Sources:
In this blog, I looked at how Cadburys uses process theory to motivate its employees. During GCSEs, when I studied Cadburys as a company, they were the market leader and having just conducted further research, they are still the market leaders in the confectionery market with additional market share. This clearly shows that they have grown as a business and most of the effort has been put in by the staff. They have been highly motivated to make decisions, meet goals and engage with their colleagues to create brands people love. If goals are set accurately and are not impossible to carry out, it can impact hugely positively on the company and its employees.
REFERENCES:
M.Simpson, 2010, powerpoint presentation.
Mullins, L. (2010) Management and Organisational Behaviour. 9th ed. England: Prentice Hall
Cadbury World Staff/ Website (2007-2010)
Well done - a greeat blog. You have taken on board the comments about being momre thorough and added more analysis to this blog.
ReplyDeleteCheck referencing of websites within the blog as this still doesnt look right!
Keep going!