Just having an employee recognition program in place isn't enough. You have to promote the program regularly to make it appealing to your employees.
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Many of my clients lament about how their recognition and reward programs are not embraced with a high degree of passion from their workforce. In probing deeper, I usually discover that the primary reason is a lack of marketing and promotion. Like any other initiative, taking the attitude of "if we build it they will come" is not a particularly sound strategy. Are you struggling to generate a high level of passion around your employee reward and recognition programs?