Performative Care vs. Meaningful Care

Many of you struggle to keep your workers engaged. Technological advancements coupled with remote work in recent years have created a constantly changing atmosphere. Bonuses such as elaborate meals, awards, and branded swag have been used to draw in talent and keep them working hard. But I beg the question: Do these really work?

Workers may interpret these as surface-level gifts rather than thought-out commitments to them. Instead of worrying about the optics of your company, consider focusing on the meaning behind the perks you provide.

Performative perks versus meaningful perks

Performative care happens when a company is concerned about its image internally or externally. Management chooses to divvy out gifts that require minimal effort. It does so without input from workers and with little consideration for the impact it will have on the individuals.

This strategy often results in temporary satisfaction but leaves employees feeling unappreciated in the long term. Over time this leads to lower rates of engagement and motivation in the workplace.

Meaningful care, on the other hand, involves a process of discovering and delivering perks that employees have communicated. Every person and what they desire differs, so it requires research to determine the best perks for your organization.

Giving people what they value will demonstrate your care for them and motivate them in the long run.

Take demographics into consideration. If 60% of your workforce are parents, considering a childcare center for them or remote work flexibility will mean more than having happy hours. On the flip side, Gen Z workers may appreciate the happy hours and a flexible dress code more than childcare. It’s all about getting to know your people.

The discovery process

Each employee has different needs, so it will be impossible to please them all. However, there’s a large difference between blindly assuming and asking questions.

I recommend sending out a poll to find out what employees would prefer you spend additional funds on. You can leave it open-ended, or you can provide options and have them pick their favorite.

Once you determine the top choice, you implement it and go from there.

To win in the marketplace you must first win in the workplace. – Doug Conant, former president and CEO of Campbell’s Soup