Though Starbucks has employee benefits such as 401k options and healthcare, it only ranks as the 98th best work place (Forbes 2010). Starbucks should recognize the importance of providing incentives to its employees. Most of our nation’s workers are actively disengaged, costing the economy upwards of $350 billion a year in loss of productivity (Gallup Management Journal). High levels of active disengagement are present in China as well. Many workers leave jobs or change jobs because they don’t see their contribution or influence. Asides from incentives, Starbucks should strive to increase awareness of its employee’s works’ significance and provide work variation, to increase the understanding between the staff.
Starbucks should provide incentives to achieve the many components of motivation: hard work, expectation that hard work gets results and the expectation that the hard work and these “results” lead to a significant reward. The key to employee satisfaction is not merely stock options or health-care. Starbucks should provide employees something beyond cash, something that matters to the workers. Perhaps the incentive should be per-sale of per amount purchased by each consumer. Starbucks needs surveys to know what workers would like as incentives and the company needs to establish an intimate, friendlier relationship with workers. The incentives given can carry the business spirit of Starbucks, by giving jazz or mellow music or books from the company’s partnership with Barnes & Noble. It is most important to reward employees with gifts and honors that show care and compassion.
Worker confidence would increase with positive reinforcement. Employees need to know of the larger impact of their routine services. Employers need to provide employees with insight on their work. A newsletter or a worker exclusive social-network can quickly relate this information. Such newsletter could feature Starbucks’ philanthropy and its great clients -from high school students to yuppies to elders. Workers should see that their services are provided to worthwhile individuals who extend their talents and services as well. While McDonald’s sells a smile, Starbucks sells relaxation.This peace of mind that workers provide should not be taken for granted.
To increase productivity and quality, workers should be given the opportunity to rotate roles. Revolving work is interesting and widens perspectives. Starbucks should sponsor travel to show their employees Starbucks in a different state or country. Starbucks should give baristas the insights of information technologists. Such rotation would rejuvenate as well team-build.
In summation, the next fifty years holds much advancement that can increase communication among workers. This is an opportunity for increased recognition and productivity. Meaningful incentives, work rotation and impact-awareness can increase motivation for employees.
Farah Ali 
Posted on January 8, 2012
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