SPRING 2006
VOL. 7 NO. 2

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Knowledge Transfer

 

  Web Pop-Up Promotions Pay Levels and Pay Raises Professor Wins Von Humboldt Award Faculty Awards and Honors

Pay Levels and Pay RaisesRegardless of the amount of their salary, a majority of employees feel they are compensated unfairly. That’s important for managers, because how your employees perceive the fairness of their compensation has a strong effect on employee turnover.

Kathryn Bartol, Robert H. Smith Professor of Management and Organization, studied pay raises and pay levels and the effects both had on voluntary turnover. Her research shows a strong correlation between low pay raise satisfaction and employee turnover. Employees use pay raises to gauge the fairness of how they’re being treated and a perceived lack of fairness appears to make turnover more likely. Pay raises also seem to convey to employees some information about their current worth within the organization.

Pay Levels and Pay RaisesBartol believes that turnover is heavily influenced by the perceived fairness of pay allocation within an organization. “A lot of times we hear that people leave because they’ll receive more pay somewhere else, but this research indicates that people really leave an organization because of concerns about the fairness of the way they have been treated based on their pay raises,” says Bartol.

Pay raises seem to indicate to employees how their quickly their career is progressing within an organization, especially as compared to others—a phenomenon Bartol calls “velocity.” Employees benchmark their pay raises in respect to those of others within their organizations and also with respect to their own previous raises. An employee who is dissatisfied with pay raises may use the pattern as a signal that velocity is insufficient, which may drive the employee to look elsewhere.

The results of this study suggest that organizations and managers need to pay more attention to pay raise procedures and outcomes. As raises depend more on performance, which usually involves some subjective assessment by supervisors, procedural issues become more complex and are more likely to result in perceptions of inequity and unfairness. Ultimately, satisfaction with pay depends less on the dollar value of a raise than on the employee’s perception of fairness, velocity and his or her own worth to the organization.

But how do you motivate and keep your best employees when your organization doesn’t have a lot of extra cash? Bartol recommends employers consider other types of rewards in addition to pay raises in order to retain their employees. “There are other types of rewards than pay, and managers need to get away from the notion that everyone needs the same exact set of rewards,” says Bartol. “One employee may value a certain training opportunity, while another wants flex time and a third wants a particular office location. As long as they are comparable and done in an upfront manner, such reward combinations can help managers creatively meet workers’ needs to feel their contributions are valued and the organization is concerned about their well-being.”

FEAR-BASED MARKETINGRemember the Y2K virus? As the clocks ticked over to January 1, 2000, all the world’s computers would suddenly reset their internal calendars to January 1, 1900. Power generators would cease spinning and communication networks would collapse. It didn’t work out that way, of course, but on the strength of those fears people stocked up on cases of FEAR-BASED MARKETINGcanned food and bottled water and built shelters in their basements.

Today’s source of anxiety isn’t the Y2K virus (or SARS, or anthrax), it’s bird flu. And a whole host of products are suddenly being marketed to those fearful of a massive pandemic, bringing economic gain to those who know how to capitalize on others’ fears.

Joydeep Srivastava, associate professor of marketing, says that fear-based marketing works because it appeals to a consumer’s desire to gain some control over a perceived threat. “The anxiety causes you to feel a loss of control, and you want to alleviate this loss of control by taking some action,” says Srivastava.

On the whole, fear-based marketing may do our collective psyches some good, by helping us feel more in control of a scary situation. So don’t feel bad about stocking up on Tamiflu.

  SMITH BUSINESS

Copyright 2006 Robert H. Smith School of Business