Non-material motivation of personnel. Social package. Social package as an effective motivation for employees

Today, more and more professionals and company leaders are convinced that salaries do not stimulate employees to achieve success, as it was in the recent past. And in the list of preferences of workers, both foreign and domestic companies, material benefits are far from being in the first place and are increasingly giving way to social benefits. According to experts from Ward Howell International, 86% of compensation packages in leading Russian companies are not inferior to Western counterparts in terms of content.

COMPETITIVE ADVANTAGE

At the beginning of last year, the authors of the article conducted a survey of a large Russian manufacturing company with more than two hundred employees, the results of which showed: wages (both for management personnel and ordinary employees) in the list of preferences of 36 factors is on the 9th and 4th places, respectively. Among the most necessary elements of motivation, the company named such components that are usually attributed to the social package (free meals, payment of transportation costs, convenient working hours, etc.). An interesting fact is that material methods incentives (bonus for length of service, bonus from profit at the end of the year) were less significant in the rating of preferences among company employees than social benefits (Table 1).

According to the majority of HR consultants and heads of Russian companies, a social package is necessary today even at the highest level of remuneration. In addition, it is advisable to constantly revise and expand it. If the management takes care of subordinates, providing them with benefits, then the reputation of such a company is much higher. According to Ecopsy Consulting specialists, additional incentives carry a great psychological load: by offering various benefits to the staff, the head of the company can demonstrate that he cares about his wards, their health, rest, problems outside of work. With the help of the social package, a number of tasks can be solved: control of staff turnover, increasing employee motivation, increasing labor productivity, attracting the right employees to the company, ensuring a favorable social and psychological climate in the team, creating employee loyalty to the company, creating a positive image of the company in the market and much more.

Undoubtedly, the benefits package is strong today competitive advantage, and the range of possible social benefits is growing in Russian firms from year to year.

REQUIRED PARTS
Today, the leaders of each company operating in the territory Russian Federation, are obliged to provide their employees with the so-called mandatory social package, which includes: annual paid leave, payment of temporary disability certificates (sick leave), contributions to the pension fund, compulsory medical insurance. The company's social package can be divided into two parts: basic and additional. The first most often includes medical insurance, pension insurance, transportation costs, free meals, the second - payment for education, recreation, loans and loans for personal needs, home purchase, etc. For example, in TNK Procter & Gamble offer their employees an extensive compensation package, which, in addition to wages includes a range of benefits, from meals and insurance programs for employees and their families to Procter & Gamble equity programs. In some companies, educational programs would also be included in the same article - Procter & Gamble offers a whole system that supports an individual development plan for each employee, but the company does not consider this to be compensatory elements.

Necessary motivation factors for company employees (fragment of the table) Table 1

In the Russian company IBS, the basic social package includes compulsory medical insurance for employees and their children, life insurance, payment for mobile services, corporate discounts for property and personal vehicle insurance. However, the distribution of benefits among employees is carried out on the principle of "grades" (each grade (level) corresponds to a certain amount of health insurance, life insurance, various training programs, certain amounts to pay for mobile services).

In addition to dividing the social package into basic and additional parts, its structure can be represented by such elements as:
1) benefits and guarantees specified by legislation (sick leave payments, vacation, etc.);

2) benefits related to the employee's health (health insurance, life insurance, payments in the event of a child's birth, payment for food, sports activities, payment for rest, etc.);

3) benefits associated with ensuring the comfort of employees (payment of travel costs, mobile communications, corporate cars, housing, home loans, loans for personal needs);

4) benefits related to employee training (trainings, refresher courses, language courses, partial or full payment for business education, etc.);

5) benefits related to cultural and recreational activities ( corporate events, payment for visiting theaters, concerts, exhibitions, etc.).

The most common benefits in the social package of Russian companies Table 2

POPULAR RATING
Changes in the attitude of the Russian employer to the social package in last years due to the growing struggle for qualified personnel, changes in the motivation of modern employees, as well as the rapid development of the external market for services (a variety of insurance programs, training, recreation, etc.).

An increasing number of domestic employers are showing ingenuity in creating a social package for their employees.
According to the Ankor consulting company, the most popular in Russian firms in recent years are such benefits as the issuance of loans for personal needs and loans (all companies that took part in the survey), training at the expense of the company - 88%, payment for mobile services - 76%, and the provision of a corporate car - 71% (tab. 2). Leaders of domestic companies are least likely to provide their employees with such benefits as: life insurance - 14%, payment for sports - 18%, and additional vacations - 7%.

For example, Baltika Breweries provides its employees and their family members with health insurance, payment for the services of a dentist and a hairdresser. In addition, it provides support to young families (in the event of the birth of a child, the employee is paid a cash allowance, and in the future, the costs of paying for vouchers to summer camps and children's recreation centers). Aeroflot offers its personnel health insurance, preferential meals, payment for spa treatment, preferential loans for the purchase of housing. In the company "Felix", in addition to social guarantees stipulated by the Labor Code of the Russian Federation (paid vacations, sick leaves, etc.), employees were also provided with additional payments for meals, material assistance to those in need of expensive treatment. In addition, there are programs to support the company's veterans, as well as programs to support children, encourage healthy lifestyles and sports in teams. V foreign firms operating in the Russian market, most often employees are offered corporate cars (100% of the surveyed companies), medical insurance (80%), training at the expense of the company (74%), free meals (67%), payment for mobile services (58%) ... The least common benefits are: loans and advances (20%), life insurance for family members of employees (3%).

So, for example, at Johnson & Johnson, in addition to traditional benefits (health insurance, payment for meals, mobile phone) there are other privileges (paid lessons English language, trainings on the development of communication and negotiation skills, time management, personnel management, MBA training and professional development - for the best employees). Some foreign companies apply such benefits as sabbatical leave lasting from several months to a year, with partial preservation of salaries and jobs. However, it should be noted that the benefits provided by employers are not always necessary for staff. The results of the above-mentioned author's research showed that most of the components of the social package, workers prefer free meals, paid transport costs, convenient working hours and medical insurance, least of all - payments for mobile services, the possibility of obtaining
credit (Fig. 1).

Leading employees prefer health insurance, convenient working hours, free lunches, payment of travel expenses, and the allocation of a separate office, payment for sports activities, and the provision of a corporate car were less significant for this category of personnel.

The results obtained by the authors partially confirmed the results of a similar survey conducted by the consulting company Ward Howell International among a number of Russian top managers. According to them, 75% to 100% of senior executives of the companies they surveyed use free meals and travel expenses. Workers and maintenance personnel in the study conducted by the authors selected free meals, paid travel expenses, discounts on the purchase of company products and vacation pay as important benefits.

Less necessary were privileges such as corporate events, gym membership and free travel to holiday homes.
According to the author's survey, men were more important than free meals, a convenient work schedule and paid transport costs. Men considered less important the payment for mobile services, training and advanced training at the expense of the company, the opportunity to get a loan to buy the company's products and the allocation of a separate office. Women considered the most necessary to pay for travel expenses, free meals, a convenient work schedule and health insurance, and least of all they were interested in paying for mobile services and the possibility of doing work at home (Table 3).

Significance of the components of the social package (according to employees' estimates) Figure 1

When building a motivation system, corporate culture plays a general structural role. Its components - the company's strategy, goals, values, principles, foundations, generally accepted codes of standards, norms, rules of conduct, the history of the company, the system of corporate communications, work practices - set the consistency, consistency, and general direction of the efforts of employees. The systems of remuneration and personal development of employees depend on the peculiarities of the corporate culture.

So, cultivating certain values ​​and creating the necessary attitudes among employees, the company inspires the behavior of people necessary to achieve a business result. There are many known cases when employees, content with a relatively small wages, continued to work in the company because they felt comfortable in a team of like-minded professionals. Many people also choose to work for relatively low wages in leading companies, be involved in business victories, and reject the seductive financial prospects offered by small, obscure companies.

The corporate culture in a company is set by its first person. As a rule, his ideas, goals, values, models of behavior are the basis, and people follow them. So the leader should think about how he influences employees by his personal example. It is known that a talented boss is one of the most effective factors in the motivation system. When employees see that they have something to learn from the head of the company, they have a strong need to grow to the same level, to become the same bright leaders, wise strategists and diplomats. In general, people have a star to follow.

§ 3. The essence of the social package

The social package is determined by the specifics of the work and the position of the employee in the company. A company car or housing is a privilege for highly qualified hired top managers, on whose work the fate of the business depends. The company relieves them of the need to spend precious time and energy on the road, and also provides comfort and the possibility of quality rest.

Payment for travel on public transport and meals on weekdays are typical components of the social package of ordinary workers. It is advisable to pay for calls on a mobile phone for those employees who constantly go to meetings, objects, that is, are out of the office. Medical insurance - for professionals whose work is associated with an increased risk 14.

Often, company leaders underestimate the importance of a social package as a tool to motivate employees and make two main mistakes. First, they do not feel it necessary to draw the attention of their subordinates to how the company cares about them. People do not even notice that the company is giving them any benefits. Secondly, managers often form a social package with an eye on competitors: “what they have, we must have”. As a result, they are always second in this race, that is, the provided social package is not a competitive advantage of such companies as employers.

Meanwhile, a social package can be the most effective tool for retaining employees. You just need to creatively implement the marketing approach to personnel management.

For example, one company, having analyzed the composition of its employees and their needs, came to interesting conclusions. In particular, having discovered that 60% of employees have schoolchildren, management decided to buy corporate numbers for mobile phones not only for parents working for the company, but also for their children. Thus, the problem of child control has lost some of its urgency. In addition, the company offered those wishing to obtain family health insurance and thereby relieved employees of the need to waste time in queues to the specialists of district polyclinics.

A positive aspect of using the social package is an increase in employee loyalty to the organization. The company, taking on a part of social responsibility, participates in people's lives and careers, helps to overcome everyday problems 15. The economic advantage of a social package can be the value added effect. For example, the above example with corporate numbers for employees' children. If we analyze the mobile communications market, then there will be no doubt the benefit from the use of corporate tariff plans over tariffs for individuals... To all this, additional bonuses are added when communicating within the same group (free or very cheap calls). The employee, on the other hand, when assessing the benefit, proceeds from the market prices at which he would have to pay. Thus, the effect of "added value" appears. In my opinion, in this way it can be used in any financial transactions where the corporate pricing policy is lower than the prices set for individuals. The volume of the social package is also different. It depends on the level of development of the company and its corporate culture. Profitable terms provided, first of all, by those firms that know how to count their money. They see the benefits package as a way to improve the quality of employees' work, make the company more prestigious in the labor market and win the loyalty of specialists 16. Often, benefits and guarantees keep valuable employees without significant pay increases.

Traditionally, the most complete packages are offered by large Russian and foreign companies. However, some of them do not provide packages at all, motivating this with the already high level of salaries and bonuses. In the majority of domestic firms, compensation packages, unfortunately, are minimized.

Typically, the package consists of health and life insurance, company car, mobile phone, free meals or reimbursement. Recently, there has been a tendency to include in the package (or replace health insurance with it) a subscription to a fitness room or pool. A growing number of companies are providing corporate training to their employees. In rare cases, the cost of obtaining professional certifications is reimbursed, which is much more attractive for young employees than insurance or a free lunch. Even more rarely, the package includes preferential vacations, insurance for the whole family, owning shares, loans, additional retirement savings, as well as discount programs for the company's products and services 17.

Currently, the standard (traditional) social package includes:

  • Medical insurance
  • Car / reimbursement of transportation costs
  • Mobile connection
  • Meal Compensation / Free Lunches
  • Internal training / external training
  • Professional certifications
  • Corporate rest / voucher compensation
  • Providing loans 18

In the course of the research, the policy of using the social package in large corporations and holdings operating in Russia was investigated.

For example, IBS believes that a social package is a sign of a civilized organization. If the business depends on the productivity of specialists, the management must do everything to ensure that employees are maximally focused on work, and not on solving their social problems. " Most companies rely on social policy as the main tool of the general incentive system. At IBS, this system includes both uniform "social benefits" for all (for example, compulsory medical insurance for all employees and their children), and various methods of encouragement and incentives - for different categories of employees, for example, some consultants after particularly difficult projects , the IBS leadership sends to recuperate in the Canary Islands.

At Johnson & Johnson, a social package means not only material factors, but also non-material incentives for an employee. Traditional benefits are salaries, insurance, food, and for many also a corporate car and a mobile phone. The company organizes and pays for English classes, regularly conducts trainings on communication and negotiation skills, time management, and personnel management. The best employees are paid for MBA education and professional development. There are also non-material forms of encouragement: these are various awards at the end of the year. Every year the company in its entirety travels abroad, where work and training events, as well as rest and excursions take place. Finally, every quarter, corporate events are held at various recreational locations.

Aeroflot believes it is important that employees do not treat the social package as an imposed benefit. It can completely cross out the mission. social policy a company aimed not only at providing employees with additional benefits, but also at increasing their motivation, loyalty, and the company's image as a whole. Offering a rich social package to its employees, which, in addition to voluntary medical insurance, preferential meals, spa treatment, non-state pensions and other various benefits, also includes assistance to young people and veterans, various housing programs (including profitable loans). Aeroflot is trying to solve a whole range of problems: to increase employee responsibility, prevent social conflicts, and improve internal corporate relations 19.

However, not all executives choose the benefits package as their sole motivation tool, so not always a modest social offer means that the company is not going to think about employees. The higher the employee's income and the level of his qualifications, the less important the social package is for him. Since Soviet times, the illusion of security and confidence in tomorrow, which was expressed in guaranteed employment and a social package - believes Aleksey Ilyin, general director of the publishing house "Alpina Business Books". He believes that for modern employees, whose priority is confidence in the future, a social package is simply necessary. However, for those who have enough money to live, instead of a social package, it is better to offer a salary increase. He adheres to this position in his company. The publishing house employs mainly creative and ambitious young people, for whom the publisher strives to raise their wages as much as possible, and not spend the same funds on social security.

Conclusion

For almost every person, to one degree or another, the financial reward for his work, and the opportunity to grow professionally and rise up the career ladder, and a favorable working climate in the company are important. Another thing is that for each employee the proportion of these four components is individual. It also changes from time to time. Therefore, a leader who wants to retain the best, talented, experienced, professional workers must use all four motivation tools in his management practice.

To do this, he must clearly understand the strategic goals of the company and carefully calculate the prospects for its development; constantly use the personnel monitoring system to correctly assess the situation in the company. The latter presupposes a periodic assessment of employees in order to find out who and what needs are now dominating, what growth zones exist for each valuable employee.

In this case, the social package will play a very important role. By relieving psychological stress, feeling socially protected, the employee will be much more loyal to the organization, even with low wages compared to competitors. The benefits package can be applied everywhere, in any type of organization. The only exception is companies aimed at the "creative" direction.

During term paper the material and non-material remuneration of employees was studied, the priority and importance were assessed career growth, the influence of social guarantees on staff motivation is revealed.

It is necessary to use a social package if the employer seeks to reduce staff turnover, to interest the employee in the development of professional skills, and to increase loyalty to both the organization's management and colleagues. And one more important remark - the social package is very often equated with the compensation package. Compensation compensation is payment for something lost by an employee (compensation). In this case, salary is compensation for the time and effort spent. But the social package pursues a deeper goal - not to compensate, but to support the employee, to take part in social life 20. And this support is primarily directed to the psychological state of the employee.

I would like the implementation of the social package to take place in all interested companies, where the main goal is not only to make a profit, but also to take care of their own personnel.

More and more employees, when hiring, pay attention to the social or compensation package that will be provided to them in the company. The Labor Code of the Russian Federation does not mention the employee's social package, so companies independently form social packages depending on how qualified they want to attract to work. In this article we will look at Russian and European social packages and try to look at the problem from the side of improving employee motivation.
The social package of each company is formed on the basis of financial capabilities and the degree of management's understanding of its role in motivating the labor activity of personnel. There are organizations where the content of the social package changes depending on the length of service, position held, etc. In most cases, this inequality causes a wave of dissatisfaction among the entire staff. However, most entrepreneurs offer the usual packages of free benefits for everyone, such as: health insurance, tea, coffee, office cookies, mobile phone and lunch compensation, day off without deduction from wages, etc. At the same time, western companies, offer the following compensation packages for their employees:
Luxury health insurance on a voluntary basis;
Power compensation;
Mobile Compensation;
Payment for the sports hall;
Training;
The ability to independently choose the start and end time of the working day;
Various bonus payments related to the birth of children, weddings, etc.;
The ability to take time off without deduction from wages through overtime;
The ability to work remotely.

It is interesting : read our other articles - "", "" and "".

In addition to the above, the location of the office is important for all employees, and therefore, it is recommended to open offices in the city center. The quality of the work environment also greatly influences employee motivation.
The company must pay great attention to ensuring that each employee values ​​their work as a place that provides a high degree of social protection... For this, in addition to various payments, the organization must regularly announce the results of the financial year, paying attention to the stable position in the market and stable growth.
According to the results of a statistical study, more than 70% of Russian citizens believe that the social package is an important addition to employment, about 20% do not pay attention to it and only 8-10% do not know anything about the social package or have not decided whether they need it. The category of people most interested in the social package includes specialists with higher education, women, Russians, whose income does not exceed 25,000 rubles. per month, and people between the ages of 25 and 35.
But, unfortunately, not in many companies today you can see a social package consisting of all of the above. Although, what can we say if many Russian companies do not even provide mandatory benefits. Payment for sick leave, vacation, as well as a medical policy for nonresident citizens is not a bonus provided by the company, it is mandatory conditions legal employment in Russia. Whereas the rest of the incentives depend on the degree of care of the management of its employees, as well as on how highly it values ​​them.

Introduction 3
1. Theoretical aspects of the social package at the enterprise 6
1.1 Essence, concept of social package 6
1.2 Types of benefits and benefits of the social package in Russian and foreign companies 16
2. Analysis of the effectiveness of the social package in Russian and foreign companies (on the example of the Krasny Vostok company and the Heineken company). 28
2.1. Determination of the quantitative and qualitative composition of the social package in companies 28
2.2. Impact of the social package on staff motivation in companies 33
3. Recommendations for improving the social package in the Russian company "Krasny Vostok" 43
3.1. Revealing the advantages of the social package of the Heineken company over the social package of the Krasny Vostok company 43
3.2. Proposals for improving the social package in the Krasny Vostok company 46
Conclusion 51
List of used literature 55
Appendix 1 List of benefits provided to employees of foreign and Russian companies 57

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as a tool for the functioning of labor market institutions // Personnel Management. - 2007. - No. 18. - S. 31-35.
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SOCIAL PACKAGE AS A TOOL FOR PERSONNEL MOTIVATION

One of the most important problems, the solution of which is still relevant for many enterprises, is the increase in the future of the shortage of qualified, competitive labor resources and the need to develop the personnel potential of the organization. A modern employer in the face of fierce competition for the opportunity to hire and use highly qualified personnel is forced to create comfortable working conditions to attract them. And in order to succeed in this competitive struggle, it is necessary to clearly orientate not only in the existing salary offers on the labor market, but also to have an idea of ​​the motivational schemes of competing companies, the range of services, compensations and benefits they provide.

The motivation of employees, both tangible and intangible, has received increased attention in recent years, which reflects the modern dynamic business environment. One of the most common types of employee motivation is the so-called "social package", which is a set of benefits and services that the company provides to its employees. Its cost can range from one third to one half of the salary. Each company has its own methods of forming a social package: some companies limit themselves only to paying for sick leave and vacations, others may include payment for transport to the place of work and back, vouchers to sanatoriums, classes in sports and recreation centers, others provide a car for use, loans with preferential interest rates, comfortable apartments for living, etc.

Providing employees with a social package is a relatively new phenomenon in the Russian labor market, which appeared after the introduction of a corporate culture according to Western standards. The benefits package is a competing feature of the firm. According to opinion polls, 72% of respondents consider the presence of a social package at an enterprise as an advantage when choosing a place of work, and only 21% do not pay attention to it.

According to experts, the social package can be conditionally divided into three parts: mandatory, compensatory, and, finally, the most interesting - motivational.

Let's consider them in more detail. The obligatory part of the social package is based on the obligations of the employer imposed on him by the state. It includes: sick pay; provision of annual paid leave in the amount of 28 calendar days; deductions for compulsory social insurance; payment of expenses related to business trips of employees (Articles 167-168 of the Labor Code of the Russian Federation); payment for transport to employees whose permanent work is of a traveling nature; other compensations and guarantees in accordance with Art. 168.1 of the Labor Code of the Russian Federation. qualified motivational social package

The compensatory social package usually includes the payment of such expenses as phone bills, compensation for fuel and lubricants and depreciation when using a personal car, payment of housing for an employee, return of part or 100% of training costs, etc.

The motivational part of the social package includes all the benefits that the employer adds to wages at will: cheap or free meals, voluntary medical and pension insurance, payment for sports complexes, provision of an official car, vacation vouchers, etc.

For example, at OAO LUKOIL, the incentive social package includes the following benefits:

  • - organization of conditions for recreation and health improvement of employees and their family members, organization of sports and recreational activities;
  • - health protection and medical care of employees, including VHI;
  • - assistance to employees in buying their own home;
  • - social assistance to women and families with children;
  • - social support for young personnel;
  • - non-state pension provision for employees, since 2004 operating on the principles of shared participation of the employee and the employer in the formation of non-state pensions;
  • - Free New Year gifts for employees' children;
  • - one-time assistance to female workers of enterprises at the birth of a child;
  • - remuneration upon retirement, etc.

For comparison, consider a standard "social package" provided by one of the American companies (NetApp), which includes:

  • - advanced training through participation in NetAppUniversity programs, a worldwide educational resource for employees;
  • - support for employees who adopt or plan to adopt children (that is, reimbursement of funds spent in the amount of up to USD 10 thousand during the year and USD 20 thousand during life);
  • - the VolunteerTimeOff (VTO) program allows company employees to take up to 5 full days a year with pay to volunteer in municipal non-profit organizations or schools on standard working hours or to provide volunteer support in the event of a disaster.

However, it should be noted that the social package is not provided by all employers, since it is not provided for in the legislation as its direct responsibility. At the same time, if a company provides its employees with a social package, this indicates its stable economic condition, financial reliability, as well as care for its personnel.

Thus, the development of a social package acts as one of the most important strategic tasks in human resource management of a company. The value and purpose of providing a social package can be viewed from two sides. On the one hand, namely on the part of the employer, the benefit from the social package is that the presence of the social package forms the loyalty of the staff through the satisfaction of their needs. Thus, providing employees with a social package is the likelihood for the employer of attracting, retaining, gaining employee loyalty and indirectly stimulating the effectiveness of his work. And from the side employees, if there is a social package in the company, the staff has a sense of social security. He also receives compensation for personal expenses spent on work moments.

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