Rethink and Renew Your Employee Years of Service Award Program

Tanya Fish
Tanya Fish

men in bright office setting shaking hands

An employee years of service award program not only motivates employees to remain loyal to their company, but also reflects positively on the company for retaining them. But, chances are your service anniversary program is not realizing its full potential.

The benefits of an employee years of service program are numerous and include:

  • Driving employee engagement
  • Improving employee and organizational performance
  • Bolstering retention

Eighty-five percent (85%) of companies reported having a length of service program—by far the most prevalent recognition option, according to “Trends in Employee Recognition,” a 2017 study by WorldatWork and ITA Group.

Whether you're implementing an employee service award program for the first time or your company has had one in place for many years, these guidelines offer new ideas for keeping your program fresh and engaging.

Celebrate Early Employee Milestones

Not too long ago, an employee might receive his or her first service award after 5 years—sometimes even 10 years.

However, the average tenure of a salaried employee is 4.2 years; for employees 25–34 years old, the average drops to 2.8 years, according to the Bureau of Labor Statistics.

This means the 5-year starting milestone is obsolete.

Today’s service awards programs need to be implemented and communicated on the first day of a new hire. It’s important to build loyalty with employees earlier, more often and in different ways. One of the biggest downfalls of some employee anniversary recognition programs is they're forgotten about. That’s why your program needs to be creatively designed and effectively (and frequently) communicated to keep your employees excited and engaged.

“At ITA Group, we use data-driven analytics to identify key milestone events well before the traditional 5-year mark,” said CJ Jacobson, SHRM-CP & PHR, Vice President – People & Culture at ITA Group.

“Our approach leverages milestone data coupled with a creative communications campaign that educates new and long-time employees well before the 5-year mark and has allowed ITA Group to significantly decrease turnover. Today, we sit at a 96.2% retention rate.” 

Enable Management Communications

Many organizations run an employee service anniversary program, but most of them could communicate better about their program to achieve more effective results. Letting an employee's work anniversary pass without any mention can make the employee feel like they are not valued and produces negative feelings. Stay organized and on top of approaching service anniversaries.

While service anniversary programs recognize your employees’ time with an organization, to make them inspiring and effective, the award and/or praise should be personalized and tie back to organizational values. When celebrating a work anniversary or other milestone, managers should reflect on the values the employee excels in showing, and all the strides they have made since their last service anniversary celebration. Integrate your employee service anniversary program with your overall recognition program platform to get personalized reminders about upcoming years of service anniversaries and enable your team to recognize one another for a job well done.

Example of an employee recognition platform

Tie in Benefits

Once you attract top talent, it’s more critical than ever to retain it. SHRM’s 2018 Employee Benefits Report highlights the importance in leveraging benefits strategically to recruit and retain employees. When thinking about service anniversaries, don’t stop at thank you, also highlight key benefits that are unlocking or increasing as a result of a service milestone and communicate them creatively to make them memorable. For example, if communicating an education benefit that unlocks at three years, deliver the message with a book light or stylish lenses. Or, if communicating a PTO increase, deliver the message with a selfie stick asking employees to share their vacation stories when they get back to work. Not only will this be one more means of communicating benefits to employees, it also helps enhance the total rewards story that you offer them as an employee and enhances the overall culture. 

Make It Social

Service anniversary achievements are a big deal, especially in today’s business environment. It’s important to make sure every employee is educated and excited about their service award program offerings. In addition to awards, you'll want to recognize service anniversaries at all-employee meetings or a ceremony to enhance and publicize the value of the employee’s service. It’s nice recognition for them and showcases your organization as a caring employer. The ideal presenter is the company CEO, president or division head, depending on the size of your organization. Communication will be key, and the approach to getting the news out can be just as fun and engaging to capture their attention. Research proves that an engaged employee is happier, more productive and less likely to seek employment elsewhere. The result? Reduced turnover, which can save companies millions of dollars each year.

Related: Events can help bridge the gap between employees in different offices, cities, time zones and continents. Here are 12 quick tips about how event leaders can use internal employee events to transform their organizational culture.

Offer Award Flexibility

People are unique and they are motivated by different things. Don’t limit their award choices to a select 10 items. Offer autonomy in award selection by offering a full catalog of choices to choose from. If an employee doesn’t want one big ticket item but would rather have a gift package with two meaningful items, that’s great. Maybe some employees don’t want an award at all, offer them the opportunity to donate to a non-profit. Give them options and they will find this benefit more attractive.

Engage Employees with Experiences

Reward employees with experiences at strategic milestones. Experiences form memories that promote happiness, which is critical to promoting a positive work culture because we spend over half of our waking time at work, where emotions and attitudes can easily rub off on our teammates. According to the Incentive Research Foundation, 42% of service anniversary program owners are increasing the number of experiential rewards in their portfolio. The focus for travel is now not only on the destination and venue, but equally important are the authentic, unique, individualized experiences delivered throughout the agenda. The one-size-fits-all, set-it-and-leave-it style of years past is no longer feasible.

Related: Since we spend so much time at work, it has become our primary place for social interaction. Check out these 10 ideas to make the daily grind a daily delight and make meaningful, emotional interactions a cornerstone of your workplace culture.

Giving employees an experiential gift as a thank you or reward is extremely personal—you’re making a connection to their interests showing you care about them as a person and an employee.

With at least five distinct generations served by employee service anniversary programs, it is more important than ever that programs are personalized for participants.

A Proactive Approach to Employee Anniversary Awards

Every company should be operating an employee service award program, though the specifics depend on your mission and values. Your program should be strategic to drive behavior in your organization, align with your company objectives and allow for departmental flexibility and corporate oversight. When companies invest in employee years of service award programs, it has a positive effect not only on retention but also on engagement, culture and employee wellbeing. When years of service award programs were linked to organizational values—in other words, when they reinforced the outcomes and behaviors most associated with the company’s guiding beliefs—the programs were more likely to lead to a higher perceived return on investment among employees.

If you don’t already have an employee service anniversary award program, consider adopting one. If you do, make sure it is aligned to the participants' personalized needs and reflects how much your company cares.

As with any awards offered to employees, it’s important to ensure your award offerings align to your organization’s philosophy related to total award amount, tax laws, etc. Not all of these ideas will fit with every organization’s approach. Know that times are changing, employee needs are evolving and a fresh approach to recognizing service awards will make it a strategic benefit offering for your organization.

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Tanya Fish

Tanya Fish

Tanya’s focus is on creating innovative solutions across industries that engage the hearts and minds of employees to drive better results. She loves inspiring passion in people, something she believes impacts the individual, the organization and the community. Tanya’s past work and studies on organizational leadership in business, employee health and well-being, culture and health insurance guides her unique perspective on driving organizational health and success. Tanya is driven through achievement, learning and empowerment and balanced by time with family and friends, a good margarita and time outdoors.