CASE: CLIF BAR &COMPANY;: CREATING SUSTAINABLE EMPLOYEE ENGAGEMENT A workout wit

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CASE: CLIF BAR &COMPANY;: CREATING SUSTAINABLE EMPLOYEE ENGAGEMENT A workout with a personal trainer in the middle of a Twenty-three years later with a staff of more than 300, workday? No problem. Need a three-day weekend or the Clif Bar still approaches its employees with the family-like, opportunity to work from home once a week? Sure thing. people-first attitude that led to its success Last minute babysitter cancellation? Onsite day care is available. These are a few of the employee perks at Clif Bar & Company Based out of California, Clif Bar&Company; is a lead- ing manufacturer of natural, organic energyf has found a successful market niche with its Clif and Luna Every seven years, employees become eligible for a paid branded bars. Whether for hiking, mountaineering, or six-week sabbatical in addition to any vacation time snacking on the go, those who have shopped for enengy food accrued. Clif Bar's director of people learning and devel Ranked in Fortune's top 25 best places to work, 'Clif Bar has found ways to keep employees throughout the com- pany engaged. In line with the company's focus on nutri- tion and healthy lifestyles, Clif Bar reimburses employees pro with energy bars and is the company's flagship product. out of the quest to find a ducts are likely familiar with the Clif Bar. With its distinc- opment, Jennifer Freitas, notes that the company's com tive brown packaging featuring an image of a rock climber mitment to employee engagement stems from founder and stainside, the Clif Bar has become synonymous CEO Gary Erickson's vision: "Gary realized, 'If I want .to keep employees passionate and engaged, I've got to le business at its onset, Clif Bar was born them go, to make sure they have time to live their lives better-tasting energy bar.* have adventures in the world, and come back refreshed

Explanation / Answer

1. Herzberg’s two factor theory states that there are different factors for job motivation and dissatisfaction. Clif Bar & Company’s employee engagement seems to trigger the key motivators. The employees are motivated from within to do well at work. In addition, they are given autonomy at work, responsibilities and recognition. These are the motivators as per the Herzberg’s theory. The presence of these motivators are reflected in their strong annual growth rate and low turnover ratio.

The extrinsic factors are the benefits and the perks the employees receive. For example the leaves, reimbursements for cycling or walking, gym membership, work from home opportunities and onsite day care facilities are just some of the extrinsic motivators mentioned in the case.

The intrinsic motivators are more subtle. The survey result that showed 92% of employees feel their work is meaningful, the sense of responsibility, achievement and the belongingness are some of the intrinsic motivators.

2. Vroom’s expectancy theory suggests that people put in more effort because they expect a positive outcome. The theory states that there is a relationship between performance and expectation. For example, in a traditional company, employees work harder to achieve recognition and award.

In case of CLif Bar & Company, Vroom’s expectancy theory supports the policies. The employees work hard and their expectation of recognition and support are realized.

3. Clif Bar & Company’s methods are sustainable given that the correct people are employed or recruited. The company pretty much approaches the policies with McGregors theory Y. It assumes that people are intrinsically motivated and will do their work well as long as the management supports them. This is only applicable to certain types of people. If the company keeps recruiting only those types of people then their methods of motivation are sustainable.

4. Drawing from personal experience and preference, the perks and benefits provide motivation to join the organization. It is also a motivation at the beginning. However, the perks and the benefits alone are not the key factors for job satisfaction.

Company’s development and enrichment opportunities are better motivator for me. These gives a sense of accomplishment and bonding with the organization and the team. This causes the motivation to work harder and perform better.

5. Cliff Bar’s engagement and motivation techniques can be applied to growing organizations. They key here is to keep a feeling of community and family relationship. The small employee strength also helps in employees being of homogenous personality. These kind of engagement methods will work for organizations that deal with creative problem solving and operate in flexible business hours.

Once a company grows to larger size, or require scheduled work (like manufacturing), these engagement and motivation techniques may not be appropriate. These benefits are also a major distractor for schedule related roles.

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