Every HR professional knows it: appreciation works. Employees who feel seen and valued are more productive, loyal, and engaged. But we need to be honest: Arranging rewards and gifts is often an unnecessarily complicated process. Ordering procedures feel like a bureaucratic obstacle course, invoices get lost, and gifts disappear unused into office drawers.
This has to change, according to Pascal van Dalen, CEO of Giffy, the rewards and incentive platform of the Netherlands. “Many organizations want to thank their employees sincerely, but they get stuck in the execution. It has to be easier, faster and more effective,” he says. “HR teams already have enough on their plate. Rewards should be a way to motivate employees, not an extra administrative burden.”
The company water bottle is outdated. Long live freedom of choice!
A Christmas package with snacks. A water bottle with a logo. A company mug. They are all symbols of well-intentioned, but poorly thought-out show of appreciation. “A gift only really works when someone receives something that makes them happy,” says Van Dalen. “And this is exactly the challenge: generic gifts do not suit a modern, diverse workforce with different tastes and preferences.”
Many companies stick to the traditional gifts, but these often do not meet the needs of employees. A reward that suits the personal preferences of the recipient has much more impact.
More and more organizations are therefore switching to flexible reward solutions, where employees can choose how they receive their appreciation. This could be a gift voucher, an experience voucher, a donation to a charity, or credit payments. This freedom of choice prevents waste and ensures that appreciation is truly a positive experience.
Small moments with a big impact: appreciation as a retention strategy
Rewards are often linked to yearly milestones such as anniversaries or the seasonal holidays. But research shows small, frequent moments of appreciation have a greater impact on employee satisfaction and retention.
An employee who receives a sincere thank-you email after a successfully completed project feels recognized. A colleague who receives a small gift on his birthday feels connected. A team receives a free lunch after a period of hard work and notices their efforts are recognized. These are the moments that contribute to a culture of appreciation and ensure employees not only stay, but also remain motivated.
“Too often, appreciation is seen as something that needs to happen once a year,” says Van Dalen. “But appreciation works best when it is a fixed part of the company culture. Small, frequent moments of recognition have a much greater impact than one big gesture per year.”
HR teams can make this easier for themselves by automating the process and make rewards a structural part of the work culture.
Appreciation without making it a full-time job for HR
One of the biggest frustrations within HR is the administrative hassle surrounding rewards. Who gets what? At which moment? How is it processed for finance and tax? And how do you keep it fun and personal without spending hours on it?
“To organize rewards is often not the highest priority for HR professionals. The operational effort make people postpone making arrangements. This results in rewards becoming a ‘last-minute’ task, especially for one-off recognition,” says Van Dalen. “That’s why you increasingly see companies using technology to make appreciation more efficient and personal. Think of self-service portals for managers or even API integrations that automatically award rewards at certain milestones.”
By automating rewards, employees can receive their appreciation at the right times, without HR having to worry about the logistics.
The future of rewards is digital and integrated
Despite the obvious benefits of automation, many companies still struggle with outdated systems and inefficient processes. Why? Because change takes time. Many organizations continue their old habits.
However, the way we work is changing and with it the way we reward. Hybrid teams, remote working and a growing need for flexibility require a new approach. An employee who works from home has little use for a bottle of wine handed out at the office. A reward system that accommodates this new reality is essential.
“We see companies are increasingly focusing on flexibility,” says Pascal. “This applies not only to the way people work, but also how they want to be rewarded. Companies search for the ability to fully integrate rewards into existing HR systems. In the future, this way of appreciation will become an integral part of the work culture.”
By setting automatic triggers for work anniversaries, achieved targets or other milestones, appreciation becomes a strategic tool instead of a last-minute task.
Neo-gifting: effortless, personal and impactful
“It is time to see rewards as a strategic tool, not as an obligatory gift at the end of the year,” concludes Van Dalen. “Well-designed appreciation strengthens the corporate culture, increases motivation and contributes to retention. It is not a minor side topic, but an essential part of good employment practices.”
The way in which companies reward and appreciate is evolving rapidly. In the future, every company, large or small, will be able to reward employees and customers easily and without hassle. No complicated processes, no waste, only sincere and effective appreciation.
“Just as banks and insurers have undergone major innovation in recent years with newly emerging neo-banks and neo-insurance, I think the same will happen with rewards within companies. I often call this ‘neo-gifting’.
We are working towards a future in which appreciation is as easy and natural as sending an email,” says Van Dalen. “The development of advanced technology, such as API integrations and smart self-service tools, makes this possible. It is not just about giving a reward, but about creating a culture and experience in which appreciation is an integral part of daily work. The future of rewards is simple, personal and fully integrated.”
The choice is simple: old-fashioned hassle or effortless appreciation?
The market is changing. Employees expect flexibility, freedom of choice and personal attention. Organisations that continue to cling to cumbersome processes and standard gifts run the risk of falling behind.
The alternative? A strategic and streamlined approach in which rewards not only become easier, but also more effective.
“The future of rewards is here,” concludes Van Dalen. “And it’s easier than you think.”
