Bonuses come in many different forms. They can be express,
implied, based on the company's performance in a given period, or
based upon an individual's performance. Express bonuses are those
that are promised (e.g., you will receive this much); implied bonuses
might be reasonably inferred (e.g., if sales goals are met, you might
expect to receive a certain percentage of your salary as a bonus).
The following types of payments might accurately be described as bonuses.
Performance awards. These can be given for specific, individual, or group achievements
and are commonly used to establish incentives for the fulfillment
of particular organizational goals. They range from large payments
made to high-level executives who have achieved objectives to inexpensive
gifts awarded to employees for exceeding defined targets. A common
form of bonus program may set several specific objectives (e.g., increasing
sales or improving customer service) and tie payments based on a percentage
of the employee's compensation to specific performance levels. Management
may set objectives and a maximum payout when the plan is first set
up and then calculate the employee's bonus based upon their performance
within each objective (e.g., reached 75 percent of the first objective,
50 percent of the second objective, etc.).
Gain-sharing systems. A classic gain-sharing plan is a group incentive plan that encourages
employees to improve productivity through more efficient use of labor,
capital, materials, and energy and then shares the resultant savings
between the company and employees according to a formula. These awards
typically reflect the margin of profit or savings realized through
an individual's or a group's efforts. Although it can be difficult
coming up with a fair method of calculating the gain, these types
of bonuses offer strong incentives for exemplary team performance.
Gain-sharing plans generally strengthen the pay-for-performance link,
improve productivity and quality, and provide possible nonlabor savings
through employee involvement and cost-cutting ideas. They can improve
morale and worker commitment and loyalty to the organization, and
after its initial rollout, may reduce employee turnover.
Traditional gain-sharing has proven very successful primarily
in manufacturing companies where large production units handle work
of a highly repetitive nature. Work environments where components
of work and their associated costs are relatively easy to compute
and standardize are prime candidates for traditional gain-sharing.
Gain-sharing has been in effect in one form or another since the
1930s. Interest declined during the 1950s and 1960s as the economy
boomed and companies enjoyed unparalleled growth. During the late
1970s and 1980s, gain-sharing enjoyed somewhat of a revival as companies
sought ways to increase worker productivity and to link compensation
costs to a company's fate. Then in the 1990s, we saw full-scale implementation
of many new varieties of gain-sharing, particularly in the service
sector-banks, insurance companies, and government. While it may not
be right for every company, the conditions favorable to gain-sharing
are worth exploring. Many companies start out with gain-sharing in
one or two units and then expand it to other areas or change the plan
to include more employees. If appropriate, gain-sharing is easily
adapted, and it provides an excellent group-based performance and
pay plan that sends the right messages about team goal-oriented behavior.
Simple in basic concept, gain-sharing is nevertheless a strategy that
requires careful and innovative thought and many hours of design and
process work. A good fit with an organization's culture, value system,
and management style is critical to its success.
Profit-sharing. A profit-sharing
plan is a group incentive plan that includes all employees in an organization
and that focuses on overall business unit profit or a similar bottom-line
financial goal. Profit-sharing plans provide a financial safeguard
for funding by ensuring that an overall business unit profit level
is achieved before any payouts are made. They also provide an opportunity
to train employees on financial measures and the operational business
factors that affect those measures. Generally, these payments are
distributed to all employees having the requisite seniority, not just
to particular work groups. These tend to be less directly related
to performance. Profit-sharing plans are self-funded, so they are
low risk for the company, and can be used to supplement company retirement
contributions. They can be linked to company objectives other than
to profit and are easy to integrate with suggestion plans and other
reward and recognition systems.
Straight profit-sharing plans have been
around for a long time and are the most prevalent form of profit-sharing
among companies that use this type of group incentive. Under a straight
profit-sharing plan, all employees are eligible and, generally, an
award pool is generated from the first dollar of profit. Some companies
prorate awards if employees have been with the company fewer than
three years. After that cutoff, they receive full credit in the plan.
Generally, all employees share equally as a percentage of their base
pay. An equal-percentage distribution under the plan would divide
the total fund by total salaries. The resulting quotient would be
multiplied against each employee's base salary to determine individual
payouts. Some companies base the plan award on the level of the employee's
pay or organization level. A distribution based on level in the organization
would establish an employee participation rate based on that level.
For example, the employee's job class, or salary grade, would determine
what percentage of the profit pool that employee earned. Significant
variations exist in the ways that companies address the timing of
straight profit-sharing payouts. Many companies prefer to pay once
a year because this strategy smoothes performance cycles and is easier
to administer. However, it also decreases motivational impact because
the length of the performance period is so long. Other companies pay
quarterly, or even monthly, with semiannual distributions to "true-up"
payouts to real profits. Some companies address adjustment issues
by reserving a portion of monthly or quarterly payouts to avoid overpaying
based on year-end profits.
Unlike a straight profit-sharing plan that
funds from the first dollar of profit, a hurdle-rate profit-sharing
plan establishes a minimum-profit threshold and then shares the gain
with employees when the threshold is exceeded. Gain, or profit improvement,
is what the plan seeks. In this way, hurdle-rate profit-sharing plans
are similar to gain-sharing plans. The threshold is a predetermined
level of profits, or some other financial return measure, rather than
productivity baseline, as in gain-sharing. Where the threshold level
of profit is set for plan purposes is a management decision and is
a function of the plan's design, objectives, compensation strategy,
and affordability. Various considerations must be taken into account
when establishing the threshold level. A company that wants to send
a strong performance message to employees may freeze current salaries
and fund pay "raises" from its hurdle-rate profit-sharing plan. In
this case, a fairly low threshold—say 5 percent return on sales (ROS)—may
be set. On the other hand, a company that pays at or above the market
in base pay may set a high profit threshold—say, 10 percent ROS. The
higher the threshold, the lower the risk to the company, but care
has to be taken that the goal is achievable. If it is not, the company
could run the risk of announcing a new plan that it fails to fund,
a situation that will turn employees into unbelievers. Generally,
the award threshold is the level of profits (or return) that management
expects based on environmental scans, forecasts, and the business
planning process. Thus, the threshold reflects realistic expectations
for what the company hopes to achieve, and the sharing is from truly
"excess" profits, attributable to better-than-anticipated results.
Some of these plans begin to fund below full plan achievement—for
example, at 90 percent of plan—to reflect the difficulty in accurately
forecasting and to account for the fact that goals in the business
plan may already be "stretch" goals. Other plans set thresholds at
a minimum return to the company and fund much sooner. This approach
would be tied to a competitive pay strategy in order to link management
interest with company fortunes and would be more applicable to management-
and executive-level employees.
Another approach to profit-sharing is the
goal-driven profit-sharing plan. In a goal-driven profit-sharing plan,
profits are used to establish an incentive opportunity, but employees
also must earn that opportunity based on achieving other goals.
These other goals are broad corporate goals, rather than unit operational
goals, which are used to highlight and focus all employees on the
important behaviors for business success. Usually, goal-driven profit-sharing
plans are combined with a hurdle-rate approach, with or without pay
at risk, to communicate the importance of these other drivers of profit.
For example, a company could fund an award pool based on 15 percent
of incremental profits over business plan targets. If the excess profit
equals $1 million, the incentive opportunity equals $150,000; however,
the entire $150,000 is not automatically distributed to employees,
as it would be under a hurdle-rate profit-sharing plan. At least a
portion of that profit pool must be earned by the employees' achieving
other performance goals, such as cost control and customer service,
or quality. One advantage of a goal-driven profit-sharing plan is
that, compared to objective-based plans, it reduces risk to the company.
The fund does not earn for attaining the other objectives until designated
profit thresholds have been achieved. Another advantage is that goal-driven
plans stress the importance of other goals for company success and,
in this way, provide a forum for talking about what employees can
do to achieve them. For these reasons, goal-driven profit-sharing
plans commonly are used by companies to communicate their important
business results.
Sign-on bonuses. Many
employers pay sign-on bonuses to attract needed workers, especially
hot-skills workers. Sign-on bonuses can offset demands for higher
starting salaries and thus leave the company's base compensation program
intact. In some industries and professions, employers are forced to
pay bonuses to compete for workers. Sign-on bonuses also can induce
workers to relocate to less desirable parts of the country. They can
be effective with college graduates as part of an attractive package
that beats competitors' offers. They are often used in information
technology (IT) jobs to persuade workers to change jobs, career tracks,
or even industries. The disadvantages of sign-on bonuses is that they
may be unfair to workers already at the company, must be implemented
with care to avoid legal challenges, and could be a bad investment
if the employee leaves soon after hired. Bonuses sometimes are preferable
to adjusting the company's salary scales to meet the demands of one
hot-skills group, such as IT workers. Typically, these bonuses are
cash or stock paid in a lump sum or prorated over the first year of
employment.
While sign-on bonuses may sway workers who
could join a competitor in this extremely tight labor market to sign
on with the employer who gives the bonus, sign-on bonuses aren't a
panacea for attracting workers with the right skills. In fact, they
often cause as many problems as they solve. Sign-on bonuses can be
like a red flag to a bull for workers who are already discontented.
Discontent about salary or wages, other perquisites, and even work
assignments may be further inflamed when new hires receive bonuses.
In an organization with a well-established grade structure where internal
equity is an issue of faith, sign-on bonuses for new hires who need
to be shown the ropes by employees already on board can help push
discontented workers to greater discontent and sometimes even out
the door. In a situation where sign-on bonuses are paid to attract
workers to special areas of the country or special work shifts, employees
who would like to relocate or work different hours may feel the practice
is unjust. When sign-on bonuses are paid for technology workers
who also receive greater flexibility in terms of hours they can work,
telecommuting, and other perquisites that coworkers in other parts
of the company do not enjoy, the employer can unwittingly cause even
more resentment against both its management approach and the new hires.
Even if sign-on bonuses are not announced, the employer's practices
usually become public knowledge through gossip. And sign-on bonuses,
while they may help with attracting employees, do very little to address
the problem of retention.
Sales team incentives. Sales team incentives generally support market strategy and business
objectives, while encouraging the sales force to grow new accounts
and support existing accounts. Incentives promote the entire sales
force working together and encourage cross-selling. Traditionally,
sales compensation and executive compensation have been more complex
than pay programs for other employees because both executives and
the sales force have the power to affect the results of the corporation
in ways that other groups may not have had. With more emphasis on
complicated variable pay programs for front line employees, that may
be changing. However, pay at risk generally is more acceptable and
understood for sales representatives than for other employees.
The sales compensation program should be
linked directly to the company's marketing strategy to control outcomes
critical to the company. As the marketing strategies of individual
companies are unique, so are the best sales compensation programs.
Sales compensation should be adjusted periodically to support new
marketing plans as the company's product mix or product life cycles
change. One of the advantages of an incentive program for sales representatives
is that the company can design it to support the marketing strategy
and change it as the strategy changes.
The most important design features in a
sales compensation program are the pay level (how much) and pay mix
(proportion of incentive pay to base pay). Pay levels generally will
reflect industry practices, but the pay mix should be designed to
meet the marketing strategy of the company. The degree of risk in
the incentive program has to be balanced with the possibility to earn;
the higher the risk, the more the sales representative should be able
to earn by accomplishing the company's strategic objectives as they
relate to sales.
The company that has a sales representative
on straight salary is engendering loyalty to that company, and the
sales force's actions are easier to control. For example, salespeople
are more willing to engage in nonselling activities such as customer
service. This type of approach is most appropriate when the sales
force's main job is to service existing accounts or generate goodwill
for the company. However, straight salary makes it more difficult
to motivate employees to sell new accounts and it may lose the company
its top performers, who move to other organizations where both the
risk and income potential are greater. On the other hand, a straight
commission pay program will generate high volume sales, but volume
may not be the company's only concern. If the sales force is paid
on straight commission, it will be more difficult to get them to perform
other functions that may be necessary for the company's marketing
strategy, such as maintaining accounts through good customer service,
working with other sales representatives to generate cross-functional
selling opportunities, and generating goodwill with customers.
A combination pay program that recognizes
sales representatives both for selling and for maintaining accounts
is often the best program. This program can be created by mixing incentives
while at the same time offering some economic security for the sales
force with a base pay program. The base pay program makes it easier
for the company to maintain loyal and knowledgeable sales representatives.
Incentive pay for things other than pure volume of sales allows the
company to exert some control to accomplish the functions other than
generating new accounts that are necessary and can support targeted
marketing goals.