This video describes the different ways employers can use incentives to get the actions desired out of their employees. It begins by explaining that the main way incentives are typically used is to provide employers with more monetary promotions the more efficiently they will work. They discovered that this only works with work that is straightforward and hands on, but when it deals with work that requires more cognitive creativity it was completely different. People whose jobs require more creativity and coming up with new ideas or methods need a more "purposeful" incentive. This means people like to feel needed and in control, this encourages people to come into work with a positive and open mindset. This doesn't mean that their paycheck can be low, it just means that besides monetary incentives they need encouragement also.
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