The motivation theories and staff retention at web design companies Essay

The motivation theories and staff retention at web design companies (digital communication agencies) in UK, Spain and Italy - Essay Example Maslow’s Hierarchy of Needs suggests that the basic physiological needs have to be met first before a person can look ahead. Only when the basic needs are satisfied he clamors for safety needs, need for love, self-esteem or self-actualization. As one need is somewhat fulfilled, the other needs become important and this motivates or influences his behavior (Accel-Team, 2006). This corroborates with Herzberg who proposed that an employee’s motivation is understood when his attitude is understood (Tietjen & Myers, 1998). Herzberg determined that happy feelings or a positive attitude was always task-related while the bad attitude or unpleasant feelings depend upon the surroundings. These are the motivators and include recognition, achievement, career advancement and the work itself. These motivators cause positive job attitudes because they satisfy the need for self-actualization, which is the last in the hierarchy of needs of Maslow. Motivation differs significantly from satisfaction. Motivation to work can come from external factors or from within. Organizational commitment itself is a motivating factor and no satisfaction with job is a demotivating factor. Maslow’s hierarchy of needs basically speculates that people’s needs are satisfied progressively, only when basic needs are met do their aspirations rise and other goals are set. Thus when the employees are motivated, their dedication and initiative increases as Brown et al., (2005) suggest that the need for self-training arises only later. Employees should be able to identify with the firm’s style which gives rise to the necessity of self-training. Knowledge about the work is essential and continued training in the digital communications firms is considered essential. According to Herzberg two factors act upon the motivation of employees – the hygiene factors and the motivators. Hygienes are the intrinsic entities while motivators are intrinsic (Tietjen & Myers, 1998). According to Herzberg