It would be nice if employees and companies did things because those things are the right thing to do, and to some extent they do. However, for most people and most managers, you have to answer the question about why they should do what you want them to--in other words, answer the all important question, "What's in it for me?"
That's where incentives come in. I have talked some about performance incentives in the past, but as this article shows, incentives can be effective in changing a variety of behaviors. Want to save money in a particular area? Rebate part of the savings back to your employees.
Personally, I have always been a little disgruntled about incentivizing behaviors I feel as an employer I should get by virtue of paying a salary, but hey, we're a capitalistic society.
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