7 ways employee expectations are changing and what this means for your recognition strategy

The workplace is evolving rapidly, and employee expectations are shifting just as fast.

In a world where flexibility, wellbeing and personalisation are becoming the norm, employers need to rethink how they reward and recognise their people.

A one-size-fits-all approach won’t cut it if you’re looking to attract and retain top talent.

Employees are demanding more from their employers – including better recognition, more relevant benefits, and seamless technology.

Indeed, 92% of employees say it’s important to be recognised for their efforts and achievements at work.

Here’s seven ways employee expectations are changing and what this means for your recognition strategy:

1. Recognition is now a key factor when choosing an employer

Employees no longer see recognition as a ‘nice to have’, it’s a deciding factor in where they choose to work.

More than eight out of ten (83%) employees say a recognition programme is an important consideration when selecting an employer.

Organisations without a structured, visible approach to employee appreciation risk being overlooked by prospective employees.

To stay competitive, organisations should embed recognition into their culture and make it an everyday practice.

When recognition is ingrained into the employee experience, it strengthens engagement, retention, and overall job satisfaction.

It also has significant pull factor as part of your EVP.

2. Expectations around recognition have increased

The pandemic reshaped workplace interactions and 41% of employees say their expectations for recognition have increased.

Yet only 24% of employees feel truly recognised by senior leadership.

This gap between expectation and reality presents a major challenge for businesses.

Recognition must be consistent, meaningful, and embedded into daily interactions.

While leadership plays a crucial role in fostering a culture of appreciation, 89% of employees say it’s important to be able to recognise colleagues for their contributions, showing that recognition shouldn’t be limited to a top-down approach.

Peer-to-peer recognition should be encouraged and easily accessible.

3. Employees want recognition to align with company values

Recognition isn’t just about celebrating achievements; it plays an important role in creating high-performance cultures.

Nine out of ten (89%) employees believe recognition should celebrate employees for embodying company values.

When designing recognition programmes, organisations are increasingly looking at how they can reinforce those positive key behaviours like collaboration or innovation.

Recognition technology makes this easier by prompting employees to link their recognition to specific organisational values, ensuring appreciation is both meaningful and culturally relevant.

4. A lack of recognition technology is holding companies back

Employees now expect seamless, digital-first experiences – including for recognition.

More than 78% of employees say it’s important to recognise colleagues instantly online, yet only 42% rate their workplace recognition technology as ‘good’ or ‘excellent’.

In fact, recognition tools rank lowest among workplace technologies.

To meet evolving expectations, organisations must invest in technology that enables instant, meaningful recognition, and integrates seamlessly with other workplace tools.

Using analytics from recognition platforms can help businesses measure the impact of their schemes and refine their approach to keep pace with rising employee expectations.

5. Employees expect recognition to be linked to rewards

For many employees, a simple ‘thank you’ isn’t enough. 88% believe recognition should come with a reward, whether financial or otherwise.

In response, many companies are rethinking how they incentivise and reinforce positive contributions.

A mix of monetary and non-monetary rewards is important.

Alongside embedding recognition into daily culture, many employers offer instant, digital rewards like gift vouchers for employees who go above and beyond.

Some organisations also introduce monthly or quarterly awards – where employees nominate colleagues via their recognition tool and winners receive a gift voucher.

6. Hybrid and remote work have changed recognition dynamics

With fewer in-person touchpoints in hybrid and remote work environments, recognition must evolve.

Many remote and deskless employees feel disconnected, with fewer opportunities to give and receive recognition.

To maintain a sense of connection, recognition must be visible and accessible across all work models – remote/deskless, hybrid, and in-office.

This is where recognition platforms become essential.

Managers should also take a proactive approach in recognising efforts to prevent isolation.

Organisations can support this by providing structured recognition moments, such as virtual town halls, company-wide emails, or quarterly awards.

7. The need for a unified employee experience platform

Employees want more than just recognition, they want a seamless, all-in-one digital experience.

More than eight out of ten (86%) employees say they would prefer to access all their benefits, rewards, and workplace resources in one place, yet many organisations still operate with disconnected systems.

A unified employee experience platform streamlines recognition, wellbeing programmes, career development, and company benefits into one accessible hub.

At a global level, this ensures all employees feel valued and have easy access to a technology that creates a more cohesive and engaging employee experience.

Evolving recognition strategies to meet rising expectations

Employee expectations are rising, and businesses are evolving their recognition strategies to keep up.

Employees today expect appreciation to be frequent, digital, personalised, and aligned with company culture.

By investing in the right technology, embedding recognition into core values, and making appreciation a daily habit, organisations can meet – and exceed – employee expectations.

This not only drives engagement but also fosters a workplace where employees feel valued, motivated, and committed to long-term success.

To learn more about how London Gatwick successfully overhauled its reward, recognition and benefits with OneHub, read the full case study.