Enhancing employee motivation through the application of Maslow’s theory on the hierarchy of needs in a contemporary organization

According to the theory developed by Maslow in 1943 on human motivation, five sets of goals were identified which can be named as physiological, security, social, self-esteem, and self-actualization (Alajmi and Alasousi, 2019). Maslow believed that the significance of our lives constitutes in striving for growth, happiness, and satisfaction which inspires us to go beyond the minimum effort to sustain life (Poduska, 1992). Work motivation is often understood and measured using Maslow’s theory of motivation among other theories (Alajmi and Alasousi, 2019). Shoib et al., (2022) states in the well-known theory of Maslow’s “hierarchy of needs” individual needs are ranked according to their perceived importance and that it’s visualized as a pyramid with the more vital need at the base and the non-most essential at the peak (figure 01).

Allen, Muñoz, and Ortúzar, (2019) elaborate on the fundamental idea to be when lower needs are met then the individual will search for superior needs. The objective is to satisfy the higher need, and this will motivate behavior. According to Turabik and Baskan, (2015) without satisfying the need of the lower level the higher level needs are inaccessible.  And they further go on to emphasize satisfying a need completely cannot be achieved furthermore when a need is satisfied no longer will it motivates the employee. Deficiency and requirements are related to physiological needs and the higher level needs are related to personal development (Turabik and Baskan, 2015).

Figure 01

Source (Alajmi and Alasousi, 2019).

Physiological needs

Allen, Muñoz, and Ortúzar, (2019) refer to physiological needs as needs to uphold homeostasis and survival. They refer to air, water, food, shelter, sleep, clothing, and reproduction. In certain studies associated with organization management needs are linked to a number of matters In relation to a business (Turabik and Baskan, 2015).  According to Turabik and Baskan, (2015) physiological needs in terms of safety are connected to remuneration and occupational safety.

 

Safety and love and belonging needs

Going through Maslow’s pyramid bottom up, the next step would be safety needs and love and belonging needs, this highlights the need for humans to be safe and secure, while the love and belonging need capture the requirement to have a partner, spouse family, friend’s thereby gaining company and attachment (Montag, Sindermann, Lester and Davis, 2020).

From an organizational point of view, safety needs were identified as sick pay, prevention of unfair situations, pension plans, and physical security (Turabik and Baskan, 2015). The need for love and belonging was defined by Turabik and Baskan, (2015) as colleague’s and administration's acceptance of the individual, and a feeling of belongingness to the organization by the individual.

 

Esteem needs

Truong and McColl, (2011) define self-esteem as the self-evaluation of one’s image. Receiving recognition from others is a most liked part of individuals with high self-esteem (Hanley and Wilhelm, 1992). According to Truong and McColl, (2011) it’s mentioned in the previous consumer behavior literature purchasing of products or services can be influenced by customers’ self-esteem needs. Certain scholars identified that desire for social status is a motivating factor for individuals to purchase extravagant items or recognizable products by society (Cui et al., 2021). In an organizational context esteem needs In terms of respect were described as managers and friends showing respect for the individual, work progression, and appreciation by the managers are also part of esteem needs (Turabik and Baskan, 2015).

 

Self-actualization

Maslow argued that once an individual has satisfied the above-mentioned needs they were geared up to truly understand their true potential through self-examination, observation, and self-discovery. This need was called by him self-actualization.  This need could make visible itself through devoutness, deep meditation, flow, social activism, peak experiences, or using one fully understood potential to make the world an improved place (Bornstein, 2018). From an organizational point of view continuous improvement, and making the best use of his potential as an employee is related to self-actualization needs (Turabik and Baskan, 2015).

 

Applying the theory to the organization I work for in the insurance industry

I work for a leading insurance company and the following is an evaluation of how Maslow’s theory has been applied by the organization and the benefits obtained.

Physiological needs (Application to the organization I work for in the insurance industry) 

A place to sit, access, and availability of meals and drinking water apply to all employees; there could be unique requirements depending on the department that he or she is attached to. For example, an underwriter requires a laptop to carry out their daily operations as well as a field sales staff requires tabs with an active data connection at all times to accomplish day-to-day tasks. 

As per the organization I work for basic physiological needs start with for a recruit by handing off the latest laptop, workstation with access to land phone lines, company ID card, branded T-shirt, Mobile phone, and for field sales staff a Tab with an active data connection. 

There were occasions as I recall the data connection on the tabs provided for the field sales staff had run out of the allocated data by the service provider as this was purchased by the company as one limit for the entire sales force and not individual data limits. As a result, data would run out by the mid of the month and sales staff was highly demotivated unable to accomplish their daily activities resulting in lower productivity and income. To rectify the issue the organization had to provide each individual with allocated data for his or her use discontinuing the option provided earlier.

According to the hierarchy of needs theory, personal mobile data connectivity was regarded as an essential requirement for salespeople, and it not met led to significant demotivation.

 

Safety needs (Application to the organization I work for in the insurance industry) 

All necessary precautions should be taken by the organization in terms of employee safety as they are unwilling to take chances with safety. The following has been implemented by the organization I work for to ensure the safety and well-being of its employees:

•  Each entry to the organization is controlled by finger scanning making sure no unauthorized person enters.

•   Employment of security personnel

•  Availability of emergency exists; periodic fire drills are conducted ensuring all employees are aware of what needs to be done during an emergency. 

I recall during the initial stage of the Covid 19 pandemic employees felt really unsafe reporting back to work after the 2-month-long lockdowns and expressed unwillingness to report to the office. To rectify the issue and provide employees with a safe work environment the organization adopted the following, placement of temperature detectors, hand sanitizers placed in all locations and departments, a mandatory requirement of wearing a face mask, and employees were only called to the office on the roster as and when required implementing work from home culture. 

 

Love and belonging (Application to the organization I work for in the insurance industry) 

This is an area in which my organization needs no introduction. The organization provides its employees with various means of socializing such as theme-based events, annual vacations with colleagues, and family sporting events and the list goes on.

 

Esteem needs (Application to the organization I work for in the insurance industry) 

The organization has a transparent reward and recognition mechanism. Rewards and recognitions are handed over at a gala event which is held annually in a five-star hotel for which every employee looks forward to being recognized in front of their peers. Some of the awards include cash rewards, foreign trips to Europe and parts of Asia, and even as prestigious as an Automobile. This makes employees feel proud of their achievements and will want to achieve more.   

 

Self-actualization (Application to the organization I work for in the insurance industry)

A team of dedicated employees focuses on the training and development of individual employees and a clear path is shown on the required skills that have to be developed for the individual to take on the next position. Programs such as succession planning are clear-cut program that has a direct effect on the employee’s self-actualization. 

In conclusion, Maslow’s hierarchy of needs can be applied to today’s organizations as well to ensure the employee’s needs are met at each level and progress can be monitored to ensure that organization has done its part.

According to some theories, the manager’s role will be to motivate the employee to identify the need of the employee and make suitable conditions to meet them (Turabik and Baskan, 2015).

 Video

Source: Youtube Channel EPM

The above video covers the following areas

- Background to the model.

- The basic 5 Stage Hierarchy of Needs.

- Advantages and disadvantages.

- Maslow's 7 Stage Hierarchy of Needs.

- Maslow's 8 Stage Hierarchy of Needs.

References

Alajmi, B. and Alasousi, H., 2019. Understanding and motivating academic library employees: theoretical implications. Library Management, 40(3/4), pp.203-214. [online] Available at: https://doi.org/10.1108/LM-10-2017-0111 [Accessed 7 August 2022].

Allen, J., Muñoz, J. and Ortúzar, J., 2019. Understanding public transport satisfaction: Using Maslow's hierarchy of (transit) needs. Transport Policy, 81, pp.75-94. [online] Available at: https://doi.org/10.1016/j.tranpol.2019.06.005 [Accessed 7 August 2022].

Bornstein, M., 2018. The SAGE Encyclopedia of Lifespan Human Development. [online] Available at: DOI: http://dx.doi.org/10.4135/9781506307633 [Accessed 7 August 2022].

Cui, L., Wang, Y., Chen, W., Wen, W. and Han, M., 2021. Predicting determinants of consumers' purchase motivation for electric vehicles: An application of Maslow's hierarchy of needs model. Energy Policy, 151, p.112167. [online] Available at: https://doi.org/10.1016/j.enpol.2021.112167 [Accessed 7 August 2022].

Hanley, A. and Wilhelm, M., 1992. Compulsive buying: An exploration into self-esteem and money attitudes. Journal of Economic Psychology, 13(1), pp.5-18. [online] Available at: http://10.1016/0167-4870(92)90049-d [Accessed 5 August 2022].

PODUSKA, B., 1992. Money, Marriage, and Maslow's Hierarchy of Needs. American Behavioral Scientist, 35(6), pp.756-770. [online] Available at: https://doi.org/10.1177/0002764292035006010 [Accessed 11 August 2022].

Shoib, S., Amanda, T., Menon, V., Ransing, R., Kar, S., Ojeahere, M., Halabi, S. and Saleem, S., 2022. Is Maslow’s Hierarchy of Needs Applicable During the COVID-19 Pandemic?. Indian Journal of Psychological Medicine, 44(1), pp.98-100. [online] Available at: https://doi.org/10.1177/02537176211060435 [Accessed 7 August 2022].

Truong, Y. and McColl, R., 2011. Intrinsic motivations, self-esteem, and luxury goods consumption. Journal of Retailing and Consumer Services, 18(6), pp.555-561. [online] Available at: http://10.1016/j.jretconser.2011.08.004.

Turabik, T. and Baskan, G., 2015. The Importance of Motivation Theories in Terms Of Education Systems. Procedia - Social and Behavioral Sciences, 186, pp.1055-1063. [online] Available at: https://doi.org/10.1016/j.sbspro.2015.04.006 [Accessed 11 August 2022].