---
title: "Liu Run: What Can You Do to Properly Motivate Employees"
description: "Liu Run, founder of Runmi Consulting, explains how to motivate employees using Maslow's hierarchy of needs and expectancy theory. He emphasizes that motivation must match employees' current needs and that incentive plans should balance both the desirability and the possibility of achieving goals."
author: "刘润"
publisher: "New Distribution"
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published: "2017-04-24"
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# Liu Run: What Can You Do to Properly Motivate Employees

> Liu Run, founder of Runmi Consulting, explains how to motivate employees using Maslow's hierarchy of needs and expectancy theory. He emphasizes that motivation must match employees' current needs and that incentive plans should balance both the desirability and the possibility of achieving goals.

Liu Run, founder of Runmi Consulting
\-----------------------------
Internet transformation expert
Former Director of Strategic Cooperation at Microsoft
Founder of China's largest private business school, "Liu Run • 5-Minute Business School"
Strategic advisor to several well-known companies (Haier, COSCO, Henderson, Baidu, etc.), using his insights into the Internet and experience in strategy and organization to help traditional companies successfully complete their Internet transformation.
 _...Reprinted from "Dedao" App Knowledge News_
**How do you motivate employees to be proactive?**
Some say: Of course, it's money! Any motivation that doesn't involve money is just being a rogue. We've also heard the saying: Money isn't everything, but without money, you can't do anything. Which statement should we believe? I think that as long as you master two theories, you can properly motivate employees.
**These two theories are Maslow's hierarchy of needs and expectancy theory.**
Let's first talk about how to motivate employees according to **Maslow's hierarchy of needs**. Many people know Maslow's hierarchy of needs, which says that people's pursuits are hierarchical, with the most basic need being survival and the highest being self-actualization. How is this theory applied in management? **Management scholars have found that according to these five levels, first discover the need, then satisfy it, and that is motivation for employees.** Below we discuss the motivation methods for each level of need.
1
**Physiological Needs**
Employees must first survive. For employees who wait until a holiday to eat hotpot, the motivation method is two words: give money. If you talk to employees at this level about dreams, they will resist. The best motivation is to increase wages, improve working conditions, and give more vacation time.
2
**Safety Needs**
If employees worry that their jobs will disappear tomorrow, then talking to them about the company's vision, mission, and values will not have a motivating effect. Various benefits, insurance, and strictly enforced rules and regulations are the best motivation for employees who lack a sense of security.
3
**Social Needs**
For employees at this level, don't give travel allowances; organize group trips. Don't give Children's Day gift certificates; organize parent-child activities. These are very effective means of fostering friendship and belonging.
4
**Esteem Needs**
Konosuke Matsushita, the founder of Panasonic, once said during a meal: "Call the head chef out." Everyone was nervous. Matsushita said: "Your steak is delicious, but today I can only eat half. I wanted to explain to you personally, so that when the dishes are returned to the kitchen, you won't feel discouraged." The chef and everyone dining were all impressed by Matsushita's respect.
5
**Self-Actualization Needs**
For people at this stage, don't say, "I have a good idea to make money, want to join?" Instead, say: "Do you want to sell sugar water for the rest of your life, or do you want to change the world with me?" For example, Bill Gates has more money than he can spend in several lifetimes; the only thing that can motivate him is probably the need for self-actualization, such as solving poverty in third-world countries or conquering AIDS.
**Therefore, motivating employees cannot be done in just one way; identifying the right stage is key.**
Having discussed the motivation methods for each need level, let's talk about another theory for motivating employees: **expectancy theory**. Let me give you an example.
A company's revenue exceeded 100 million for the first time this year. The boss was particularly excited and announced a target of 300 million for next year, along with an attractive incentive plan, such as huge bonuses, world travel, and giving away houses and cars. But after the announcement, no one responded. Why?
Is it because the incentive plan wasn't attractive enough? No, no matter how attractive your plan is, it may not have a motivating effect. Because you only focused on the "desirability" of the incentive, but did not consider the "possibility" of the goal.
**The famous psychologist Vroom believed that the "desirability" of a reward does not constitute motivation. It is the "desirability" multiplied by the "possibility" of obtaining the reward that truly constitutes motivation.** If you hang 100 million RMB on the moon, no matter how much you "desire" it, you know the "possibility" of getting it is almost zero, so you won't be tempted.
**Motivation level equals possibility times desirability.**
——Vroom's famous expectancy theory
**How should companies use this theory to motivate employees?**
**First, when setting goals, companies need to set goals that are "reachable with a jump."** If no matter how hard everyone jumps, they can't reach it, then in the expectancy theory formula, the motivation level is zero. Some companies, when determining targets, ensure that 80% of employees can complete the minimum sales target. If most cannot complete it, then it's not the employees who have a problem, but the target.
**Second, clearly link employee rewards to company performance** to have a motivating effect. Never say, "Work hard, and I won't treat you badly." This kind of **vague connection** is unlikely to have a motivating effect.
Finally, to summarize, **for employees at different need levels, use different methods to motivate. When formulating incentive plans, make sure the plan has both possibility and desirability.** The above are some tips for "motivating employees" for your reference.
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