MOTIVATION STRATEGIES AT

INFOMEDIA 18 LTD. W.R.T.

EMPLOYEE’S PERSONAL AND
PROFESSIONAL GOALS

A study of “The motivation strategies of the organisation with respect

to employee’s personal and professional goals” was done under MET
(Course eMBA) by Mr. Rohit Varshney, Roll No 09142, Division
“C” for the year 2009-10 under the guidance of Prof. D.I. Cabral

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 ACKNOWLEDGEMENT

Working on this project has been a wonderful learning experience. Practical application of a
theory taught in the classroom environment has re-instated the lesson.

I sincerely thank Ms. Arusha Dennis, Assistant Manager - HR Manager at Infomedia 18 Ltd.
For her cooperation and guidance as well as granting me permission to conduct the study at
the Dadar office.

I express my deepest gratitude to Prof. D.I. Cabral for his valuable inputs without which the
study would not have been possible.

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CONTENTS
PAGE NO

Acknowledgement 02

Synopsis 04

Company Information 06

Objective of the study 07

Methodology 10

Results 11

Findings 15

Conclusion 16

Recommendation 17

Bibliography 18

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 SYNOPSIS
Objective:

To study the motivation strategies of the organisation with respect to employee’s

personal and professional goals.

1. To study the motivation strategy of the organization.

2. To study and sought the various motivation factors the employees at Infomedia 18
Ltd.

Actual Study:

1. Data was collected with respect to various motivational plans implemented at

Infomedia 18.
2. This study included employees at Infomedia 18. Questionnaire was given to 15
employees randomly and they were asked to rank the importance of factors that
motivated them in doing their work: 1= most important . . . 9 = least important.
(a) A Supportive line manager and colleagues (b) Goal oriented job, applying
specialist knowledge and doing a lot of different things (c) High pay, high social
standing (d) High ethical standards (e) The opportunities to organize your own work
activities (f) Job security (g) Interaction with other people (h) Career progression
opportunities (i) Pleasant physical work environment.

Findings:

1. It can be concluded from the findings that a good pay and perks can always be
matched and even bettered by the competitors but it’s a great work place that
differentiates your organization from others. The study done in Infomedia18 suggests
that having a great place to work is a key motivation technique.
2. The ranked order of motivating factors were: (a) Goal oriented job, applying specialist
knowledge and doing a lot of different things, (b) High pay, high social standing (c)
Career progression opportunities, (d) Job security, (e) Pleasant physical work
environment, (f) A Supportive line manager and colleagues, (g) High ethical
standards (h) Opportunities to organize your own work opportunities (i) Interaction
with other people

Conclusion:

In Infomedia 18, it is believed that having an organisation with a satisfying and comfortable
working environment would make an employee to work with its full potential. They have a
perception that it’s a key requirement of any employee in any department. But as per the
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research made across various functions, there was a slight different opinion from the
employees prospective. They believe that having a job profile which helps them to achieve
their both, personal and professional goals if of key importance. They would like to have an
opportunity to apply special knowledge which they posses as an individual in their work. The
same should be linked with a decent pay as per the industry standards under which it belongs.
Hence at can be observed that the main motivating factor from the organisation’s prospective
can be an added advantage but not the key factor due to a slight different perception of the
employee.

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 COMPANY INFORMATON

Infomedia 18 Limited is a printing and publishing company with a leading market presence in
diverse business areas spanning Business Directories, Magazine Publishing, Printing Services
and Publishing Outsourcing. A pan-Indian network covering 25 cities and over 1200
employees gives Infomedia a national footprint.

Our brands include the directory titled Infomedia Yellow Pages has been rated as having
highest readership among all the English publications in India, the product finder Search,
consumer magazines Overdrive, IC Chip, etc. We are now expanding our presence across
various special interest segments in magazine publishing. We are also fortifying our presence
in community guides, within our directories business.

Infomedia 18 Limited is a publicly listed company with professional management. It is listed

on the Bombay Stock Exchange and the National Stock Exchange. TV 18 India Limited has
acquired indirect control in the company.

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 OBJECTIVE OF THE STUDY

To study the motivation strategies of the organisation with respect to employee’s

personal and professional goals.

1. To study the motivation strategy of the organization.

2. To study and sought the various motivation factors the employees at Infomedia 18.

MOTIVATION

Motivation in simple terms may be understood as the set of forces that cause people to
behave in certain ways. A motivated employee generally is more quality oriented. Highly
motivated worker are more productive than apathetic worker one reason why motivation is a
difficult task is that the workforce is changing. Employees join organizations with different
needs and expectations. Their values, beliefs, background, lifestyles, perceptions and
attitudes are different. Not many organizations have understood these and not many HR
experts are clear about the ways of motivating such diverse workforce.

Now days employees have been hired, trained and remunerated they need to be motivated for
better performance. Motivation in simple terms may be understood as the set or forces that
cause people to behave certain ways. People are motivated rewards something they can relate
to and something they can believe in. Times have changed People wants more. Motivated
employees are always looking for better ways to do a job. It is the responsibility of managers
to make employees look for better ways of doing their jobs.

Individuals differ not only in their ability to do but also in their will to do, or motivation
Managers who are successful in motivating employees are often providing an environment in
which appropriate goals are available for needs satisfaction. Retaining and motivating
workers requires special attention and the responsibility falls squarely on the shoulders of HR
as well as managers and supervisors at all level. They have to create a work environment
where people enjoy what they do, feel like they have a purpose and have pride in the mission
of the organization. It requires more time, more skill, and managers who care about people. It
takes true leadership.

By giving employees special tasks, you make them feel more important. When your
employees feel like they are being trusted with added responsibilities, they are motivated to
work even harder so they won’t let the company down.

Motivation is essential for any company because employee is Asset of company. Motivation
is important for the growth of employees as well as growth of the organization.

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There are various theories given at the needs of timeframe on Motivation.

The Human Resources Model:

Mcgragor’s X & Y Theory

Theory X – People are lazy, people lack ambition and dislike responsibilities, People are self-
centered, resist change, People are gullible and not very bright, so we have to create pressure

Theory Y – People are energetic, ambitious and seek responsibilities, People can be selfless,
People want to contribute to business growth and change and they are intelligent.

Hierarchy of needs:

Maslow developed a “hierarchy of needs” or an order of needs that need to be fulfilled in

each person. If a manager embraces Maslow’s hierarchy, he/she will motivate employees,
keeping the order of needs in mind. The hierarchy of needs is shown below:

1. Self actualization – need to grow and use abilities to the fullest; highest need

2. Esteem – need for respect, prestige, and recognition from others as well as self esteem and
personal sense of competence

3. Social – need for love, affection, and belongingness in one’s relationships with others

4. Safety – need for security, protection, and stability in the personal events of everyday life

5. Physiological – most basic of human needs; need for food, water, and sustenance

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Herzberg’s Two- Factor Theory:

Hygiene Factors Motivational Factors

Quality of supervision Career Advancement

Rate of pay Personal growth

Company policies Recognition

Working conditions Responsibilities

Relations with others Achievement

Job security
High Job Dissatisfaction Job Satisfaction High

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 METHODOLOGY
An organisation can be successful by having a strong workforce which is working towards
the goal of the same. One of the key elements to have a successful business or organisation is
the motivated employees. It is very important to have such an environment in the
organisation which makes employees dedicated and determined in their work. It is the
motivating factor which makes the employees loyal towards the organisation.

The moment an organisation can make an employee feel as an integral part and would
recognise his effort, it motivates the employees to work more efficiently. At that moment he
works not just to achieve his personal goals but he performs his best towards the achievement
of the organisation goals. Hence understanding the factors which would motivate an
employee in an organisation was the main objective behind this project.

To achieve this objective and understand the various motivation channels in an organisation, I
did my study at Infomedia 18 ltd in two phases.

In first phase of the study I tried to analyse the situation from the manager’s prospective i.e.
what does they feel is a key element for an employee to be motivated. A discussion with the
manager helped me in understanding the aim of motivational strategies of the organization. I
collected all the data with respect to activities which are performed in the organization to
motivate employees.

In second phase, analyses was done from the employees prospective i.e. factors which
motivates them the most to work efficiently. To understand their prospective questionnaire
method was used. A questionnaire was prepared listing few motivational needs of an
individual desired by him at his work place. A questionnaire was given to 15 employees
randomly and asks to rank the importance of factors that motivated them in doing their work:
1= most important . . . 9 = least important.

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 RESULTS
Phase I: Company’s motivation strategies
Management is a dynamic process through which management classic functions are carried out for
the best use of all resources to achieve the organizational goal effectively and efficiently within a
stimulated time farm by satisfying all related working group. In order to achieve the vision or mission
we have some classic functions of management like planning, organizing controlling, directing,
motivating and so on. Anyhow, we have to face several problems in managing our people because
man is the only one obstructs elements of management which we have to study and prescribe by their
own behavior rather than machine, materials, money, methods and market because these are
controlled by man.

That’s why we need to know about mankind and their needs to use their mental and psychical
strength. Motivation is one of the powerful elements that try to achieve the whole strength of a man.
In our every stage – social, organizational even our daily life we need to know How to motivate an
individual to accomplish any job.

Ways and means of motivation:

An important principle of Infomedia 18 ltd. Management is to constitute justice in every field.
Discrepancy should not be created among workers regarding appointment, transfer, promotion,
sending for training, distribution of other facilities etc.

There many financial and non-financial component which are directly or indirectly inspired a person
to accomplish a job as well as for the benefits of an organization. These are as follows:

Financial Elements:
1. Higher Salaries: Financial support is the main target of all activities. If employer pays
sufficient salaries to the employee, they can concentrate at their work with physical as well as
mental strengths.
2. Promotion: The opportunity of promotion in lifestyle, work place will be an element of
motivation.
3. Training Facilities: The Company having training facilities for all employees is preferable
for a job seeker. It’s motivating a person to gather better knowledge as well as his inters
power.
4. Rewards, Incentive: People should be rewarded for the effort not just for the achievements.
Reward and incentive gives extra interest or motivate for creative work.
5. Pension scheme, Provident Fund, Medical Fund and Education for children

Non-Financial Elements to motivate our employees:

Employee motivation is a continuous process where in HR has to demonstrate to an employee, how
his best efforts can help the organization in achieving its goals. The key is to assist employees in
translating organization’s mission into personal mission. Transparent corporate communication and a
healthy work environment is also important. The best way to motivate a person is to offer him the job
which he / she like the most.

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It is very evident that good pay and perks can always be matched and even bettered by the
competitors - it is only the great work places that will make significant difference to the quality of the
organization. The study done in Infomedia18 suggests that having a great place to work is one of the
biggest employee motivation techniques. A glimpse of the fun at work activities conducted at
infomedia18

1. Culture Improvement
A. Team building activities
 Team Outings
 Birthday parties
 Team building games
B. Bonding
 Family outing with colleagues
 Special Events
C. Bridging generation gaps
 Mentoring programs
 Outing with mentors
D. Laughter
 Laughter Club
 “Joke for the day” email
E. Talent Showcasing
 Talent Competitions
 Dance clubs
 Hobby clubs
F. De-stressing activities
 TV room open n the lunch time
 Energy nap for 15 mins after lunch
 Meditation camps
 Music at workstation
G. Contests and Quizzes

2. Vibrant Environment
A. Vibrant Ambience
 Vibrant wall colours
 Saturdays: Dress down days
B. Infrastructure for sports
C. Fitness
 Gym
 Aerobics
 Joggers park
 Swimming pool
 Bulletin board and graffiti boards
D. Community service
E. Road Rallies

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Infomedia 18 has certain rules for fun @ work, which all employees have to obey. They are:

1. Fun is not making fun of workers and co-workers.

2. Fun is not telling unhealthy jokes.
3. Fun is not practical jokes or pranks.
4. Fun is not deceptive.
5. Fun is not gambling.
6. Fun is not sarcastic.

Phase II: Questionnaire Method

A questionnaire was prepared listing few motivational needs of an individual desired by him
at his work place. It was given to 15 employees randomly and asks to rank the importance of
factors that motivated them in doing their work: 1= most important . . . 9 = least important.

Format of the Questionnaire

Name:

Department:

How long have you worked in your current job:

Rank following features from 1-9, according to how these features motivates you in
your current job

FEATURES RANK

1. A supportive line manager and colleagues

2. Goal oriented job, applying specialist knowledge and doing a lot of

different things

3. High pay, high social standing

4. High ethical standards, making a positive difference to people

5. The opportunities to organize your own work activities

6. Job security

7. Interaction with other people

8. Career progression opportunities

9. Pleasant physical work environment

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In The questionnaire few of the motivation factors were chosen and the same were asked to
be ranked from 1 to 9 by the randomly selected employees according to their preference.

The motivational factor which was preferred as rank one by majority of voters was chosen as
first rank and all other ranks were given applying the same procedure. Following
observations were obtained from the questionnaires filled by the employees at Infomedia 18:

FEATURES RANK

1. A supportive line manager and colleagues 6

2. Goal oriented job, applying specialist knowledge and doing a lot of 1

different things

3. High pay, high social standing 2

4. High ethical standards, making a positive difference to people 7

5. The opportunities to organize your own work activities 8

6. Job security 4

7. Interaction with other people 9

8. Career progression opportunities 3

9. Pleasant physical work environment 5

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 FINDINGS

1. It can be concluded from the findings that a good pay and perks can always be
matched and even bettered by the competitors but it’s a great work place that
differentiates your organization from others. The study done in Infomedia18 suggests
that having a great place to work is a key motivation technique.

2. The ranked order of motivating factors were:

(i) Goal oriented job, applying specialist knowledge and doing a lot of different
things.
(ii) High pay, high social standing.
(iii) Career progression opportunities.
(iv) Job security.
(v) Pleasant physical work environment.
(vi) A Supportive line manager and colleagues.
(vii) High ethical standards.
(viii) Opportunities to organize your own work opportunities.
(ix) Interaction with other people.

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 CONCLUSION
A motivation factor of an organisation can only be effective if it is directed towards the needs
and wants of the employees. Hence analysing the same is the chief task for any firm to have a
motivated workforce so that they work efficiently towards the goal of the organisation. In
Infomedia 18, it is believed that having an organisation with a satisfying and comfortable
working environment would make an employee to work with its full potential. They have a
perception that it’s a key requirement of any employee in any department. But as per the
research made across various functions, there was a slight different opinion from the
employees prospective. They believe that having a job profile which helps them to achieve
their both, personal and professional goals if of key importance. They would like to have an
opportunity to apply special knowledge which they posses as an individual in their work. The
same should be linked with a decent pay as per the industry standards under which it belongs.
Hence at can be observed that the main motivating factor from the organisation’s prospective
can be an added advantage but not the key factor due to a slight different perception of the
employee.

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 RECOMMENDATION

Motivation strategies are essential for each and every organization because it helps in
avoiding the frustration and it also creates the healthy work environment. This concerns for
and investment in, future scenarios will ingrain unshakable trust and loyalty towards the
company.

The word motivation stands for movement. Every manager should have both interest and
concern about how to enable people to perform task willingly and to the best of their ability.
Motivation is essential for any company because employee is Asset of company. Motivation
is important for the growth of employees as well as growth of the organization.
Motivated employees help organizations survive. Motivated employees are more productive.
To be effective, managers need to understand what motivates employees within the context of
the roles they perform. Motives can only be inferred, but not seen. The dynamic nature of
needs offend poses challenge to any manager in motivating his or her subordinate.

Therefore, motivational strategies of an organization should be designed in such a manner

that it would help its employees to grow in both, personal and professional life.

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 BIBLIOGRAPHY

Sources at Infomedia 18 Ltd – for information about motivation strategies applied at

Infomedia 18 Ltd.

Human Resources Management – Mathis and Jackson

www.infomedia.com - For Company Info

Organizational Behaviour by Fred Luthans

http://www.laynetworks.com/Theories-of-Motivation.html - For information about

motivation theories

http://www.garnetroom.com/id-40/employee_motivation_questionnaire_free.html - For
information on questionnaire

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