Herzberg’s two-factor theory
Research undertaken by Frederick Herzberg in the 1950s has
broadened our understanding of motivating factors and job
satisfaction in the workplace. From his research he concluded that
employees have two sets of needs in the workplace. He described
these as hygiene and motivator factors. Hygiene factors (satisfiers)
include salary and working conditions. However, these factors on
their own do not lead to job satisfaction and can lead to
dissatisfaction if pay and conditions are poor. Motivators are
factors such as recognition, responsibility, achievement and
opportunities for progression. Herzberg found that a combination
of these factors increased motivation and improved individual
performance.
Virgin Media has a variety of programmes that support this theory.
Its established apprenticeship scheme recruits apprentices based
on their behaviour as well as their ability, looking for people that
show potential as it offers successful candidates mentoring,
coaching and training. The company recently opened a new office in
Birmingham where all apprentices are trained. Role play is an
important part of the training and actors are hired to perform the
role of the customer with apprentices. This approach creates a safe
environment for the apprentices to learn, ensuring they are qualified
before meeting Virgin Media customers. The training suite, designed
to simulate a customer’s home, gives the apprentice the opportunity
to see how their role is seen by the customer through watching
footage back to analyse their performance.
Within Virgin Media, support, training and development is an ongoing
process for all employees. For its field based staff, the
company has an online portal, IGNITE, which can be accessed
remotely from home. This forms a training record for colleagues
including apprentices.