Singapore (English)
Let’s talk
Home The New Rules of Engagement
A group of origami cranes, with one red crane in the foreground on an orange patterned background, stand out against several gray cranes on a lighter patterned background. The contrast emphasizes the unique red crane.

The New Rules of Engagement

There’s a science to effective motivation.

The New Rules of Engagement® research study is an ongoing annual study, designed to understand the current work experience and how to make it better for employees and create better outcomes for employers.  

Creating a great company culture starts here.

Through extensive global research, we’ve identified 12 key factors that shape an employee’s relationship with their company. Understanding which of these matter most to your team is essential in building a strong employee value proposition.

The New Rules of Engagement®

12 rules to follow on your way to a world-class company culture.

Two colorful mugs, one green and one yellow, are displayed in front of a magazine page titled The New Rules of Engagement. The page features various images, including a piggy bank and a red balloon, with text 1. make it personal above the mugs.

Make it personal

Great managing is a matter of intense understanding of each unique individual—knowing their abilities, their aspirations and how they work best. Success on this rule is critical for achieving all the others.

Make money a non-issue

Money isn’t everything. But companies that mishandle this emotional area will make it a bigger deal than it has to be.

Help them thrive

Never have work, personal life and health been so inextricably connected. Protecting employees’ holistic wellbeing doesn’t just reduce costs—it invigorates them and your business.

Realize their potential

 Employers are expected to provide growth opportunities. Offering tools, learning and development for employees to be successful will grow your top talent.

A heart-shaped red balloon floats in front of a magazine page titled The New Rules of Engagement. The page displays various items and text boxes. The balloon highlights rule number 5: foster belonging.

Foster belonging

Employees cannot fully commit to a company they do not feel a part of. Fostering a sense of belonging within the organization, the team, and the work itself is critical for employees to stay and do exceptional work.

Be boldly transparent

Often, the best ideas come from employees. So listen with an open mind and use those ideas to shape the vision for the future.

Give it meaning

People need to be part of something bigger than just a job and a paycheck. Meaning drives higher performance.

A pair of binoculars is in the foreground. Behind it, a magazine page features images of a piggy bank, books, a red balloon, and a blue jersey. Text highlights The New Rules of Engagement and 8. See their future.

See their future

What people do today is largely motivated by where they think it will take them in the future. Companies that are deliberate about helping employees chart that future will be rewarded with those people’s best work.

Magnify their success

What a company recognizes gets repeated. Making a big deal of employees’ accomplishments ensures the victories will be multiplied.

Unite them

People have always been willing to take one for the right team, but only if they feel others will do the same. It’s never been more important to create conditions that foster strong collaboration.

Let them lead

True empowerment comes from a place where ideas are seriously considered. Don’t just encourage them to take a risk, support them if it doesn’t go as planned.

Challenge them

Your best employees are eager to accomplish something incredible together. Challenge, rally, and support them wholeheartedly and you’ll be struck by what they can do.

Expertise from our brightest minds.

View all thought leadership articles
  • A woman in a gray dress smiles and gestures while holding a tablet, giving a presentation to a seated audience in a modern, plant-filled room.

    Article

    Why simple channel incentive programs perform better

    Channel incentive programs are often designed with good intentions but too much complexity. Layers of tiers, conditional rules, exceptions, multipliers, claims processes, and qualification criteria can make a program look sophisticated, yet feel unusable to partners. They are often also rooted in what the brand believes is how the partner works or is driven. In […]

  • Five people sit around a table in a modern office, having a discussion. One woman stands and smiles while speaking to the group. Laptops and notebooks are on the table, and sunlight streams through a large window.

    Article

    Why MDF and rebates aren’t enough in channel incentives

    Marketing Development Funds (MDF) and rebates are staples of channel programs. They support marketing execution, protect margins, and contribute to partner profitability. They matter, but they are not enough on their own to create measurable business results. In many APAC markets, where channel ecosystems are still developing and program investment is often more constrained, relying on these […]

  • Article

    Boost channel incentive engagement through better communication

    A well-designed incentive program can still fail if partners rarely hear about it. In a partner ecosystem where multiple vendors compete for attention, visibility is not a ‘nice-to-have’, it is the difference between participation and indifference. Under communication is one of the most consistent reasons programs underperform: partners simply forget they exist. This article explores […]