Employee Engagement in the Digital Age: How Digital Rewards Can Create More Meaningful Recognition

Subject: You have received a gift certificate for Bella Oasis Day Spa

Opening my inbox and being greeted with this subject surely put a big smile on my face. Who doesn’t love a good surprise? Using a digital gift card program is one way that leaders can bring smiles to the faces of their employees as employee engagement gets reimagined. Just like I smiled when I opened that email, imagine how your employees might feel when they are recognised in a way that is personal and flexible. The reality is that the employer and the employee have a relationship. Similar to any kind of relationship, there is time needed to get to know each other, build trust, and nurture the relationship. It is through nurture that engagement can flourish as individuals begin to feel seen, heard, and valued. The way people interact with their organisations has transformed based on technological advancements, including remote work and artificial intelligence. It raises the question: are traditional methods of employee engagement sufficient in this modern, multigenerational workforce? This calls for us to examine new approaches to employee engagement, such as leveraging technology-driven strategies to foster a motivated and engaged workforce.

What is Employee Engagement (and Why It Matters)

While there isn’t a singular definition for the concept of employee engagement, I believe this description summarises it well:

Employee engagement is the opposite of burnout [1].

In reviewing academic literature, I saw another definition by Utrecht University researchers that resonated with me. Employee engagement was defined as:

‘a positive, fulfilling, work-related state of mind that is characterised by:

• Vigour (high energy and mental resilience while working, the willingness to invest effort in one’s work, and persistence even in the face of difficulties)
• Dedication (enthusiasm, pride, and meaning in one’s work)
• Absorption (being fully concentrated and happily engrossed in one’s work, whereby time passes quickly and one has difficulties with detaching oneself from work) [1]

Do you feel invigorated, dedicated and happily engrossed in your work? Would you like to feel this way? Your employees want to feel this way. The onus is on leaders to create environments that bring out the best in our multi-generational workforce. According to Gallup’s State of the Global Workplace 2025 Report:

• Global employee engagement declined to 21% in 2024
• Manager engagement fell from 30% to 27%
• Young managers (under 35) and female managers saw the steepest declines [2]

In my opinion, a likely contributor to disengagement is the lack of recognition and feelings of being unseen or unvalued. If managers are disengaged, how do they then engage their teams?

Whilst the Gallup Report doesn’t have specific data for Jamaica, the findings are worth considering. As engagement continues to decline globally, leaders must consider how digital tools and platforms can create timely, personalised recognition.

Global Engagement Levels 2009 – 2024; Source: Gallup State of the Global Workplace 2025 Report

The Employee Engagement Digital Age Paradox

Whilst the digital age has created opportunities at work, it has also introduced risks for job quality such as:

• Decreasing job satisfaction due to management and workplace practices that do not fit with the preferences of the workers
• Less perceived meaningfulness of work
• A less social work environment
• Reduced autonomy of workers due to data-driven work organisation [3]

This paradox raises an important question: how do we preserve meaningful connections while leveraging digital efficiency? It underscores why recognition strategies must evolve by using tools that enhance rather than replace the personal touch.

Research suggests four priorities for building a motivated workforce in the digital age:

1. Flexible work arrangements to balance work-life needs.
2. Digital well-being programs to address employee burnout.
3. Foster a culture of recognition and transparent communication.
4. Leadership training to support employee engagement in digital settings.

This gives leaders an idea of what contributes to meaningful work in this digital age.

Meaningful work is “work that offers a degree of autonomy and the opportunity to receive recognition from others” [4].

An example of a digital tool available in Jamaica that can be a meaningful recognition enabler is Giftme.

Giftme: A Local Example of Digital Recognition

One Jamaican company, Giftme, illustrates how digital recognition tools are evolving. Its platform enables organisations to:

1. Send eGift Cards redeemable at over 350+ local merchants as well as Amazon, bill payment, and mobile top-up.
2. Provide allowance eCards for employee allowances, such as meals and gas
3. Automate employee birthday gifting through Birthday Clubs

Instead of HR manually tracking birthdays or allowances, Giftme automates these processes, freeing HR teams to focus on strategy rather than logistics. What makes Giftme particularly relevant for leaders is that organisations of all sizes can leverage the platform, as there is no minimum fee required to participate. As a digital solution for engagement, it provides:

• Convenience – Leaders can recognise employees quickly and remotely.
• Scalability – Works across large or dispersed teams.
• Personalisation – Employees pick what’s meaningful.

In the digital workplace, speed and personalisation matter. Implicitly, this platform feeds into the strategies to build a motivated workforce in the digital age. Digital recognition tools can reduce turnover risk by ensuring employees feel seen and supported in practical ways. The impact becomes clear when you hear from companies already using this approach. One Giftme user noted:

“We have been using Giftme for over the last couple of months and it has helped us significantly with our employee engagement and recognition. The portal is user friendly, and lots of options available for popular vendors. It is a great and easy way to reward employees for their hard work and dedication.” [5]

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Special Offer for Readers

As a sponsor of this edition of the Hylton Insights Newsletter, GiftMe is offering JMD $1000 in credit to HR and leaders looking to personalise recognition in a way that resonates. Sign up at [https://app.giftmehub.com/register?promo_token=E4L2ihq8LpwoC1jyFAUH2Ubd4iWfDBUy ] with code [YOL1000].

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Engagement Ideas for Leveraging Giftme Right Now

1. Back-to-School Recognition support recognising working parents’ challenges

• Offer school supply allowances for working parents
• Provide flexible hours recognition through “time gift cards”
• Create family-focused rewards during this stressful season

2. World Championship celebrating shared experiences

• Team viewing party catering credits
• Performance competitions with sports-themed rewards
• Unity-building through shared experience rewards

3. Lunch Cards or Gas Allowance recognising real-world pressures

• Lunch cards: Address inflation concerns while building team bonds
• Gas allowances: Show you understand real commute pressures
• Wellness credits: Support mental health during challenging times

It is important to note that the psychological impact extends beyond the monetary value, as it’s a daily reminder to employees that their employer cares about their practical challenges.

Getting Started: The 30-60-90 Day Recognition Transformation

• Days 1-30: Survey employee preferences, set budget, choose platform
• Days 31-60: Launch pilot program, gather feedback, refine approach
• Days 61-90: Scale across organisation, measure engagement impact

Conclusion

As technology reshapes work, engagement strategies must evolve in parallel. Digital recognition programs represent one path forward. Whether through platforms like Giftme or other digital solutions, the goal remains the same: making every employee feel genuinely seen and valued. The way people interact with their organisations has transformed based on technological advancements, including remote work and artificial intelligence. The question is how quickly you can embrace and implement digital recognition meaningfully.

References

1. Schaufeli, W., & Bakker, A. (2004). Utrecht Work Engagement Scale: Preliminary Manual. UWES. https://www.wilmarschaufeli.nl/publications/Schaufeli/Test%20Manuals/Test_manual_UWES_English.pdf
2. Gallup State of the Global Workplace 2025 Report. https://www.gallup.com/workplace/349484/state-of-the-global-workplace.aspx
3. Mandl, Irene. Work organisation and job quality in the digital age. https://www.eurofound.europa.eu/en/work-organisation-and-job-quality-digital-age#:~:text=Digitisation%20technologies%20have%20the%20potential,detect%20potential%20hazards%20early%20on.
4. Rostain, M., & Clarke, J. (2024). Meaningful Work Through Craft: How workers in low-skilled roles engage in anomalous craft to gain autonomy and receive recognition. Organization Studies, 46(1), 7-34. https://doi.org/10.1177/01708406241295504
5. https://www.giftmehub.com/

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Yolande Hylton is the Managing Director of Hylton Insights, an HR Consultancy Firm with a mandate to guide businesses from the transactional to the transformational HR realm, thereby enhancing individual and organisational performance. For inquiries or to learn more, you can reach out to yolande@hyltoninsights.com or visit www.hyltoninsights.com