02. Motivating Employees of BPO industry through the application of Maslow’s theory of Hierarchical Needs

    The Business Process Outsourcing (BPO) industry, marked by its rapid growth and high employee turnover, often faces challenges related to employee motivation, job satisfaction, and overall performance. Given the repetitive nature of many BPO roles, understanding how to motivate employees is essential for both retention and productivity. Traditional motivation theories, such as Maslow’s Hierarchy of Needs, provide a framework for addressing the various factors that influence employee engagement. (Maslow, 1943; Robbins and Judge, 2019).

Overview of Maslow’s Hierarchy of Needs

Abraham Maslow’s theory of motivation, introduced in 1943, posits that human needs are arranged in a five-tier pyramid: physiological, safety, social (belongingness), esteem, and self-actualisation (Maslow, 1943). Maslow suggested that individuals must satisfy lower-level needs before progressing to higher ones. These needs, when applied in the context of the workplace, become critical in understanding employee behaviour and shaping motivational strategies.

Figure 1 - Maslow’s Hierarchy of Needs

Source :  (Matthew Channell, 2024)

Applying Maslow’s Theory to Employee Evaluation in the BPO Industry

1. Physiological Needs: Ensuring Basic Well-being

    At the base of Maslow’s pyramid are physiological needs, which include basic survival requirements like food, water, and rest. In the BPO industry, addressing these needs involves ensuring competitive compensation, comfortable work conditions, and proper work-life balance.

    For example, offering adequate break times, comfortable seating arrangements, and healthy meals or snacks during shifts is essential. Night shifts, common in the BPO sector, further necessitate attention to workers' physical well-being, including the provision of transportation services and health benefits (Gupta, 2011).

    Through employee evaluation systems, BPO companies can assess whether employees' physiological needs are being met, ensuring these basic needs are not overlooked during performance reviews.

2. Safety Needs: Job Security and Workplace Well-being

    The second level of Maslow’s hierarchy focuses on safety and security, both physical and psychological. BPO employees often face job insecurity, with many working on temporary or performance-based contracts. Providing employees with stable, long-term contracts, healthcare benefits, and a safe working environment can alleviate anxiety and contribute to employee satisfaction (Mishra and Kumar, 2016).

    Employee evaluations that incorporate feedback on safety protocols, mental health support programs, and job security provisions ensure that safety needs are being met effectively, fostering a sense of security among employees. Evaluation methods should also include feedback about the adequacy of employee benefits and safety measures to improve these aspects continuously.

3. Social Needs (Belongingness): Building Community and Support Networks

    Maslow’s third level focuses on the need for social connection, belonging, and camaraderie. BPO employees, especially in customer-facing roles, often experience isolation due to the monotonous nature of the work. To counter this, creating an inclusive, supportive work environment is essential. Team-building activities, regular meetings, peer-to-peer support systems, and a collaborative company culture help fulfil these social needs (Armstrong and Taylor, 2020).

    Employee evaluation methods can play a crucial role in assessing the social dynamics within teams. Regular feedback on team performance, interpersonal relationships, and collaboration helps ensure that social needs are being met. BPO companies can use performance reviews to promote a sense of community, offer mentorship opportunities, and encourage social engagement.

4. Esteem Needs: Recognition and Career Growth

    The fourth level of Maslow’s hierarchy involves esteem needs, including respect, recognition, and self-worth. BPO employees often struggle with low morale due to repetitive tasks and limited career advancement opportunities. Recognising and rewarding achievements, offering leadership development programs, and providing opportunities for skill development are vital to satisfying esteem needs (Robbins and Judge, 2019).

    Through employee evaluation systems, BPO organisations can assess performance and identify employees who have the potential to take on leadership roles or require additional training for career advancement. Performance-based rewards, such as employee-of-the-month recognition, bonuses, and promotions, are essential for fulfilling esteem needs and boosting motivation (Aguinis, 2019).

5. Self-Actualization Needs: Fostering Growth and Fulfilment

    At the top of Maslow’s pyramid is the need for self-actualization, or achieving one's full potential. This need is about personal growth, self-expression, and finding purpose in work. In the BPO sector, opportunities for continuous learning, creative expression, and taking on new challenges are essential for self-actualization (Gupta, 2011). Companies can support self-actualization by giving employees chances to grow their careers, take part in decision-making, and learn new skills through job rotation and training programmes.

    Employee evaluation should look at both job performance and personal development. When BPO companies connect employee growth with company goals, it helps employees feel appreciated and motivated to do their best.

Integrating Maslow’s Hierarchy with Employee Evaluation Systems

    Using Maslow’s Hierarchy of Needs in employee evaluations gives a fuller picture of what motivates staff. It helps BPO companies understand how well they are meeting employees’ needs at each level. Regular feedback from employees regarding their satisfaction with physiological, safety, social, esteem, and self-actualisation needs enables HR professionals to design more effective and personalised motivational strategies (Steers, Mowday and Shapiro, 2004).

    Furthermore, employee evaluations can identify potential areas of concern, such as unmet needs, which may be affecting employee morale and productivity. For example, if a significant portion of the workforce feels their esteem needs are not being fulfilled, the company can implement targeted recognition programs.

    Employee motivation is very important in the BPO industry to keep performance high and reduce staff turnover. By using Maslow’s Hierarchy of Needs in employee evaluations, BPO companies can better understand what drives their employees and create a workplace that supports their needs at every level. This leads to higher job satisfaction, better engagement, and improved company performance. Although there may be challenges like personal and cultural differences, Maslow’s theory is still a useful guide for motivating BPO employees.

References

Maslow, A.H., 1943. A theory of human motivation. Psychological Review, 50(4), pp.370–396.

Aguinis, H., 2019. Performance management. 4th ed. Chicago: Chicago Business Press.

Armstrong, M. and Taylor, S., 2020. Armstrong's handbook of human resource management practice. 15th ed. London: Kogan Page.

Gupta, C.B., 2011. Human resource management. 11th ed. New Delhi: Sultan Chand & Sons.

Mishra, S. and Kumar, P., 2016. Work stress and coping mechanisms in BPO employees. International Journal of Management and Applied Science, 2(7), pp.1–5.

Robbins, S.P. and Judge, T.A., 2019. Organizational behavior. 18th ed. Harlow: Pearson Education.

Steers, R.M., Mowday, R.T. and Shapiro, D.L., 2004. The future of work motivation theory. Academy of Management Review, 29(3), pp.379–387.

Matthew Channell, 2024. TSW Training. [Online] Available at:https://www.tsw.co.uk/blog/leadership-and-management/maslows-hierarchy-of-needs/[Accessed 10 04 2025]