Non-financial incentives for the post-90s employees: case of Hunan Education Publishing House

Post-90s employee is a special group of people in organizations. According to a bureau of statistics of China in 2015, there were 211 million post-90s in China, which made up 15.4% of the total population in China, so that post-90s will be the driving force of China’s development in the future. Meanwhile, Hunan Education Publishing House is a famous publisher in China. Therefore, this dissertation will look post-90s employees in Hunan Education Publishing House as the research objects. Non-financial incentives are becoming more and more important in motivating the staff, and because of the unique characters of post-90s employees, non-financial incentives of them might be more significant and useful. So this dissertation will focus on non-financial incentives and understand the real requirements of post-90s employees. This study will use interviews and questionnaires as research method because both of them are essential. Interviews are aimed at getting an in-depth understanding of leaders’ opinions, while questionnaires are used to survey post-90s employees’ views. Furthermore, there are four leaders and 78 post-90s employees participate in the research. The aim of this study is causing leaders’ attention of non-financial incentives of post-90s employees through showing the opinion gap between leaders and post-90s employees. And this dissertation finds that there exists a huge gap between them, for example, opposite views of promotion. In the end, some suitable suggestions are provided accordingly