Promotion of an employee refers to the ascension of the employee to higher rank. Employee promotion refers to an increase in the salary, position, responsibilities, status and benefits. Employee promotion is often considered as an effective method of employee motivation and it is also considered as an effective reward for valuing the contribution and efforts of an employee. It has been revealed in studies that when an employee gets promotion and other benefits associated with his or her new position, he becomes more interested to perform the responsibilities that are related to the new job position (Long et al. 2018). Thus employee promotion can be an effective tool for managing employee performance. On the other hand, employee promotion is an effective process of retaining skilled employees within an organization. Retaining highly skilled employees for long term is important for an organization because they help the organization to maintain a certain level of excellence in managing their operations (Antoni et al. 2017). In case of e-commerce sector of the United Kingdom, the employees, especially the sales and marketing staffs and the staffs of the finance department make enough efforts for helping the organization to achieve their performance targets.
For this reason, they are usually provided promotions and other types of rewards and facilities so that the organization can retain them for long term and can also keep them satisfied (Asaari et al. 2019). It is actually beneficial for the organization as those skilled employees help those e-commerce companies to manage their performance and their reputation in their respective industry. In this context, the Vroom’s theory of expectancy and Hertzberg’s two factor theory can be applied for analyzing the importance of employee performance in any organization. According to Vroom’s theory of expectancy, when human beings make efforts for anything, they actually expect something instead of their efforts. Without any expectation, no human beings perform any acts. For this reason, when the employees of an organization try to perform their roles and responsibilities efficiently, they actually expect some rewards instead of their efforts (Rehman et al. 2019). According to this theory, when they get the expected rewards for their efforts, they become more interested to perform their tasks sincerely. Otherwise, they lose their interests in performing their tasks. For this reason, large and reputed companies provide enough importance to reviewing the performance of the employees and providing them proper rewards.
In this context, promotion is considered an effective reward that can motivate an employee to perform his or her work sincerely (Supatn and Puapradit, 2019). Similarly, according to the two factor theory of Hertzberg, the hygiene factors of management can keep the employees satisfied but there are some motivating factors that motivate the employees for performing their works effectively. The hygiene factors are salary, security, the job itself and health and safety. When these factors are managed effectively, the employees remain satisfied but they do not feel motivated to improve their performance. On the other hand, when the motivating factors are managed properly, the employees can be motivated for performing their roles and responsibilities effectively (Alfayad and Arif, 2017). The motivating factors are salary increment, growth and advancement, monetary rewards, additional responsibilities and others. Promotion provides employees the opportunity of growth and advancement and there are other benefits of promotion like salary increment, increase in responsibilities and so on. From this perspective, it can be said that promotion can help the e-commerce companies to improve and manage the performance of their employees.
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