Flipping the Rs: Recognition-First Strategies Shaping Productive Workplace Behaviors

Employee experience is evolving, and so is the way organizations recognize and reward their people. With businesses striving to retain top talent in an increasingly hybrid and digital-first workplace, recognition is no longer an HR initiative—it’s a strategic imperative.

At the forefront of this transformation is John Land, newly appointed Chief Advocacy Officer at Vantage Circle. With extensive expertise in HR transformation, talent strategy, and workforce management, John is driving Vantage Circle’s mission to make recognition-first cultures the new standard in the workplace.

In an exclusive conversation with SHRM, Land shares his vision for Vantage Circle’s future, the importance of prioritizing recognition over rewards to build thriving organizations, and how businesses can seamlessly integrate both to drive lasting impact.

A Bold Vision for the Future of Recognition

When asked about his long-term vision for Vantage Circle, John is clear: “My goal is to establish Vantage Circle as the premier platform for employee recognition, redefining how organizations foster meaningful workplace experiences. In a rapidly evolving workplace landscape, businesses must prioritize employee well-being, motivation, and connection to remain competitive.” 

As workplaces undergo significant shifts, he emphasizes that organizations must go beyond monetary incentives and focus on building authentic, recognition-driven cultures where employees feel valued and connected. The future of work is people-first. Organizations that invest in real-time, meaningful recognition will build stronger, more productive workforces. John believes that recognition should be the foundation of workplace culture, not an afterthought. 

Why a Recognition-First Approach Matters Now More Than Ever

Land firmly believes prioritizing recognition over rewards is key to building thriving workplaces. In today’s hybrid and distributed work environment, employees often feel disconnected, making real-time and meaningful recognition more critical than ever. Organizations that embed recognition into their culture will see higher motivation, stronger retention, and improved performance—far beyond what transactional rewards alone can achieve.

Employees thrive when they feel valued. When recognition becomes a consistent and intentional practice, it fosters deeper connections, boosts morale, and reinforces behaviors that drive long-term success.

With “Flipping the Rs,” John advocates shifting the focus from rewarding employees after the fact to recognizing their contributions at the moment. This approach transforms workplaces from incentive-driven environments to cultures of appreciation, where employees feel seen, heard, and inspired to excel.

To establish recognition as a foundational practice, John outlines three key priorities:

• Educate & Advocate – Championing the importance of real-time, authentic recognition through industry forums, webinars, and research-backed insights.

• Embed Recognition in Workflows – Ensuring Vantage Circle’s platform integrates seamlessly into daily workplace tools like Slack, Teams, and HCM platforms to make recognition effortless.

• Help Organizations Build a Recognition Culture – Leveraging Vantage Circle’s behavioral science-validated AIRe framework, John plans to partner with HR and business leaders to embed recognition in leadership behaviors, performance management, and team collaboration.

"Recognition should be a habit, not a task. By making it intuitive and natural, we can shift workplace cultures from transactional to truly people-centric," he adds.

Aligning Recognition & Rewards for Lasting Impact

Recognition and rewards are often used interchangeably, but Land sees them as distinct yet interconnected elements of a well-designed employee experience strategy.

"With a well-designed program, recognition and rewards can be seamlessly connected yet distinct; recognition fuels intrinsic motivation through appreciation and purpose, while rewards provide tangible reinforcement through incentives and benefits,” he affirms.

To ensure alignment between recognition and rewards, John is focusing on three critical strategies:

• Champion a Balanced Model: Encourage organizations to blend social recognition (non-monetary praise) with meaningful rewards (monetary & experiential incentives) for a balanced approach.

• Leverage Data-Driven Insights: Use analytics to help businesses personalize rewards based on employee preferences and workplace psychology.

• Enhance Flexibility & Accessibility: Expand global reward options, ensuring employees across diverse regions can choose relevant, impactful rewards that resonate with them.

 “By embedding recognition and rewards into a unified talent strategy, Vantage Circle aims to help organizations drive long-term loyalty, job satisfaction, and performance excellence,” he emphasizes.

The Road Ahead: Transforming the Future of Work with ‘Flipping the Rs’ Strategy

With his deep expertise in HR transformation, John is positioned as a key driver in reshaping how businesses approach employee appreciation. As Vantage Circle continues to expand, his leadership will drive the adoption of “Flipping the Rs” – the Recognition-First Strategy across more organizations.

"Recognition isn’t just an HR function—it’s a competitive advantage. Companies that get it right build workplaces where employees feel truly valued, inspired, and motivated to excel, ultimately driving productivity," he concludes.

With Land at the helm of Vantage Circle’s advocacy efforts, the company is poised to lead a global movement toward recognition-first workplaces—one where appreciation isn’t just encouraged but embedded into every organization's DNA.

About John Land: 

John Land is a seasoned HR leader with expertise in HR transformation, talent strategy, and employee recognition. Previously a Partner at Mercer, he has advised global organizations on HR digitization and workforce strategy.

As Chief Advocacy Officer at Vantage Circle, John champions the value of modern recognition and guides organizations in designing effective recognition and rewards programs to enhance engagement, well-being, and performance. A former Chief HR Officer and US Navy officer, he brings a strategic and disciplined approach to workplace transformation.