Abstract
Orientation:The emergence of the coronavirus disease 2019 (COVID-19) pandemic has compelled various organisations to alter their human resource management approaches in response to a challenging work milieu. Providing meaningful rewards is imperative for maintaining employee productivity and business continuity during turmoil.Research purpose:The main objective of this research was to explore significant incentives for employees of pharmaceutical enterprises amid the COVID-19 pandemic. Specifically, this study examined the reward preferences of pharmaceutical professionals in managerial positions concerning their age and gender.Motivation for the study:Despite the extensive body of research on rewards during the COVID-19 pandemic, there exists a notable gap in the literature regarding the investigation of total rewards in the pharmaceutical industry from the vantage points of gender and age.Research approach/design and method:A qualitative research approach was followed with data collected from managerial employees in a pharmaceutical company ( N = 12). Thematic analyses were applied.Main findings:Overall, the female participants exhibited a greater propensity towards all rewards than male counterparts. The COVID-19 pandemic mostly impacted female Millennials, who identified all aspects of total rewards as crucial. Male Baby Boomers were more inclined towards being incentivised by monetary remuneration than non-monetary perks.Practical/managerial implications:The findings underscore the importance of leaders prioritising human-centred values such as trust, appreciation, interpersonal connections, and collaborative teamwork.Contribution/value-add:The study’s results prompt researchers and practitioners to reconsider conventional characteristics and incentive inclinations of distinct age cohorts and gender categories, which have undergone modifications because of the COVID-19 outbreak.