Everything about business comes down to people and their work. Employees can give businesses a competitive advantage, they are the ones that perform the most important part of the job, and thanks to them companies achieve production and profit. By rewarding employees with various forms of financial support, they are aware their hard work, dedication and results are appreciated. Standard forms of material rewards, such as salary, benefits and others, usually are not enough to motivate employees. Despite the global financial situation, more and more employees are looking for some extra motivation other than salary and financial awards. In order for employees to be completely satisfied, material rewards are not the only necessity. In addition to material compensation, it is important to develop an effective system of non-material compensations that meet the diverse needs of employees in the organization. On a practical example of dm-drogerie markt it is evident that the company takes care of its employees through salary that is among the highest in industry, but also good conditions at work and the possibility of further education and professional development. This can be proved by the title won in an independent research by web portal Moj Posao, and that is a first choice employer.