Almost half of employees say training is a key motivational factor at work.
The fourth annual motivational survey by Capital Incentives and Motivation found that 43% of workers cited training when asked what drove them.
Being treated fairly and having good relationships with colleagues remained top priorities.
The most notable changes over the last 12 months were the importance of salaries and job security, which overtook effective leadership and a good relationship with the boss in the motivational league table.
Benefits were also seen as more important, cited by 47% of respondents this year compared to 23% in 2003.
The survey of almost 2,000 employees also showed a significant rise in the percentage of companies offering reward schemes in the last 12 months from 47% to 68%.
However, only 22% of companies consulted their employees about what type of reward they would like before finalising the scheme.
Graham Povey, Managing Director of Capital Incentives & Motivation said: "With high levels of employment, it is becoming increasingly difficult to retain good employees.
"Clearly, many companies are realising that an effective motivation scheme is an excellent method of reducing staff turnover and retaining your best people."
1. Being treated fairly/valued 78%
2. Good relationships with colleagues 69%
3. Good current pay/salary 56%
4. Job security 54%
5. Effective leadership 50%
6. Good benefits 47%
7. Feeling important and involved 45%
7. Good relationship with boss 45%
9. Training 43%
10. Good location and environment 38%
