We’re nearing the end of 2009, gearing up for the holiday season. For many this time of year also brings the possibility of bonuses, promotions or other perks as reward for the past year of hard work. The question I pose is this: are we ethically rewarding those who are truly doing good work?

Now it may be an easy question to answer, especially for principals of smaller firms, but what about larger firms where directors may have too many obligations to closely monitor each employee’s performance and development? In such situations it’s easy to single out those who are more visible or vocal. It’s human nature to play favorites, to gravitate towards those who you like or work with most often. But when it comes time to hand out those promotions or bonuses, it’s important to consider not only those who are top of mind, but objectively evaluate what each employee invests in their work. I’ll ask the tough question: would you reward an employee you may not personally jive with, but who also does great work and works hard?

The political game is another matter. Now networking and putting yourself out there is definitely important to your career, especially in the creative industry, but keep in mind those who make an effort to be the most visible or the loudest may not be the best people for the job. Too often friends and those who socialize heavily are given favor, even unintentionally, over someone who is equally qualified but somewhat unknown. Is it a good idea to give a job to the loudest person in the room instead of the smartest? Is it ethical?

Besides employees in-house, this idea also extends to colleagues outside the office. What’s the criteria or consideration behind awarding work to partners, vendors or contractors? Most often it’s budget, but ethical boundaries can be strained when it comes to awarding work to personal friends, especially as a favor in return for help at a later date.

It’s no secret that the economy is depressing. It’s almost cliche to mention it anymore. Companies are cutting back, either on budgets or staff. “Rewards” are becoming few and far between, which makes it even more important to reward the folks who are truly contributing, not just in hours but also with passion.

I write this post not out of personal experience, but from indirect experience from family and colleagues. It’s frustrating to see work or promotions handed to those who make more of an effort to play the political game, while the ones who are truly deserving of the reward are too busy just trying to stay afloat. So my challenge to you this holiday season (and into the new year) is to make more of an effort to reward those who truly deserve it. And it doesn’t even have to be financial reward, a simple “thank you” and honest gratitude can go a long way.