Employee Relations

Please read the short situation on Hershey Company 
According to chp 9, recognition is critically important in boosting motivation among employees.
Is it the actual reward or the message behind the recognition that is key to employee morale? Your thoughts?
Hershey’s SMILES program takes the time to recognize each employee for their contribution? Your thoughts? Is this an effective strategy? Any potential drawbacks that you may perceive? Would it work in your organization? why or why not? Explain