It's hard to do this when this person has gone out to prove themselves in the first place. The company has to reciprocate, otherwise they're "double" asking that person. Like with any trust-based system, it should be a series of reciprocations with increasing levels of trust/reward/value. If one of them skips it, and still expects the other side to do their level of increase, then that is when an imbalance happens and feelings of resentment being to take hold.