Social identity theory, job design theory, and motivation theories suggest a potential employee might attach significant value to non-financial and financially unconvertible rewards (NFFUR) while making a firm selection decision. Few studies have specifically attempted to measure if this valence factor is significant relative to financial and financially convertible rewards (FFCR). Salary, health benefits, retirement benefits, paid leave benefits, equity ownership and bonus and profit sharing plan comprised FFCR and job meaningfulness, climate for creativity, autonomy, work flexibility and tolerance for risk constituted NFFUR in this study. The results of our exploratory study with 92 employees in 10 healthcare related firms indicate: (1) employees attach significant and more value to NFFUR relative to FFCR, and (2) employees in entrepreneurial firms in general attach higher value to NFFUR than in non- entrepreneurial firms. While there is some suggestion that we can predict firm type on the basis of valence attached to rewards, it is not conclusive