You are managing a small business with 35 employees. You discover

You have to align all people behind the business objectives. No matter you are managing the business or not that is the challenge when you are leading people. Is the same when you are project/program manager. You have to demonstrate to people that when they go for business objectives then they are achieving their individual objectives. I wrote an article in that sense that was published by the PMI: projectmanagement.com: https://www.projectmanagement.com/blog-pos...zational-change

Just remember: you don't need, and should not, treat people the same. You need to treat people fairly.

Sense of security also comes from the organizational culture and environment. Using efficient communication and transparent communication helps improve the relationship between the employer and the employee and thus aids them in feeling secured.
With respect to money, you can reward the great work, performance bonuses, and recognition at workplaces keeps them motivated. Both are achievable if they are tacked in their own ways and in parallel.