However, "gifting" monies to people is a strange area, with various odd rules.
You can only give away a certain amount of money a year in the UK, and that depends on who it is you are giving to or even the circumstance. (EG, you can gift £5,000 as a wedding gift.)
So I suspect gifting would still be tax inefficient, since he'd have paid taxes on the dividend and then employees would pay tax on the gift.. whereas skipping the dividend and just getting bonuses could cut out one whole layer of tax.
If they don't, they just take a slice of the $3mil and give it to an accountant.
If he gave the amount in shares, they have the shares and could sit on them. This may have problems with shareholders voting rights and such like. (Which is why you should always try to have 50% of a companies shares in the ideal world.)
If they wanted to sell them they need to find a buyer, and if one person bought many of the shares they may end up in a controlling position of the company.