In our division we have roughly 200 staff...  a bit much to keep track of!  However, I admin for a director who choses to make sure each of her staff is recognized on their special day with a card.  We do have those that have balked at me asking when their day is, but when I explain it's for our director's personal use only - they indicate they do not want a fuss - and I make note of that (should they happen to be in a leadership role, since they may receive more than just a card).

In the individual areas... teams will try to do special recognition amongst themselves.  But it gets very costly rather quickly!