AutoTrader’s recognition platform ‘sparks’ 95% activation

AutoTrader knew it was time to rethink their recognition strategy. Siloed initiatives, outdated rewards, and the occasional email weren’t building the culture of appreciation their people deserved.

With over 3,000 employees across generations, they needed a solution that was meaningful, easy to use, and built to scale.

A recognition solution for all

AutoTrader partnered with Achievers in 2012 to launch Spark — a strategic rewards and recognition (R&R) program built to showcase company values and reinforce key business goals. By consolidating everything into one user-friendly platform, AutoTrader unlocked a framework to:

• Give every employee the opportunity to recognize and be recognized
• Connect recognition to personal, team, and organizational objectives
• Access real-time data and insights — from dashboards to analytics — to power smarter decisions

The impact was immediate. Within weeks of launch, 95% of employees were actively using Spark — excited to celebrate wins, share recognition, and feel valued at work.

Curious to know how they made it happen? Download the full AutoTrader customer story to see how they created a true culture of recognition.