AutoTrader’s recognition platform ‘sparks’ 95% activation

AutoTrader is a top automotive classifieds site with 3,500 employees, 3.5MM new and used cars for sale and over $1B in annual revenue.

Challenge

AutoTrader’s existing recognition initiatives were fragmented, with each department managing its own initiative and no central records or organization.

Pizza parties, gift cards and the occasional email led to inconsistent recognition, inaccurate taxation and financial tracking, lack of transparency, unequal employee experiences, and a lack of reward options among employees. AutoTrader wanted to put together a program that was meaningful and effective for everyone.

Additionally, AutoTrader saw a shift in the workforce. The new generation of employees responds differently to established structures, and AutoTrader wanted to put together a program that is meaningful and effective for everyone.

Key objectives

• Consolidated platform for all AutoTrader recognition initiatives
• Provide opportunity for everybody to recognise and be recognised
• Linking recognition to personal, team, and organizational objectives
• Increased reporting capabilities such as analytics and dashboards to create “recognition intelligence” across the company

Solution

AutoTrader partnered with Achievers to create a strategic rewards and recognition program aligned with its company values and specific business objectives. The organization wanted a consolidated solution for all of its various recognition initiatives, and Achievers worked side-by-side with AutoTrader to construct a tailored online recognition platform called Spark. Achievers software and services presented a way to create a unified and intuitive recognition experience.

Spark, powered by Achievers, offers greater visibility among employees into how and why people are recognised as well as encourages recognition as part of daily life at AutoTrader. AutoTrader’s diverse workforce required a solution that could be easily adopted without an extensive technology background, and would be meaningful to all employees. Implementing peer-to-peer recognition software aligned recognition to specific personal, team, and organizational objectives and enabled more employees to actively engage in recognition, without increasing the existing recognition budget.

Additionally, increased reporting capabilities, including a full analytics suite and customizable dashboards, created “recognition intelligence” across the company. The executive team now has greater visibility and awareness of the amount and type of recognition be rewarded at all levels.

Results

Shortly after launch, AutoTrader achieved 95% activation of employees actively using the platform, thanks in part to support from Achievers in executing a successful launch. By consolidating into one, easy-to-use online platform, AutoTrader created a culture of recognition aligned with corporate values and goals. The program has been so successful “Spark” has become a verb within the culture:

Additionally, AutoTrader has also formalized recognition in its scorecards, policies and metrics, ensuring a consistent and effective culture of recognition. Even post-launch, AutoTrader has enjoyed the consistent support of the Achievers team to continue to maximize the platform to meet their unique goals. The program has been so successful, it has been expanded into Cox Communications, the AutoTrader parent company.