Employees are a core determinant of company success, but with a staggering 68% rate of employee disengagement, it’s clear that effectively leveraging their full potential can be a precarious task. Factors that drive employee engagement vary across employees, but a crucial factor is how connected they feel to their company’s culture and values. In fact, 82% of employees believe culture is a competitive advantage, yet only 28% believe that they understand their culture well. Creating a great company culture is not an easy ‘drag and drop’ nor can it be quickly implemented to garner immediate results; it requires a thought-out strategy and the right tools to help execute. One crucial piece of the great culture puzzle is recognition, and one company that is demonstrating a powerful use case of leveraging recognition and to drive engagement is Cox Automotive.
Cox Automotive is an Atlanta, GA-based subsidiary of Cox Enterprises and the parent company of such well-known brands as Kelley Blue Book, Xtime, Autotrader and Manheim. Because it consists of geographically dispersed corporate and subsidiary units, Cox Automotive’s employee population is as diverse as they come. They’re a unique mix of offline and online, front line and back office. All this diversity can make it tricky for Cox Automotive to unify the entire company around a single culture. Implementing Spark, Cox’s internal rewards and recognition platform powered by Achievers, was a significant step towards strengthening company culture and employee engagement – but the Spark Team wanted more. They wanted to do something unique to create buzz around Spark and drive members to actively participate in the program. After days of brainstorming, Spark Week was born.
Since its inception, Spark Week (its name inspired by the popular cable special Shark Week, but with considerably less blood and gore) has become a highly anticipated event every August for the Cox Automotive community. Designed to increase interest in their rewards and recognition program, Spark Week boasts a fun and unique roster of activities that drive awareness and participation.
Spark Week kicks off with a company-wide email highlighting the Spark Week calendar of activities. This sets the tone for the eventful week by communicating the upcoming activities with a fun, themed approach. Each day pairs a different element of the Spark program, such as group recognition or redemptions, with a creative component, such as a meme contest or digital treasure hunt. An uptick in recognition activity during Spark Week makes it a strategic time to launch new features in their employee engagement platform; for instance, the new feature Service Awards made its debut on the platform this year.
“Love Spark Week! So glad employees get the opportunity to recognize others who have been outstanding and be recognized for their hard work. It really makes you feel like you are a part of the team!” - Kristin Hoopes, Sr. Accounting Specialist, Cox Automotive
The huge success of Spark Week is evident from the extensive data gathered from Cox Automotive’s employee engagement platform, including:
- A staggering 25,522 “Thank You” recognition cards sent across the platform.
- A daily recognition average of 3,456 – 3.2 times more than their usual daily recognition average.
- A 114% increase in recognitions sent compared to the entire month of July.
- A whopping 626 redemptions made.
- A total of $1,725 worth of Spark points donated to St. Jude.
Spark Week’s success was also demonstrated by the high levels of participation of different business units who willingly submitted content throughout the week. One auction house created and shared a video where different employees reflected on their favorite redemption and encouraged other members to redeem their points. Another auction house decided to join in on the action by making an entertaining video – complete with their own shark mascot. Self-generated contributions indicate a strong sense of ownership and belief in the value of employee recognition programs. Spark Week is now an embodiment of the culture at Cox Automotive and one of the biggest internal events of the year.
The more successful an event, the more daunting it can seem for others to replicate. However, the most important element of Spark Week can be distilled down to a simple, accessible concept: make it about your employees. Reflect on what motivates them to deliver excellence and extra effort, and think about the elements in your program that could have the same motivating effect. Pair the aforementioned with fun and engaging external activities, like team breakfasts or photo contests that align with your company values to create your own version of Spark Week.
Focusing on what makes your employees happy is key to a successful business. Just remember: Every time you have a 1% increase in employee engagement, you gain an additional .0.6% growth in sales for your company. There is no better time than now to follow in the footsteps of Cox Automotive and start building your very own Spark Week-like initiative to increase employee recognition and engagement.
Check out Cox Automotive’s fun infographic highlighting Spark Week’s success!
About the Author
Sarah Clayton is the Communications and Campaigns Specialist at Achievers, where she focuses on generating content to drive desired recognition behaviors and engagement on the platform.