From programme to practice: How HBCBSNJ keeps recognition engaging with a campaign-driven approach

Horizon Blue Cross Blue Shield of New Jersey (HBCBSNJ) has spent more than a decade building a recognition experience that is both deeply embedded and remarkably sustainable.

Since launching with Achievers, recognition has evolved from a managed initiative into something more powerful: a natural part of how employees connect, celebrate, and engage every day.

The goal: Keeping recognition fresh over time

With strong adoption already in place, HBCBSNJ set a new goal, ensuring recognition stayed top of mind and platform engagement remained high.
Even the most successful programmes need ongoing activation. Without it, participation can plateau and impact can fade.

Today, the programme is so well adopted that it “almost runs itself.” But that didn’t happen by accident. It’s the result of a deliberate strategy to keep recognition visible, relevant, and aligned with the business.

The solution: A campaign strategy that drives continuous engagement

To keep recognition dynamic, HBCBSNJ introduced a campaign-led approach designed to create momentum throughout the year.
Recognition didn’t change platforms, it changed rhythm.

Monthly campaigns that connect to what matters

Campaigns are tied to meaningful moments across the organisation, including:

• Employee Resource Groups (ERGs) and cultural heritage months
• Learning initiatives like Skill Up Summer and the Personal Excellence Programme (PEP)
• Annual events such as Customer Service Week and Clinicians Week

By aligning recognition with real moments, the programme stays timely, inclusive, and relevant.

Ownership that enables scale

A key shift was establishing strong internal ownership.

Dedicated champions — particularly within learning and inclusion teams — now lead campaign strategy and execution. This allows the organization to:

• Launch campaigns efficiently
• Align recognition with employee needs
• Continuously evolve the programme without added complexity

What once required extra effort is now a streamlined, scalable system.

Campaigns designed to influence behaviour

HBCBSNJ uses campaigns not just to engage employees, but to drive measurable outcomes.

A standout example is the “On Our Way to 500K” campaign, which encouraged employees to increase recognition activity by rewarding the milestone moment of Horizon’s 500,000th recognition.

It’s a clear example of how the right activation can turn engagement into action.

A cultural shift: Recognition that stays visible and consistent

Through campaigns, recognition at HBCBSNJ has shifted from:

Occasional → continuous
Background → visible and timely
Static → dynamic and evolving

Employees don’t need reminders to participate. Recognition shows up naturally, embedded in the flow of work and connected to what’s happening across the organisation.

The results reflect a programme built to sustain performance over time.

Strong participation

• 99% activation rate
• 68% monthly active users

Broad reach

• 43% of employees receiving recognition
• 23% of employees sending recognition

Meaningful behaviours

• Recognition activity increasing through targeted campaigns
• Habits forming without constant prompting

Recognition isn’t just something employees do, it’s something they expect.

Why it works: A programme built for long-term success

HBCBSNJ’s success comes down to a few key principles:

Consistency: Campaigns keep recognition visible year-round
Alignment: Every activation ties to culture or business priorities
Ownership: Dedicated leaders drive momentum
Simplicity: Easy access supports everyday participation

Together, these elements create a recognition experience that doesn’t just perform — it lasts.

Recognition that evolves with the business

More than a decade in, HBCBSNJ continues to refine its approach.

What started as a strong recognition programme has become something deeper: a dynamic system that adapts, engages, and grows alongside the organisation.

Because when recognition stays fresh, relevant, and visible, it does more than drive engagement. It builds a culture where appreciation is part of how work gets done — every day.