Case Study: CAA Club Group achieves cultural alignment and meaningful employee recognition during M&A with Workhuman

How CAA Club Group Creates Meaning With Recognition

CAA Club Group, following its 2019 acquisition of Echelon Insurance, faced the challenge of uniting two cultures and shifting from a publicly traded mindset to a purpose-driven, member- and customer-safety–focused organization. With an existing partnership with Workhuman®, CAA needed a way to give employees clear direction and align daily behaviors with long-term organizational goals during and after the merger.

They implemented a strategic recognition program to celebrate and reinforce behaviors that support the company’s mission, using peer and leader recognition to drive focus and engagement. The approach helped teams internalize shared values, improved alignment toward becoming Canada’s leading and most trusted specialty insurer, and continues to provide cultural and business momentum across the merged organization.

CAA

Jennifer Kew

AVP, Marketing and Communications