From Google to Nectar: How Cassidy Gonzalez is redefining employee engagement

In a world where employee engagement can make or break a company, Cassidy Gonzalez, SVP of People and Culture at Nectar, shares invaluable insights on the transformative power of recognition. Known for her magnetic ability to connect and inspire, Gonzalez, who has been named one of Utah Valley’s 40 Under 40, delves into how frequent and personalized recognition can revolutionize workplace dynamics.

From her extensive experience at tech giants like Google and SanDisk to nurturing startup cultures at Nectar and Pura, she discusses strategies that have proven effective in boosting retention rates by up to 71%. Gonzalez emphasizes the shift towards peer-to-peer recognition systems, which democratize appreciation across all levels of an organization, fostering a culture where every contribution is celebrated.

Gonzales explores how Nectar has adapted to the remote work era, ensuring that recognition transcends physical boundaries, and touches on the future of employee recognition with a focus on technology, personalization, and cultural integration. Her unique blend of HR savvy and people-first philosophy not only drives performance but also makes her a beloved figure in and out of the boardroom. Whether you’re a fan of the “big reds” like she is or just interested in building a vibrant company culture, Cassidy’s insights are not to be missed.

The HR Digest: According to your recent findings, recognition has a significant impact on employee engagement. How often do you recommend employees should be recognized to see a tangible increase in engagement, and what forms have proven most effective at Nectar?

Cassidy Gonzalez: Employees should be recognized as often as possible. There is no such thing as too much recognition! To see a tangible increase in engagement, aim for at least monthly recognition. It’s typically well accepted by employees and is doable for managers/leaders. Our most effective form of recognition is peer-to-peer, which allows recognition to come from anywhere in the org, not just top-down from a manager.

The HR Digest: Your findings mention that 71% of employees are less likely to leave if recognized more frequently. Can you share some specific strategies Nectar uses to integrate recognition into retention efforts?

Cassidy Gonzalez: At Nectar, we know that recognition isn’t just a nice-to-have—it’s a game-changer for retention. We make sure that appreciation is woven into the fabric of everyday work. We’ve all heard the saying: People don’t leave jobs; they leave managers. That’s why Nectar equips managers with real-time insights, weekly reports, and an intuitive in-app dashboard to track their recognition habits. These tools serve as a nudge to ensure praise is frequent, meaningful, and never overlooked. Nectar admins have access to track company-wide recognition trends to spot gaps, ensuring every team is fostering a culture of appreciation that drives engagement and retention. Additionally, each Nectar product is focused on creating a culture where people won’t want to leave. Our nominations tool is a prime example of how we integrate recognition into retention efforts. Typically, nomination programs recognize just one winner, leaving many deserving employees unnoticed. With Nectar, every nominee receives their recognition, amplifying appreciation and ensuring more employees feel valued—not just the final winner. We increase retention efforts by making recognition more visible, more intentional, and more inclusive.

The HR Digest: There’s a growing trend towards peer-to-peer recognition. How has this changed the dynamics of workplace culture at Nectar, and what challenges have you faced in implementing or promoting such systems?

Cassidy Gonzalez: The biggest shift in workplace dynamics at Nectar is that appreciation no longer rests solely on leaders and managers—it has become a shared responsibility among all employees. This has led to stronger relationships and improved cross-functional collaboration. One common challenge we often address when implementing a peer-to-peer recognition system is ensuring consistent participation from all employees. However, by making recognition easy, visible, and rewarding, adoption happens quickly. Customers are always amazed and delighted to see utilization rates exceeding 90%.

The HR Digest: With the shift towards remote work, how has the approach to employee recognition at Nectar evolved to ensure it’s as effective in virtual environments as it is in traditional office settings?

Cassidy Gonzalez: Nectar gained significant traction in 2020 during the rise of remote work, meaning our platform was designed with a distributed workforce in mind. As a result, we’ve since evolved to be just as effective in traditional office settings as we are in remote and hybrid environments. Recognition in a remote setting requires a centralized, accessible platform where employees can easily give and receive appreciation without relying on in-person interactions. Nectar does exactly that—bringing teams together, sparking positive stories across departments, and strengthening connections across the company, no matter where employees work.

The HR Digest: Your platform allows for personalized rewards. How crucial do you believe customization is in recognition programs, and what feedback have you received from employees regarding personalized recognition?

Cassidy Gonzalez: Customization in recognition programs is essential because one-size-fits-all rewards often miss the mark. A common frustration we hear on sales calls is about unclaimed or unwanted gift cards—for example, receiving a Starbucks gift card when you don’t drink coffee or live in a small town without a nearby Starbucks. With Nectar, employees aren’t forced into a reward that doesn’t fit their preferences. Instead, they can redeem rewards how they want, ensuring the reward feels valuable. Plus, personalized rewards create a stronger emotional connection to recognition, making it even more impactful. The feedback we receive consistently highlights how this flexibility increases engagement. Employees appreciate having the ability to choose rewards that matter most to them. But what’s more interesting to note is that what truly resonates with employees is the value of meaningful and frequent recognition, which they see as more impactful than rewards alone.

The HR Digest: Looking forward, how do you see the role of employee recognition evolving in the next decade in terms of technology, personalization, and integration with overall company culture?

Cassidy Gonzalez: In the next decade, employee recognition will rely more on technology to provide timely and inclusive feedback. Data will help make feedback more authentic and personalized, aligning with individual preferences and work styles. Companies will move from recognizing only milestones to making recognition an ongoing part of their culture. Peer-to-peer recognition, where peers notice contributions that managers might miss, will grow in popularity, leading to more frequent, meaningful appreciation at all levels.

Leaders will recognize that this approach creates a culture where no contribution goes unnoticed. With 63% of employees wishing their colleagues said “thank you” more often, tools like Nectar will bridge this gap, making appreciation consistent, visible, and part of companies’ engagement and retention strategies. The future of recognition will be more personalized, dynamic, and integrated, with tools that allow employees to celebrate wins in real-time.

The HR Digest: What responsibilities do you feel leaders at Nectar have in setting the tone for recognition, and how do you train or encourage your leadership team to actively participate in recognition practices?

Cassidy Gonzalez: At Nectar, we believe leaders play a crucial role in setting the tone for recognition. However, because recognition is a shared responsibility among all employees, leaders don’t bear the burden of driving it alone. Instead, it becomes an ingrained part of all employee’s daily operations, with appreciation naturally extending across all levels. When managers and executives take the time to celebrate wins, highlight contributions, and acknowledge effort, it creates a ripple effect throughout the organization, encouraging everyone to do the same. By actively engaging in and modeling meaningful appreciation, leaders send a clear message that recognition is not just a perk—it’s a core part of our culture. To ensure we practice what we preach, we dedicate five minutes during every senior leadership meeting to share meaningful shoutouts, reinforcing the importance of recognition at the top and setting an example for the entire company. Ultimately, recognition is the heartbeat of our culture, and leaders are the ones who help it thrive.