Vantage West Credit Union ($3.2B, Tucson, AZ) has a different kind of culture problem.
“When talent is strong, it can make recognition harder,” says Rob Hoyle, chief people and technology officer. “When all the light bulbs are bright, it’s tough to find the brightest ones. We’re proud of that problem.”
In 2022, the Arizona-based cooperative rolled out two different awards to recognize staff members. The Brian Brown Commitment to Kindness Award acknowledges employees for behaviors that have made a positive impact on other people, whereas the Inspiration Award singles out employees whose actions have made a measurable impact on the institution.
“They complement each other,” Hoyle says. “Not everyone can be an MVP, but everyone can be kind.”
The credit union strives to invest in people to create a more prosperous future. That sentiment applies to employees as well as members.
“One of our strategic anchors is ‘Team First’,” Hoyle says. “Employees really embrace it, especially the Bryan Brown Award. It’s become a big deal.”
Rob Hoyle, Chief People & Technology Officer, Vantage West Credit Union
A Member’s Lasting Impact
Although the Bryan Brown Commitment to Kindness Award celebrates employees’ actions, it bears the name of a long-time member whose kindness left a lasting impression on the Vantage West team.
“He was the kind of person who could make any day better — supportive, funny, and always willing to help,” Hoyle says. “People called him ‘Encyclopedia Brown’ because he knew everything.”
When Brown passed away, Vantage West wanted to honor the legacy he left on the credit union’s culture. Thus, it created the award in his memory.
“The award is focused on kindness, although it aligns nicely with our core values,” Hoyle says.
The chief people and technology officer serves as executive liaison during the nomination and selection process, but he says the committee is made up of six individual contributors. They each champion two candidates and discuss as a group who to name the winners.
The credit union announces award recipients at its all-team conference. In addition to employer and peer recognition, recipients also receive $500 and may select a charity of their choice to receive a $1,000 donation in Brown’s name.
“It’s always emotional since Bryan touched so many people here,” Hoyle says.
Celebrating Inspired Ideas
Meanwhile, the idea for the Inspiration Award emerged from Vantage West’s NPS Action Committee, a group of mid-level employees who review member feedback and net promoter score results.
“They came up with the idea to recognize people who move the needle on those scores, people who lead by example,” Hoyle says. “They pitched it to our executive coalition, and we were all in. It was completely grassroots.”
Inspiration Award nominations are tied to the Arizona cooperative’s core values: being proactive, committed, and kind. Anyone can nominate anyone for demonstrating these attributes.
“Executive involvement is minimal, although we can submit nominations anonymously to keep things authentic,” Hoyle says. “The committee takes its role seriously. Nominations should clearly state why someone deserves it.”
The committee reviews submissions twice a year and selects semiannual winners. At the end of the year, executives review the group and nominate finalists for the committee to select a single annual winner.
Semiannual winners receive a $100 bonus and one day of PTO. The annual winner earns $1,000 plus two extra days of PTO. Additionally, the annual winner may attend a professional conference of their choice.
“When someone does great work, they usually get rewarded with more work,” Hoyle says. “We decided to invest in them. When we send someone to a conference, that’s an investment in our people.”
Vantage West recognizes Inspiration Award winners via email, internal social media, and LinkedIn posts. Winners also take a photo with the CEO and receive a small gift.
“Feedback has been very positive,” Hoyle says. “Who doesn’t love extra PTO?”
Why The “Team First” Mentality Works
According to Hoyle, employee engagement scores at Vantage West are high, and leadership takes pride in its people. Looking ahead, he hopes to stay the course while turning one-off recognition into an ongoing habit.
“In my ideal world, no reminders would be needed,” he says. “People would see something good and speak up naturally.”
When it comes to employee engagement strategies for credit unions, the HR leader advises credit union leaders to first and foremost make sure they’re meaningful. But he has other tips, too.
“Tie it to real values and culture,” he says. “If it feels contrived, it won’t last. Make it easy to nominate and remind people often. Also, make sure it’s based on merit, not popularity.”
