At Accolad, we firmly believe that recognition should be sincere, well-thought-out, and, above all, tailored to each company's unique needs. Our turnkey recognition solutions both save employers time and contribute to a company culture that delights employees. This is exactly what Café William was looking for when they approached us.
The thriving Quebec company was struggling with some recognition challenges. We worked together to simplify and automate processes, and the results speak for themselves. Learn more in this article, which analyzes our collaboration in detail.
Very real challenges
Café William, one of Canada's leading importers of fair trade coffee, has approximately 180 employees. Known for its human values and commitment to sustainable development, the company wanted its internal culture to reflect this same level of commitment. But despite its best efforts, recognition was a daily challenge for HR teams.
The challenges were numerous: how to remember an employee on their anniversary, even when emergencies or vacations disrupt the calendar? How to offer recognition that appeals to everyone, both factory and office staff? And most importantly, how to ensure consistency in the process while respecting everyone's varied tastes and needs?
A tailor-made solution
To meet these challenges, Café William has opted for a turnkey solution, designed to simplify recognition while making it more meaningful: automating the recognition process with Accolad.
Here's what we put together:
- Recognition of years of service: from the first year, then at 3, 5, 10, 15 years, etc.;
- Custom email: Café William branded web banner, trilingual message, dynamic fields and direct link to the rewards store;
- Personalized rewards selection: over 100 gift cards available, including local, Canadian and American brands. Competitors, such as Café Saint-Henri or Café Pista, have been excluded from the selection;
- Regular mailing frequency: up to 15 monthly mailings, automatically scheduled on the anniversary date of hiring;
- Simplified HR monitoring: the human resources team is copied on each gift sending, ensuring transparent and efficient monitoring;
- Opportunity to make a donation: each employee can make a donation to an organization of their choice, thanks to a contribution paid by the company.
Concrete results for the whole team
With this new approach, recognition has become both more structured and more human. From an HR perspective, it no longer represents a mental burden thanks to a fluid process, well integrated into daily life.
Employees, for their part, particularly appreciate the freedom to choose their reward according to their needs: some indulge, others opt for a practical reward. Everyone gets something out of it, and that's what makes all the difference.
Another benefit highlighted by Café William: message consistency. Thanks to Accolad's personalization tools, the messages sent are aligned with the company culture. They convey much more than a simple "thank you": they remind each employee that they are an integral part of the Café William adventure.
A collaboration that goes beyond service
Over time, a true partnership has developed between Café William and Accolad. Hélène, HR Director at Café William, accepted our invitation to participate in a panel discussion at the CQCD HR Day 2025, a flagship event bringing together human resources professionals in the retail sector.
In addition, the relationship of trust built with the company has extended to our own offering: we have added the Café William gift card to our rewards catalog. It is now part of the personalized recognition store of many of our clients: a concrete way to showcase a meaningful Quebec product, aligned with the values of social responsibility and responsible consumption that we share.
A growing culture
Recognition is a powerful lever for engagement. But for it to be effective, it must be experienced, not simply announced. By opting for a personalized and automated approach, Café William has found a balance that allows it to maintain authentic recognition while ensuring it is fair, accessible, and consistent for all.
At Accolad, we're proud to participate in these kinds of initiatives. Because when a company chooses to recognize its employees in a different way, with intention, it sends a powerful message to its teams: you matter, you are seen, and your contribution is important.
Entrusting recognition management to an external partner is a profitable investment that saves time and guarantees recognition that is consistent with your corporate culture.
Pascale Hubert
Web Writer