General Motors (GM), a global automaker with over 160,000 employees across six continents, used employee recognition to support its cultural and business transformation. Guided by its vision of “zero crashes, zero emissions, and zero congestion,” GM focused on building an inclusive, world-class culture rooted in shared values and behaviors. By aligning recognition programs globally to reinforce these values, GM encouraged consistent behaviors, strengthened engagement, and fostered active alignment across its diverse workforce—helping drive purposeful culture change and support its long-term strategic goals.

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