THE NEED FOR BELONGING
Cox's new CEO set out to unite the company through a bold transformation—one that would modernize the brand while honoring its legacy for generations to come. However, with four divisions operating in silos, a true sense of connection and collaboration was missing.
Experience Willow took on the challenge of fostering a culture where all 55,000 employees—across every division—felt seen, valued, and part of something bigger. The goal was more than just business transformation; it was about creating a shared experience of belonging.
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Cox Enterprises is a conglomerate of leading communications and automotive service companies that drive continued innovation and growth while maintaining a culture that puts people first and upholds the fundamental values the company was built on.
Communications and automotive services | Headquartered in Atlanta, GA | Privately held | $US23 billion in annual revenue | 55,000 employees
We partnered for 2+ years on culture, engagement, EX design and employer branding.
JILL CAMPBELL
PRESIDENT AND
CHIEF PEOPLE & OPERATIONS OFFICER,
COX ENTERPRISES
Starting with the initial EXLab pitch, Kevin and the Experience Willow team ignited an internal transformation that revolutionized how we think about HR and people solutions.
WHY BELONGING WAS A CHALLENGE
NEW LEADERSHIP
A relatively new CEO (at the time) charged with driving a massive business transformation.
DISCONNECTED DIVISIONS
Four Chief People Officers with four separate HR organizations who rarely collaborated on any initiatives.
NEW WAYS OF WORKING
Hundreds of employees would need to be engaged in ways of working and collaborating they were unfamiliar with.
From Fragmented to Connected
The Cox EXLab continues to thrive as a hub for connection and culture-building. Over 500 leaders have been trained and engaged in shaping more inclusive experiences. New people-focused solutions include the Empowered People model, a refreshed I&D strategic plan, redesigned performance management, and meaningful updates to policies and benefits—all designed to help employees feel valued, supported, and truly part of the Cox community.
The initiative has been recognized by and featured in:
SHRM & Atlanta Business Chronicle: HR Excellence
American Business Awards: Minority-Owned Business of the Year for Disrupting HR with Human-Centered Design
DESIGNING FOR BELONGING
Cox partnered and Experience Willow ignited a movement centered on human connection and shared purpose. Together, they launched the Cox EXLab—the Cox Employee Experience Lab—a space designed not just for innovation, but for people.
This inclusive initiative began by co-creating a mission, vision, and guiding principles that reflected the voices and needs of employees. A 1,500 sq ft physical lab was brought to life as a space where collaboration could thrive. Through hands-on Agile Design training and coaching, EXLab leaders and project teams learned how to co-create meaningful experiences—empowering every employee to feel seen, heard, and connected.