Leveraging Data Insights to Cultivate Propinquity in the Workplace

Icertis is a global technology company known for its innovative contract management platform. The company exemplifies the modern multinational organization, with headquarters in the U.S. and a significant workforce based in India. The company has embraced a hybrid work model, emphasizing flexibility and trust, and has redesigned its office spaces to foster collaboration and individual privacy. Leveraging data analytics and behavioral insights, Icertis continually enhances its culture and connection, setting an example for navigating remote and distributed work environments. Annette Snyder , General Manager, HR for North America, shares how Icertis builds propinquity in their distributed work model.?

How Icertis Builds Propinquity

Hybrid Work Model Decision

Icertis’s decision-making process behind adopting a hybrid work model was an intentional one, driven by data and observation. “We are a data-driven company, after all,” says Annette. Like many companies, Icertis tried a few different work models and observed something significant: “During the period when we were fully remote, we were seeing the early career team members starting to attrit because they needed that connection. They needed mentorship. They needed to be in the office with people.” After the commitment to a hybrid work model, that attrition started going away and "our early career folks started really flourishing and growing.” Icertis made a decisive commitment to a hybrid model, avoiding disruptive back-to-office transitions.??

Doubling Down on Hybrid with Real Estate Decisions

Even with the commitment to hybrid, employees were “waiting for the other shoe to drop,” having observed other companies who committed to hybrid and then turned around and mandated a return to the office. “It becomes a trust factor within the population,” says Annette. To show their commitment, Icertis took a hard look at their real estate portfolio and gave up space that they didn’t need. Icertis had done a lot of research and had two years of data to make these decisions about how their office spaces were being utilized. “As our leases came up, we started making decisions to let go of office space and that really put people at ease and built a tremendous amount of trust with the employees.”??

Workspace Design

Icertis started to redesign a new office space, giving up unused space. Leveraging attendance data, the company allocated specific seats for consistent attendees while offering hoteling options for occasional visitors, optimizing space and flexibility. Icertis reduced their headquarters footprint in the Seattle area by 40 percent. They reduced seats by 70 percent and reduced walled offices to foster greater collaboration and connection. This was a signal to employees that the company was committing to the hybrid work model and was a relief for many. The plan emphasized the creation of neighborhoods within an open floor plan. Glass-walled areas with privacy frosting strike a balance between openness and individual privacy.??

Employee Engagement Initiatives

Annette highlighted Icertis' dedication to building connections within the office and across global teams. Initiatives like "Seven Days for Humanity" gives all employees seven paid days to volunteer and do charity work. Moreover, the company encourages leaders to meet with local employees during travels to major cities, nurturing relationships and fostering a sense of belonging. “If you're traveling to a city, the HR team will give you a list of employees who live in that area and we help set up connections for you. It can be as easy as a quick coffee.”?

Data Insights

Icertis turns data into intelligence, and Annette’s department is no different, leveraging activity data to further enhance propinquity. Icertis analyzes badge data to understand employee movement, but unlike other companies that use badge data punitively to track who is coming into the office, they merge data analytics with insights into human behavior, to gain a deeper understanding of its workforce dynamics. People decisions are intentional and thoughtful and backed by numbers.?

Icertis' people practices exemplify the power of propinquity in cultivating connection and collaboration within a global workforce. By embracing a hybrid work model, thoughtful workspace design, engaging initiatives, and data-driven insights, Icertis sets a great example for navigating the complexities of remote and distributed work – it’s no wonder they make regular appearances on “best places to work” lists.??