In 2024, Coupang Ads made a pivotal move by prioritizing Diversity, Equity, and Inclusion (DE&I) at the core of its organizational culture. It became a time of uniting each member's voice and passion to create shared values, building a workplace where everyone could grow together.
The beginning of a journey
Coupang Ads is home to over 600 employees from diverse backgrounds and experiences, spanning teams across Sales, Marketing, Operations, Business Development, and more to drive innovation. At the heart of this innovation lies a culture built on diversity, where different voices are heard and respected.
For Coupang Ads, 2023 marked the beginning of a transformative journey. It was the year, they started out piloting DE&I activations, setting the stage for broader change. Based on the success of these initial efforts, Coupang Ads expanded its DE&I initiatives to the entire organization in 2024. With a focus on developing the values of diversity, equity, and inclusion in a more systematic way, Coupang Ads launched its formal DE&I champion program, beginning to cultivate a culture and actionable strategies to embed diversity and inclusion into everything they do.
One of the first activations was celebrating International Women’s Day, where employees came together to share personal stories and reflect on the significance of diversity, equity, and inclusion. The event sparked deeper understanding among employees, enriching the organization’s culture and strengthening the foundation for future DE&I initiatives.
Strengthening internal connections: Newsletter & work-life harmony campaign
As DE&I took root, Coupang Ads launched several new initiatives to foster greater connections among employees. They ran Meetup events to hear various career stories from the leaders and introduced quarterly DE&I newsletters, which quickly became a valuable space for employees to acknowledge and appreciate each other's contributions. This initiative not only created opportunities for praise and encouragement but also played a crucial role in raising awareness about DE&I efforts within the Coupang Ads.
Another key initiative was the “Balance Your Life” campaign. Designed to help employees find a better harmony between work and personal life, this campaign encouraged individuals to establish boundaries, prioritize time with family, and focus on personal well-being. It resonated deeply with the team, creating a culture that valued both professional and personal success.
To further support returning employees in their career journey, Coupang Ads also introduced tailored guides for those returning to work after taking leave, ensuring a seamless reintegration process and offering a supportive environment for all.
Extending DE&I to the community: Happy Box & Plogging event
Coupang Ads expanded its values beyond the workplace, engaging in initiatives that made a tangible difference in the community. One such project was the “Happy Box" initiative, which aimed to support small business owners in the Jamsil Saemaeul Traditional Market. Employees packed boxes with essential goods and personally delivered them to local merchants. This effort went beyond providing material support; it was about fostering deeper connections within the community and contributing to the growth of the local economy.
In addition, Coupang Ads organized a plogging event to promote environmental protection. Plogging is a combination of the Swedish word "plocka upp," meaning "to pick up," and the English word "jogging." Dozens of employees participated, coming together to clean up streets and demonstrate their commitment to environmental preservation.
DE&I champions leading changes
At the heart of these efforts were the 13 DE&I Champions at Coupang Ads. These individuals were the driving force behind the programs and initiatives, working to ensure that every employee could experience meaningful change. Their dedication led to impressive results across the organization.
One of the most notable achievements was the increase in the number of employees who had a clear understanding of DE&I. In just one year, this number rose from 27% to 48%. Coupang Ads also saw 82% of employees feeling that the organization fostered an open communication culture.
Changes with measurable success
As a result of its DE&I efforts, Coupang Ads saw tangible outcomes that reflected the success of the program. Employee satisfaction remained high, with an average program satisfaction score of 4.0. One of the most significant indicators of success was a 43% decrease in turnover, a clear sign that the company’s DE&I initiatives were making a real difference in employee engagement and retention.
Coupang Ads also rolled out a newly optimized onboarding program, which received positive feedback from new hires. This program helped create an inclusive and welcoming environment for new joiners, allowing them to integrate smoothly into the organization. Additionally, there was a noticeable increase in the representation of women in leadership roles, further strengthening the company’s commitment to diversity and inclusion.
Looking ahead to 2025
Coupang Ads’ journey in 2024 was a powerful demonstration of the impact that diversity, equity, and inclusion can have in an organization. Coupang Ads is committed to fostering an environment where every individual can speak up, grow together, and fully realize their potential. With the momentum gained this year, Coupang Ads is eager to drive even more meaningful change in 2025, continuing its path of DE&I.
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