GEO INSIGHTS

The Rutgers University Institute for the Study of Employee Ownership and Profit Sharing has launched the University Consortium on Employee Share Ownership, a global academic network of 11 institutions aimed at advancing the study and practice of employee share ownership. The consortium will focus on research, teaching, policy analysis, professional education, and community engagement, connecting new initiatives with established resources to enhance scholarship and program development. Supported by the Ford Foundation, the consortium includes institutions such as Oxford University, UC San Diego, and Saint Mary’s University, and will collaborate with organizations like the National Center for Employee Ownership to grow and expand its impact.

Effective communication is essential to the success of equity compensation programs. To maximize employee understanding and engagement, companies need to offer clear, accessible, and consistent messaging. During a recent webcast, experts Dina Thiessen and Bonnie Grassman from insightsoftware, along with Katie Griffis from Nelnet[KS1] , shared valuable strategies for enhancing communication efforts through technology, data insights, and proven engagement tactics.

Clarity in messaging

To communicate the value of equity compensation, it’s crucial to keep messaging clear and tailored to employees’ needs. Simplifying complex concepts helps employees understand not just the mechanics of equity plans, but how they fit into their overall compensation.

• Simplify language: Use plain language to explain equity plans and avoid overwhelming employees with jargon. Visual aids, such as infographics and short videos, can be useful tools to simplify information.

Comprehensive employee education

Educating employees about their equity compensation is key to increasing engagement. From stock options to RSUs, employees need clear explanations of award types, vesting schedules, and tax implications. Educated employees are more likely to value and participate in equity programs.

• Offer live sessions: Webinars and Q&A sessions allow employees to ask questions and gain in-depth knowledge about their equity plans.

Leveraging technology for clearer communication

Adopting technology platforms, such as Certent Equity Management from insightsoftware, can significantly improve communication by providing employees with centralized, real-time access to their equity details. Certent simplifies equity plan management, offering transparency and reducing administrative burdens.

• Streamline processes: By transitioning from manual processes to automated systems, Certent allows HR teams to focus on high-priority tasks while employees gain self-service access to key information.
• Enhanced transparency: Certent’s platform provides robust tax reporting and compliance tools, ensuring employees understand the tax implications of their awards.

Katie noted that since adopting Certent, Nelnet has seen a reduction in employee questions because the information is readily available, reducing confusion and empowering employees to make informed decisions.

Tailored communication for greater engagement

Personalized communication helps build trust and strengthens employee engagement with equity compensation programs. Tailoring messages based on factors such as tenure, role, and award type ensures that employees feel valued and that their specific needs are addressed.

• Segment employees: Use data analytics to target specific employee groups with relevant communications about equity compensation.
• Consistency across teams: HR, finance, and legal departments should collaborate to ensure messaging is consistent and accurate.
• Leadership involvement: Having executives share personal stories or experiences can build trust and demonstrate the company’s commitment to equity compensation.

Dina emphasized the importance of personalization to foster deeper engagement and satisfaction, which leads to higher participation rates.

Ongoing communication and education

Communication about equity compensation should not be a one-time event. Continuous communication helps employees stay informed and engaged. Regular updates about key dates, plan changes, and new opportunities ensure employees understand the evolving value of their awards.

• Regular updates: Send frequent reminders about key events such as vesting or expiration dates.
• Use multiple channels: Ensure resources like FAQs, award summaries, and educational tools are easily accessible via internal portals and emails.
• Offer educational tools: Workshops and webinars help employees better understand equity compensation’s full value.

Bonnie recommended using feedback mechanisms, such as surveys, to gauge the effectiveness of communication efforts. Tracking participation and collecting feedback can help refine communication strategies.

Data-driven insights for strategy optimization

Using data analytics tools, such as those provided by Certent, allows companies to evaluate the effectiveness of their communication strategies. Certent’s reporting tools offer insights into trends and gaps in employee participation, enabling HR teams to adjust messaging and target under-engaged groups.

• Advanced reporting: Certent’s advanced reporting features track engagement, helping HR teams understand employee behavior and optimize communication strategies.
• Actionable insights: By identifying trends and gaps in participation, companies can adjust their communication efforts to target specific groups and improve overall engagement.

Enhancing the user experience

A seamless user experience increases the likelihood that employees will engage with their equity compensation plans. Certent’s mobile-friendly, user-centric interface allows employees to track their awards, stay informed about key dates, and make the most of their benefits.

• Promote self-service: Encourage employees to access their equity details via Certent’s platform, empowering them to manage their awards independently.
• Mobile accessibility: Certent’s platform is designed to be mobile-friendly, allowing employees to track their equity plans anytime, anywhere.

THE POWER OF EQUITY COMMUNICATION

To maximize the success of equity compensation programs, companies must focus on clear, personalized communication and leverage technology to ensure transparency and engagement. 

Platforms like Certent Equity Management from insightsoftware simplify communication and help organizations track participation trends, enabling HR teams to make data-driven decisions. By prioritizing education, transparency, and a seamless user experience, companies can increase employee satisfaction and participation, ultimately fostering a more engaged and informed workforce.

For more information or to arrange a demo of Certent Equity Management, contact Dina or Bonnie directly.

Watch a recording of the webcast on GEOlearn: HERE

Starting January 1, 2025, Spain will implement an additional solidarity contribution requiring employers and employees to contribute to Social Security for salaries exceeding the maximum contribution base, with progressive rates (5.5%, 6%, and 7%) applied to different salary tranches. The employer will cover 83.39% of the contribution, and the employee will cover 16.61%, with payment deadlines set for the last day of the month following the due date. This new contribution is part of broader reforms under Royal Decree-Law 2/2023, including annual revaluation of the maximum contribution base based on pension indexation and an increase in the Intergenerational Equity Mechanism (MEI) contributions for 2025.

A survey by Christian and Timbers revealed that compensation for C-suite executives in private equity-backed tech companies rose by 2.1%, driven by increased equity stakes outpacing cash compensation growth. CEO and CFO salaries and bonuses vary significantly by company size, with larger firms offering higher pay and equity incentives, particularly for companies nearing exits. The report also highlighted trends such as a shift toward internal recruiting, low gender representation in C-suite roles (with women holding only 21.6% of positions), and the growing emphasis on long-term leadership investment through equity.

As IPO activity is anticipated to increase in 2025, private companies planning for an IPO must carefully prepare their executive compensation programs to ensure successful transitions and sustained engagement. Pre-IPO considerations include addressing potential "cheap stock" issues through frequent valuations, proper recordkeeping, and alignment with SEC requirements, while also reviewing equity and bonus structures to incentivize executives. Post-IPO preparations often involve adopting a new equity compensation plan, granting IPO-related awards, formalizing executive agreements, and potentially implementing an Employee Stock Purchase Plan (ESPP) to align incentives for broader employee engagement and long-term success.

Remote has launched Remote Equity, a solution designed to simplify global equity compensation by enabling companies to create and manage legally compliant stock option plans for international talent. Partnering with Carta, Remote Equity integrates with Carta's cap table management solutions, providing synchronized draft option grants, seamless document generation, and country-specific insights to streamline cross-border equity offerings. This collaboration enhances equity compensation accessibility, reduces legal complexity, and supports a holistic view of global compensation programs for both employees and contractors.

A proposed amendment to the Income Tax Act seeks to simplify the taxation of income from employee stock option plans, allowing employers to choose between the current system of deferred taxation or reverting to pre-2024 taxation practices. The amendment addresses complexities introduced in 2024, such as tracking taxable moments, avoiding double taxation abroad, and coordinating taxation with insurance premiums. Transitional provisions would allow employers to apply postponed taxation retroactively for 2024 without penalties, provided they notify the tax authorities within two months of the amendment’s effective date.

The New Zealand Government has introduced a Bill increasing the thresholds for exempt employee share schemes, offering significant benefits to both employers and employees. Effective 1 April 2025, the maximum value of shares an employee can receive annually will rise from $5,000 to $7,000, while the maximum permissible discount on share market value provided by employers will increase from $2,000 to $3,000. These changes reduce tax liabilities for employees and allow companies to offer more attractive share schemes, but employers must update their plan rules to fully leverage the new thresholds.