Hr ops · Production

Upwork elevated feedback quality with Textio's AI-powered platform

The problem

Upwork had no visibility into whether performance feedback was actionable or effective. Managers defaulted to vague comments, exaggerated praise, and fixed-mindset language, leaving employees uncertain about how to improve or drive business outcomes.

Workflow diagram · grounded in source
1
Feedback cycle initiated
trigger
“Upwork integrated Textio's Feedback tool into its regular review cycles”
2
AI flags non-actionable comments
ai_action
“Non-actionable comments were flagged and reduced, while growth-oriented advice became more common”
3
AI generates values-tied feedback
ai_action
“new features that generate feedback tied to company values have strengthened alignment between day-to-day conversations and organizational priorities”
4
SMART goal quality measured
ai_action
“Through Textio's analytics, Upwork was able to measure that 89% of employees' SMART goals were Relevant, but only 60% were Measurable”
5
Manager insights delivered
output
“Textio's insights gave Upwork's managers a clear understanding of where their performance feedback lacked clarity or actionability—empowering them to coach more effectively”
6
Cycle-over-cycle improvement
feedback_loop
“Cycle-over-cycle improvement: Managers' feedback grew more specific and actionable with each cycle”
Reported outcome

Feedback became more specific and actionable cycle-over-cycle, equity gaps across demographic groups narrowed, and SMART goal analysis revealed that 89% of goals were Relevant but only 60% were Measurable—surfacing clear coaching opportunities.
Employees who used Textio unequivocally wrote better feedback than those who did not, and managers saved time.

Reported metrics
SMART goals rated Relevant89%
SMART goals rated Measurable60%
Feedback quality vs. non-usersunequivocally yes
Manager time savingsManagers saved time
Show all 5 reported metrics
SMART goals rated Relevant89%
SMART goals rated Measurable60%
Feedback quality vs. non-usersunequivocally yes
Manager time savingsManagers saved time
Feedback equity gap across demographicsnarrowing over time
Reported stack
Textio
Source
https://textio.com/resources/case-studies/upwork
Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

Feedback became more specific and actionable cycle-over-cycle, equity gaps across demographic groups narrowed, and SMART goal analysis revealed that 89% of goals were Relevant but only 60% were Measurable—surfacing cl…

What tools did this team use?

Textio.

What results were reported?

SMART goals rated Relevant: 89%; SMART goals rated Measurable: 60%; Feedback quality vs. non-users: unequivocally yes; Manager time savings: Managers saved time (source-reported, not independently verified).

How is this hr ops AI workflow structured?

Feedback cycle initiated → AI flags non-actionable comments → AI generates values-tied feedback → SMART goal quality measured → Manager insights delivered → Cycle-over-cycle improvement.

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