Impact team has worked with the client since 2015. The client is focused on creating regular benefit communications throughout the year to raise the profile of the value of reward. They like to ensure each campaign caters for their hard to reach groups of employees with the aim of maintaining levels of engagement year on year.
We paid particular attention to visual branding and so far have refreshed the client’s benefits brand twice, each time creating a spike in engagement.
Over the years we have used a variety of techniques to engage employees ensuring we review progress and build the solution based on previous results. First, we get the basics right with clear and concise benefit information and a strong call to action. This is complemented by campaigns designed to create an emotional connection with benefits by calling out their value to employees. Materials like infographics and a life event based microsite encourage employees to engage with their choices by using ‘people like me’ and ‘peer influence’ techniques.
Using data and employee feedback to shape messages enabled us to connect with their hard to reach groups. We focus energy on two main campaigns a year – one for their benefit selection window and the other during the summer.
The first year we were involved in creating communications, engagement in one part of the business jumped from 5% to 83%. Since then engagement with benefits and the Darwin platform has been maintained between 71% and 80%. We saw peak engagement levels in the year the brand was refreshed to align with the client’s Employee Value Proposition.
Hi! I'm Kirstie, an employee engagement expert. If you want to find out more about this piece of work, please get in touch.
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