BOX: If you read nothing else, read this…

  • An employee benefits scheme needs catchy and effective branding if it is to engage staff.
  • Branding should complement the employer value proposition and external branding, but should also stand out as a distinct identity.
  • Tailor any messages to workforce demographics and keep it simple.

Darren Laverty, a director at Secondsight, says: “If [employers] are going to invest in providing benefits packages to their staff, then they need to make those benefits really stand out. Creating a strong brand will really help to engage staff and get them interested in what is being offered to them.”

There are several key points to consider, which should help when thinking of how to present an employee benefits offering.

Understand the audience

Knowing who the employees are and what they are likely to respond to is essential, says Oscar Segovia, creative communications manager at Thomsons Online Benefits. “It’s impossible to design a branded scheme and plan an effective communications strategy without understanding what will appeal to the workforce,” he says.

“It’s also important to know how engaged the workforce is. For example, if the [organisation] has recently undergone restructuring, employees may be more sceptical about a scheme. Using overly enthusiastic language in communications or over-the-top branding may not be appropriate.”

Create a brand

Considering the tone of voice, language, positioning and visual styling used within a brand is also particularly important. Giles Hicks, creative director at brand engagement agency Synergy Creative, says: “Make sure that the benefits package has its own clear identity but that it ties in with the external brand, or ideally the employer brand if [the organisation has] one, to ensure consistency and recognition.”

Getting the right name is also important, and needs to reflect what is being offered, says Iain McMath, chief executive officer at Sodexo Benefits and Rewards Services. “Keep all language simple when communicating schemes,” he says. “Complicated descriptions lessen impact and value, ultimately resulting in lower take-up and the benefit not having the desired outcome.”

Do not over-complicate

The overall format should be clear, concise and friendly, adds Karen Partridge, head of client services (UK and Australia) at AHC. “The style of presentation of information to the employee is important,” she says. “You want them to ‘get it’ quickly and easily. Consider use of language and keeping copy down to a minimum.”

Hope Construction Materials recently moved all of its offerings into its ‘Rewarding our Colleagues’ programme. Peter Spargo, HR manager at Hope Construction Materials, says: “The biggest lesson from that was to keep it simple and straightforward. Ensure that it is easy for people to find out about benefits and provide contact details for people who can answer questions and provide help. Do not assume people will know about all the great things [on] offer.”

Get the right look

The use of images and colours can help make new branding stand out. This should complement rather than clash with any external branding, says Chloe Port, senior consultant in the communications team at Buck Consultants.

However, employers should also ensure that their internal and external brands are not too similar. “Try not to piggy-back on the external marketing approach,” she says. “This is about employees, not customer. [Employers should] want their people to feel special.”

But any visuals need to be designed with the employee demographic in mind, says McMath. “For example, a predominantly male workforce should not see childcare vouchers communicated through images of women and children, because this could be received poorly and give employees the impression their employer cannot relate to them,” he explains.

Make it fun

Finally, employers need to remember not to make any brand too serious. As Laverty says: “When employers do go out to create a brand, we always advise them to make one that is light-hearted and fun.”