EXCLUSIVE: E.On UK has increased the number of employees who log into its online voluntary benefits scheme by 360% since it re-launched its communications campaign in July.
The new campaign, which ran from July to October 2012, also resulted in an average increase in employee spend on the site of more than £50,000 a month, with total spend to date topping £6 million.
E.On initially launched the MyChoice Everyday scheme, provided by Benefex, in 2010. The utilities firm felt it was not reaching its full potential, and decided to run a targeted communications campaign to re-engage its 12,000 staff with the scheme and to help them better understand how it could be used and to drive take up.
The campaign consisted of a series of emails to all employees, posters, tent cards and a short online video, which demonstrated how to use the site.
E.On also ran a competition where all employees who logged into the site were entered into a prize draw to win an experience day every week throughout September. During the campaign, the MyChoice helpdesk team received 70 emails from employees with suggestions of retailers that they would like to see added to the site, providing further evidence of employee’s increased engagement with the scheme.
Ant Donaldson, senior specialist – employee benefits at E.On, said: “We’re thrilled with the take-up and are working with Benefex to carry awareness through to Christmas shopping and our main flex and pensions auto-enrolment periods early next year.
“Feedback from employees has been really positive. We estimate they have saved around £400,000 through MyChoice Everyday now, making a meaningful difference to their spending.”