EXCLUSIVE: Callcredit uses communication to boost staff engagement with flex

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EXCLUSIVE: Callcredit has boosted employee engagement with its flexible benefits package by offering a wider choice of benefits for selection and running a multimedia communications campaign.

Almost nine in 10 (89%) of the consumer data management agency’s 1,000 employees logged onto its flexible benefits website over an 11-day enrolment period. The employer also reported an increase in the number of staff making an active benefit selection, rising from 10% in 2014 to 71% in 2015.

Callcredit increased the scope of its flex package across ten different benefits, including new home technology, car leasing through a salary sacrifice arrangement, as well as more flexible life insurance options.

The campaign, developed with Like Minds, Grant Thornton and Staffcare, involved new branding and multimedia-based promotions, including a new website and a quiz for staff.

At the centre of the campaign were characters representing different lifestyle approaches, ranging from a discount-seeking bargain hunter and gadget-loving innovator, to a baker who likes a comfortable home life.

The quiz was devised for employees to see which character they were most like and which benefits were most relevant to them. It was promoted through flash adverts on Callcredit’s intranet, screen savers uploaded to employees’ desktops and exhibition stands and posters around the organisation’s offices.

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Tim Simpson, reward manager at Callcredit, said: “We put a lot of effort into creating new benefit options that would meet our employees’ diverse needs. But our investment in the communications also made a big difference and got people actively participating in the programme.

“An added benefit of the communication exercise was to bring all our benefits together in one place, with strong branding that we are now using in our careers marketing. We’ve already been able to attract new recruits on the back of the new suite of flexible benefit materials.”