Employee Benefits Awards 2012: Most effective benefits communications strategy for employers with fewer than 5,000 staff

Bromford, Bromford Rewards

This entrant used a multi-faceted communications strategy to promote its retail discount scheme, Bromford Rewards, which was introduced following employee feedback. The company involved its group of employee representatives in developing the project as part of efforts to ensure it reached all sections of the workforce.

The judges noted that Bromford used all possible media to communicate with staff, including email, posters (some featuring quick-response codes), messages in payslips, text messages and an internal social networking site.

Louise Williamson, colleague benefits co-ordinator, said: “We appreciate there are employees who will struggle with technology, so we use every communications method at our disposal. The face-to-face sessions we did to help people through registration were very successful.”

On the day the benefits scheme launched, one employee even dressed up as a piggy bank and handed out chocolate coins to illustrate the savings staff could make in the scheme. There was also a competition for employees to win £100-worth of retail vouchers.

A mass chocolate coin drop was co-ordinated across the business on the launch day. This was done by distributing posters and instructions to a designated employee at each of the organisation’s offices and depots.

After the launch, informal drop-in sessions about the scheme were held in the main office cafe areas. These enabled staff to ask questions and get help to register for the scheme. Members of the project team also went out to see employees based outside the organisation’s main offices. One judge said: “I liked the fact [this entrant] valued face-time with people.”

All its hard work paid off, as demonstrated by Bromford’s results. Within the first month after the scheme’s launch, 598 of its 1,100 employees had registered for it. By the end of following month, this had increased to 679 and had reached 705 by mid-December.


Steria UK, Lifestyle, entered by Bluefin
This entrant took significant steps to re-engage staff with its flexible benefits scheme. It also wanted to highlight changes that had been made to the scheme, such as the introduction of online access to benefits. Teaser emails reminded staff when it was time to make benefit selections and an electronic brochure contained succinct information about the scheme. Video presentations, FAQs and employees trained on all aspects of the flex scheme were also used in the communications campaign.

Trader Media Group, My Benefits
This entrant designed its communication campaign to increase employees’ understanding of benefits, and participation in its reward package, which includes a flexible benefits plan. As part of its campaign, Trader Media Group’s reward team ran benefit roadshows at nine locations. During these events, employees were given information on how to join and use the benefits scheme, and updates on new and existing perks. A booklet outlining the organisation’s benefits was also produced and sent to employees’ home addresses.

WorldPay, Freedom, entered by Vebnet
This entrant created a new online flexible benefits scheme, Freedom, to reinforce its identity after it left the Royal Bank of Scotland Group to become an independent company. Its communication of the new package needed to reflect the organisation’s new culture and values. It also wanted to increase employees’ understanding of benefits and encourage participation in flex. Having a diverse workforce, WorldPay had to communicate its package in various ways. Teaser postcards and e-shots were sent to staff and posters were put up around the workplace. Benefits roadshows were held and Freedom-branded stationery was distributed in offices.

Read more about the Employee Benefits Awards 2012