Capital One raises bikes take up through EVP

Capital One has doubled the take up of its bikes-for-work scheme by integrating it in its employee value proposition (EVP).


In a session titled Creating an EVP for the future: employee motivation and the role of benefits at Employee Benefits Connect on 27 February, Jill Cunnison, head of benefits and HR operations at Capital One, explained how the organisation focused on developing its EVP after a period of low staff engagement due to redundancies around four years ago.

The financial services organisation went through a change in its business model, as well as a change in how it communicates to staff, including its benefits package. 

Capital One promoted its benefits through its welcome package as part of its EVP. It also invites new starters to a benefits chat to talk through the benefits available.

Cunnison said: “We want to make sure there is a true understanding [of the benefits] from the point someone joins.”

In June 2013, the organisation held an onsite travel-to-work event to promote its bikes-for-work scheme among staff, which led to scheme take up doubling.

Capital One ensures that employees are reminded of the benefits on offer by connecting with staff at life events, such as when they become new parents or when they move house.