In the first of a two-part feature on implementing a flexible benefits scheme, Russell Martin, HR Director at Prudential talks about how HR communicated its scheme to employees. The scheme won an award for Communications Strategy of the Year, among others. Thursday’s HR Zone Briefing will feature an interview with Russell with details about the scheme itself.
Our ‘You Choose’ flexible benefits scheme was a dynamic approach to benefits and we realised that this was going to be huge change for our employees. We needed an extensive communications strategy that would engage our staff as well as raise their awareness about flexible benefits. However, we felt it was important to deliver this in a simplistic way so that it not only engaged our staff but also enthused them. Our aim was to enable our employees to make an informed choice about their benefits package.
How did we communicate?
The initiatives under our new benefits programme were communicated to employees using various media. Some of these were more traditional:
– leaflets
– booklets
– posters
and some were more innovative:
- You Choose ‘flex champions’ were recruited throughout the business (approx 300) to hold face-to-face meetings at a local level to enable employees to raise concerns and ask questions.
- We took representatives from our You Choose benefit providers ‘on the road’ to meet our employees. These events took place in huge trailers at our main locations and enabled employees to ‘meet the provider’ face to face. Providers gave away free gifts and one lucky employee won a holiday.
- Throughout the October election period a dedicated helpline manned by HR employees was available to answer employees’ questions and concerns. This received fewer calls than anticipated. One of the organisations we researched reported a ratio of 1 call per employee during the election period. The call ratio we experienced was 1 call per 5 employees. Employees who did use the helpline responded positively to the service.
- Our intranet and e-services were well utilised. This was thought to be the most effective medium for our Drive PRU scheme and enabled us to maintain two-way communication with our employees. Frequently Asked Questions were published on the You Choose and Drive PRU intranet sites.
- We developed an e-learning guide so that employees could get to grips with the mechanics of the scheme in advance of the intranet site going live. The response to this was tremendous. We achieved over 5000 hits on this non-compulsory guide (over mid to end September)
Our communications continued after the launch of You Choose to ensure that employees understood the new layout of their payslip and knew how to contact the providers with specific questions.
Surveying employees
Surveys were carried out before, during and after the introduction of You Choose to measure employees’ understanding and satisfaction with their benefits package.
Before the introduction of You Choose, 25% of employees claimed to fully understand and value their benefits. This was smashed by a tremendous 96% after the introduction of the scheme.
Related items
Russell Martin, HR Director at Prudential, on flexible benefits
Flexing the benefits?
How to make your flexible benefits scheme a success
