As a global brand and leader in its industry, Caterpillar’s challenge is maintaining its position as an employer of choice. The company identified the need for a robust total reward package in order to attract and retain experienced professionals to support its growth.
With staff distributed over multiple locations, Caterpillar also needed a way to unify its workforce and strengthen the relationship between employer and employee.
Reward Gateway offered Caterpillar the opportunity to create a benefits brand and tailored hub to host information about all their benefits and financial wellness initiatives in one place, signifying easy access for employees. Being able to tailor the messaging and identity of the portal presented a medium for nurturing the relationship between employer and employee.
With an 80% male population, the decision was made to communicate directly with employees’ partners, who might be in charge of the purse strings at home. At launch, letters were sent home to each employee’s home address, containing a ‘Caterpillar Advantage’ fridge magnet and a wallet card.
To reach out to employees distributed over multiple sites, incentive competitions were rolled out at each location. By targeting specific areas, these local competitions were effective at getting employees engaged with their benefits brand, as employees felt they had a better chance of winning. Flyers and posters were also targeted to specific locations, to reinforce that the benefit was local and relevant to each site.
With 50% of the workforce offline, special care was taken to make it clear that although the new and exciting discounts portal was online, it was still easy to access, sign up and make purchases through the smartphone app.
By leveraging the success of the UK and Australia initiatives, Caterpillar was able to launch a solution in the US that helped employees save money every day of the week.
“As a motivation for employees in this current economic climate and as a factor in their overall package, the use of Advantage has made a significant impact on employee engagement and continues to grow both in registrations and spend daily.”
Compensation & Benefits Manager
The combination of different creative techniques to increase engagement amongst its 1,200 US based employees has succeeded in getting the attention of their workforce, with 34% engagement in the first 4 days, rising to 63% within the first three months.
The company was rewarded for “taking a proactive role in employee and leader development” by the Human Services Division and ranked 14 in the Top 50 Most Admired for HR global companies in 2013.