Re-launch of a platform with new logo and communications engages 81% of workforce
Nexus relaunches its employee engagement platform, Nexus Extras, with a new logo and extended communications about employee discounts and recognition. As a result, 81% of the workforce has engaged with the platform.
Industry
Transportation
Number of employees:
600
Average age:
37 yrs
Male to female ratio:
70:30
RG re-launch date:
September 2014
Platform features:
Employee discounts, employee recognition
Nexus has a widely diverse range of employees, the support function which includes HR, Communications, Marketing, Support and Admin are professionals with an even male-to-female split in one location. The company also has a Customer Service team who are a range of ages and based in one location. Nexus then have Engineers, Maintenance and Project Managers who are an offsite, largely male and aging workforce and hard to engage.
Communication channels vary depending on the employee group, from online media and company-wide emails for its Support and Customer Service functions, and flyers to face to face meetings for off-site Engineers, Maintenance and Project Managers. The current Reward Gateway platform had an impressive 70% engagement but with a relaunch on the horizon, Nexus decided it was time to refresh communications and bring the excitement back.
Nexus Extras was relaunched in September 2014 with a special incentive to celebrate – an increased 6% discount at the most popular retailer on the platform. It was widely advertised throughout the workforce with posters and emails sent to all staff. The company also refreshed the logo, making it sharper, cleaner and more modern. To ensure it targeted absolutely everyone, a flyer was sent to employee’s homes. Doing this encourages the engagement of an employee’s family if they don’t see the merits of the platform for themselves.
A simple thank you goes a long way in letting someone know you value their work and so eCards were launched as a brand new feature. Nexus was attracted to using eCards because you can send them instantly to anyone in the business to thank them for something they have done. The company created four eCards that the team knew would resonate with all of their employees – Well Done, Star Player, Congratulations and Good Idea.
To advertise that this was a new platform with new discounts, it put emphasis on the promotion of Instant Vouchers now being available. Being able to use these on a mobile device resonated with Nexus’ offline workforce. It was decided the best way to get maximum coverage for the relaunch was to stagger the strategy. In the first week, Nexus promoted eCards and the increased retailer offer, week two was the opening of a wellness benefit, and week three focused on how mobile the platform is, as well as the friends and family aspect.
A successful communications strategy can be quickly measured by the levels of engagement achieved, and Nexus has managed a hugely impressive 81% since their re-launch. Both the number of transactions and spend has also risen, with a celebration planned for when the Nexus Extra’s total spend hits the equivalent of $1.3m – a total it's extremely close to. Nexus has made a return on investment of nearly the equivalent of $65k, helped by new interest created in a wellness benefit. Lastly, the equivalent of $6.5k has been saved by both Nexus and their employees so far.
employee engagement with platform
ROI on the new engagement
platform
