Transport for London (TfL) refreshes benefits brand to increase usage by 65% and better educate employees on the merit of total reward
TfL has been responsible for keeping public transport in London moving since 2000. In 2015, at the time of reviewing their communications strategy, TfL had 24,000 employees working across more than 500 locations, with many of their people working offline and remotely.
Travel and Transport
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Employee discounts, salary sacrifice, employee engagement platform
Transport for London (TfL) has partnered with Reward Gateway since 2010, providing employee discounts and salary sacrifice through “myTfL.” In that time, the perception of reward was suffering and directly impacting employee engagement. Whilst an impressive 90 per cent of TfL’s workforce were registered with the website, only 22 per cent were accessing it each month. TfL knew they would need to increase awareness by redefining their communication strategy to drive up usage, better educate employees and improve the perception of the wider reward package.
Upgrading to Reward Gateway’s all-encompassing employee engagement hub in 2015 - which maximises benefits through an easy to use platform, encouraging repeat visits – gave them the chance to do this. With no additional budget, they needed to find innovative communication ideas at no extra cost.
In order to reach as many employees with their new communication strategy as possible, the TfL team involved communication experts from each business area and held focus groups. They consulted on what worked well and what didn’t, finding that employee communications were getting lost in a sea of other pieces all branded to match TfL’s standard corporate blue.
The team quickly set about refreshing the reward communications, opting for bright and bold images, which would stand out and be noticed. TfL used the same tactic for their employee engagement hub and simplified the user experience by only showing key messages, which link through to richer content.
Further feedback told the team that employees were only really using discounts to save on groceries and big retailers. And with over 800 other retailers offering a great discount, the team started running new campaigns every three weeks to promote the wider range of offers available on myTfL, highlighting to employees how they could save more of their money.
A similar approach was taken with Cycle to Work. The team promoted application windows through attention-grabbing prize draws to win a free bike and sent out reminder emails if signed hire agreements had not been returned leading up to the deadline.
With the communications, promotions and engagement hub all being rebranded to match the exciting new design, the team looked for new channels to communicate their message. They managed to reach more than 5,500 operational staff, who had previously been hard to engage with, by communicating the different deals staff could benefit from using digital signage and screens in train depots and rest areas.
The sheer range of channels, the scale of the communication work undertaken, and the determination to reach every employee is what made this strategy so creative, compelling, and effective. And it achieved the following results:
TfL’s results show the importance and impact of a uniquely branded communications campaign, which is consistently delivered through channels that employees actively engage with. Their employee engagement hub allowed them to be more creative, despite minimal budget, and effectively educate employees on the importance of the wider reward package.
increase in number of monthly users on platform
increase in monthly spend on employee discounts