5 March 2012
Leading independent housing association, Adactus Housing, has achieved excellent engagement with their new benefits programme by maximising a variety of communications channels in the run-up to launch.
Asperity Employee Benefits is the provider of their employee discounts, Cycle to Work and peer-to-peer recognition programmes and since their launch in November 2012, the integrated platform has already secured 60% engagement.
With a mixed workforce of offline and online employees, the communications strategy was designed carefully with multiple channels in mind. The resulting launch campaign was a well-thought out initiative designed to reach out to all areas of their workforce.
Almost 40% of their 550 staff signed up in the first week alone following a personal introduction to the new programme at the monthly team meeting by their Chief Executive, Paul Lees. Seasonal-themed flyers and emails were circulated the same day, which, combined with a poster campaign was successful at increasing awareness of the new benefits hub in the run-up to Christmas.
Michelle Grundy, HR Advisor for Adactus Housing commented: "The service during the whole process from sale, implementation and after sales has been of the highest standard. Asperity enabled us to tailor the newly implemented 'Adactus Pies' (Perks In Employment) to meet the needs of our employees within the business."
Since launch, Asperity and Adactus have identified further opportunities for raising awareness about the new programme, and have featured information in the staff magazine, new starters' induction pack, intranet and on payslip attachments. Including employees' personal email addresses in the monthly mailouts has also been very effective at engaging the offline sector of their workforce.
The next steps are to work closely with Asperity's RewardManager™ management information portal to track engagement and design specifically targeted promotions. Overall, "the response from employees has been great" confirms Michelle.