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 Bromford takes a creative route to raise awareness of benefits programme.

Leading UK provider and developer of affordable homes, Bromford, has experienced record success with their colleague benefits scheme thanks to the creative approach they took when communicating the programme to their colleagues.

The brand new programme, provided by Asperity Employee Benefits, launched on 3rd October to over 1000 Bromford colleagues, who quickly engaged with the scheme in large numbers. Colleagues using the portal have, since launch, been saving on average 9% on their purchases from a wide range of top high street stores, including House of Fraser, Debenhams, Comet and Sainsbury’s, as well as niche-brand retailers available through the ’Bromford Rewards’ website.

To date the programme has achieved 59% colleague engagement with the number rising steadily.

Louise Williamson, Colleague Benefits Coordinator for the Bromford, attributes such rapid success to the creative approach the Bromford HR team took in informing colleagues about their new benefits programme. “We wanted to communicate the scheme in a way that was both informative but also a bit different,” explains Louise. “We’re always looking to do things innovatively, and we wanted to reflect this in the way we informed our colleagues about their rewards.”

Launch communications took a multi-channel approach, including posters around the main offices and schemes, utilising internal communication channels such as the colleague news bulletin ‘One2One’, intranet news articles and ‘Yammer’, distributing branded chocolate coins on launch day informing colleagues about their rewards scheme and an SMS being sent out to all field based colleagues.

Leading up to the launch, Bromford also set up a teaser campaign which included a competition in which colleagues who registered for ‘Bromford Rewards’ before 3 November were eligible to win a prize. Following launch day Louise and other members of the project team held informal lunchtime drop-in sessions in the main office café areas and attended team meetings showcasing Bromford Rewards and assisting colleagues with any queries they had about Bromford Rewards to maximize colleague engagement.

In an unorthodox move Louise even dressed up as a pink pig to represent a piggy bank when handing out the chocolate coins.