With high staff attrition rates and few existing staff benefits, the team at AutoProtect decided to establish a communications programme to launch and promote its “The Store” benefits platform, to encourage employee engagement.
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Employee communications, employee recognition, employee surveys, employee wellbeing, employee benefits
The team at AutoProtect had observed that staff attrition rates were high, while existing staff benefits were few and far between, especially with no recognition. While it was a priority for the team to inform staff about the business and its goals, internal communications were poor at this point, posing a major challenge.
Working with Reward Gateway, the team developed a communications programme to promote The Store benefits platform, with key objectives of creating awareness and achieving high volumes of registrations. Following launch, the team needed to encourage engagement and maintain interest levels in the new platform, staff benefits scheme and key business documents store.
The team’s goal was to create an eye-catching campaign that would achieve an 80% sign-up rate at launch. Through discussion with the department heads and employee feedback, the team determined which themes their audience would best respond to. The majority of staff spend a lot of their day either on the phone or managing claims administration, and are therefore “time-poor.” As a result, the communications required a straightforward, concise and direct theme. To combat the lack of choice in employee benefits, the team put in place a variety of benefits with Reward Gateway, including employee discounts and Holiday Trading.
The platform would host important AutoProtect business updates, developments towards goals and feedback mechanisms as well as the great discounts available and new staff benefits.
The team decided on one phrase that would describe both a “shopping” experience and a depository for information: “The Store,” along with an easy-to-remember web address. To enhance the employee experience and familiarise employees with the platform, The Store’s logo mirrors the AutoProtect colours and the graphic illustrates its primary message.
It was also important to create a homepage that didn’t confuse or mislead people as to what each tile contained. The team created engaging illustrations to encourage clicks. This involved a container dock “skyline” showing various communication methods, such as a mobile radio mast, aeroplane, cloud and satellite, all broken up into tiles with clear headings.
The team developed a teaser campaign using flyers, emails and posters. They invited a Reward Gateway launch strategist to the AutoProtect offices to demo The Store to all staff at convenient times throughout employee shifts. The ambassadors demonstrated the staff benefits and discounts available, provided advice on how to obtain discounts, showed how to download the smartphone app and handed out branded water bottles. For more communications, the team worked with Reward Gateway to send emails, distribute flyers with registration information and design several posters.
On the day of launch, 123 users created live accounts, representing 96% of registered staff members, easily exceeding the target of 80%. Since then, the organisation has maintained excellent levels of engagement, hovering at or above 95% of usage from eligible staff.
Staff are clearly seeing the benefits of the discounts programme and since launch have spent over £77,000, in turn saving 7.2% of that amount. The biggest monetary highlight was the amount spent through SmartTech™, with over £12,500 worth of items purchased through this platform in November. This benefit was launched on Black Friday (23 November, 2018), meaning these orders were all processed within one week.
Add to that the popularity of holiday trading, with £11,256 worth of holidays swapped for cash. Meanwhile, the Wellbeing pages have delivered over 900 views since launch, peaking in May at 277 during AutoProtect’s Mental Health Awareness Week campaign.
The Store has reinforced the push for a cultural shift that was put in place during 2017 following the launch of AutoProtect’s “Vision and Values.” Since then, internal activities such as mandatory weekly team catch ups, regular CEO “open door” meetings and biannual company-wide presentations have all led to an exponential increase in two-way communication within the business. The platform has provided exactly the kind of forum that the business needed to ensure staff are up-to-date with developments and empowered to ask questions.
Since launching the campaign, AutoProtect’s Glassdoor score has jumped from 2.3 to 4.5, while staff attrition rates have fallen from 21.5% to 14.75%.
Glassdoor Score, an increase from 2.3
decrease in staff attrition rates