Winner at The Engagement Excellence Awards 2018:
Most strategic communications for smaller organisations
Causeway, a fast-paced technology company, provides software for the construction industry and employs 220 people in mostly technical and professional roles. The company employs a high-cost workforce, with 70% of UK employees being higher rate taxpayers. Therefore, employee absence is costly and impacts customer projects and services.
Number of employees:
Male to female ratio:
Number of Locations:
Employee recognition, employee wellbeing, employee discounts, Childcare Vouchers
The business was growing but the collapse of a major player in 2017 shook the construction industry and increased the pressure. The HR team recognised that supporting mental wellbeing would be as important to future success as ensuring that employees are physically equipped to meet challenges.
After assessing company health data and reviewing absence trends, incidences of anxiety and stress were identified, along with physical ailments commonly associated with stress.
Research statistics and employee feedback highlighted that men can be reluctant to discuss their mental health and personal difficulties. Although Causeway had already implemented a wellbeing programme, employing both proactive and reactive measures, it needed an innovative approach to support mental health and engage Causeway’s 80% male audience.
The HR team identified the following key objectives for the wellbeing strategy:
Causeway’s wellbeing strategy included carefully selected benefits and provisions, aimed at employees and their families, encompassing physical fitness, nutrition, health, resilience, lifestyle and financial wellbeing.
Some of the benefits include:
And some of the wider provisions include:
Reviewing HR data revealed increased patterns of behaviour and abstractions correlating to times of heightened pressure. Furthermore, personal responsibilities were frequently at the heart of the matter. Male colleagues, in particular, were perceived as reluctant or embarrassed about discussing personal problems and pressures, since this can be seen as a weakness. Many men at the organisation focussed on their physical health but did not consider their mental health.
In order for the team to meet their key objectives, they decided on a multi-pronged approach across the six key areas of wellbeing. The approach included increased communication, targeted promotions for the benefits and services available and education aimed at improving awareness and understanding of mental health. Practical tips were also provided on stress prevention, stress management and building resilience.
The HR team at Causeway used their research to help fuel an innovative and creative communications plan to engage employees. This included increased education, aimed at improving the understanding of anxiety, stress and impact on the body and mind, along with practical tips on stress prevention, management and building resilience, and expert advice on nutrition.
Strategically, Causeway tailored its communication strategy to appeal to sports enthusiasts in the business, by adding the concept of becoming “a corporate athlete.” Also, to overcome negative perceptions, the term “mental health” was replaced with “building resilience” and “healthy minds.”
The HR team also created a fun campaign to promote and recognise carers as “Unsung Heroes” to create a sense of openness and pride. Along with this campaign, they promoted benefits focussed around “life journeys,” making it easy for employees to identify with benefits relevant to them – including self-care, starting a career, buying a home, getting married, having a baby, caring for relatives or retirement.
To communicate these new offerings, the Causeway team used a variety of channels to get the message to the right people – including emails, posters, flyers, social media, personalised packs, and coffee mornings at Causeway’s on-site cafes. Since 100% of employees were registered on the company’s employee engagement hub, “Causeway Lifestyle,” the team had another avenue to promote and support the campaign and its communications.
The responsive design of the employee engagement platform ensured that important information and benefits were accessible on the go, from any device, at any time – which was important for many field-based employees. Monthly promotions, features, events and communication were aligned to national campaigns and exciting, digestible content (including videos, discounts and employee stories) was added each month to encourage more visits and also inspire employees.
The team was able to manage the campaign within existing budgets – requiring no additional costs. All aspects of the project were monitored and measured to understand the ROI, plus both quantitative and qualitative metrics were used to assess the effectiveness and progress of the team’s objectives.
This renewed wellbeing strategy has shown significant improvements in employee mental, physical and financial wellbeing, resilience, and work-life balance, which resulted in reducing absence across the targeted areas by 66% and improving productivity and engagement. Additionally, annual survey results showed that 90% of employees believe the company genuinely cares about their wellbeing.
The company has also introduced education and support initiatives for employees to reinforce and encourage a positive culture of wellbeing. Causeway’s team continues to review and improve their wellbeing strategy in an ever-changing environment in order to ensure a continued ROI and increase in employee engagement.
reduction in absence areas targeted and marked productivity increase
of employees believe that the company genuinely cares about their wellbeing