Nexus relaunches their employee engagement platform, Nexus Extras, with a new logo and extended communications about benefits and recognition. As a result, 81% of the workforce has engaged with the platform.
Industry
Transportation
Number of employees:
600
Average age:
37 yrs
Male to female ratio:
70:30
RG re-launch date:
September 2014
Platform features:
Employee discounts, employee recognition
Nexus has a widely diverse range of employees, the support function which includes HR, Communications, Marketing, Support and Admin are professionals with an even male to female split in one location. They also have a Customer Service team who are a range of ages and based in one location. Nexus then have Engineers, Maintenance and Project Managers who are an offsite, largely male and ageing workforce and hard to engage.
Communication channels vary depending on the employee group, from online media and company-wide emails for their Support and Customer Service functions, and flyers to face to face meetings for their off-site Engineers, Maintenance and Project Managers. Their current Reward Gateway platform has an impressive 70% engagement but with a relaunch on the horizon, Nexus decided it was time to refresh their communications and bring the excitement back.
Nexus Extras was relaunched in September 2014 with a special incentive to celebrate – an increased 6% discount at the most popular retailer on their platform. It was widely advertised throughout the workforce with posters and emails sent to all staff. They also refreshed the logo, making it sharper, cleaner and more modern. To ensure they targeted absolutely everyone, a flyer was sent to employee’s homes. Doing this encourages the engagement of an employee’s family if they don’t see the merits of the platform for themselves.
A simple thank you goes a long way in letting someone know you value their work and so eCards were launched as a brand new feature. Nexus were attracted to using eCards because you can send them instantly to anyone in the business to thank them for something they have done. They created four eCards that they knew would resonate with all of their employees – Well Done, Star Player, Congratulations and Good Idea.
To advertise that this was a new platform with new benefits, they put emphasis on the promotion of Instant Vouchers now being available. Being able to use these on a mobile device resonated with Nexus’ offline workforce. It was decided the best way to get maximum coverage for the relaunch was to stagger the strategy. In the first week, Nexus promoted eCards and the increased retailer offer, week two was the opening of their Cycle to Work scheme, and week three focused on how mobile the platform is, as well as the friends and family aspect.
A successful communications strategy can be quickly measured by the levels of engagement achieved, and Nexus have managed a hugely impressive 81% since their re-launch. Both the number of transactions and spend has also risen, with a celebration planned for when the Nexus Extra’s total spend hits £1m – a total they are extremely close to. Nexus have made a return on investment of nearly £50k, helped by new interest created in Cycle to Work. £16k worth has been hired with £5k being saved by both Nexus and their employees.
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ROI on the new engagement
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