EMPLOYEE ENGAGEMENT
HEARST | Employee Benefits Rebranding
Employee Survey, Communications Strategy, Marketing
Challenge: Preparing to announce a number of beneficial changes to both its health and retirement plans, Hearst Sr. Management knew many would be suspect.
Insights & Strategy: With research showing a direct correlation between employees’ satisfaction with their benefits and satisfaction with their job, we knew improved communication was key to employee retention. As a multi-generational team ourselves, we also knew different constituents had different concerns, and quickly conducted an Employee Survey—identifying 3 niche audiences and insights which were then presented to Sr. Management (example here).
Results: Those insights helped us identify 3 CORE PILLARS (or values) that communicated Hearst’s commitment to employees as people: 1) Empowering; 2) Ease & Access; and 3) “Work Family." These values informed everything from the purposefully simple teaser ads here to lengthy pages of “legalese” (partnering with insurance provider)—giving them a much-needed human touch.
Speaks to“Work Family” pillar—with “feeling like someone has your back at work” very important to Millenials.
Sample of Employee Survey findings
