EMPLOYEE ENGAGEMENT
HEARST | Employee Benefits Rebranding
Employee Survey, Communications Strategy, Marketing
Two things prompted Hearst’s complete overhaul of its Employee Benefits marketing & communications strategy:
1) With research showing a direct correlation between employees’ satisfaction with their benefits and satisfaction with their job, improved communication was key to employee retention.
2) While Hearst was preparing to announce beneficial changes to both its health and retirement plans (when others were making drastic cuts), they knew many would be suspect. Especially elderly retirees, who fear confusion over new paperwork/deadlines may result in their losing benefits completely.
Insights & Strategy: A multi-generational team ourselves, we 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.
Those insights helped us identify 3 CORE PILLARS (presented with employee verbatims) that communicated Hearst’s commitment to employees as people. These “values” informed everything from these purposefully simple teaser ads to lengthy pages of “legalese” (in conjunction with care provider)—giving them a much-needed human touch.
Pillar #1: EMPOWERING
Hearst has always put a premium on information. But too much can leave employess confused, disengaged–or at worst, resentful. HEARST BENEFITS breaks through the clutter, to ensure employees have the essential information they need WHEN they need it. Empowering them to make informed choices. With the freedom to change plans as their life changes.
“Obamacare explained.”
– Hearst Employee
Pillar #2: EASE & ACCESS
Even the best benefits mean little if they’re not understood. Which is why Hearst is committed to providing the benefits each generation wants–the way they want them. With personal consultations, color coded communications, 24/7 access (and more) that always make it easy to see the benefit in benefits.
“With Benefitsinsider.com, I have somewhere to go for answers 24/7. ”
– Hearst Employee
Pillar #3: “WORK FAMILY”
The feeling that someone has your back. It’s the difference between just having a job and having a “work family.” And the mutual respect that family offers is critical to a younger workforce that values loyalty to the team (vs. the organization). Hearst Benefits create that sense of family by recognizing personal life changes– and helping tailor your benefits to match. Being approachable… and always there to talk to.
“You never feel isolated. They’re very understanding about sick kids, weather-travel issues, etc.”
– Hearst Employee