A recent study found that more than 40% of employers have developed a brand identity for their employee health and wellbeing programmes. Broadening this branding to encompass all of your bespoke benefits can help bring a more effective and engaging package.
Creating a strong benefits brand and developing the right communications strategy will reap the benefits of, well, your benefits!
It’s all about getting in tune with your audience. Remember, your employee benefits audience is different to your corporate audience, so why would you speak to them in the same way?
How a Bespoke Benefits Brand Can Help You
A bespoke benefits brand can really help to drive employee engagement as employees are able to differentiate employee benefits communications from your company communications. And let’s face it, it doesn’t matter how good your benefits package is if your employees don’t know about it.
When we think about brands it’s easy to think of strong consumer brands such as Coca-Cola, Disney, or even Team GB designed to have mass appeal, but this isn’t right for employee benefits.
The ideal benefits brand should be a sub-brand, developed to work with, and complement your company brand to engage with your employee demographic. Designing the right brand can be challenging if you have a mixed demographic i.e. professionals vs. semi skilled workers, male vs. female, mature vs. young age groups for example.
Not all companies have the resource to put into bespoke branding. But there are other options, and providing your communications strategy is fit for purpose, you can still achieve effective employee engagement.
Let’s weigh up bespoke vs. generic branding options:
Bespoke Branding: A sub brand of your company branding
This is arguably the best option. A bespoke benefits brand should complement your corporate brand and your corporate brand will of course be a key consideration in the design.
Your benefits brand needs to work both online and in print.
Some companies chose to adopt a complete internal bespoke branding approach for all their employee communications to help them to differentiate their communications. Bespoke benefits branding should work under this umbrella.
By working closely with your benefits provider and your company’s internal communications team if you have one, will allow you to develop an effective employee engagement strategy.
Dual branding: Your brand coupled with a provider’s brand
With this option you’ll adopt a generic branding established by your benefits provider. It’s a cost effective solution that suits smaller businesses. The best providers will have a set of generic communications and materials readily available to help you promote your package.
The issue with dual branding is that it can sometimes result in a confusing and unfamiliar style which isn’t always as engaging with your particular workforce. After all, what works for one company’s employees might not work for yours?
Having the right communications tools in place for this approach is also vital. So what if your provider gives you a great set of posters to promote your schemes when your employees all work remotely? It’s about having the right promotion in the right place at the right time.
Whether you go for full branding or you feel generic branding will suffice, it’s absolutely essential to communicate your benefits to your employees on a regular basis.
A one of launch promotion is simply not enough!
Your provider should be able to host all your benefits all together for you on one online platform – whether the benefits are provided by them, you, or a third party.
Your benefits branding should feature on the platform and all your communications should direct them to it.
The best platforms, like Salary Extras have integrated communications tools allowing you to message staff directly about anything you want to.
Storing plenty of information on your company as well as your benefits is a great idea too. It ensures your staff visit the platform regularly, so they can see what’s on offer, ensuring maximum scheme take up.
Hopefully we’ve helped guide you to deciding which approach is best for you and your company, but if you’d like to find out more, just get in touch.