Challenge
Redefine the way employees understand, value and interact with their benefits at a global pharmaceutical leader.
Solution
Create a bold new benefits brand, tagline and communication approach that revolutionizes the build-it-and-they-will-come status quo of how employees interact with benefits information.
Together with the client’s global benefits and HR communication teams, we led a process to articulate the company’s vision for how they present benefits to their customers (employees and their families) and how they then access benefits information. We developed a communication strategy based on one key idea: “What you need, when you need it.”
“What you need, when you need it,” dramatically shifts the benefits paradigm for employees. Instead of searching within the organization’s generous benefits offerings for a matching solution, employees begin with their current life situation and are matched with the benefits relevant to their need. The idea was applied to the client’s many benefits communications, including most notably a redesign of their benefits microsite with a more robust search tool and online digital benefits menu, and the creation of a journey map that connected myriad plans, programs, vendors and tools to an employee’s moment in life.
This integrated approach is designed to help employees learn and interact more organically with their benefits programs and come to see them as a valuable part of their work/life experience.
