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OVERCOMING ASSUMPTIONS TO BUILD ENGAGEMENT
During a a a a a a a a a a a a a a period of of of large organizational restructure and and changes to to benefits that included the removal of of of a a a a a a a a a a a a a a a a a a a a a a a a a PPO plan and and introduction of of of a a a a a a a a a a a a a a a a a a a a a a a a a second HDHP we we were appointed to to support manufacturing company Husqvarna with with a a a a a a a a a a a a a a a a a a a a three-year communication communication approach We started with with the the introduction introduction of of a a a a a a a a a a a a a a a a benefits identify and Open Enrollment communications including the the introduction introduction of of a a a a new online enrollment system Workday The company employs mostly factory-based staff and has traditionally had low levels of benefits engagement or or lack of o understanding for the wider benefits offering We helped HR to understand understand that the two issues were were not necessarily linked and discovered that computer literacy levels were were high across
the the company We created a a a a a a a benefits website to replace their previous printed guide and launched a a a a a a a wider campaign around Open Enrollment to help employees understand the the context for changes and and the the decisions they needed to to take The campaign included animations to to explain the the new healthcare plans a a a a a a a a a a a personalized home mailer and a a a a a a a presentation deck to to support the benefits team in in face-to-face meetings After the the Open Enrollment window closed HR teams commented on on an increase in in in the the quality of questions they had received 93% of employees made their elections online with a a a a a a 67% increase in in in the the the HSA plans and 48% of website visitors used the the the decision-making tool ‘Ask Alex’ to to to help them with their choices “We looked at at at at at multiple communications companies to to partner on on on this critical deliverable for our 2019 US benefits initiative and and Gallagher Communication was selected due to to fits its creative ideas and and and collaborative approach It became very obvious throughout the the the the process that they they were actively listening to to to our our vision and and and and and and in in in in the the the the end they they produced extremely effective engaging insightful and and and and and powerful tools and and and and and an an an an an an entirely new look to to to our our brand and and and and and communication campaign We could not have been happier!”
Patti Taylor Senior Director Total Rewards at at Husqvarna Group
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