Aviva plc
Employees: 24,000
Workforce Profile: Predominantly online workforce within Aviva branded business. RAC part of group and offline contingent here.
Scheme highlights: Employee Focus Groups help determine communication content
Aviva in the UK has two main businesses, Aviva UK General Insurance and Aviva’s UK Life operations. Aviva already offered staff flexible benefits but was looking to invest further in its Employee Benefits to bring employee discounts into the mix. For the investment to be worth while though, the scheme needed to be relevant and valuable to employees. So with 24,000 employees in numerous locations, just how do you make sure that happens? You Communic8!
Asperity’s employee engagement system, Communic8 has been designed to break down the barriers that prevent benefits take-up. Communic8 provides a framework for communications within a business with content tailored to suit the audience. In order to tailor content you need to understand the audience and Aviva saw just how Asperity made this possible when its employees took part in focus groups throughout the business.
Asperity never forgets that employees are individuals with different shopping habits interested in different promotions and retailers. With over 3000 offers available on Reward Gateway, there is certainly choice and definitely something for everyone - the challenge is finding out which retailers will capture employees interest!
By using Focus Groups Asperity enabled Aviva employees to decide which retailers they wanted to hear about and consequently which retailers should feature in the planned communications about Reward Gateway throughout the business. And, in the build up to the launch of the Communic8 programme, Aviva ran 15 Roadshows across the business timetabled to coincide with Flex windows. Roadshows proved an important tool in showcasing Reward Gateway and helping to promote awareness, interest and ultimately registrations ahead of the communication campaign.
Brochures and flyers were designed for launch and some exciting competitions including the chance to win an ipad helped to generate excitement. The final piece in the puzzle for this online workforce was to ensure that the Aviva Reward Gateway website - Aviva Rewards - remained exciting, enticing employees to keep coming back.
