FLEXIBLE BENEFITS
ING Direct employees treated to pick & mix sweet benefits
ING Direct, a direct savings bank, is giving all of its 550-strong workforce benefit choices with a new flexible benefits scheme.
Branded “pick & mix”, the programme was provided by Vebnet and Mercer Human Resource Consulting.
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ING Direct’s challenge was to provide all staff in two UK sites with a benefits scheme which supported its “employer of choice” initiatives.
Lorna Benton, head of compensation and benefits for ING Direct, explains: “We need to support a very diverse workforce, including part-time mums, young starters and students as well as the more career focused. We also wanted to use flexible benefits to increase employee understanding of the value of the benefits; maintain the cost of benefits while maximising value and choice for every individual; ensure all administration was within current capabilities; plus achieve 30% take-up rates.”
Internal promotion
Branded “pick & mix”, the programme has seen an imaginative internal promotion with company directors dressed as “ushers” delivering a bag of branded “pick & mix” sweets as a teaser to each employee. The illustrations are brought to life through a branded benefits intranet site.
The communication launch also included a “pick & mix” selection box with branded sweets, a brochure and a menu card outlining individual benefit choices, plus a benefits fair fronted by a “pick & mix” sweet shop entrance.
Benton said: “Promotions also included life-size cardboard cut-outs of company directors in their ‘usher’ outfits, branded provider stands, giant banners in reception, smaller posters throughout the offices, changeable menu size cards in the staff canteen and café quizzes and prizes”.
ING’s communications programme resulted in participation rates “far exceeding original estimates”. Just one month after the programme launch, 66% of employees had submitted an enrolment form and 59% actively participated in making at least one change to their benefits.
Mercer provided consulting around scheme design and communication while Vebnet was chosen by the team as the technology, administration and helpdesk provider. The scheme branding was developed internally to fit the culture and values of ING Direct.
Want to know more?
Vebnet specialises in the “development, deployment and support of internet based technology for flexible benefits and total reward statements”. For more details visit www.vebnet.co.uk.
Mercer Human Resource Consulting is the largest consulting firm of its type in the UK, “helping organisations create business value through their people”. It employs over 3,000 staff in 19 office locations in the UK. For more details visit www.mercerHR.com.