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Best benefits communications - small employer

(Entered by Buck Consultants at Xerox)

Lisa West, reward manager at Heinz UK and Ireland

This award is designed to recognise an organisation with fewer than 5,000 employees that has demonstrated an effective and innovative approach to benefits communication, be it through face-to-face, print, social or digital media.

Heinz’s communications strategy focused on the need to improve employee appreciation, and usage, of its flexible benefits plan and portal. Ensuring that the communications used reached and engaged its geographically and demographically diverse workforce was key to the success of its strategy.

The judges were impressed with the imagery and theme Heinz selected to resonate with its brand, such as human-sized ketchup bottles. It also used the idea of ripening fruit. For example, as its benefits selection period approached, tomato images slowly turned red to the 'pick now' point.

The judges said: “It used its brand to really emphasise benefits. It tailored communications suited a diverse workforce with strong evidence of success.”

The winner said: “We’re really pleased to have won. I think what worked was the way we operated a two-tier strategy and looked at targeting HR community and getting them motivated but then communicating directly into the employee. “I have been in reward for a few years now and these Awards are so reputable it is amazing. For our business it is brilliant for talent attraction, promoting our total reward proposition to employees and showing that we are doing market-leading activities which is key for us.”

Runners up
  • Interfleet, InterCentive
  • Logicalis UK, Launch of The Hub (Entered by KPMG)
  • McGraw Hill Financial, Flexfirst (Entered by Caburn Hope)
  • Nomura (Entered by Vebnet)
  • PSA Peugeot Citroen, Discover your benefits