ING Direct communicates flexible benefits plan with sweets

ING Direct has used sweets to communicate its new flexible benefits plan.

Titled ‘Pick & Mix’, the scheme was communicated using bags of branded sweets, which were distributed to its 550†employees.

Company directors dressed as ushers personally made the deliveries to employees’ desks. The sweets then directed employees to a branded benefits intranet site.

Other communications materials included a brochure and a menu outlining individual benefit choices, and a benefits fair with a ‘pick & mix’ sweet shop entrance.

Lorna Benton, head of compensation and benefits, said: “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.

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 Human Resource Consulting provided consultation around the scheme design and communication while Vebnet provided the technology, administration and helpdesk.