EXCLUSIVE: Bromford Group engages staff in discount scheme

A segmented communications campaign has seen more than half of housing developer Bromford Group’s 1,000 staff engage in a new discount scheme.

The scheme, launched with Asperity Employee Benefits in October, achieved 59% take-up.

Communications were multi-channel and focused on field-based and remote-working staff, who make up 59% of the workforce, and staff who work in the main office.

An SMS text message and personal email were sent to offsite staff, which include landscapers, surveyors, maintenance managers and support workers.

Ahead of the launch, Bromford Group ran a teaser campaign that included a competition for early joiners to win prizes.

Members of the HR team held lunchtime drop-in sessions in the main office cafes and showcased the scheme at team meetings.

Communications included quick-response code-imbedded posters, its employee news bulletin One2One, intranet news articles, information on its social media platform Yammer, and branded chocolate coins.

Louise Williamson, employee benefits co-ordinator at Bromford Group, said: “We wanted to communicate the scheme in a way that was informative but also a bit different. We always look to do things innovatively.”

Read more about employee discount schemes