Commuications around global compensation and benefits schemes should be kept simple, according to Rob Gerdes, vice president of compensation and benefits at CNH Industrial.
Speaking in a session titled ’Developing a global compensation and benefits brand’ at Employee Benefits Connect 2015 on 4 March, Gerdes said: “Communication and marketing materials are so important for engaging staff with a sustainble benefits brand, so it needs to be simple and consistant in terms of look and feel.”
Many of the agricultural and construction manufacturers 71,192 staff do not speak English as their first language, so the organisation introduced a visual and simple benefits brand.
Gerdes explained that involving staff involved in the design for communications is an integral part of the process. He said: ”We had a few focus groups with our employees to figure out what compensation and benefits they wanted, as well as what they wanted to improve.
“But you can never keep everyone happy, so a middle path will get you in the right engagement direction.”
He added that global compensation and benefits branding should be easily identifiable. For instance, CNH Industrial’s branding relates to the manufacturing sector.
Gerdes said: ”We use a cog as one of our main symbols, which resonates really nicely with our employees.
”The cog, aiming to help employees achieve as they earn, is also made up of different sections with bright and bold colour coding representing different types of benefits.”