Case study: Veolia wants employees to keep shares

Veolia Environnement first launched its share incentive plan (VE Sip) for its 16,500 permanent UK staff in 2006, and relaunched it in September 2010.

The firm does not use typical communication methods, particularly when the scheme matures, because there are not key events around a Sip. At launch, it sends out directmail invitation packs to all employees’ home addresses,
and all promotional literature is available for download online.

Mike Sullivan, the firm’s head of employee benefits and pensions, says: “There is not really any advertising about getting to the end of three or five years. The main purpose of the scheme is to encourage employee shareholding. The hope is that while people remain staff, they will continue to hold their shares.”

The scheme was shortlisted for an Employee Benefits Awards 2011 because of its use of 180 share scheme champions to promote the VE Sip to eligible employees.

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