ING Direct employees treated to ëpick and mixí sweet benefits

ING Direct, the direct savings bank, is giving all 550 staff sweet benefit choices with a new flexible benefits implementation from Vebnet and Mercer Human Resource Consulting. Branded ëpick and mixí, the programme has seen an imaginative internal promotion where, for example, company directors dressed as ëushersí deliver a bag of branded ëpick and mixí sweets as a teaser to each employee. The illustrations are brought to life through a branded benefits intranet site. The entire communications programme resulted in participation rates far exceeding original estimates.

The communication launch also included a ëpick and mixí selection box with branded sweets, a brochure and a menu card outlining individual benefit choices, plus a benefits fair fronted by a ëpick and mixí sweet shop entrance. In total, 20,000 sweets were delivered to employees at different times, half of which were branded ëpick and mixí solely for this campaign.

As a business already recognised amongst the Top 15 companies in the FT Best Workplace Survey, and as ëThe best Call Centre of the Yearí in the 2006 CCA Excellence Awards, ING Directís challenge was to provide all staff in two UK sites with a benefits scheme which supported its ëemployer of choiceí initiatives.

Lorna Benton, Head of Compensation and Benefits for ING Direct, explains, ìWe need to support a very diverse workforce, including part time mums, young starters and students as well as the more career focussed. 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 ratesî.

Results of the campaign far exceeded this original goal. 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.

Benton continues, ìThe scale and impact of this unique, impressive and detailed communications launch was created within a modest budget to match the low-cost operating model. Teamwork happened en masse, from the top down. Promotions also included life-size cardboard cut-outs of company directors in their ëusherí outfits, branded provider stands, giant banners in reception, smaller posters throughout the offices, changeable menu size cards in the staff canteen and caf quizzes and prizesî.

Mercer provided consulting around scheme design and communication while Vebnet was chosen by the team as the technology, administration and helpdesk provider. The scheme branding was developed internally to fit the culture and values of ING Direct.

Gerry OíNeill, CEO of Vebnet, comments, ìING Directís branding and communications programme is second to none. It is strong, interesting, exciting, fun and meaningful to the diverse range of employees. Everyone involved in this launch, including the benefit providers ëwhoíve seen it all beforeí, are very impressedî.

For more information, contact Vebnet at its London or Edinburgh offices via www.vebnet.com, or London ñ 020 7073 2710 or Edinburgh - 0131 270 5500.