We designed a popular and memorable employee communication pack to help Hilton roll out their new benefits programme to 80 locations across the UK.
Attractive benefits packages are still one of the best ways for a company to attract and retain high quality people. It can sometimes be challenging for big organisations to ensure that everyone is aware of the benefits they’re entitled to, so communicating this information effectively plays a vital role in staff attraction, satisfaction and retention.
In close collaboration with Hilton Hotels and their communications agency, Mercer, we were asked to design an eye-catching employee communication pack to generate excitement about a new employee benefits initiative. Our materials would serve as the primary communications vehicle and be made available in every staff break room across the UK, thus it needed to be engaging and easy for staff to comprehend.
“What would you do with an extra day holiday?” was the theme of our campaign. With the company offering six employee benefit programmes to staff in all 80 hotels in the UK, we devised an HR communication that included all eight benefit brand partners, plus the Hilton brand, to showcase the client’s investment and consideration for their internal audience.
Staff were regularly exposed to the corporate Hilton brand, so we created a fresh way to stand out, as well as being able to inform employees in a clear and engaging way.
The campaign was divided into three stages to maximise interest and encourage staff participation. First, individuals were targeted by a teaser that encouraged them to contribute their ideas on how to spend the extra day of holiday into a ballot box. The winning idea would receive Hilton vouchers to spend all over the world.
This activity built up to the introduction of the hero of the campaign – a custom-designed employee communication pack that looked like a suitcase. This visual device cleverly presented information on all the employee benefit options available, while also creating a fun talking point in staff break rooms.
Each benefit was outlined on its own “luggage tag” which was colour coordinated to create differentiation, as well as make the piece more appealing to its target audience.
- Overall, we produced 80 suitcases, one for each Hilton location in the UK. It had 6 compartments, each filled with leaflets detailing the different benefit schemes.
- In addition to devising the campaign and designing the suitcase, we coordinated printing and delivery to all 80 hotels.
- We also produced table tent cards for each benefit, as well as postcards and display boards to be placed around the clocking-in machines, where different messages would be promoted on a 4-week rotation.
The suitcase idea got great feedback – a mock-up of the design was enthusiastically received at a senior board members meeting, and once the employee benefits campaign rolled out, staff themselves shared a variety of positive feedback.