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If you don’t communicate it properly, you run the risk of people not being aware, or not being sure, of what they can have.”Įnergy firm E.On undertook a segmented communications campaign to ensure the right messages about its flexible benefits scheme reached the right employees. “We want to be able to provide people with all these benefits, so they can make the most of working for Holiday Extras and that it impacts on their daily lives. “I think it’s really important to communicate well and let everyone know what’s on offer,” says Agussol.
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Holiday Extras now communicates with employees on a monthly basis with presentations, one-to-one meetings, posters and emails because, as well as an annual enrolment window, it operates monthly enrolment windows for certain benefits. The organisation began the third phase of communications when the flex scheme was launched: all employees were emailed a quick guide to explain all the benefits on offer. The second phase was designed to communicate details of the scheme and involved posters, the organisation’s intranet site and face-to-face sessions with its flex provider, Thomsons Online Benefits.Īnouk Agussol, head of people at Holiday Extras, says: “We are a young business and very relaxed in many ways, so we wanted to make sure our communications were jargon-free and stuck to our employer brand.” The first phase was designed to inform employees that the scheme was coming and involved newsletters and intranet announcements, as well as tasking staff representatives, known as people ambassadors, with communicating the scheme’s launch to colleagues around the business. Holiday Extras took a phased approach to communicating its flexible benefits scheme when it was launched in 2011, with the aim of engaging as many employees as possible. “Things like podcasts, online video tutorials, presentations available via YouTube or the organisation’s intranet site, can be quite good, and employees can digest in their own time.” Self-service communication tools that enable employees to dip into their employer’s flex scheme when it suits them can help keep the scheme at the front of their minds, says Duffy. Throp adds: “The annual enrolment comes round again, and the danger is that employees just tick the same boxes and make the same choices that they did last year, and they don’t necessarily engage with it, but employers would like them to.” If an employer fails to keep its communications strategy updated, this can result in employees making passive choices about their flexible benefits or, worse still, the flex scheme being forgotten altogether. “Why does it make sense for the employee? What’s the value and how does it fit in with the overall story of why an employer rewards and recognises its people?” “In other words, why does have flex and why does the scheme make sense for this organisation?” he says. Nick Throp, co-founder of communications firm LikeMinds, says flex has to be seen as part of the employee/employer narrative.

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“However, people need a range of communication tools so that they know what flex is, how to access it and why they should make their choices.”Įmployers must explain the underlying message of their communications strategy to maximise employee engagement.

“Communication of flexible benefits is becoming more and more online,” says Duffy. These may include emails, desk drops, posters, briefings, roadshows, videos, and one-to-one meetings. No two employees are the same, even if they are performing the same job, so communication strategies must be tailored to employees’ preferred methods of communication. Employers can spend all that money setting it up, and even if it’s meant to be cost-neutral, it can be a waste of money.”ĭebby Hannaford, benefits consultant at NorthgateArinso, adds: “The key phase is to engage with employees and their expectations so that they know what is going to happen, why it is going to happen and how it is going to affect them.” To optimise employee support, employers must engage staff by ensuring they are aware of the benefits available to them.Īlex Thurley-Radcliff, strategic consultant at Shilling Communications, says: “Whatever does, it’s all about awareness, so get employees to take genuine action themselves, otherwise just fades into the background. Employee support is key to the success of any workplace strategy, and flex communication is no different.
