Guide Reaching employees through campaign activity

We suggest sharing one campaign at a time to make sure the highest level of engagement.

A report from Member Insights* can help you select the topic or if you don't have access to Member Insights you can use Report Zone. For example you’ll be able to see how many members have activated their online accounts, or a more specific need, perhaps there’s a high number approaching retirement. If you don't have access to Member Insights you can use Report Zone.

There's also email templates available in Member Insights you could use to create a campaign. 

After you’ve decided on a campaign topic, it’s worth thinking about the best communication channel to reach your employees - are they all based in the same office or spread across the UK in various sites?

The time of year can have a huge impact on the success of a campaign. So we’d recommend avoiding school holidays or Christmas and New Year where you can.

Let your HR team know, and also if you have a scheme adviser let them know you’re planning to run a campaign. Let them know the timeframe of the campaign and the topics you're covering - so they’re prepared for any extra queries they might get.

It’s also good to decide how long you’ll give employees to take action. Perhaps setting a deadline in the content or making a diary note for example three weeks from launching the campaign.

We want to help you land the messages with your workforce that the value of their retirement savings could be their greatest asset when they come to access their benefits and it’s a fantastic benefit that you, their employer, are providing.

To shape the campaign experience prepare your content using the communication assets we’ve shared below. There’s a range of topics and we’ve suggested key messages and included what action the member can take.

• Sample communication copy – this can be used with the digital assets and videos to create emails, newsletters, intranet or benefits site content. It can also be used offline and added to an agenda for a team meeting or employee conference.
• Posters – put these up in high footfall areas in your workplace or at employee events.
• Flyers – lots of options for handing out or workspace drop. 

You’re ready to go live, there’s no need for you to test. We test and review our communications to make sure they’re relevant, easy to understand, avoiding jargon and always speaking to members in plain English. We also use industry insights and behavioural economics to encourage maximum employee engagement.

This approach makes sure the solutions we provide meets both your and your employees’ needs.

We recommend three weeks post-campaign you can check how many employees have taken action, for example how many have activated their account, from your campaign by running a report again on Member Insights* or if you don't have access to Member Insights you can use Report Zone. If you’re happy with the results – that’s great. You can be confident for any future campaigns you want to do next. However, don’t worry if the figures aren’t quite what you hoped for it’s important to keep nudging.

If the results aren’t what you hoped, we recommend sending a reminder or follow up email to nudge. You can also take the opportunity to ask for feedback if there are other topics they’d like covered in a future campaign. Again you can decide on how long to give employees before checking the results.

To create a reminder or follow up email, tweak the original communication headline or email subject line by adding a nudge. For example, account activation email subject line could be 'Take control of your retirement plan online'. The reminder could simply update to 'Reminder to take control of your retirement plan online' and all other content would still be relevant.

It’s key that you communicate and inform your employees about the services and support available to help them assess their options – especially during difficult times. Ongoing campaigns will help you play your part and help employees decide the best course of action for their circumstances.

Now you’ve got the conversation started, try and be consistent with how and when you communicate with them. You’ll give them reassurance - even if their retirement savings aren’t in the best shape now, that doesn’t mean they have to stay that way. And resilience – when even the best-laid plans can be derailed by unforeseen events.