Europe’s second largest car manufacturer, Groupe PSA, sells under the familiar Peugeot and Citroën brands and has over 180,000 employees globally.
Groupe PSA wanted to improve the awareness, understanding and appreciation that their UK employees had of the available benefits package – without increasing costs or adding new benefits. A branded benefits portal provided employees with a single source of information about their full range of benefits. The impact of the campaign showed a large swing in benefits appreciation:
- Within 6 months, 72% of employees had activated their accounts
- 17 point swing compared to competitors in benefits survey
- From -5 to +12 for the question “I am happy with the pay and benefits I received in this job”
"A heightened level of employee engagement was a key goal for us in undertaking this project and, so far, the results have been extremely encouraging."Stephanie Palmer – Reward Manager
Groupe PSA understood, from a benchmarking exercise, that their reward offering was strong; however, their employee engagement survey results for benefit appreciation were scoring lower than their competition.
When looking from a branding aspect, we needed to avoid any dual company issues, work across a diverse workforce and, most importantly, grab attention – to stand out from the crowd!
Our first step was to create a unique brand for all benefit communication which would join everything up and increase employee recognition around their total reward package. Taking a bold approach we created a benefits planet, called PSA Pretium (Latin for ‘reward’).
The home for PSA Pretium is a benefits website built on our own bespoke content management system. The website provided employees with a single source of information about their full range of benefits.
The system enables the Reward team to upload data so employees only see the benefits relevant to them and gives them the ability to promote and raise awareness of new benefits and discounts available to employees.
To launch the website, we used a combination of workplace promotional materials followed by personalised letters and boarding passes that gave employees their own unique activation code to access the website.
Within 6 months, 72% of employees had activated their accounts on the Pretium website. Most importantly, prior to Pretium, Groupe PSA scored minus 5 compared to their competitors for the statement “I am happy with the pay and benefits I received in this job”. Post Pretium, this changed to plus 12, helping them to retain talent and increase the return on their benefit investment.
"The brief to Gallagher Communication was to create a unique identity for our benefits communications and a portal where our employees can access information in a single place, which needed to be easy for us to maintain."Stephanie Palmer – Reward Manager