Overcoming assumptions to build engagement

All Work

The Husqvarna Group is a global leading producer of outdoor power products for forest, park and garden care. With over 13,000 employees in 40 different countries the company struggles with low levels of benefits engagement, especially with their large factory-based employee population.

During a period of large organizational restructure, and changes to benefits that included the removal of a PPO plan and introduction of a second HDHP, we were appointed to support with a three-year communication approach. We started with the introduction of a benefits identify and Open Enrollment communications, including the introduction of a new online enrollment system, Workday.




  • Benefits Branding
  • Open Enrollment

The Journey

The company employs mostly factory-based staff and has traditionally had low levels of benefits engagement or lack of understanding for the wider benefits offering. We helped HR to understand that the two issues were not necessarily linked and discovered that computer literacy levels were high across the company. We created a benefits website to replace their previous printed guide and launched a wider campaign around Open Enrollment to help employees understand the context for changes and the decisions they needed to take. The campaign included animations to explain the new healthcare plans, a personalized home mailer and a presentation deck to support the benefits team in face-to-face meetings.

“We looked at multiple communications companies to partner on this critical deliverable for our 2019 US benefits initiative and Gallagher Communication was selected due to its creative ideas and collaborative approach. It became very obvious throughout the process that they were actively listening to our vision and in the end they produced extremely effective, engaging, insightful and powerful tools and an entirely new look to our brand and communication campaign. We could not have been happier!”

Patti Taylor, Senior Director, Total Rewards at Husqvarna Group

The Outcome

After the Open Enrollment window closed, HR teams commented on an increase in the quality of questions they had received. 93% of employees made their elections online, with a 67% increase in the HSA plans and 48% of website visitors used the decision-making tool ‘Ask Alex’ to help them with their choices.

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