Branding

MBGH’s 2012 Health & Benefits Communications Survey indicated that 60% of employer’s use branded communications. Those that use branded communications also reported higher ratings in the overall effectiveness of their strategy. 

According to Benz Communications, benefits communications are often overlooked, but branding can actually be one of the most powerful ways to help employees identify with what a company offers – especially when communicating to family members.  Libby Sartain (formerly of Southwest and Yahoo!) makes a great point when describing one of her first projects at Southwest, communicating a new flexible benefits plans. She writes “We quickly realized this could be a prime opportunity to deepen the sense of relationship between the business and its people.” She continues, “More than ever before, a company’s benefits program—what it contains and how it’s administered—is your chance to stand apart from the pack.” It’s also another reason why you must keep communicating with employees, even when you don’t know everything.  

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Employers who go the extra mile now for their employees will have the strongest employer brands later when the economy changes[8]."


Employer Case Study: Procter & Gamble 


Program Brand: P&G Vibrant Living: Make Every Day a Health Day
Overall Goal: Unifying all of P&G’s global health and wellness programs
Size: more than 127,000 worldwide 

Procter & Gamble (P&G), which employs more than 127,000 people worldwide, launched a wellness program for U.S. employees in 2006.  The “Blueprint for Healthy Living” brand provided the type of consistent and powerful emotional messages that impacted employee lifestyles.  In 2010, their U.S. success drove them to develop a global wellness program transforming their brand from the Blueprint model to “P&G Vibrant Living:  Make Every Day a Healthy Day”.  During the transition, they made certain to consistently use both logos and subtle visual cues as the program transitioned to the Vibrant Living campaign. Read full study