Tackling employee engagement in UK plans

Diageo asked Stitch to look at how they were presenting the share plans to the UK employees. The challenge? To create a buzz and improve employee engagement in share plans.

Stitch came up with a new creative idea and fresh approach, so that Diageo employees are better informed about the benefits on offer to them.

Diageo is a world leading premium drinks business and one of the top 100 companies listed on the London Stock Exchange. Johnnie Walker, Guinness and Smirnoff are just a few of the famous brands they own.

Diageo offer their employees an excellent reward and benefit package, but employees don’t always fully understand what’s on offer and aren’t always motivated to find out. Our challenge was to create a buzz around share plans so that employees realised what was available and encouraged them to get involved.

Working with the Diageo purpose, ‘Celebrating life every day everywhere’ we concentrated on celebrating share plans rather than focussing on the process. We encouraged employees to get involved with the message ‘Be part of it’.

With two UK share plans on offer – a Sharesave and SIP – helping employees to digest the differences between the two plans was important.  We banished jargon, built a series of quick facts and wrote about the two plans in plain English.

Diageo employees are exposed daily to latest marketing trends so employee engagement at Diageo means something more exciting and dynamic than a simple PDF or PowerPoint presentation. We hit upon the idea of using Prezi; an animated, visually exciting presentation format, as a way of getting information across in a different and more creative way.

Using Diageo brand guidelines and photography we showed people celebrating and used a colourful barrel design to give a structure to the presentation which linked neatly back to Diageo’s core business. A combination of old fashioned typography and illustrations with bright Diageo colours gave the presentation a modern, fresh twist. Using the same imagery and the barrel design we printed an infographic style handout.

Diageo have had fantastic feedback to the new approach. The creative style has really resonated with employees and increased employee engagement. The Prezi is regularly shown in training sessions, inductions, roadshows and canteens.

There are plans to develop the creative concept to other share plans and the Stitch team continue to work with the Diageo Shares and HR Rewards to carry on growing employee engagement in share plans.

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