How To Make Your Employee Benefits Package Reflect Your Brand
People will identify your business based on your brand. It is what helps you build your reputation, defines who you are and how you run as a company. Essentially, anyone who comes into contact with you will experience your brand in one way or another because it will impact the ways your product or service affects a client.
If you are looking to stand out as a relatable and personable company, your entire ethos will need to reflect this. This includes your values, advertising messages, and culture within the workplace.
When your team can advocate for the business - your customers are much more likely to share the overarching beliefs too. That is why it’s so important for your employee benefits package to reflect your brand.
The power of having such a strategy can often be overlooked. You’ll retain top talent, improve job satisfaction and build an attractive perception of an invested employer. After all, around 69% of employees revealed they are more likely to stay with a company that offers a great benefits package.
Let’s look at some key factors you need to consider when branding your new employee package.
Key Messages
Figuring out your key messages is a huge part of initiating your company brand. This will ensure your priorities are aligned with those of the employees. Not only that, but it will ensure the most important messages are communicated throughout every platform and every branch of your business.
The employee benefits package is a great way of drawing in new recruits and will be part of the onboarding process. The benefit of this is the immediate influence of your key messages on their work-life. It will ensure they remain aligned and aware of expectations that will be carried out across the entire business.
This demonstrates the importance of your rewards measuring up to these messages. For example, if you’re big on giving back within the workplace - you might want to offer a day out to do charity work of their choice.
2. Mission Statement
As well as having a few key messages that define your brand, a strong mission statement will help determine your aim for employees. As a result, you can prioritise your efforts to match this - reducing unnecessary costs and confusion.
This mission will be unique to your business and define the overall purpose of your operations. Having this in place will allow you to tailor your employee benefits package in a way that reassures your employees they are a key part of the company operations.
Especially if your brand is people-focused - whether this is clients or internal teams - a solid benefits package should be a no brainer. This natural starting point will guide you towards a personable brand that cherishes its staff.
3. Your Brand Personality
This will determine how you engage and interact with your customers. Because of this, you may need to soften the approach when it comes to your employee benefits package. For example, a more corporate brand identity may work perfectly for law firms or other more business-focussed industries.
However, the personality reflected on behalf of your team and more internal instances may not need to be quite as formal. As this will set the tone for your communications, it is important to think about the difference between your corporate identity and your internal one.
Furthermore, your staff will need to understand where they sit within the culture of your organisation. Do you have a people-first approach whereby a lot of the decisions are made by individuals? Or are they treated in a similar way to your clients where the rewards you offer sit as standard across the whole organisation?
4. Tone Of Voice
This is a more literal implementation of your company brand. When you decide to set up an employee benefits package - the tone of voice you choose should somewhat follow that of your overall brand. This ensures continuity across your business and ties every scheme together.
Furthermore, it will demonstrate your intentions to each team member. It will display what is important to your business and will help your employees to feel valued. Many people dismiss the power of tone of voice, but the reality is that it can make or break an engaging rewards package.
If you’re not excited about what’s on offer - the team will find it hard to jump on board. Ensure you’re promoting the real benefits and use a tone of voice to encourage employees to get involved. Whether that be including them in the implementation or coming up with new ideas. Either way - it will make them feel far more included and like part of the organisation.
5. Scream & Shout
The best way to incorporate the employee benefits package into your brand is to make a big song and dance about it. This is what’s going to help boost productivity, employee engagement and talent retention. So you’re going to want everyone to know what’s going on!
The news should be shared throughout your company newsletters, across job adverts and in the employee handbook. But don’t just stop there - make a point of letting your customers know when staff utilise these bonuses.
If you’re offering a spa day for some much-needed well-being awareness, get people to snap a selfie in their robes and share it on social media. A company that can prove they look after their team is much more likely to also look after their customers. This looks fantastic when potential clients are flicking through Facebook or LinkedIn and notice some happy faces against your brand.
6. Share Something Meaningful
Your company is built off of your people. Without them, not a lot would happen day-to-day. So make the effort to demonstrate how much they mean to you by offering a package that’s full to the brim of information and perks that they actually want to redeem.
They’re working for a company that they believe in and share values with. Therefore, aligning your employee benefits package with your brand will appeal to them and reinforce key messages at the same time.
You will implement something far more valuable that impacts the well-being and productivity of your team by sharing common interests and beliefs across the board. Similarly, your loyal employees will spread their appreciation and continue advocating for your brand - making potential talent aware of what a brilliant company you are to work for.
7. Brand Colours
There is no doubt that you already have some brand colours in place. This may be displayed within your logo, social media or across all platforms. Ideally - you should have some consistency that will allow customers to recognise you immediately and notice your advertising at first glance.
Colours tend to invoke different emotions. This makes it vitally important to consider the implications of your branding. When using these across an employee benefits package, you’ll want to reflect your intentions, taking care to promote a positive message.
These are things offered on top of people’s usual salary and annual leave. They won’t necessarily expect anything extra, so it is your chance to really shout about it - make the printed information pop and promote the positive things they’ll get out of these extras.
Set Up A Branded Employee Benefits Package Today
Your brand will be promoted to clients and employees alike. Even potential candidates will use it as a way to identify the company and build their first impression. As a result, it is vital your branding reflects the key messages and positive values you wish to be known for.
Taking this one step further to your employee benefits package adds continuity and creates a journey for your team from onboarding all the way through their career. Not only does this promote a culture of inclusivity and well-being but it will do a great job at drawing in amazing candidates.
Because your brand is so vital to the reputation of your business - it will take some time and effort to get right. Once you’ve hit the nail on the head, continuity will increase business exposure and get you recognised across your target market.
Building a brand like this should create the basis of any advertising material and internal resources. This includes your employee benefits package. After all, your people are the most valuable resource at your disposal.
Contact Our Team And Set Up Your Employee Reward Agenda
Focussing on your team and staff retention is a great resolution for any business owner. Not only will it allow you to develop a motivated workforce, but it will give you the opportunity to grow and develop more positively.
It can be difficult to decide on particular incentives as well as how you are going to implement them, so for more advice, resources and an opportunity to work with the experts - head over to our website and click the ‘Contact Us’ button.
Alternatively, take our free healthcheck and receive your personal report with expert advice on which areas you should be focussing on. It’ll give you the industry insights and actionable steps you need to create the most beneficial rewards plan for your team
Put Your Benefits Package to the Test With Our Benefits and Reward Healthcheck!
Our Benefits and Reward Scorecard shows HR and reward professionals their blind spots, providing instant and actionable steps that will help improve your employee benefits and reward strategy. So even if you think you’re doing everything right and have implemented some of the ideas in this blog, there might still be ways to ramp it up!
The best part is that it is completely free and only takes 3 minutes to complete and receive personalised results! It will help you maintain loyal employees and really push above the competition in your industry.
Our Scorecard will rank you against the following criteria:
Benefits - This will look at the different ways you reward your staff beyond basic pay and bonuses.
Strategy - Designing your rewards package based on the needs of your employees.
People - This will look at your employee's perception of your benefits.
Systems - This will consider the use of technology used to deliver benefits.
More About Lemonade Reward
Lemonade Reward takes a fresh approach to pensions, benefits and employee wellbeing. We simplify the complex to help you engage your employees through simplicity. Our proposition is built around our unique advisory capabilities and communication expertise. We’d love to hear from you. We’re always on hand to answer any questions you might have about Lemonade Reward and our services so get in touch today!
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