KIER CASE STUDY | 18/04/2023
Bringing share plan benefits to all Kier employees
Kier is one of the UK’s leading providers of infrastructure services, construction, and property development, with a values-driven emphasis on environmental and social sustainability. Within this context, the organisation is keen to extend the benefits of its share plan to all of its workforce. EQ was asked to work closely with Kier on the strategy to achieve this, and the rollout of both high-tech and traditional solutions supported by consistent communications across a diverse workforce, many of whom are offline.
Around half of Kier’s 9,500 employees are offline, often working outdoors during non-standard hours, such as roads maintenance teams working at night. A communications strategy that relies purely on emails would leave many of these colleagues out in the cold regarding the benefits of the company share plan. Our challenge with Kier was to give every employee the opportunity and information required to explore their Sharesave options, despite the hurdles in reaching out and engaging with them.
But as important as the app and microsite were, they were two elements of an integrated communications plan designed to meet the needs of all Kier employees – the aim was to cater for everyone’s preferences, in terms of how they like to access information and how detailed they want it to be.
It was important to us that all aspects of the campaign looked like part of the same family in terms of consistency of design, imagery, fonts, and tone of language. That made everything instantly recognisable and relatable to the share plan. And we ensured that the language and level of detail was straightforward enough for a worker outdoors to browse on their phone during a break, while also offering deeper dive options for those wanting more detail.
The third strong driver of the strategy was inclusion and the opportunity to create a sense of community around Sharesave, encouraging open and positive conversations throughout the business. We worked hard with Kier to ensure that all content was relevant and appealing to a diverse workforce.
It was also important to make the registration process as easy and simple as possible to encourage employees who might otherwise have been deterred. For instance, the printed materials included QR codes that took people directly to the website or the app. We also supported Kier with their ‘stand-down’ days, which bring all employees working on a particular contract together and provide an excellent opportunity to talk to large groups directly about Sharesave. A five-minute conversation explaining the benefits to an employee was often followed by them scanning the QR code and downloading the app.
By placing a ground-breaking app at the heart of Kier’s integrated share plan strategy, the business was also highly successful in driving up applications among hard-to-reach employees. Indeed, of the 581 new starters, 115 (20%) were from Kier’s lowest two pay grades.
I was able to download the app and apply to join Sharesave 2022 whilst on the train. It was a really quick and simple process. I like how the app is Kier-branded and gives me instant access to my Kier share plans.”
Andy, Kier employee
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