Boosting Employee Benefit Awareness at Nestlé.
I led a comprehensive, data-driven internal communications campaign for Nestlé CZ to revitalize employee engagement with their benefits package. The project involved analyzing employee feedback to identify key communication gaps and developing a multi-channel creative strategy to address them. By creating a cohesive suite of digital and print assets, the campaign successfully increased the visibility and understanding of employee benefits across the organization.
Scope
Client
Duration
Year
Skills
Tools
Nestlé offers a robust and competitive employee benefits package, representing a significant investment in its workforce. However, there was a disconnect between the value of the benefits offered and the employees' awareness and utilization of them.
The Business Problem
The company's return on investment for its benefits program was being undermined by low employee awareness. When employees don't understand or use their benefits, it diminishes the program's impact on satisfaction, retention, and overall employer brand perception. The business needed to bridge this communication gap to ensure its investment was fully realized.
The Employee Problem
An initial review suggested that employees were either unaware of the full spectrum of benefits available to them or found the terms and conditions for accessing them confusing. This led to underutilization of valuable perks and a general feeling that the benefits package was less comprehensive than it actually was.
The Solution
My approach was to move away from generic announcements and instead create a targeted, user-centered campaign based on direct employee feedback. The process was broken down into distinct, strategic phases.
1. Data-Driven Discovery & Strategy
In collaboration with the HR department, I initiated an internal employee survey to gather quantitative and qualitative data on the existing benefits package. The analysis of this data was crucial. It allowed me to segment the benefits into two key categories for the campaign:
Most Liked Benefits: Popular and well-understood benefits (like the MultiSport card) that could be celebrated to build positive momentum.
High-Value, Low-Awareness Benefits: Perks that employees considered valuable but were not well-known or understood. These became the focus for educational content.
2. Creative Development & Validation
Based on the strategic insights, I developed a unified visual identity for the campaign. This involved creating a series of illustrations and graphics using a combination of Figma, Illustrator, and Adobe Firefly for unique, AI-assisted visual elements.
Before a full-scale rollout, all visual concepts and key messages were tested and validated with the HR team. This collaborative step ensured that the campaign was not only visually appealing but also factually accurate and aligned with corporate messaging standards.
3. Multi-Channel Campaign Execution
With the creative direction approved, I produced a wide range of assets tailored for different internal channels, creating a truly integrated campaign:
Digital Assets: Animated posts for Meta Workplace and Instagram (created with Jitter), a dedicated landing page on SharePoint, and comprehensive PowerPoint slide decks for managers to use in team meetings.
Print Assets: A series of eye-catching posters and flyers distributed throughout the offices and manufacturing facilities.
This multi-channel approach ensured that the campaign reached employees across different roles and locations, whether they were office-based or on the production floor.
This project successfully transformed how Nestlé communicates its employee benefits, shifting from simple information delivery to a strategic, engaging, and employee-centric campaign. (Note: Specific metrics on engagement and benefit uptake are subject to NDA).
Impact & Results
Increased Visibility: The integrated campaign significantly raised the profile of the employee benefits program across the organization.
Improved Clarity: The educational focus helped demystify complex or lesser-known benefits, empowering employees to take full advantage of them.
Positive Internal Feedback: The campaign was well-received by both employees and the HR department for its fresh visual approach and clear, helpful information.
Established a Reusable Framework: The visual identity and strategic framework created for this campaign can be easily adapted for future internal communication initiatives.
Lessons Learned
This project reinforced the principle that effective internal communication must be rooted in employee feedback. Starting with a survey was the single most critical step, as it ensured that our creative efforts were focused on solving a real, identified problem. Furthermore, the process of testing visuals with the HR team before launch was invaluable. It not only prevented factual errors but also built stakeholder buy-in, making the final rollout smoother and more successful.
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