From 100 pages of collective agreement to understandable benefits
Achmea is the largest insurance group in the Netherlands, known for brands such as Centraal Beheer, Interpolis and Zilveren Kruis. With thousands of employees, the organisation continuously invests in attractive and future-proof employment practices.
Despite a comprehensive benefits package, employees did not always find it easy to locate key schemes and provisions. Achmea therefore wanted to make its benefits Communication more accessible and to leverage it more effectively when onboarding new colleagues.
We had been looking to improve the way we communicate about our benefits for quite some time, both to potential new colleagues and for internal communications. With the help of Not Secondary, we achieved just that. What's great is that an expert outside perspective helps you communicate just that little bit differently and arrive at a concrete end product. Working with Paul was a real pleasure. We're absolutely delighted with the result. Finally, a powerful new tool to showcase our excellent benefits.
Challenge: Achmea wanted to improve the way it communicates about benefits.
Although the organisation offers a comprehensive and attractive benefits package, employees and job applicants often found it difficult to quickly gain insight into the benefits relevant to them.
The challenge was to present the most important benefits from a company collective labour agreement of over 100 pages in an accessible and engaging way, without losing sight of content quality and completeness.
In addition, Achmea wanted to make benefits a more prominent part of its recruitment communications and employer branding.
Approach & advice: The first step was a thorough inventory of the benefits arising from the company collective labour agreement.
We then assessed which benefits are most relevant to employees and job applicants, and which elements best align with Achmea's employer value proposition.
Alongside the benefits themselves, we also examined the organisation's mission, vision and core values. Based on this, we developed a structure in which the benefits were organised around themes that reflect what Achmea values as an employer.
This approach ensured that not only the benefits were made visible, but also the story behind those benefits and Achmea's identity as an employer.
The result was a visually compelling eleven-page Benefits Statement, bringing together benefits, employer identity and organisational character in one clear document.
Result: The result is an accessible communication tool that allows employees and job applicants to quickly gain insight into Achmea's most important benefits.
Where previously a great deal of information was scattered across an extensive collective labour agreement, the Benefits Statement now provides a clear and concise summary of the benefits most relevant to employees.
In addition, Achmea now has a communication tool that can be used not only for internal communications, but also to support recruitment and employer branding.
By bringing together benefits, employer value proposition and organisational identity in a single document, the benefits have become more visible, easier to understand and more appealing to both current and prospective employees.
