easyJet

Background

EasyJet had an existing benefit scheme accessible via the Benefits4me system. However, feedback indicated accessibility issues, multiple logins, and knowledge gaps due to the pandemic and furloughs. These issues led to a 7% decrease in logins and benefit selections. In 2023, easyJet aimed to reverse this trend with three main objectives.

Objectives

1. Increase Logins and Selections: Improve the 2022 login rate of 52% and selections made by 29% through single-sign-on and an enhanced user experience.
2. Engage All Communities: Ensure all employees, including mobile crew and engineers, understand the benefits available and provide new educational tools.
3. Encourage Year-Round Utilisation: Promote benefits usage throughout the year, not just during annual renewal.

Solutions

1. Increase Logins and Selections:
   • Platform Redesign: Launched a new Benefits4me platform with a user-friendly interface and WCAG AA accessibility standards. The redesign included a clear selection process and a shopping basket-style confirmation.
   • Single-Sign-On (SSO): Implemented SSO to streamline access, allowing employees to log in with their existing company credentials.
   • Device Provision: Provided company iPads and mobiles to pilots and cabin managers to ensure easy access to the benefits platform.
2. Engagement, Awareness, and Education:
   • Benefit Roadshows: Organised two major roadshows in June with various benefit providers and virtual webinars for remote workers.
   • Interactive Guide: Developed a guide with roadshow details, webinar information, and tips for using the Benefits4me site.
   • Segmented Communications: Tailored emails to different employee groups, ensuring relevant information delivery.
   • Posters and Intranet Revamp: Increased visibility through posters and revamped the intranet for easier access to benefits information.
   • Champions and Influencers: Engaged internal champions to promote benefits and conducted HR presentations to build relationships and encourage participation.
   • Social Media Campaign: Created a buzz around the benefits window through targeted social media efforts.
   • Competitions: Incentivised app downloads with prizes, resulting in 2,788 downloads.
3. Year-Round Benefits:
   • GreenCar Scheme: Introduced a salary sacrifice scheme for electric and hybrid vehicles, supporting sustainability and providing tax benefits.
   • Gym Membership: Launched a gym membership benefit, which saw significant uptake.
   • Ongoing Promotions: Regularly promoted benefits like Cycle-to-Work and Charitable Donations through webinars and intranet updates.

Outcomes

1. Increase Logins and Selections:
   • 60% of employees logged in, with 44% making selections (up 15% from 2022).
   • Significant increases in Gourmet Society, Critical Illness, and Travel Insurance take-up.
   • Gym membership saw 347 sign-ups by December 2023.
2. Engagement, Awareness, and Education:
   • High turnout at roadshows with all test-drive slots booked.
   • GreenCar saw a 3.08% take-up, above the industry average.
   • Increases in Gym memberships, car leasing agreements, and Gourmet Society selections.
3. Year-Round Benefits:
   • Regular promotion of the discounts site led to increased spend and savings.
   • Webinar attendance and sign-ups improved throughout the year

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