NextEra offers lively open enrollment publication
The energy company shows how to ease complicated decisions for employees.
If you’ve ever slogged through an open enrollment kit, you know how eye-glazing they can be when poorly done.
Yet if you’ve ever had to create one, you know how difficult it can be to get your employees to pay attention as they make some extremely important decisions.
NextEra Energy Inc. shows how to make an open enrollment campaign lively and full of color, and how to make sometimes complicated decisions seem easy.
For that, NextEra wins Ragan’s 2012 Employee Communications Award for Best HR Publication (Print) in a category that amounted to a photo finish due to the tight competition.
NextEra’s magazine/brochure is slick, professional, and full of color, but it was just part of a larger campaign that included video, banners, postcards, emails, and other methods. And they used actual employees and their family members in photos and other communication elements.
NextEra could see the results, with 91 percent of employees expressing satisfaction with the open enrollment process and benefits information, a 4 percent increase from 2011.
A total of 95 percent said they actively reviewed the material, and 53 percent—an 11 percent increase—reviewed and enrolled in a different option.
The goal was achieved: to “engage readers by providing a comprehensive, visual, upbeat and easy-to-use resource containing important information such as timelines and tutorials to assist employees as they navigated the Open Enrollment process.”
To view the winning work, click here.
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