Case study: Culina re-launches its benefits to staff for 20th anniversary
The Brief
The aim was to ensure that their 2,200 non-management staff understood and used the new benefits programme. They also wanted to use the benefits to encourage staff so that their aim of becoming the UK and Ireland’s premier food and drinks logistics specialists would become a reality.
With assistance from Personal Group, Culina 20:20 came into existence, putting reward into focus.
The background
As there seemed to be a lack of understanding and awareness around the existing benefits Culina was keen to address that.
They also wanted to link reward and recognition to their 20th anniversary and although they wanted to reduce spend they were keen to be able to recognise high performers.
Culina wanted to stay ahead when it came to recruiting and retaining staff too. With growth, longevity and strength to celebrate it was a good solid message to get across.
The process
To fully understand what was required Culina carried out a staff survey. This helped them eradicate benefits which weren’t used and decide what staff actually wanted.
They also liaised with the Trade Union to ensure everything went smoothly.
Once they established what they needed they discussed it with Personal Group who then tailored the programme to exactly what they wanted.
With assistance from the Trade Union, the benefits were phased in gradually with existing staff. Personal Group provided benefits experts to deliver the programme face-to-face with every member of staff.
The Communication
To ensure staff were aware of the changes Culina used all channels of communication available to them. They had a number of road shows for the different benefits as well as a large volume of promotional materials sent out across the network.
This material was sent out continuously during open windows of each scheme which really aided the high level of take-up. They used online and offline communication as well as Personal Group’s tried and tested face-to-face method.
The Benefits
Culina 20:20 is a comprehensive programme which established a new core suite of rewards and benefits applicable to all employees across the group. It also offered staff the opportunity to benefit from a new range of salary sacrifice benefits including: discounts on day-to-day living costs, entertainment and simple insurances, cycle-to-work schemes and savings on the latest home technology through affordable lease arrangements and the use of non-taxable allowances such as driver meal subsidy.
They also added rewards of 'Thank you' cards and shopping vouchers for those seen to be going above and beyond their role.
The outcome
The outcome has been really strong and positive. It has provided benefit harmonisation across the group, it was all carried out with the support of the union and benefits are now fully understood by all staff.
The salary sacrifice take up was impressive too with 95% of staff using the tax efficient options. Overall the employees saved £250,000 over the year via voluntary benefits and salary sacrifice.
Staff turnover is at 10% when the industry norm is actually 15%.
Thanks to staff effort Culina won 'Temperature chilled operator of the Year with Motor Transport'. The company has also regained its 'Investors in People accreditation in 2015'.
Overall the programme helped to: celebrate their 20th anniversary, introduce benefits reform, fundraise for Macmillan, and increased engagement.
This article was supplied by Personal Group.
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