BT

Reward Communication - review, narrative and engagement strategy

Reward, Change Communication

The Story So Far...

We had always wanted to work with this British institution – a company going through huge amounts of cultural change and something that would represent a real challenge. So, when BT came to us in 2019 to discuss an overhaul of their Reward communications, we were thrilled.

We have been partnering with the BT Reward team to understand current levels of awareness and attitudes towards Total Reward at BT, to gather insight on current engagement with communications around Reward ​and to provide colleagues with an opportunity to shape the future of Reward. Using insights from our research, we have created inspiring communications with bold, impactful campaigns including manager toolkits, videos and internal social media posts that are positively changing the way people think about their careers at BT. 

Feature Project

Reward Communication - review, narrative and engagement strategy

Research Approach - A series of 60-minute one-to-one interviews with HRDs across BT took place to enable us to explore their views on understanding, awareness, opportunities and challenges around Reward at BT. 

A total of 7 90-minute workshops with up to 11 colleagues took place, the research stage also included an Online Survey sent to all colleagues. A huge success as they recorded their highest engagement results from a BT internal survey.

Communication strategy – Using our findings from the research we produced a strategy document outlining our approach and recommendations for BT Total Reward engagement. Reward>Forward was born which would bring consistency in messaging and reward, clarity and transparency, flexibility and fairness. 

Communication plan – Developing and implementing a detailed communication plan to deliver the key messages to all at BT. Designing campaigns to go live across multiple channels including Intranet, Workplace, Reward Hub, 1-2-1 and team meetings, induction sessions, their careers site and Posters / BT TV Screens across all sites.

From the success of Phase 1, we have now successfully pitched Phase 2 which will deliver a range of assets and provide consultancy support to launch and embed the Reward communication strategy.

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“We have been on an amazing journey with BT over the last 12 months, starting with a detailed discovery phase, leading to some interesting findings and an exciting and engaging comms campaign rolling out in 2020.”
Alex Jones, Employee Communication Specialist
Chris Hopkins Profile

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Christopher Hopkins 

FOUNDING DIRECTOR AND LEAD COMMUNICATIONS CONSULTANT