Expanding the Menu of Competitive Benefits Offerings.
Headquartered in Atlanta GA, Church’s Chicken has been delighting the taste buds of customers since 1952. Now celebrating its 65th anniversary, the fast food chain employs 4,000 people and boasts 1,100 locations across 23 states and 500 international restaurants. To attract new hires and boost its perception as a competitive employer, the company has been expanding its employee benefits offerings—and along with it, its approach to benefits communications. Since most restaurant employees work in a busy, deskless environment, Church’s was faced with a particular challenge: they needed to reach employees at the right time and place with their benefits communications.
Adding Flavor to the Employee Benefits Communications Mix
Jayauna Johnson, Manager of Benefits and Compensation, and her team knew that rich, engaging benefits content and a communications strategy were key to reach their distributed workforce. Church’s leveraged GuideSpark’s benefits solution by onboarding new hires through clickable links embedded in the benefits enrollment screens. While all employees had access to a comprehensive hard-copy Benefits Guide, Church’s incorporated GuideSpark’s digital content into the company’s existing communication channels. This included placing the content on the company’s intranet and Workday—Church’s benefits enrollment website—to ensure both consistency and easy engagement with the material.
Church’s also developed a new strategy for communications leading up to Open Enrollment, including “teaser” commercial-like content followed by weekly reminder e-mails with hyper-linked videos to promote easy viewing of the content. Church’s showed the content during in-person Open Enrollment meetings and referred employees back to the video links if they had questions. HR also leveraged Church’s Market Leaders, the liaison between the restaurants and the Restaurant Support Center, to support the messages and answer more complex benefit questions from employees across the country.
Serving Up Engagement
Since Johnson took charge of improving Church’s benefits communications, engagement with GuideSpark’s content grew 2x from where it was. With viewership up, it was clear to Church’s that employees enjoy watching the “fun, quick” videos as a way to learn about their benefits offerings. Moving forward, Church’s plans to explore new ways to share the content and measure its impact on benefits enrollment and participation.