ING Direct directors usher in pick‐and‐mix benefits : Strong communication campaign boosts program take‐up

Purpose – This paper aims to describe the internal‐communication process surrounding the introduction of “pick and mix” benefits at ING Direct in the UK. Design/methodology/approach – Details how directors dressed as ushers and delivered a bag of branded pick‐and‐mix sweets to each of the 550 UK employees. The communication program also included a pick‐and‐mix selection box, a brochure and menu card outlining individual benefit choices, plus a benefits fair fronted by a pick‐and‐mix sweet‐shop entrance. The scheme was also widely publicized on the company intranet. Findings – Reveals that, one month after the program launch, 66 percent of employees had submitted an enrolment form and 59 percent actively participated in making at least one change to their benefits – a figure much higher than the anticipated 30 percent. Practical implications – Contends that the company's internal communications are meaningful to the diverse range of employees. Originality/value – Highlights one aspect of the employee‐focused culture at ING Direct.