Employers: Benefits of a job go beyond pay packets

Financial Times

...Virgin America, an airline serving destinations throughout North America, reconfigured its method of communicating with its 2,700 staff at more than 20 locations.

“We had had an intranet platform for several years but we knew we had to revamp the way we communicated,” says Ben Eye, manager of teammate engagement and communication. “We had to deal with the 90 per cent of teammates [staff] who are remote, so we designed it to foster a sense of involvement.”

The company’s previous platform contained a lot of information but lacked two-way communications so did not make it easy to obtain feedback. It was not mobile-friendly and was proving difficult to maintain.

Working with Appirio, an IT services provider, Virgin America customised the Salesforce “Chatter” platform to allow a merging of social media with business processes. Part of what Virgin America calls its VX Connect platform is devoted to HR topics, including an explanation of the company’s benefits package. It also includes customised forms that allow staff to enrol in a pension plan and apply for medical leave.

Queries can be submitted to members of the benefits team online. “Because the entire department is monitoring what comes in they get an answer more quickly,” explains Mr Eye. “But this is broader than just benefits: it stimulates the level of engagement. We have a very open environment and we see that as our differentiator in the airline industry.”

Ms Wishart says: “Technology allows you to be more effective and targeted in your approach. Communication can be effective without having to go too far in terms of cost.”

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