CASE STUDY
Sony Interactive Entertainment
Sony Music Entertainment (commonly referred to as Sony Music), is an American global music conglomerate owned by Sony Corporation of America.
Situation
Like most U.S. companies, SIE is required to communicate its health and welfare benefits to employees. The company strives to not only communicate its offerings, but also to bolster understanding of them. The magazine educates employees and their dependents about their benefit options and encourages employees to make good health and wealth decisions. 2020 was a passive enrollment meaning that employees were not required to take any action if they didn’t want to make changes to their benefits or enroll in a flexible spending account.
Solution
A magazine that looks and reads like a popular gaming magazine. Using visuals from Sony games, we successfully communicated the benefits package in a fun, appropriate and engaging way.
We included at least one game from each group to make the communications inclusive of all studios. While their jobs are focused on an online experience, our research uncovered that employees prefer receiving printed benefit materials at home so their spouses/domestic partners and dependents (secondary audience) can easily review the benefit options.
Results
2020 open enrollment (OE) was a passive event for SIE. However, it is important that employees take time to review their options - its their once a year opportunity to make benefit changes. From a leadership perspective OE serves as one of the only opportunities to promote the value of the benefits.
One of the best ways to measure engagement is by the % of employees that log onto the portal. Typically passive enrollment has very low engagement –this year over 60% of employees actively completed OE.