In a move described as “one of the largest financial services rebranding exercises to take place in the UK in the last ten years”, Aviva has recently implemented a major strategy to bring together the company’s former brands under the “One Aviva” umbrella.
The main focus of this case study, written and researched by e-reward, is My Aviva Reward – which is an “integrated, all-employee reward engagement programme” linked to the corporate rebrand and the company’s wider business strategy.
The My Aviva Reward programme encompasses a range of recognition and engagement strategies based on three central initiatives:
a peer-based recognition scheme
flexible benefits
personalised online reward statements.
Our case study also looks at plans for changes to the current pay structure arrangements based on the development of 12 global-level job families. Given that the company identifies communications as the most important factor in the success of the new reward engagement programme, a detailed analysis of the issues involved in the communication of reward across the rebranded organisation is integrated throughout the case study.
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REPORT CONTENTS
CASE STUDY: AVIVA
Business background and strategy
Pay and grading background – a quick glance
Reward engagement strategy
Communicating My Aviva Reward
Spotlight on recognition
Flexible benefits
Online reward statements
Collaborating with external parties
Shaping future reward
Lessons learned
A final word
LIST OF BOXES
My Aviva Reward web sites
Role for “self-service” HR communications
LIST OF DOCUMENT EXTRACTS
Spotlight e-cards
A Guide to Spotlight
My Aviva flex card
Personal reward statements
