The Company

TfL had 24,000 employees at the time of the relaunch who work across over 500 locations in the travel & transport sector. There is a male to female ratio of 77:23, an offline to online ratio of 60:40, and a workforce average age of 43.5.

 

The Challenge

TfL first launched their myTfL platform back in 2010 with the aim of giving employees a low-cost yet high effect financial benefit. However, with significant government funding cuts resulting in a knock-on impact on pay, the perception of reward was suffering, directly impacting employee engagement. To combat this, in 2014, TfL began communicating the concept of total reward to move focus away from base pay and promote the wider reward package. Their platform was promoted in reward statements as integral to the total reward offer, emphasising the significant financial benefits individuals could gain.

This was seen as the perfect time to relaunch myTfL, to create a fresh buzz around the product and the savings that could be gained. The biggest obstacle to a successful relaunch was TfL’s unique and difficult communications challenge. Their 24,000 permanent staff have a diverse range of roles from head office to underground and bus operations. They are largely offline and many work in shifts and in some areas in isolation from their colleagues. Many employees don’t have easy access to work emails on a regular basis, either. This was recognised in the stats, whilst over 90% of employees were registered with myTfL, only 22% were accessing the platform as unique users each month.

Media from awards night

TfL

Transport for London at The Engagement Excellence Awards 2016

The Approach 

A four-week teaser campaign was designed to promote myTfL, create a buzz about the relaunch and incorporate the relaunch incentives offered. TfL consulted communication experts within in each area of the business to ensure as many employees were reached as possible, at minimal extra cost to the business. Previous communications for myTfL had matched the standard corporate blue but feedback suggested that this meant messages were getting lost in all of the information employees had to digest. Communications were refreshed, opting for bright and bold images which would stand out, be noticed and create a separate benefits brand.

A few days before relaunch, articles went out in local business unit newsletters, on four intranet sites, and a further company email to all employees. These contained more detail about how there were now even better offers available on the new look myTfL. To make the site easier to use and navigate, the layout of the homepage was simplified showing key messages only, linking through to more detailed information. It was designed to mirror the teaser campaigns so the look and feel was familiar and enticing.

The Results 

SmartHub® allowed TfL to shape the messages they send to employees, making them more relevant and helping to promote the wider reward package available. In the 12 months since the relaunch, a total spend of £17,000,000 has gone through the platform which is 15.5% high than the previous, with £1,700,000 of total employees savings which is 8.2% higher. There was a total engagement of 82%, too, up from 68% in the previous year.

The results of the relaunch show that putting focus on getting the right messages to the right employees in a simple and engaging way will deliver a significant uplift in usage, spend and savings. The relaunch also received positive feedback from individuals, surprised at the discounts and savings they could make, highlighting how better education around TfL’s offering was key.

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