LISA FORMAN JOHN­SON

Vice Pres­i­dent, Hu­man Re­sources, MVM

Employee Benefit News - - Strategy Session -

Her in­no­va­tion: To com­bat a “strik­ingly low” ben­e­fits par­tic­i­pa­tion rate among MVM em­ploy­ees, John­son de­vel­oped a digital com­mu­ni­ca­tion cam­paign to in­form the pri­vately owned fed­eral gov­ern­ment con­trac­tor’s 2,500-per­son work­force­about their ben­e­fit of­fer­ings.

Why it mat­ters: MVM had al­most zero par­tic­i­pa­tion in its em­ployee as­sis­tance pro­gram and was below 20% en­roll­ment in health ben­e­fits. John­son helped cre­ate an in­no­va­tive com­mu­ni­ca­tion strat­egy that com­bined a 45-day multi-chan­nel, multi-touch mar­ket­ing cam­paign with an in­ter­ac­tive digital ex­pe­ri­ence where em­ploy­ees could learn more and im­me­di­ately se­lect ben­e­fits us­ing MVM’s on­line HRIS. The re­sult: 78% of em­ploy­ees reached by the cam­paign took ac­tion, and ben­e­fits en­roll­ment in­creased by 50%.

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