NVIDIA is at the center of technology mega-trends—from virtual reality to artificial intelligence and self-driving cars. And, as you might expect from a high-tech leader, NVIDIA offers a very comprehensive suite of benefits to recruit and engage employees. NVIDIA’s benefits website, which we launched in 2014, is the foundation of the company’s year-round benefits communications. Built outside the firewall, it is accessible to employees and their families 24/7.
In 2015, NVIDIA raised the bar by adding a whole new set of perks, designed to appeal to employees in all life stages—especially their historically hard-to-reach Millennial workforce. These included: student loan debt repayment; identify theft protection; a subsidy for public transportation; adoption assistance; enhanced care for children with special needs, seniors, and pets; tutoring and housekeeping services; and higher company contributions to health savings accounts.
To ensure these new perks would create the buzz NVIDIA hoped to generate, we developed a groundbreaking open enrollment marketing campaign that created excitement using striking design and edgy messages. This bold approach was ideally targeted to engage NVIDIA’s primarily young male engineer population, while appealing other employees as well. The campaign was organized into a series of targeted messages tailored to employees most likely to use these benefits. We skipped the typical HR and benefits jargon in favor of real language that would resonate with employees and opted for unique media channels to reach employees in unexpected ways.
The results were unprecedented. Employee engagement in these—and other—benefits soared. Even the media picked up on NVIDIA’s unique life-stage benefits, featuring them in a recent issue of Human Resources Executive magazine.
With a 48% increase in HDHP enrollment, NVIDIA’s campaign epitomizes how taking a bold—and strategic—approach to benefits communication can yield high-impact results. See the full list of extraordinary results we achieved and the communications we developed for NVIDIA in its case study.
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Jennifer Benz, SVP Communications Leader, has been on the leading edge of employee benefits for more than 20 years and is an influential voice in the employee benefits industry.