Reward and Benefits | Project
Penske
8 Nov, 2020 · 3 -minute read

Penske Automotive Group (PAG) is an international transportation services company with more than 27,000 employees worldwide.

The company operates automotive and commercial truck dealerships and distributes commercial vehicles, engines and power systems; with major operations in North America, Australia and Western Europe.

Penske employee case study

Penske offers employees a comprehensive and competitive package of benefits. In recent years the HR team has made great strides forward in communicating those benefits to employees; with the development of a benefits brand, website and open enrollment communications.

As part of their new communications initiative, Penske wanted to educate employees to reduce the reliance on HR, boost engagement with lesser-used benefits and encourage wider wellbeing throughout its workforce.
1 Challenge

We developed a three-part campaign linked to the main areas of Penske’s benefits: My Health, My Self and My Wealth. Each of the campaigns used a combination of print and online communications, with workplace collateral such as posters and tent cards, and content updated across the benefits website to support campaign goals.

Initially, the MyHealth campaign encouraged employees to undergo an annual physical to achieve a reduction in their medical premiums. Alongside workplace promotions, postcards were sent to employees at their home addresses so that partners and families were also aware of the option and would encourage their loved ones to book a physical. Spouses were also eligible for the premium discount, so it was important to communicate with them as well.
2 Solution

At the mid-year point, the MyWealth campaign started to encourage employees to think about their financial wellbeing. The campaign was used to promote the 401(k) scheme for retirement savings, the telemedicine resource (which would save employees money versus face-to-face physician visits) and the tax-efficient Health Savings Account.

Finally, in the run up to Open Enrollment, the MySelf campaign was launched to support employees in becoming smarter benefits consumers and to promote some of the lesser-used resources such as the Employee Assistance Plan (EAP). We developed an animated presentation to explain the benefits available and the decisions employees needed to take during Open Enrollment. We also developed an online game which employees could play and in doing so, learn how to be smart benefits consumers. The game included an online scoreboard to encourage competition among employees. The intention of both of these online resources was to encourage employees to self-educate, with consistent messaging across all of Penske’s locations and reduced reliance on the HR teams.

Now in their third year, the MyHealth, MyWealth, MySelf campaigns have had an impressive impact.

Penske employees engaged with each of the campaigns and reliance on the HR teams to answer basic questions has reduced significantly. Employees are now using the resources available to self-educate and to make smarter decisions around their health and financial wellbeing.

While contributions to 401(k) and HSA and telemedicine utilization are being measured in the longer-term, we have already started to see impressive results from the MyHealth campaign. The campaign started with a goal to get 50% of employees to get an annual physical, and now has an uptake rate of more than 90%! Not only will this help reduce medical premiums for Penske and their employees in the long-run, but it has also helped employees identify and receive treatment for health concerns at an earlier stage than they may otherwise have done.
3 Outcome