Supernova Award Category
Future of Work: Human Capital Management
The Problem
Adobe is known for its innovative multimedia and creativity software products, the industry's standard for digital communication and collaboration for nearly 30 years. But the company wasn't applying the same level of technology to engage its14,000 employees around the world. Rosemary Arriada-Keiper, Adobe’s Senior Director of Global Rewards, set out to bring the company’s employee communications into the digital age, with GuideSpark, the leader in employee communication software. Arriada-Keiper needed a scalable and efficient solution to effectively communicate consistent messages to her global workforce—and support key HR initiatives across the employee lifecycle. These included creating a “wow” experience for new hires during the onboarding process, increasing enrollment in Adobe’s consumer-driven health plan (CDHP), streamlining maternity leave and financial wellness education, and strengthening employees’ perceived value of their total compensation. Prior to implementing their long-term solution, Adobe had used a range of traditional communications channels to deploy HR messages: handbooks, brochures, PowerPoint presentations, and live workshops. These methods missed the mark. Only a multi-media, multi-channel strategy could get employees excited about their benefits, socialize the corporate culture and deliver cohesive communications across the entire workforce.
The Solution
Adobe had a great set of total rewards programs but we needed to increase the engagement and adoption of these programs. With such a diverse and dispersed workforce, we needed a solution that would work globally across a variety of delivery vehicles. After a thorough product review and testing period, Adobe selected GuideSpark’s communication solution as a vital part of Adobe’s new strategy. They started with open enrollment messaging and then moved into compensation, undertaking a global rollout of the solution. Soon thereafter, they created content to support talent management and used GuideSpark’s analytics tools to fine-tune and enhance their workplace communications. Today, Adobe provides a vast library of content experiences produced and hosted by GuideSpark that are accessible on-demand to its employees through their benefits portal and dedicated employee microsites.
The results
Having introduced employees to engaging multimedia content through GuideSpark’s platform, Adobe not only matched its own customer digital experience, it continues to see measureable improvements across the employee lifecycle. Employees arrive on day one excited and prepared and they’re finding increased value in their total compensation package. By replacing resource-intensive live workshops and other paper-based communication methods with simplified, streamlined digital content, they’ve also reduced costs and support load on their HR call center.
Metrics
After deploying GuideSpark's communication solution, Adobe saw dramatic results including a 400% increase in employee viewership during Open Enrollment, an overall 70% employee enrollment in the company's high deductible plan and a 94% decrease in the amount of time to onboard new hires on their benefits.
The Technology
About GuideSpark
GuideSpark's leading employee communication software is used by HR teams to effectively engage over 10 million employees and achieve HR program adoption goals. It blends SaaS technology, consumer-grade content experiences and best practices in deployment and delivery via multi-media, multi-channel campaigns that inspires, informs and reinforces the employer value proposition.
Disruptive Factor
One potential hurdle could have been the "not invented here" syndrome by adopting a third-party solution to create these communication and content experiences. However the solution was brandable and configurable and with an experienced production, deployment and customer success team, GuideSpark's solution was quickly accepted and widely adopted. Adobe's HR team became world-class in the eyes of employees who help create this type of experience for Adobe's customers and showed their strategic and business value to the C-suite and leadership teams by the amount of money and resources saved through both the uptick in program adoption and fewer calls into HR made.
Shining Moment
It is no easy feat to communicate consistently and effectively across such a large, diverse and global workforce such as Adobe. How does a company spread corporate culture and communicate both locally and company-wide in a way that makes sense without breaking the bank. That is what GuideSpark did in a nutshell. The solution can be delivered in a way that meet the employees' needs: multi-device, 24/7 access, multiple languages, easy to understand and self-directed. This is a game-changer.