Product in Practice - E.ON Case Study

The over-riding objective of the scheme was to impact on recruitment and retention and make E.ON a ‘great place to work’. This would only be possible if employees were aware of the benefits on offer, engaged with them and appreciated them.

Launch & Implementation

Whilst the scheme was available to all employees, it was considered particularly important to the organisation’s 5,000 call centre workers and its 4,000 field-based, shift-working engineers. To successfully communicate the scheme, E.ON, in partnership with Edenred, implemented a programme that included face-to-face support for employees within their shift patterns, emails, posters, postcards, articles in the staffnewsletter, Intranet banners and news stories, and road shows with targeted presentations.

A particularly innovative element of the communication programme was the use of staff radio. To reach all employees E.ON took advantage of the dial-in radio service announcement that the business had used for a number of years. A prerecorded message now provides employees with information on the latest benefits, offers and news. 

Peer support was another important element of the communication programme; E.ON has now appointed over 100 benefit champions who are based on nearly every site.


The impact of the scheme and its innovative communications has been significant. Before the initiative, take-up of childcare vouchers was below 2%. This was increased to over 5% of the total workforce.

Additionally, E.ON, with the My Choice programme, were the finalists in the ‘Most effective benefits strategy for working parents and carers’ category, with Edenred being their provider, as awarded by Employee Benefits Magazine 2010.

About E.ON

E.ON is one of the UK’s leading integrated power and gas companies and has offered benefits for workingparents for nearly a decade. However, take-up was not as high as the business anticipated which meant these benefits offered little value to employees or the organisation.

Last year, E.ON implemented a ‘Happy Families’ scheme that was designed to support and help employees, as well as their families. This scheme incorporated a range of employee benefits, including childcare vouchers, family private medical insurance, family holiday insurance and discounts on family days out.