Veterans United Compliance Week
Employer Brand: Why Compliance and Employee Engagement Matter
“Not only does engagement have the potential to significantly affect employee retention, productivity and loyalty, it is also a key link to customer satisfaction, company reputation and overall stakeholder value.” -- SHRM
Our challenge was to create an internal compliance campaign for the largest veteran’s home lender in the country.
Veterans United Home Loans is a Columbia giant with over 5,000 employees. In order to ensure their team members are up-to-date with the latest information and training, Veterans United hosts a “compliance week.”
With Veterans United’s compliance week’s goal being to keep employees up-to-date on company procedures, we knew the campaign had to flex creativity without taking away from the true purpose of compliance week. A fun, yet targeted campaign allowed team members to complete the meaningful training in an entertaining and enjoyable manner.
The campaign needed to garner attention and entice employees to participate in their compliance training. We also delivered ideas for prizes Veterans United could give out to employees in a raffle-style incentive to complete the training in a timely manner. Outside of that, they needed an attention-grabbing visual campaign to tie everything together.
Luckily, Veterans United is heavily invested in employee satisfaction and has a fabulous employer brand. They lean into their core values and invest in the employee experience at every turn. That’s why they’ve been rated in the top ten best places to work by Fortune Magazine and GlassDoor.
VU Compiance Week
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Meaningful Brand Creation.
Garnering that type of employee satisfaction and loyalty is driven by their relentless drive to delight their staff with lively internal campaigns. Employee appreciation is an integral part of the Veterans United brand, so we created a campaign to not only educate team members but also excite them about learning.
We provided several brand concepts for the company and eventually settled on Com[PIE]ance Week for the campaign. The fun and lighthearted brand captured the interest of VU employees without distracting them from the purpose of compliance week. Through charming graphics and tangible deliverables, we worked creatively so Veterans United could focus on business.
Employee Engagement
Throughout Com[PIE]ance Week, VU employees interacted with a fun pizza-shaped character meant to walk team members through the logistics of the week. And when you have a pizza-shaped character leading your brand concept, you definitely need custom pizza boxes with pizza gift cards to keep morale high.
Transforming a typically dull week of training into a rousing week of interest for Veteran’s United employees required a new level of creativity. We developed a brand experience that wouldn’t distract from the week’s purpose but would still provide elements of fun and excitement.
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