Pay is important. But a satisfying career is built on more than just a check. For BASF, the largest chemical company in world, recruiting and retaining top talent is vital to their success. And keeping their top talent satisfied means providing employees with a compelling total offer (CTO)—the benefits, compensation, work environment, and development opportunities—they needed to create a work-life balance.
While BASF’s total package is competitive for the industry, employees did not realize this for all programs. Employees didn’t know about or understand what was available to them. The HR team recognized that it was a communications problem rather than a program problem and brought in Monaco Lange to help.
To change employees’ perception, we developed an emotionally engaging story about BASF’s CTO. It put the focus on individual employees and acknowledged that their lives were about far more than work. To highlight this shift to the individual, we renamed the CTO, “[email protected]” We also created a system for the dozens of programs, identifying each with an icon, organizing them into four categories, and designing all of them into a single periodic table of elements—the ideal framework for a company whose mission is to create chemistry.
Doubled the number of employees who feel BASF offers benefits and perks that meet their needs without making program changes
Increased number of employees who consider their benefits and perks a reason to stay at BASF by 31%
“We wanted to communicate effectively. We wanted it to be personal. We wanted people to understand the value of what we had to offer in HR.”