Zhone Employees Get the Message, Get Involved in Their Benefits—Thanks to New Communication Strategy

Zhone Technologies is an advanced telecommunication equipment company that serves more than 600 operators in both emerging and established markets.

Situation

Zhone helps customers all over the world have it all. Its telecommunications provide “everything” access with just one platform.

The first company to provide Broadband Loop Carriers, and the first in the Ethernet-over-bonded-copper market, this Oakland-based company serves more than 600 operators in both emerging and established markets.

Challenge

As a company grows, it must adapt its benefits communications to fit a diverse audience.

In 2006, Zhone realized it needed help with that. After acquiring a manufacturing company, the company suddenly found itself composed of two distinct audiences: high-tech-savvy, highly-educated knowledge workers; and more traditional manufacturing plant employees.

The company had grown so quickly that most employees didn’t understand the value of their benefits.

As a result, employees weren’t taking advantage of all that they could.

Not only did this make it harder for employees to benefit from all the company offered, but it also made it harder for the company to communicate about future cost increases and health plan changes.

Zhone needed more than employee benefits materials.
To get employees really using their benefits, the company needed a comprehensive benefits communications plan.

Solution

Zhone partnered with Benz Communications for a full assessment of their current communications, followed by a multiyear strategy and a detailed communication plan.

The company’s benefits communication got a branding facelift—starting with the enrollment materials.

A “Using Your Plans” brochure showed employees how to get value from their plans all year long.

Results

Employees got the message—and so did their families.

Everyone loved the new communication materials, and employees weren’t shy about letting HR executives know.

Changes to the plan design went over well, Flexible Spending Account enrollments shot up, and HR executives fielded far fewer questions as employees now felt informed and secure.

A sound, consistent communications strategy went a long way in making employees feel like they had it all. The initial campaign also created the groundwork for campaigns in years to come. Today, the print enrollment campaign and the “Using Your Plans” brochure are key elements of the company’s annual benefits communication.