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Wednesday, 25 April 2018
11:00 AM - 12:00 PMBreakout Series III

3.3 Applying Consumer Marketing Techniques to Increase Equity Program Participation

Communications

Effective communication is the difference between companies that see employee engagement with their equity programs and those that don’t and few companies have the expertise in creating great consumer experiences that eBay has. So it's no surprise that eBay utilized a marketing-minded approach in designing the communication program for their equity programs. If equity programs are part of your total rewards strategy, you can’t afford for employees to be ambivalent or uninformed about their value, especially when you roll out new programs or introduce changes to existing ones. In this session, learn how eBay launched a new approach to increasing ESPP adoption, including using multi-channel communication campaigns, delivering compelling “bite sized” pieces of content, and clearly explaining equity concepts and enrollment options via consumer-grade content experiences and clear calls-to-action.
Joseph Larocque, GuideSpark (US)
Rachel Ulep, eBay Inc. (US)
CPE Credit: 1.0
Field of Study: Communications and Marketing
Level: I, II, III