Incentive Marketing Association Winner, Best Employee Incentive Program
Bankwest introduced four strategic priorities to the organisation, on which the foundations for business growth would be established. These strategic priorities were relevant for all and employees were encouraged to focus on these behaviours in their everyday work to drive Bankwest's commitment of "bringing happy banking to all Australians", and support the goal to unite almost 5,000 employees as a single connected team.
In parallel, Bankwest had historically operated a number of disparate employee recognition and incentive programs across the organisation, resulting in inefficient administrative processes. Bankwest recognised the opportunity to bring these multiple recognition and reward activities into a single program, under a single brand and theme.
"Bankwest Heroes" was developed as the single, overarching recognition and reward vehicle to ensure recognition and incentives were inclusive and attainable for all employees. 'Heroes' provides opportunities to recognise and reward employees at all levels for service milestones, customer referrals, sales and KPI achievement and behaviours that align to the strategic priorities.
Employees have the opportunity to earn "Hero Points", the program's single currency, which can be accumulated and redeemed for rewards from the extensive online Heroes rewards catalogue. The early success of the program was largely due to the creative launch campaign that included Bankwest leaders dressed as super heroes, and a variety of channels including screensavers, an animated video and a user experience recording.
82% logged into the 'Heroes' website
65% of participants earned 'Hero Points'
67% were recognised via 'Hero Mail' or nomination
70% of managers placed a nomination
31% of employees placed a nomination
Find out how a unique program mascot has shaped a culture of regular thanks and appreciation.Find out more
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Discover the impact of making moments of employee thanks more social, shareable and visible.View our latest infographic