When the COVID-19 pandemic hit, Aflac was prepared to support customers with unplanned out-of-pocket costs. But, like most companies, they needed to find new ways to engage with their most valuable asset, their employees, while ensuring the business is sustainable post-crisis. In a recent interview with PRWeek Convene: Communicating in the Coronavirus Era, Catherine Hernandez-Blades, SVP, Chief Environmental, Social & Governance (ESG) and Communications Officer, shares how they’re thinking differently to take care of 10K employees and 30K independent sales agents around the world.
They’re taking a values-based approach to integrated communications. The ‘AFLAC Way’ is a commitment to taking care of people, not products. This includes employees, customers, partners and community in every sense. They are extending the same support to their 3rd party partners, charities and agencies by treating them the same as employees - with care, compassion and making sure everyone is ok. The team is also delivering purpose driven campaigns ensuring it is relevant to all stakeholders, getting buy-in, asking them what they want and supporting it.
Aflac is being methodical in curating COVID-19 information for employees, individuals and small businesses – making sure the right personalized content is there for different stakeholders. Internally, they built out a comprehensive intranet site for everything COVID-19 as the single source of truth. The team is also enabling brand ambassadors and their stories, understanding that fellow employees and colleagues can inspire them in a way formal communication cannot.
Their values also drove a significant decision - to scale back the iconic Aflac duck during COVID-19 to ensure they are not tone-deaf. The duck is an international icon and embodies humor, fun and a jovial sentiment which doesn’t feel right given the current environment. So they’ve pulled back on social media and instead released a people-focused TV spot. The little white duck splashed onto the scene 20 years ago – with FLOTUS Melania Trump starring in the commercial.
They’re supporting employees by providing curated relief. Like many employers, Aflac has been re-evaluating the employee benefits package to find additional ways to support their employees. For those experiencing symptoms or are diagnosed with COVID-19, there is an additional 30 calendar days of paid leave to help employees recover stress-free. They also created a no interest loan program for commission-only salespeople to keep them whole. And they’ve been working with regulators to issue temporary licenses for new employees, since face-to-face I9 verification is now a challenge. Hernandez-Blades even has meals delivered to her staff once a week to lighten the load, while supporting a local catering company.
They’re listening so they can provide a richer employee experience. Gathering feedback is the first step in making an informed and impactful decision for any company culture. Aflac is pulsing employees and asking the right questions around confidence in the leadership team and how they are feeling. Then they take the data and make immediate adjustments. For example, the team learned employees thought there were too many town halls on a weekly basis. They decreased the town halls to two per month. Hernandez-Blades also finds her team to be more high touch and likely to pick up the phone instead of emailing. They are also finding creative ways to honor internal award winners – they are providing cash payouts and doing virtual celebrations.
Hernandez-Blades also highlighted that as important as it to continue working in the new normal, finding ways to ‘disconnect’ from work is even more important. Routines have gone out the window and everyone seems to be on all the time. But if leaders disconnect, they are not expecting their staff to work around the clock. Setting an example can help teams find balance, take care of their mental health and wellness and elevate the employee experience.