RSA Insurance
Reimagining the employee experience using bespoke culture insights and behavioural personas; from attraction to farewell.
The Challenge
Royal Sun Alliance (RSA) has been at the heart of the insurance industry since 1710 when Queen Anne sat on the throne, they had links to the Titanic through marine insurance and even Charles Darwin had a policy. Currently RSA have 9 million customers and help both individuals and businesses to manage risk, and provide solutions when things go wrong.
In 2022, RSA was experiencing an exciting period of transformation, following their acquisition by Intact, and the leadership team were looking to realign their vision and strategy. They recognised that to retain their edge, they had to strengthen and evolve their culture, with particular focus on creating differentiated and exceptional employee experiences to attract and retain talent.
The Solution
Working together with LACE, our HR Consulting partner, we combined forces to support RSA on their journey to reimagine their employee experience to attract and retain talent.
In order to create a memorable and impactful employee experience our starting point was to truly understand RSA people. We used segmentation principles, often found in customer experience, to better understand the mindsets, motivations, learning and comms preferences and behaviours of employees across RSA. The personas created were then used as a lens through which to shape the employee experience to ensure different interests and perspectives were considered.
Key to this solution was the formation of an EX Action Team. We recruited colleagues from across the business to help shape and own elements of the experience. The Action Team enabled us to test and iterate the design of key focus areas (such as leadership community, recognition and induction) with representative colleagues that the experience would directly impact. It also meant that the areas of the experience were owned internally and a greater understanding and accountability for next steps were taken forward as a result.
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Collaborative workshops with HR, IT and Business leaders allowed us to challenge the status quo, setting out a clear experience ambition and success metrics for the future experience.
We prioritised the key “moments that matter” for people throughout their journey with RSA and through a series of iterative design sprints with employees we built out a series of concepts, making use of SMEs and external inspiration.
We produced a detailed roadmap and value case to guide HR strategic priorities, sequencing of initiatives and investment decisions over the next 2-3 years.
Our Impact
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Clear ambition for the people experience to shape all future initiatives
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Roadmap and value case for prioritised initiatives, embracing digital solutions, to guide investment decisions
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Inclusive approach with cross-team participation in the sprints and leadership engagement from across RSA
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Personas that can now be used to shape more personalised learning, comms and further experiences
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More progressive view and differentiated employee experiences, built on innovation and best practice, to attract and retain talent.