ING Belgium
PR & Communication Advice
Challange
ING Belgium had an elaborate HR platform presented in a classic intranet format, which unfortunately was not used very efficiently by its more than 8,000 employees. The Owl’s assignment was to rework the text on the platform, mainly focussing on the FAQs. An additional challenge was the fast-changing structure of ING, which was in full transformation and digitisation.
Approach
Together with UX designer Anthony Roose, our first task was talking to the stakeholders. Their opinions about what went wrong when using the HR platform were enlightening and served as a guideline throughout the whole project. After a while it was decided to rework the platform more drastically than had initially been planned, and even to move the content to a new environment.
We requested the user data of the various pages and categories of the HR platform and analysed the results during the following six months. We joined forces with the internal copywriters to rewrite and better present the most relevant content, while cleverly reworking the less relevant content.
Result
The Owl’s approach resulted in a drastically reduced and thus more efficient number of words. Because less relevant content has been pushed further backwards, ING employees will find what they are looking for more quickly and will therefore make more use of the platform.
During the project period, the NPS score doubled and the target was achieved.
In a nutshell
- Channels: Local intranet and custom-made platform
- Period: November 2017-August 2018
- The Owl helped with: strategy, planning and copywriting
- Number of words digested: > 140,000
