compensation
benefits
culture
career
Optimization of Total Rewards Marketing
With more than 500 affiliated Group companies and over 100,000 employees, Lufthansa Group has a highly complex structure that must be navigated when creating uniform rules and general standards for Total Rewards—and communicating them.
Unequity supported the global Total Rewards team in developing an overarching narrative for Lufthansa Group benefits, based on the Compensation & Benefits catalog and selected focus topics. A key task was the strategic categorization and striking visualization of the content.
The solution featured concise, clear texts to describe the benefits and services, along with key messages that conveyed the value proposition developed by Unequity, in alignment with the company’s current HR strategy and compensation philosophy. The illustrations, icons, and imagery created by Unequity, in line with Lufthansa Corporate Design, ensured a consistent look and feel for instant recognition and strong brand identification within the Lufthansa Group.
The result was a communications toolbox for Compensation & Benefits experts and managers that can be further developed by the Lufthansa team.
Project Overview
Client:
Lufthansa Group
Industry:
Aviation, Logistics, Technology
Company headquarters:
Frankfurt am Main, Germany
Stock exchange listing:
MDAX
Agency assignment: Compensation marketing optimization
Target groups:
Managers and employees of Deutsche Lufthansa, and Total Rewards Managers in the Lufthansa Group
Communication languages: German and English
Publications:
Joint interview, “Wichtig ist die gute Geschichte dahinter” published in Personalmagazin, June 2024 (in German)
Project testimonials
To work, a benefit must have a story, a narrative. The story has to be convincing and relate to the lives of decision-makers and employees. This makes it a clear, tangible advantage—a benefit.
Compensation and Benefits products often need a lot of explanation. Many employees don’t clearly understand what fringe benefits they receive in addition to their salary. In this project, we were delighted to help craft a creative concept and narrative for the Total Rewards strategy.
What can we do for you?
If you are looking for a reliable partner, get in touch with us.
As a creative communications agency with expertise in consulting in the HR sector — also known as People & Culture, Development, or Organization — we have been delivering professional internal communication for global companies since 2011. We specialize in the communication of Total Rewards.
Using effective communication strategies, creative media, and clear and captivating content, we manage projects and campaigns with a lasting impact — motivated, loyal employees and successful organizations.
We lead people projects to success through communication.
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