Crussh: The right blend for an employee well-being initiative
Published by: LifeWorks,
Retail businesses often have diverse employee communities and a workforce that is spread geographically and over shifts. As a result, many retail oganisations struggle to engage their employees and establish a real sense of community, leading to a high turnover of people.
London-based juice, smoothie and healthy fast food retailer Crussh had offered well-being platforms to its employees for some time but struggled with engagement due to an overly broad proposition. With a more personalised approach to total well-being, Crussh was able to drive a 10 percent reduction in staff turnover, boost utilisation of its initiative and increase peer to peer recognition.
Ben Tyrer, the Head of People at Crussh said the company was giving employees the opportunity to attend well-being events, like mindfulness sessions, yoga, and gym sessions. But uptake was low because team members had their own individual interests and preferences when it came to wellness.
“We had some schemes which were quite broad and as a result, only really applicable to a small section of our employment base. We’re really quite a diverse range of people,” said Tyrer.
Crussh implemented LifeWorks to offer a more personalised and customisable well-being experience to its employees, allowing them to drill down into content that is more relevant to the user.
Tyrer also said the increased accessibility and convenience of the mobile application removed any stigma associated with seeking support, while the fact assistance is delivered via a branded third party (LifeWorks) and not Crussh increased confidence in confidentiality.
“In our sector in particular, it’s quite traditional that you call your line manager, who’s supposed to coach you if you have a problem,” Tyrer said. “And sometimes it may feel like that’s not the right thing to do or you might feel a bit embarrassed that you’ve asked for support. Having an app that’s detached from the company, that appears credible and professional but is apart from us, appeals to a lot of managers.”
This point is especially pertinent when employees experience traumatic events. Such as the June 14, 2017, Grenfell Tower fire, which claimed the lives of 71 people. Crussh has a cafe in a location that housed some of the victims that were displaced as a result of the fire and the company wanted to provide support to employees that had been affected in any way by the tragedy.
“We sent an internal communication to the team to say that they could arrange for private counsellors to come in and support if further needed,” Tyrer said. “To this day, people say that just the fact that this solution was there, helped them get through what was quite a difficult time. They know they can call a number if they need support on a variety of things, and that gives them peace of mind.”