The new TKP

Case

The successful repositioning of TKP Pensioen. Complete renewal of the social intranet and corporate website and launch of the work-at-website for labor market communication. With tips from Valentijn Bolhuis (communication advisor).

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design, development & advice

The challenge

TKP administers more than 20 pension funds. In addition, it provides communication on behalf of these funds. "TKP is in an extensive change process. We are working on the digitization of portals and in the automation of processes. In this way, we make pensions simple. We want to show that we are taking significant steps internally," says Valentijn Bolhuis. In support of 'the new TKP', iWink provided a social intranet, a corporate website and a work-at-site.

The appearance we show really gives a picture of who we are and what we do. We are ready for the future

Valentijn Bolhuis Communications adviser

Working-at website

Employer branding is one of TKP's focus points. This includes a separate working site. In addition to vacancies, employees tell how they experience working at TKP and blog about what concerns them. You will also find information about the application procedure, employment conditions and events on the website. With a contemporary look, extensive content and useful features, this new website is completely up to date.

Corporate website

The corporate website informs directors and consultants of pension funds. TKP mainly radiates expertise with the knowledge base. For this it deploys a knowledge base with more than 100 articles. Because a large proportion of visitors belong to the work-at-site or the website of one of the pension funds, top tasks ensure that they experience an optimal customer experience with one click.

“Going live on both websites was my highlight last year. Beforehand I had a clear picture in my head. With a good design, photos of colleagues and accurate texts, everything came together. ”

Valentijn Bolhuis Corporate communication advisor TKP Pensioen

A top task what is that?

80% of your traffic is looking for 20% of your content. A top task is the most searched and requested topic of that moment on a website. You must be able to find these subjects quickly and carry them out easily. With, for example, a call-to-action button. TKP directs consumers with questions about their pension directly to the relevant pension fund and job seekers to the separate working-at-site.

For more information on top tasks, we recommend this book by Garry MCGovern.

Social intranet: HERO

The employees of TKP start their day with HERO. HERO is the first virtual employee of TKP who posts messages that are of interest to everyone. In addition, he ensures that profiles are up-to-date, by regularly having a photographer come for the profile photos. Internally one can share messages, events and documents. The result: overview, transparency and an effective channel to show what TKP employees are doing. Plus a higher involvement in the change process.

Meet Hero

Tips from TKP Pension

After the project, we asked Valentijn Bolhuis whether he has any tips for other organizations that are on the eve of a repositioning and new corporate identity. He gave the following tips:

Know what you want

Work on the basis of examples and best practices. See which websites you like, which functionalities you find useful and what the tone-of-voice is like.

Prepare well

Make sure the sitemap is in order. And start creating content on time, so you can quickly fill the website. TKP filled 2 websites in 3 days. We can help you on your way.

Keep it short and clear

Keep it short and clear, do not make it too big and only tell what is important to the target group.

Keep refining at all times

Is the website live? Then it only starts. Take a good look at how visitors behave on your website, add content and see which new functionalities add something for your visitors. The website is never finished.

Get started yourself

You have to get started to make the website look like it did in the design. For example, practice in Kirra with dummy content.

Make a schedule

Know when to do what and plan a realistic date for going live.

Start with a clean slate

Do not reuse content, start again. Think about what you want to radiate and look back at the designs for the website for inspiration. This way you know how much space there is for the content.

Involve colleagues

Ask colleagues what they think of the designs: does this convey what suits the company? And make your own photos. This way you show who your organization really is.