What’s in this article:
- Customers expect brands to take a stand, support, and help drive societal change
- More and more companies are making sure that customers know they are incentivizing employees to get vaccinated
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Customers expect brands to take a stand, support, and help drive societal change. Every month new studies are reinforcing that reality.
And so, speaking on behalf of a brand (in other words: doing marketing) is no longer just about the personalized messages you send or the promotions you offer. It’s also increasingly about doing the right thing, about using your platform as a brand with resources and an audience to promote the greater good.
And now, as the world continues to combat the coronavirus, more and more companies are making sure that we – customers – know they are incentivizing employees to get vaccinated.
This is the kind of communications companies need right now.
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Petco
Petco Health & Wellness Co. will be offering $75 as a one-time payment to workers who get the COVID-19 vaccine. For each staff member who gets fully vaccinated, the company will also donate $25 to the Petco Partner Assistance Fund.
Kroger
To encourage vaccination, Kroger will hand out a one-time bonus of $100 to each employee after receiving their second vaccine dose.
Starbucks
The all-American coffeehouse chain is also opting for the vaccine by offering employees two additional hours of paid time off for both the first and second doses.
Target
To get the two doses of the coronavirus vaccine, the retail giant is offering employees four hours of pay – a total of two hours per dose. All U.S. staff will also be offered Lyft credit of $15 to get to appointments. And to deploy the vaccinations for employees, Target will work with CVS Health Corp.
“As more vaccines become available, especially for frontline and essential workers, we’ll help our team members across the country get the information and access they need,” said Target Chief Human Resources Officer, Melissa Kremer.
Target has said that it plans on investing a total of $200 Million in bonuses for workers.
Tractor Supply Company
The company is strongly encouraging workers to get the vaccine by offering a $50 payment and as much time off needed.
Shipt
The grocery delivery platform will offer its hourly corporate employees paid time off to receive the two doses.
Dollar General
The Tennessee-based variety store company has also turned to financial benefits by allowing four hours of pay for getting the vaccine.
Instacart
The company that operates a grocery delivery and pick-up service announced that it would provide a $25 stipend for workers who get the COVID-19 vaccine.
“Our goal with the introduction of our new vaccine support stipend is to ensure that, when the time comes, Instacart shoppers don’t have to choose between earning income as an essential service provider or getting vaccinated,” said Instacart CEO, Apoorva Mehta.
Trader Joe’s
The grocer – which has over 50,000 employees – will offer two hours of pay for each dose. It will also make sure to shift employee schedules to allow for enough time to get vaccinated.
Lidl
The discount supermarket chain is offering all employees $200 in extra pay if they get the shots.
McDonald’s
McDonald’s will allow workers up to four hours of paid time off to get immunized.
“Vaccination is essential in the fight against the pandemic, and we are actively encouraging McDonald’s employees to take this important step,” said McDonald’s U.S. chief people officer, Tiffanie Boyd.
…And the list goes on and on.
In a way, you can look at the monetary expense these incentives carry and write it down – at least partially – on the marketing budget.