“A good atmosphere has a domino effect”

Every year, the experienced Head of Events & Sponsoring organises around 20 employee events – conferences with the General Management for all five service centres at Executive Board level, information events for all employees, and convivial breakfast meetings for the General Management to meet up with the employees.

Which live communication type are you personally?

Isabelle-Marie Luyet: Definitely live – I like the direct contact, live events are a more intense experience for me than digital events. I find hybrid events interesting, but at the same time difficult in some respects, because two events have to be created in parallel. Everything has to be on point, you can hardly do it alone.

How do you decide which way an event will be implemented?

We don’t have a rule about when an event is live, digital or hybrid.

The goal is to get the message across, engage the staff and get them excited.

In the end, we look at what makes the most sense for which content. But seasonality also plays a big role in employee events. However, over 80% of events are live.

Why do you mainly focus on physical events?

Our employee events are usually always combined with a get-together, such as a lunch, aperitif or breakfast. Getting together physically is very important to our management as well as to us. It is a sign of appreciation that employees respect very much.

What should not under any circumstances be missing from an employee event?

Definitely the good atmosphere. This triggers a domino effect and is always a good barometer that shows everyone’s satisfaction. The culinary catering should not be underestimated either – it really pays into the overall event vibe.

In times of price pressure, a lot is being saved on internal communication. How do you see this development?

In my opinion, internal communication is not the biggest cost, but we also have to weigh up our budgets – whether live, digital or hybrid. The most important thing, however, is that all of the information is conveyed to the employees in an exciting and eventful way. Because we all know: a satisfied and happy workforce is partly responsible for the success of a company.

Do you see any trends within employee events?

In my opinion, there are no major changes or trends. It is very important for us to listen to the needs of the teams – what do they want and how can we make it happen? We conduct surveys at regular intervals to solicit suggestions for improvement.

Isabelle organises a wide variety of client events every year, and client invitations within the sponsoring strategy are also part of her job. One thing, in particular, is important to her: the experience should take priority. Because this is also transferred to the Groupe Mutuel brand.

Which client events do you regularly organise?

I always have different corporate clients for whom I organise events. Several times a year, we hold client events in connection with our sponsoring activities. Trade fair events or business days are also conducive to drawing clients into our world.

Which implementation method is most promising for your goals?

Live, for sure. During COVID, client events were held digitally wherever possible, but the experience does not compare to that of an event that is realised physically. The networking experience in the classic sense is lost at a digital event. In addition, we also have a press event once a year where the PR agents can meet our CEO in person and exchange ideas with him. Digitally, this event would only be half as efficient, as the atmosphere makes a world of difference.

What are the biggest needs of your stakeholders?

A good price-performance ratio and that orders are also placed through the events. In addition, my department is also organised more like an agency within Groupe Mutuel – when the CEO approaches me, an all-round experience is expected. In other words, we have to be close to the client while also presenting an excellent brand presence on site.

What are sustainable experiences for you?

In my opinion, there is nothing better than appreciative feedback. An event doesn’t always have to be extravagant, but can also be easy and relaxed. Our director invited corporate clients to his place for a BBQ in a relaxed atmosphere in the summer, and that is still an experience many talk about today.

For me personally, it’s a pleasure when everyone is happy and enjoys perfect organisation.

Important topic – sustainability, how do you deal with it?

Sustainability is also a high priority for me. Where I can, I try to incorporate it, for example by reusing event materials.