How to communicate a new EV charging benefit so people actually use it

A benefit nobody understands is a benefit nobody uses. EV charging salary sacrifice is genuinely simple, but it is new, and new means people need telling more than once.

Here is a communications plan that works.

Two weeks before launch: the why

Lead with the saving, not the mechanism. Employees care that charging costs 20-50% less, not that it is deducted from gross pay. Keep the announcement to a few lines and link to a page that explains the detail for the people who want it.

Launch week: the how

Show the three ways people can charge: at home, at work, and on the public network. Make it explicit that drivers without a driveway are included, because they are the group most likely to assume EV benefits are not for them.

Launch week: the numbers

Give people a way to see their own figure. A generic "up to 50%" is easy to ignore; a personal number is not. Point them at the savings calculator.

Before the first payslip: the deduction

One short note explaining what the new payslip line is, when it appears, and who to ask about it. This single message removes most payroll queries.

After month one: the proof

Share an anonymised example of what a typical driver saved in the first month. Real numbers from your own workforce do more than any launch email.

Common questions to answer up front

• Do I need to change my car or lease? No. Charging bolts on to an existing scheme.
• What if I have no home charger? You can still use workplace and public charging.
• Is this taxable? Charging is paid from gross pay through salary sacrifice, with the reporting handled for you.
• Can I opt out? Yes, and you should say how.

Next steps

If you want the launch materials and a walkthrough for your people team, book a demo.