EMPLOYEE BENEFIT TIPS By Hub International

Improving Employee Benefits Engagement Through Communications

A robust communications strategy is essential to ensure the full utilization of employee benefits. Without it, even the most exceptional benefits may go unnoticed or underutilized. The following are some factors that need to play into the communications strategy:

Improving Employee Benefits Engagement through Insights

• Because employees are often segmented into large categories, an organization’s ability to target communications is inhibited. For instance, dividing employees by age does not mean each person in a given age group will respond to a certain message or type of communication.

• Such segmentation does not account for a person’s lifestyle, motivations, or where they are in their career that influences their preferences on benefits.

• Generational segmentation is one, of course. But not every Millennial has the same hot buttons or interests, and not every Boomer is a technological laggard. Understanding employees’ needs at any time through personalized employee engagement analysis helps identify the right benefits and communication opportunities to generate engagement.

Access On-demand and Related Issues

• Good communication creates trust, but what exactly is “good?” Good starts with delivering information on employees’ terms, making information easy to find

HUB and in a format that suits them. Service portals and web guides will have higher usage if the portals have mobile components that appeal to certain workers.

• Organizations need a multi-channel communications strategy to boost employee benefits engagement aligned with the employee population’s interests and preferences. Choosing the right channels is important: 75% of employees would rather view a video explaining benefits than read an email or text.

Language and Tone are Important

• Finally, language is important. People want information on their terms that doesn’t stereotype or make assumptions about them.

• It usually entails straightforward and short sentence structure and verbiage; simplicity is best. Communications that seemingly embrace a stereotype (“You will like these benefits because you’re in XYZ group”) or that are too general (“Employees in your age group”) are less likely to resonate. Thus, clear and concise language is key when presenting employees with benefit options.

Annette consults with business owners and HR staff on employee benefit strategies and advises on how to confidently navigate a changing market. She can help develop a strategy to both reduce claims and support and engage your people by promoting a workplace culture of holistic health and dynamic performance.