Something to Talk About

A good benefits package can be a deciding factor in employee acquisition and retention. According to one recent study, 66 per cent of workers say a comprehensive benefits package is a must-have. Additionally, 52 per cent of workers say health and wellness programs such as gym discounts, treadmill desks and employee assistance programs are must-haves.*

If your company offers benefits, promote them. While new hires can be excited with the array of benefits available to them, as time goes on, people can forget the finer points of their package. Make sure to remind them so your team can take advantage of what’s there, to the betterment of their health and wellness — plus company morale and loyalty. 

“Much of the fine print of a benefits plan is irrelevant to employees, until it’s not. There are a few things we can do in the context of this natural human behaviour to de-prioritize information we don’t immediately need to use,” says Ann Beutler, Change Management and Communications Consultant with Ontario-based KMC Communication.

Here’s a 5-step strategy for ensuring your team benefits from their benefits.

#1 CREATE AN INFORMATION NETWORK
“First, make sure employees know where to get the [benefits] information they need when they need it,” says Beutler. 

Advertise the benefits website where they can find all the details and resources associated to their plan. For instance, a company e-newsletter can provide topical reminders of employee benefits, while hyperlinking to the benefits website and/or app. The insurer site or app can break topics down across several web pages so visitors aren’t overwhelmed by too much info to dig through. Additional resources like phone, email or live chat with insurance advisors should be clearly visible and remind readers of in-house resources like your organization’s HR team.

“Try to provide information in simple, digestible formats with images and descriptive titles. Create links/pathways to more detailed information so employees can follow those based on their needs,” explains Beutler.

Ultimately, avoid overwhelming employees with an “info dump” and keep communication user-friendly. As Beutler advises: “Keep it simple. Use plain language.”

#2 TARGET INFO TO AUDIENCE
“Secondly, anticipate the information employees may need and serve it to them at the point in time it is more relevant — think information associated with life stages or based on a particular interaction with their plan,” says Beutler.

This could mean bucketing information for new and expectant parents or older employees, or for those dealing with a chronic illness or other health conditions in microsites. In today’s COVID-informed climate where mental health has become a major public health concern, a prescient strategy would include a mental health and wellbeing microsite.  

But remember, says Beutler, “within every audience, there is usually more diversity than commonality. As a result, there is not one perfect approach to communication. If possible, use more than one approach to spread/reinforce key messages,” she advises.

#3 WORK AS COMMUNICATION PARTNERS, BUT 

#4 KNOW WHEN TO STAY IN YOUR LANEAs an organization, you spend a lot on employee benefits. Claim credit for your company’s investment. “Benefits must be seen as coming from the employer. They are a big investment by employers, and we want employees to recognize and appreciate them as an important part of their total rewards package,” explains Beutler.

“To that end, the communication — key messages and the “wrapper” — should make it clear that the employer is the reason these benefits are in place. It’s such a missed opportunity when communications from insurance companies put their name front and centre, rather than the employer’s,” says Beutler.

Take credit where it’s due by utilising plan-specific information from the insurer and “wrapping” it in your own corporate brand, tone and message. Most insurers will be on board with that. “In fact, most insurance companies have in-house communication specialists that can be relied upon to help plan effective roll-out and ongoing employee engagement communications,” says Beutler.

One caveat is that some communications must come from the insurer to maintain employee confidentiality. An example of this might be a personalized email triggered by someone’s interaction with their benefits, such as a wellness program that sends a health report based on an employee’s online questionnaire. 

#5 OFFER REMINDERS & NUDGES
Finally, “repeat, repeat, repeat — hopefully in a creative or engaging way,” says Beutler.

It’s important to regard benefits communication as an ongoing conversation and not just part of the onboarding process. Use resources like the internet, e-newsletters, apps and — of course — social media, to remind your team how to tap into their amazing benefits. Simply taking 30 seconds during a virtual town hall or before a company volunteer day, can reap rewards — to everyone’s benefit.

* Source: MetLife’s 20th Annual US Employee Benefit Trends Study, 2022