Back to Blog
A company’s benefits are core to attracting and retaining talent. However, look at any study conducted in the last few years, and the data is clear — a large percentage of employees do not understand their company’s benefits.
These strategies can kick start your communication planning.
As a communicator, your job is not to develop your company’s benefits strategy. Thank you, HR! Your focus is on a strategic communication plan that spans far beyond the annual open enrollment period — we're talking year-round — and that delivers relevant and personalized content.
1. Get to know your employees. Employee demographic data is extremely helpful and can help you make your communications much more meaningful and relevant to your employees. And, layer on top of that other information, including:
2. Create a editorial content calendar. This will help you organize your year-round benefits content and ensure it stays fresh, timely and engaging.
3.Use all your communication channels — and even introduce new ones. We all know that employees prefer to receive information in a variety of ways. And even if your employees indicate they prefer email to all others, those incessant email blasts won’t get you the results — or employee action — you want. Even with all of the company channels at your disposal, emerging technology and employee feedback may call for something different.
4. Engage your employees — and their families. If you’re focused on channels and content that only reach your employees, you may be missing a key audience — the decision maker. When it comes to benefits, your employee and the person making the benefits decisions are not always one in the same. Make sure your plan includes tactics that reach your employees and their families. You can send information directly to employee homes, or create interactive content that can easily be shared — video, a mobile app, just to name a few.
5. Segment your content. Use your employee data to create more personal and relevant content that will resonate with your employees. If the goal is to increase the number of employees who maximize the company’s 401(k) match, why communicate with all employees, including those who are already taking full advantage? If your goal is to educate on the importance of well-child visits, consider targeting your communication to employees with dependents.
6. Know what’s working…and what’s not. Identify measurable goals and track them throughout the year. One of the great things about a year-round plan is the ability to make adjustments along the way. Do you really want to wait until the end of the year to learn the money and time you poured into monthly podcasts had minimal to no "listenership"? Aside from tracking the quantitative and qualitative effectiveness of your content, with HR as your partner, you can also see the impact on things like plan enrollment, program participation and more.
What have you or another company put into practice that has proven effective?
Bronn Communications is an Atlanta-based internal communications agency that helps companies reach and engage their most important audience and brand advocates—employees.