By Laura Singer, Senior Communication Consultant
Communicating about benefits shouldn’t be hard. These are, after all, benefits. But benefit plans are complicated, the sheer volume of offerings can be overwhelming and there are lots of other corporate communications competing for your audience’s attention.
Follow these time-tested tips to make sure employees hear your messages, understand them, and take action:
Benefits are serious business, but your communications don’t need to be boring. Find ways to inject humor into a video, plasma screen, or social media post. A lighthearted comic strip to promote benefit programs – why not? If you have a colleague with a great sense of humor, leverage that talent to create an amusing scenario.
Timing Is Everything
Annual Enrollment has its own timeframe, but many other benefits lend themselves to seasonal messages. Early January is when folks typically begin fitness programs. June is when parents may need different child-care options. Think about not only what – but when benefits may be of interest.
Use Personas & Tell a Story
Creating fictional employees who mirror your actual demographics allows you to connect more authentically. Personas help your employees better understand the value and relevance of programs and benefits for them personally.
For example, a 30-year-old single mom will be interested in the fictional single mom, Jessica, and her benefit choices. Then walk employees through a common scenario with a story (Jessica put $75 a month in her HSA to finance the cost of her son’s orthodontia).
Promote the Good Stuff
Use the Annual Enrollment period to promote other benefits that may appeal to employees and their families. People need to be reminded about programs such as tuition reimbursement, pet insurance, elder care, your EAP – and anything that sets your company apart. So while your audience is focused on benefits, grab the opportunity to highlight some of the other great resources you offer.
Whenever possible, use infographics to communicate. Employees are constantly bombarded with words, so any visual representation will grab attention. A well-executed graphic can help people quickly and easily make sense of a complex subject.
When you craft benefit communications that place employees at the center and reflect their experiences, you can break through the noise and drive action.
Need help building your benefits communication strategy? Contact us.