Only 15% of employees say they ask their HR department for in-depth advice on their benefits. That’s according to Prudential’s “Annual Study of Employee Benefits: Today & Beyond.” But this low figure isn’t due to a lack of interest, quite the contrary, employees are taking a more active role in managing their benefits.
In fact, 30% of employees say they are doing more homework on whatbenefits are available to them. This shift could be partially due to a reduction in the size of HR departments, but it also reflects a shift toward using other communication channels, such as group presentations, info packs and social media.
Time then for HR departments to stop assuming that if employees have question about their benefit entitlement they’ll come knocking at the door. Well-written, focused and regular communications now drive benefit uptake, not just word of mouth.
Enrollment materials are a particularly important tool as 82% of employees say they read such materials. But in order to be effective, enrollment materials should be delivered through the appropriate channels—simply mailing impersonal mass communications two weeks before the enrollment period won’t connect with today’s employees.
Other, more interactive and engaging communications methods include personalized electronic and paper based comms, online presentations, webinars, video-based presentations and social media. By providing employees with quality educational materials delivered through multiple channels, you can increase the odds that they will “connect the dots” between their need to make savings wherever possible and the benefits solutions available to them through work. Similar methods should also be used to drive uptake throughout the year on schemes that aren’t restricted by a single opt in period, as well as communicate the total value of the rewards available.tpersonalwithbenefitscommunicat
Marketing departments aren’t the only ones who face the ongoing quandary of how to improve the number of individuals opening and reading communications materials sent, HR departments suffer the same dilemma. Very few people bother to read impersonal junk mail or spam email messages. In fact, Prudential’s research shows that 88% of employees say they want tailored communication versus generic “dear employee” messages. If employers don’t personalize benefits communications, they risk failing to fully engage their employees and the uptake of their latest benefit will suffer as a result.
If an employer invests time and effort into producing personalised, segmented communications materials that are delivered through the medium (or mediums) most appropriate to their audience on a regular basis they’re sure to be onto a winner.
