Employers need to realize that benefits are intimidating for most employees. While benefits are necessary, it is daunting for an employee to make decisions regarding their health and fiscal security. Many companies treat employee benefits as an afterthought. They deliver a massive booklet and expect employees to comb through pages upon pages of important information. This usually results in poor engagement and does nothing to improve employees’ understanding of their benefits package. To maximize the effectiveness of benefits communications, employers need to ensure their information is well timed, well constructed, and well planned.
Sending out communications requires planning and smart scheduling. If a business sends out company-wide announcements on a quarterly basis, they should not schedule benefits communications for that time. Too much information overloads employees and guarantees they will not give the information their full attention. In addition, companies should try to avoid scheduling open enrollment to conclude on a weekend. Employees will have last minute questions or need help understanding their benefits up until the deadline.
If a company does not spend the time necessary to create benefits communications that provide valuable information, they cannot expect their employees to invest in it either. Content needs to be simple and relevant. For example, many companies are shifting their focus to improve employee wellness. However, telling employees to go on a short walk during their lunch break is not helpful. Employees know exercise is good for them; instead, offer information about different walking trails nearby.
The quality and consistency of benefits communications are more important than the quantity. Businesses should view their benefits communications as a sales pitch. Try to sell employees on why they should engage with their benefits. The layout and appearance of benefits communications matters as well. No employee wants to read a wall of text. Another element to consider is the method of communication. Some benefits communications are more effective as a text message reminder than as an email campaign.
Need more ideas for effective benefits communication? Contact the experts at Chelten Consulting.