As 2021 gets rolling, employers and HR departments need to be thinking about the most effective ways to communicate with their employees about their benefits package. This is especially true if your company is functioning with newly remote employees. Benefits are expensive. And ensuring your employees know what they have and how to use them is a critical part of ensuring a positive ROI on your benefits package.
Here are several things to keep in mind as you work out your communication strategy.
Define a goal
Defining a messaging plan around your benefits package should be a foundational part of your benefits strategy. For messaging to be successful, you need to define a clear purpose behind the communication.
- Are you implementing new benefits designed for remote employees?
- Are you attempting to increase engagement with your benefits?
- Are you trying to educate employees about what’s available to them?
- Are you trying to educate employees about how to use their benefits?
An easy way to lose your audience and miss the mark on your message is to get your goals jumbled. To create clear, easily consumable information around your benefits, identify a goal for each piece of content you create and stick to it. Ask yourself if everything in that piece of content aligns with the goal, removing everything that doesn’t.
This leads us to the next piece of the puzzle: what content, and where?
Choose your channels
Depending on your provider, the demographics of your employees, and the benefits themselves, you may want to communicate in variety of ways. Whether you’re using a website, a string of emails, in-person/video meetings, or shared documents, there are several things to keep in mind.
- For the sake of ease and efficiency, have a place where employees can access all the documents they may need to learn about and use their benefits.
- If you’re sending documents through the mail or over email, make sure to also store them somewhere they can access later, such as DropBox, Google Drive, or your company file sharing platform.
- If you’re using a website for benefits information, create a clearly marked and easily accessible place for employees to find any documents they might need. Keep this accessible year-round.
- Consider the different demographics within your team and develop a communication strategy that meets their differing needs. Older employees may find in-person or video training sessions useful when learning to use their benefits platform. Younger generations who may be new to having their own benefits plan may need extra help understanding their benefits as well.
Make it last
One of the most effective ways to increase ROI on your benefits plan is to create a year-round benefits communication strategy. Keep it top-of-mind for your employees by regularly checking in with them.
- Consider adding it to your company-wide newsletters
- Hold quarterly training sessions or meetings to help your employees use and understand their benefits
- Survey your employees and keep close tabs on how they feel about their benefits plan, including:
- How easy it is to use
- How relevant the benefits are to their needs
- How often they use their benefits
- How satisfied they are with their plan and what they would like to see changed
Effectively communicating employee benefits plan takes time and effort. Be ready to hear and act on the feedback you receive. Pay careful attention to who uses their benefits and who doesn’t. If you’re serious about creating a benefits plan that works for your business and your employees, then take the time to work out your communication strategy. It’ll pay off for you and them.
Looking to enhance your employee benefits package? Want to be a coveted employer of choice in the greater Maryland, Virginia and Washington, DC area? Get in touch with Raffa. We love this stuff! And it’s what we do for our clients every single day.
Photo by langstrup