How to Communicate Employee Benefits to Your Staff - Zupnick Associates

(By Elton Mwangi)

Did you know that a shocking 54% of employees know the employee benefits provided by their employers? Perhaps more shocking, only 28% take advantage of their workplace benefits programs – a result of a lack of effective benefits communication.

I know what you’re thinking. You think employers are culpable, and you’re right! Employers could do better; they need a solid communications plan to get employees to leverage their company’s benefits packages.

This results in a win-win situation. When you get employees to use employee benefits that solve certain pain points in their lives, they become loyal to you, enhancing their longevity in your organization. Don’t forget the high morale and insane productivity you’ll see in the workplace; no more missed deadlines and absenteeism will be a thing of the past.

Let’s dive in already and see how you can get this done.

 

4 Factors that Influence Benefits Communication

Demographics

Generation Z, born between 1996 and 2000, are entering the workforce. On the other hand, millennials are the new parents and make up 35% of the overall workforce. They’re the largest working generation.

This means that as companies change benefits packages to accommodate recent workplace trends, they also need to change how they communicate those packages.

 

Life Stages

In what life stages are your team members in? Are they:

  • Advancing education? 
  • Single? 
  • New parents? 
  • Retiring? 

Your staff has different needs from your benefits program, depending on their life stage.

Use a communication plan that accommodates these variables.

 

Geographic Location

If your company works with a global workforce, your employees speak different languages. In case of a time zone difference, employees will be awake at different times. Moreover, some employees may work remotely while others go to the office.

As a result, you need to consider all these factors in the benefits communication strategy.

 

Current Communication Channels

What are the existing communication channels in your organization? Do you have Monday meetings? Is there a Slack channel? Do you have a workplace newsletter? How often do you communicate?

Take stock of all communication channels to use multiple touchpoints for your benefits communication.

 

4 Ways to Communicate Benefits Programs to Employees

Use Video

Do you want to learn something interesting? Video content gets 1200% more shares than text and images combined! Even more, the knowledge retention for videos is 95% compared to 10% for text. This is because videos are easier to comprehend and are more engaging than text.

It’s easier to get a video seen by every employee than a blog post. It’s immersive and dynamic; hence it engages your workforce effectively.

But to ensure your video gets the job done, it’s best to avoid being salesy and implement story-telling when communicating the benefits offering. Include closed captions too, and make the initial 10 seconds count.

Leverage the Power of Social Media

Social media isn’t just for teenagers who make TikTok videos and marketing professionals looking to generate leads. It can be used to pass important information to your team too. A simple WhatsApp group can do wonders for your benefits communication.

As soon as you communicate, employees will engage in discussions and ask questions. That’s why it is paramount that information is clear.

Go a step further and share the information on public social channels. You will be sharing this information with your employees and prospective candidates for your open positions. So, go ahead and Tweet about your newly created mental health days benefit. 

Use Pay Slips

Payslips are some of the most crucial documents to employees. Every end of the month, they transform into auditors as they skim through the piece of paper (or PDF) to confirm every entry.

The document offers you an ideal opportunity to communicate your employee benefits package. Ensure that the information is concise and key points are highlighted. You’ll be sure to see some employees knock on your office door to learn how to get their desired benefits.

 

Write a Blog Post

It’s time for story-telling because it’s effective marketing. If you want to communicate a particular benefit (like the use of employee discounts to buy weekly groceries), interview an employee who uses it successfully and turn that information into an article.

Ensure you ask about the benefits they derive, reasons for use, and the impact on their lives. In about 300 – 400 words, you can communicate a success story that gets employees to subscribe to that benefit. Post the article on your blog and other internal communication channels.

 

Wrapping Up

This article isn’t about shooting videos and writing blogs about employee benefits. It’s about communication – a crucial element for every relationship, especially the employer-employee relationship.

Regardless of the mode of communication you use, you must use a story-telling approach. Get the audience engaged so they can ask questions and result in the successful use of your benefits. Mission accomplished!

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