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Employees are busier than ever. So to get their attention, you need to think not just outside the box—but beyond the solar system!
Make benefits communication simpler, faster and easier.
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Give employees good reasons to appreciate the benefits your company offers.
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Launch benefits communication that’s out of this world
We’ll take you through 6 small steps to help you take 1 giant leap toward employee understanding.
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Help employees understand their benefits, so they can make smart choices and use benefits wisely.
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Don’t worry, we can get you there. Join us on a jaunt through the stars and learn how to...
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Map your destination
Explore
Qualitative research—like focus groups—will help you find out:
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To make the most of your journey, it’s best to know where you’re going. So start with the end in mind: What do you want to accomplish? Here are a few examples:
• Perceptions about the value of benefits
• How they like to receive communication
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1. Plan your trip
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Get to know your employees
• How well employees understand their current benefits
Start with objectives
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To design communication that works for employees, you need to know their needs and preferences.
• What employees need to know to make decisions
• Improve appreciation for company benefits • Increase participation in a particular program • Reduce the number of calls/inquiries to HR
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And research tells you employees prefer: Benefits information in one place, with enrollment materials mailed to them at home
If your objective is:
And research tells you employees prefer: Materials that are easy to read and navigate
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And research tells you employees prefer: Side-by-side comparisons of health plan choices
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If your objective is:
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If your objective is:
2. Calculate your approach
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To encourage employees to make smart choices about which health plan to select, and use the plan wisely
To decrease the number of inquiries employees place to HR
With the objectives you set and knowledge you gained in Step 1, you’ve got a strong foundation for developing your approach to benefits communication. Here are a few calculations to help you plan:
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To improve employees’ understanding of and appreciation for benefits
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Your communication approach could include: A plan overview handbook, that includes an at-a-glance insert
Your communication approach could include: Use of intuitive organization (sections, color, table of contents, index) and navigation tools, both in print and online, and a clear, friendly, service-oriented tone
Your communication approach could include: A print handbook that highlights benefits plan information, including health plans, life insurance and tuition assistance
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Don’t assume everyone speaks your language.
Be visual. Instead of long narrative copy, break content up into easily scannable segments. Create a table that captures key changes to next year’s benefits. Or add a sidebar with a checklist of decision items. Use icons and images to illustrate your points.
Be service-oriented. Include tips, advice and Q&As that will help employees be smarter consumers and live healthier.
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Translate
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3. Be simple, clear and candid
Let employees know the action they need to take. Be clear, with content like: “Five decisions you need to make” and “A three-step process for choosing your benefits.”
Tell the “why” behind benefits changes. Answer the questions: Why does your company offer benefits? How does the package stack up against the competition? Then share the reasoning behind decisions about change.
Avoid the urge to sugarcoat. To maintain credibility, it’s important to communicate honestly. Tell employees why a change was made, how costs were managed and how they can choose and spend wisely.
Because the benefits your company offers can be diverse and complex, it’s important that you simplify the way you communicate.
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Here are some tips:
Tee laetee sotee fallaa mey smo
Email is great for timely reminders, quick checklists and to provide handy links to information available on a website. But don’t use email for everything.
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Don’t take a one-channel-fits-all approach to communication. Find the tool that helps you meet your objectives while satisfying employee needs.
• Compile all the facts employees need to
• Bring benefits to life through examples
• Illustrate comparisons using charts,
Digital screens, posters and postcards can provide important information at a glance.
with significant others
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4. Use tools for what they do best
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understand benefits and make decisions
• Allow employees to share information
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Web tools can be used to present complex information. Imagine a tool that helps employees enter personalized data and calculate the best choices.
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tables and other visuals
Print, such as a comprehensive brochure, quick-reference guide or newsletter, is still a highly effective way for employees to digest benefits information. Print can help you:
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Instead, find the right balance to:
But wait, there's more!
Too often
“Don’t miss out...”
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“Don’t forget...”
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Too late
The reason to communicate is not simply to provide information; it’s to give employees what they need to do something. So create communication keeping desired action steps in mind.
Manage timing wisely
Too early
5. Focus on what employees need to do
Be as “just in time” as possible, so employees have the information right before they need to take action.
Give employees enough time to understand a change that’s coming, so they can get used to it.
“Act now...”
5. Focus on what employees need to do
“Learn how to...”
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How? Create a timeline so you can map out how employees will learn about benefits and ensure that the timing creates understanding and encourages people to take action.
Want to go back?
employees will think there will be more, so they can wait to act
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Include “friendly reminders” —short messages that don’t overwhelm or annoy, but give a gentle little push to get going.
“What you need to do...”
Provide employees with a heads-up when something is coming. (“Next month is when enrollment starts.”)
Use phrases like:
employees will feel unprepared and blind-sided
Timing is one of the trickiest aspects of communicating benefits:
employees are likely to ignore your messages
Prompt your audience to take action
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6. Measure progress and success
Average time on page: 00:02:15 Shows you how much time visitors stay on a page
Strongly disagree Disagree Agree Strongly agree
EXAMPLE
EXAMPLE
EXAMPLE
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Strongly disagree Disagree Agree Strongly agree
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Use spot surveys to get quick feedback about a particular communication.
This year’s open enrollment brochure helped me understand the choices available to me.
1,004 page views Identifies the most popular content
The enrollment package mailed to my home was useful.
Frequently searched keywords: benefits package, vacation policy Tells you the content users look for most often
Assessing the impact of your communication is essential to demonstrate the value of your efforts and to adjust your activities to meet your objectives.
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Analyze web metrics or Google Analytics whenever possible (on your company intranet, portal or benefits microsite).
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Conduct an annual (or biennial) survey to assess communication over a period of time.
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But it’s not over, so don’t stop there. Just as employees’ needs will continually change, so shall your communication approach. For each new challenge, take a ride back through the stars to redefine what success looks like and adjust your communication as needed.
MAKE CONTACT
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Know what you want to accomplish Ask employees what they know and need Make even the most complicated benefits information oh so simple Use tools for what they do best Emphasize steps employees need to take, and encourage them to act now Keep an eye on the calendar to get timing right Measure to demonstrate success and get ready for next time
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©Davis & Company
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Welcome back! You’ve completed your mission!
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SUCCESS
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Remember what you have learned. And keep this checklist handy to help employees understand their benefits—so they know what to do:
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