Providing a strong package of benefits is a competitive imperative
in today’s business world. Like many employers, you’ve probably worked hard to
put together a solid menu of offerings to your staff. Unfortunately, many
employees don’t perceive the full value of the benefits they receive.
Why is this important? An underwhelming perception of value
could cause good employees to move on to “greener” pastures. It could also
inhibit better job candidates from seeking employment at your company. Perhaps
worst of all, if employees don’t fully value their benefits, they might not
fully use them — which means you’re wasting dollars and effort on procuring and
maintaining a strong package.
Targeting life stage
Among the most successful communication strategies for promoting
benefits’ value is often the least commonly used. That is, target the life
stage of your employees.
For example, an employee who’s just entering the workforce in
his or her twenties will have a much different view of a 401(k) plan than
someone nearing retirement. A younger employee will also likely view health
care benefits differently. Employers who tailor their communications to the
recipient’s generation can improve their success rate at getting workers to
understand their benefits.
Covering all bases
There are many other strategies to consider as well. For
starters, create a year-round benefits communication program that features
clear, concise language and graphics. Many employers discuss benefits with
their workforces only during open enrollment periods.
Also, gather feedback to determine employees’ informational
needs. You may learn that you have to start communicating in multiple
languages, for instance. You might also be able to identify staff members who
are particularly knowledgeable about benefits. These employees could serve as
word-of-mouth champions of your package who can effectively explain things to
others.
Identifying sound strategies
Given the cost and effort you put into choosing, developing and
offering benefits to your employees, the payoff could be much better. We can
help you ensure you’re getting the most bang for your benefits buck.
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