Many companies pride themselves on their benefit plans. But a quick look at their messaging may tell you otherwise. Communications often give employees mixed signals about the value of those benefits.
Some companies unleash a tidal wave of information before open enrollment then a trickle for the rest of the year. Or, worse yet, they distribute boring and uninspired communications. Employees may not even recognize those messages came from their employer.
As someone who helps clients communicate effectively every day, I can tell you there is a better way. Make sure your benefits communications are relevant and align with your company culture. That culture makes you stand out as an employer and emphasizes your values. Your benefits should do the same, but if communications are lackluster, there could be a disconnect.
Here are 4 tips to help combine company culture with benefits communications.
1. Build the Branding Bridge
A benefits brand makes a difference. Ask yourself if your benefits brand fits comfortably among your company culture. Try this simple test. Give a co-worker a stack of communications that includes one from your benefits department and the rest from other parts of your company. Can they identify the benefits communications item at first glance? If they can’t spot your benefits brand, it might be time to re-evaluate it.
2. Make the Right Match
Is your company culture based on creativity and collaboration? A plain text email with a link to 40 PowerPoint slides is not the best way to combine company culture with benefits communications. Match your communications to the elements that define that culture.
Think about the aspects of your company that make people passionate. What would they tell a friend is the best thing about working at your company, besides the benefits? Apply that same logic to how you communicate what’s great about your benefits.
3. Watch the Wording
Liven up some of the language used in benefits communications. Even we can admit that Flexible Spending Accounts don’t set off fireworks in most people’s minds. Get creative with headlines. Spice up a few sentences in an otherwise dull document.
Avoid anything that sounds forced, or long, academic and boring. Remember, we live in the digital age, where attention spans are tenuous at best. A Jampp study found that human attention spans decrease by 88 percent each year. At the end of the day, your employees still need the facts. They’d prefer them to be short, simple and easy to understand.
4. Find the Fit
There are lots of ways to help remind employees about their benefits as part of a larger conversation about your company culture. Is your organization particularly passionate about innovation? Share new ideas from carriers, like apps to download, other tools to help employees, or tips to save money.
Benefits are an important part of how both employees and the wider industry perceive a company. Everyone should easily identify how your company’s benefit plans are a natural part of what makes it a great place to work. Keep benefits communications reflective of your company culture so employees will recognize the total value you provide.